Fields of Experience

The Communications Process

Response Feedback Loop

Channel

MESSAGEDecoding

Receiver /Audience

Source /Sender Encoding

NoiseNoise

Levels of Audience Aggregation

Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals

Encoding / Decoding Symbols

• Graphic• Pictures• Drawings• Charts

• Musical• Arrangement• Instrumentation• Voice or chorus

• Verbal• Spoken word• Written word• Song lyrics

• Animation• Action / motion• Pace / speed• Shape / Form

Human Communicators

• Verbal• Vocabulary• Grammar• Inflection

• Nonverbal• Gestures• Facial expression• Body language

How to Screw up the Communications Process

External Influences on Consumers

Culture

Subculture

Social class

Referencegroups

Situations

Experiential Overlap

SenderExperience

SenderExperience

ReceiverExperience

ReceiverExperience

Different Worlds

SenderExperience

SenderExperience

ReceiverExperience

ReceiverExperience

Moderate Commonality

SenderExperience

SenderExperience

High Commonality

ReceiverExperience

Selective Retention

The Selective Perception Process

Selective Comprehension

Selective Attention

Selective Exposure

Consumer Behavior

Why we do what we do…

Maslow’s Hierarchy of Needs

Physiological needs(hunger, thirst)

Safety needs(security, protection)

Social needs(sense of belonging, love)

Esteem needs(self-esteem, recognition, status)

Self-actualization needs(self-development, realization)

Consumer Decision Process

Problem RecognitionProblem Recognition

Information SearchInformation Search

Alternative EvaluationAlternative Evaluation

Purchase DecisionPurchase Decision

Postpurchase EvaluationPostpurchase Evaluation

MotivationMotivation

PerceptionPerception

Attitude FormationAttitude Formation

IntegrationIntegration

LearningLearning

Decision Process Stages Psychological Processes

Evaluation of Alternatives

All available brands

Brand A Brand B Brand C Brand D Brand E

Brand F Brand G Brand H Brand I Brand J

Brand K Brand L Brand M Brand N Brand O

Evoked Set of Brands

Brand B Brand E

Brand I

Brand M

Brand F

How we learn attitudes

And more importantly – how to change them

Consumer AttitudesLearned predispositions to respond toward an object—an individual’s overall feelings toward or evaluation of an object.

• Consumers may hold attitudes toward:• Individuals• Brands• Companies• Organizations• Product categories• Retailers• Advertisements• Media

Advertising-Based View of Communications

PurchaseBehaviorPurchaseBehavior

Attitudes Knowledge Preference Conviction

One-Way

Linear

Advertising Through Media

Acting on Consumers

Inverted Pyramid ofCommunications Effects

90% Awareness

70% Knowledge

40% Liking

25% Preference

20% Trial

5% UseC

onative

Cognitive

Affective

Advertising and Movement Toward Action

ConativeRealm of motives.Ads stimulate or direct desires.

AffectiveRealm of emotions.Ads change attitudes and feelings

CognitiveRealm of thoughts.Ads provide information and facts.

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Point of purchaseRetail store ads, Deals“Last-chance” offersPrice appeals, Testimonials

Competitive adsArgumentative copy

“Image” copyStatus, glamour appeals

AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywriting

Teaser campaigns

Consumer Learning Processes

• Cognitive Processes• Intellectual evaluation comparing

attributes with values.

• Behaviorist Learning• Based on conditioning through

association or reinforcement.

• Modeling Processes• Based on emulation (copying) of

respected examples (celebrities).

Goalachievement

Goalachievement

InsightInsight

Purposivebehavior

Purposivebehavior

Cognitive Learning Process

GoalGoal

Classical Conditioning Process

Conditionedstimulus

(Brita waterfiltration pitcher)

Conditionedstimulus

(Brita waterfiltration pitcher)

Association develops throughcontiguity and repetition

Unconditionedstimulus(waterfall)

Unconditionedstimulus(waterfall)

Unconditionedresponse

(freshness, purity)

Unconditionedresponse

(freshness, purity)

Conditionedresponse

(freshness, purity)

Conditionedresponse

(freshness, purity)

Increase or decrease inprobability of repeatbehavior (purchase)

Increase or decrease inprobability of repeatbehavior (purchase)

Instrumental Conditioning Process

Positive or negativeconsequences occur(reward or punishment)

Positive or negativeconsequences occur(reward or punishment)

Behavior(consumer uses

product or service)

Behavior(consumer uses

product or service)

Reinforcement

• Positive Reinforcement • Add stimulus to reinforce behavior.

• Negative Reinforcement• Remove an unpleasant stimulus after behavior

(to increase behavior): grounded until you clean your room.

• Punishment • Grounded because you didn’t clean your

room.

• Extinction• Behavior goes away because you don’t have

the stimulus.

Schedules of Reinforcement

Fixed-Interval

Fixed-Ratio

Variable-Ratio

Variable-Interval

Interval Ratio

Low

High

What to do when you want…

Response Process Models

Models of the Response Process

Stages

Cognitive

Affective

Behavioral

Models

AIDA

model

Attention

Interest

Desire

Action

Hierarchy of

effects model

Awareness

Knowledge

Linking

Preference

Conviction

Purchase

Innovation

adoption

Awareness

Interest

Evaluation

Trial

Adoption

Information

Processing

Presentation

Attention

Comprehension

Yielding

Retention

Behavior

Foote, Cone & Belting Grid

1InformativeThe Thinker

2AffectiveThe Feeler

3Habit

FormationThe Doer

4Self-

SatisfactionThe Reactor

Thinking Feeling

Hig

hIn

volv

emen

tL

ow

Invo

lvem

ent

Foote, Cone & Belting Grid

1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)

Possible implicationsTest: Recall diagnosticsMedia: Long copy format

Reflective vehiclesCreative: Specific information

Demonstration

Thinking

Hig

hIn

volv

emen

t

Foote, Cone & Belting Grid

2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn -do (psychological?)

Possible implicationsTest: Attitude change

Emotional arousalMedia: Large space

Image specialsCreative: Executional

Impact

Feeling

Hig

hIn

volv

emen

t

Foote, Cone & Belting Grid

3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)

Possible implicationsTest: SalesMedia: Small space ads

10-second ID’sRadio; Point of Sale

Creative: Reminder

Thinking

Lo

wIn

volv

emen

t

Foote, Cone & Belting Grid

4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)

Possible implicationsTest: SalesMedia: Billboards

NewspapersPoint of Sale

Creative: Attention

Feeling

Lo

wIn

volv

emen

t

The Persuasion Matrix

Independent variables: The Communications Components

Source Message Channel Receiver Destination

X

X

X

Messagepresentation

Attention

Comprehension

Yielding

Retention

Behavior

Source

X

Source Attributes andReceiver Processing Modes

Source attribute Process

CompliancePower

IdentificationAttractiveness

InternalizationCredibility

The Use of Celebrities

• Endorsements

• Testimonials

• Placements

• Dramatizations

• Representatives

• Identification

Meaning, Movement andthe Endorsement Process

Stage 1Role 3

Role 2

ObjectsPersonsContext

Role 1

Celebrity

Stage 2

ProductCelebrity

Stage 3

ConsumerProduct

Fear Appeals and Message Acceptance

Rej

ectio

n

Inhibiting effects

Resultantnonmonotonic curve

Facilitating effects

Level of fear

Acc

epta

nce

Use of Humor

• Aids attention and awareness• May harm recall and comprehension• May aid name and simple copy

registration• May harm complex copy registration• May aid retention

• Does not aid persuasion in general• May aid persuasion to switch brands• Creates positive mood, enhancing

persuasion

• Does not aid source credibility• Is not effective in bringing about

action, sales

UNFAVORABLE TOWARD HUMOR

• Research directors• Direct mail, newspapers• Corporate advertising• Industrial products• Goods or services of a

sensitive nature• Audiences that are:

• Older• Less educated• Down-scale• Female• Semi- or Unskilled

FAVORABLE TOWARD HUMOR

• Creative personnel• Radio and television• Consumer non-durables• Business services• Products related to the

humorous ploy• Audiences that are:

• Younger• Better educated• Up-scale• Male• Professional

Use of Humor

Message Recall and Presentation Order

Rec

all

Beginning Middle End