Fields of Experience
The Communications Process
Response Feedback Loop
Channel
MESSAGEDecoding
Receiver /Audience
Source /Sender Encoding
NoiseNoise
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
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
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
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
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