Chapter 9 Communication And Consumer Behavior

Copyright 2007 by Prentice Hall

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Communication and Consumer Behavior

Chapter 9Communication and Consumer Behavior

Copyright 2007 by Prentice Hall 9 - 2

Chapter Outline

• Components of Communication

• The Communication Process

• Designing Persuasive Communications


Basic Communication ModelFigure 9.1


The Communications Process

• The Message Initiator (the Source)• The Sender• The Receiver• The Medium• The Message• The Target Audience (the Receivers)• Feedback - the Receiver’s Response


The Message Initiator (source)

• Credibility of Informal Sources

• Credibility of Formal Sources

• Credibility of Spokespersons and Endorsers

• Message Credibility

• Includes word of mouth

• These sources also called opinion leaders

• Informal sources may not always be credible

Issues with Credibility


Discussion Question

• How have informal sources affected your decision as a consumer?

• Which informal sources are the most powerful? Why? When?







• Neutral sources have the greatest credibility

• Source credibility judged on past performance, reputation, service, quality, spokesperson image, retailers, social responsibility

• Institutional advertising used to promote favorable company image








• Effectiveness related to:– The message– Synergy between

endorser and type of product

– Demographic characteristics of endorser

– Corporate credibility– Endorsement wording



This ad has strong

synergy between the

endorser and the type of product.


Discussion Question

• Who do you consider credible spokespeople?

• Why?

• Can you think of certain ads with credible spokespeople?

• Ads with spokespeople who are NOT credible?







• Credibility of retailers

• Reputation of the medium that carries the ad

• Consumer’s previous experience with product



Sleeper Effect

The idea that both positive and negative credibility effects tend

to disappear after a period of time.


The Target Audience (receivers)

• Personal characteristics and comprehension

• Involvement and congruency

• Mood

• Barriers to communication– Selective exposure to messages– Psychological noise


Feedback The Receiver’s Response

• Feedback should be gathered:– Promptly– Accurately


Advertising Effectiveness Research

• Media and message exposure measures– How many consumers received the

message– Which consumers received the message


Comscore Media Metrix

weblink


Nielson Ratings at Zap2it.com

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A People Meter for Television Measurement


Advertising Effectiveness Research

• Message Attention and Interpretation– Physiological measures– Theater tests– Readership surveys– Attitudinal measures

• Message Recall Measures– Day after recall


Eye Tracking Research

weblink


Comprehensive Communication Model - Figure 9-6


Designing Persuasive Communications

• Communications strategy– Must include objectives– Includes cognitive models– Newer models include perception,

experience, and memory


The Three Phases and Flow Figure 9-7



• Target Audience– Segmentation is key

• Media Strategy– Consumer profile– Audience profiles


Excerpts from Table 9.1 Persuasive Capabilities and Limitations of Major

Media (Magazines)• Highly selective• Selective binding

possible• High quality

production• High credibility• Long message life• High pass-along

rate

• Long lead time• High clutter• Delayed and indirect

feedback• Rates vary based on

circulation and selectivity


Excerpts from Table 9.1 Persuasive Capabilities and Limitations of Major

Media (Television)• Low costs per

contact• Long lead time• High clutter• Short message life• Viewers can avoid

exposure with zapping, etc.

• Day-after recall tests for feedback

• Large audiences possible

• Appeals to many senses

• Emotion and attention possible

• Demonstration possible

• Very high costs overall



• Message Strategy– Involvement theory

• Central and peripheral routes



• Resonance• Message framing• Comparative

advertising• Order effects• Repetition

• Wordplay• Used to create a

double meaning when used with a relevant picture

Message Structure and Presentation

Wordplay on SUV





• Positive framing• Negative framing• One-sided vs. two-

sided


This ad uses negative framing.





• Marketer claims product superiority over another brand

• Useful for positioning


A comparative

ad


Discussion Question

You are a marketer for your college/university.

• How could you use comparative advertising?

• Do you think it would be effective?





• Primacy• Recency• Order of benefits• Brand name






• Important for learning



Emotional Advertising Appeals

FearHumor

Abrasive advertisingSex in advertising

Audience participation


Table 9.2 Impact of Humor on Advertising

•Humor attracts attention.•Humor does not harm comprehension.•Humor is not more effective at increasing persuasion.•Humor does not enhance source credibility.•Humor enhances liking.•Humor that is relevant to the product is superior to humor that is unrelated to the product.

•Audience demographic factors affect the response to humorous advertising appeals.

•The nature of the product affects the appropriateness of a humorous treatment.

•Humor is more effective with existing products than with new products.

•Humor is more appropriate for low-involvement products and feeling-oriented products than for high-involvement products.

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Chapter 9 Communication And Consumer Behavior