17/09/2013 1 9-1 Chapter 9 Consumer Behavior, Consumer Behavior, Eighth Edition Eighth Edition SCHIFFMAN & KANUK Communication and Consumer Behavior 9-2 Figure 9.1 Basic Communication Model Sender (Source) Receiver (Consumer) Message Channel (Medium ) Feedback 9-3 Elements of 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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Communication and Consumer Behavior · 2013-09-09 · Chapter 9 Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Communication and Consumer Behavior 9-2 Figure 9.1 Basic Communication
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• 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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Figure 9.2 AdDepicting Non-
VerbalCommunication
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Issues in Credibility
• Credibility of Informal Sources• Credibility of Formal Sources• Credibility of Spokespersons and Endorsers• Message Credibility
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Endorser Credibility• Endorser credibility is important when
message comprehension is low
• Match must exist between product attributesand endorser attributes
• Credibility is higher when endorser’sdemographic characteristics are similar tothose of target audience
• Endorser credibility is not a substitute forcorporate credibility
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SleeperSleeperEffectEffect
The idea that bothpositive and negativecredibility effects tend
to disappear after aperiod of time.
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Barriers to Communication
• Selective Perception– Wandering, Zapping, Zipping, and Channel
Surfing– Combat with Roadblocking
• Psychological Noise– Combat with repeated exposures, contrast in the
copy, and teasers
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Figure 9.3 ComprehensiveCommunication Model
Sender(Source)
Receiver(Consumer)
Message
Channel(Medium
)Decodes
Feedback
RespondsAppropriately
?
Miscomprehends?
Yes
Yes
No
No
CommercialNon-ProfitIndividualFormal vs.Informal
SymbolsPicturesWordsImages
Verbal vs. Nonverbal1-sided vs. 2-sided
Factual vs. Emotional
Paid vs. UnpaidPrint, Broadcast, Electronic
Personal vs. Impersonal
Pretests to Ensure Message Will be ReceivedPosttests to Ensure Message Was Received
How might advertising be designedfor these three distinct buyer types?
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Involvement Theory and Persuasion
The Elaboration Likelihood Model (ELM)proposes that marketers use the
•central route to persuasion for highinvolvement products and the
•peripheral route to persuasion for lowinvolvement products
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Figure 9.5Central Routeto Persuasion
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Issues in Message Presentation
• Resonance• Message Framing• One-sided Versus Two-sided Messages• Comparative Advertising• Order Effects• Repetition
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Figure 9.6Resonance
inAdvertising
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Figure 9.7Two-Sided
Appeal
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Figure 9.8 Comparative Advertising
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Figure 9.9ComparativeAdvertising
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Emotional Advertising Appeals
FearHumor
Abrasive advertisingSex in advertising
Audience participation
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Figure 9.10Humor to
Baby Boomers
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Figure 9.11SexualAppeal
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Table 9.4 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 isunrelated to the product.
•Audience demographic factors affect the response to humorousadvertising appeals.
•The nature of the product affects the appropriateness of a humoroustreatment.
•Humor is more effective with existing products than with newproducts.
•Humor is more appropriate for low-involvement products and feeling-oriented products than for high-involvement products.