Chapter 9 Communication And Consumer Behavior
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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
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Basic Communication ModelFigure 9.1
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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
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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
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Discussion Question
• How have informal sources affected your decision as a consumer?
• Which informal sources are the most powerful? Why? When?
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The Message Initiator (source)
• Credibility of Informal Sources
• Credibility of Formal Sources
• Credibility of Spokespersons and Endorsers
• Message Credibility
• 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
Issues with Credibility
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The Message Initiator (source)
• Credibility of Informal Sources
• Credibility of Formal Sources
• Credibility of Spokespersons and Endorsers
• Message Credibility
• Effectiveness related to:– The message– Synergy between
endorser and type of product
– Demographic characteristics of endorser
– Corporate credibility– Endorsement wording
Issues with Credibility
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This ad has strong
synergy between the
endorser and the type of product.
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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?
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The Message Initiator (source)
• Credibility of Informal Sources
• Credibility of Formal Sources
• Credibility of Spokespersons and Endorsers
• Message Credibility
• Credibility of retailers
• Reputation of the medium that carries the ad
• Consumer’s previous experience with product
Issues with Credibility
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Sleeper Effect
The idea that both positive and negative credibility effects tend
to disappear after a period of time.
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The Target Audience (receivers)
• Personal characteristics and comprehension
• Involvement and congruency
• Mood
• Barriers to communication– Selective exposure to messages– Psychological noise
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Feedback The Receiver’s Response
• Feedback should be gathered:– Promptly– Accurately
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Advertising Effectiveness Research
• Media and message exposure measures– How many consumers received the
message– Which consumers received the message
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Comscore Media Metrix
weblink
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Nielson Ratings at Zap2it.com
weblink
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A People Meter for Television Measurement
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Advertising Effectiveness Research
• Message Attention and Interpretation– Physiological measures– Theater tests– Readership surveys– Attitudinal measures
• Message Recall Measures– Day after recall
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Eye Tracking Research
weblink
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Comprehensive Communication Model - Figure 9-6
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Designing Persuasive Communications
• Communications strategy– Must include objectives– Includes cognitive models– Newer models include perception,
experience, and memory
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The Three Phases and Flow Figure 9-7
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Designing Persuasive Communications
• Target Audience– Segmentation is key
• Media Strategy– Consumer profile– Audience profiles
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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
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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
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Designing Persuasive Communications
• Message Strategy– Involvement theory
• Central and peripheral routes
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Designing Persuasive Communications
• 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
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Designing Persuasive Communications
• Resonance• Message framing• Comparative
advertising• Order effects• Repetition
• Positive framing• Negative framing• One-sided vs. two-
sided
Message Structure and Presentation
This ad uses negative framing.
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Designing Persuasive Communications
• Resonance• Message framing• Comparative
advertising• Order effects• Repetition
• Marketer claims product superiority over another brand
• Useful for positioning
Message Structure and Presentation
A comparative
ad
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Discussion Question
You are a marketer for your college/university.
• How could you use comparative advertising?
• Do you think it would be effective?
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Designing Persuasive Communications
• Resonance• Message framing• Comparative
advertising• Order effects• Repetition
• Primacy• Recency• Order of benefits• Brand name
Message Structure and Presentation
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Designing Persuasive Communications
• Resonance• Message framing• Comparative
advertising• Order effects• Repetition
• Important for learning
Message Structure and Presentation
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Emotional Advertising Appeals
FearHumor
Abrasive advertisingSex in advertising
Audience participation
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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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