1

Chapter 5Perspectives

onConsumer Behavior

2

Figure 5.1 - A Model of the Communication Process

GraphicGraphic

•Pictures

•Drawings

•Charts

•Pictures

•Drawings

•Charts

VerbalVerbal

•Spoken Word

•Written Word

•Song Lyrics

•Spoken Word

•Written Word

•Song Lyrics

MusicalMusical

•Arrange-ment

•Instrum-entation

•Voices

•Arrange-ment

•Instrum-entation

•Voices

AnimationAnimation

•Action/Motion

•Pace/ Speed

•Shape/Form

•Action/Motion

•Pace/ Speed

•Shape/Form

VerbalVerbal GraphicGraphic MusicalMusical

There are many forms of message encoding

EncodingEncoding

Personal ChannelsPersonal ChannelsPersonal ChannelsPersonal Channels

Communications Channels

Nonpersonal Channels

Nonpersonal Channels

Personal Selling

Word of Mouth/Mouse

Print Media

Broadcast Media

Basic Model of Communication

Viral marketing: Propagating marketing-relevant messages with the help of individual consumers Factors affecting success

Message characteristics

Individual sender or receiver characteristics

Social network characteristics

Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message

5

Basic Model of Communication

Receiver: Person with whom the sender shares thoughts or information

Decoding: Transforming the sender’s message into thought Heavily influenced by the receiver’s field of

experience Field of experience: The experiences, perceptions,

attitudes, and values a person brings to the communication situation

6

Basic Model of Communication

Noise: Unplanned distortion in the communication process Occurs because the fields of experience of the

sender and receiver don’t overlap

Response: Receiver’s set of reactions after seeing, hearing, or reading the message

Feedback: Receiver’s response that is communicated back to the sender

7

Field of experience

8

9

What does it mean?

AfricaDead,Bloodshed

Middle East/Asian countriesLove, sin, lust, strength

UKPower, masculinity

USASex, passion, adultery, hot, spicy, love

IndiaBlood, fertility,Ambition, desire

What does it mean?

10

Australia, New Zealand, Philippines, Japan

Death, mourning

AfricaVictory, purity

IndiaCreation, rebirth, light

11

12

13

14

Figure 5.2 - Levels of Audience Aggregation

15

1

2

3

4

1. Personal selling

16

2. Direct Marketing

17

3. Market Segments

4. Mass market

CADBURY AD

19

https://www.youtube.com/watch?v=TnzFRV1LwIo

COGNITION - LEARN AFFECT - FEEL

CONNATION/BEHAVIOUR - DO

20

21

22

Figure 5.3 - Models of the Response Process

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

Men (48 Men (48 percent) said percent) said they like they like sexual ads, sexual ads, few women few women did (8 percent)did (8 percent)

Most men Most men (63 (63 percent) percent) said said sexual ads sexual ads have a have a high high stopping stopping power for power for them; them; fewer fewer women women thought thought so (28 so (28 percent). percent).

Figure 5.4 - Methods of Obtaining Feedback in the Response Hierarchy

42

Figure 5.5 - Alternative Response Hierarchies –The Three-Orders Model of Information Processing

44

PC, printers, cameras,appliances, cars, house

Based on suggestion / impulse buyingCell phone, tires.

You generate feelings based on the ad/ exposure. You purchase and then establish attitude.

Figure 5.6 - The Social Consumer Decision Journey

45

Figure 5.7 - A Model of Cognitive Response

46

CounterargumentsCounterarguments Support argumentsSupport arguments

Source derogationSource derogation Source bolsteringSource bolstering

Thoughts aboutthe ad itself

Thoughts aboutthe ad itself

Thoughts aboutthe ad itself

Thoughts aboutthe ad itself

Source bolsteringSource bolsteringSource derogationSource derogation

Support argumentsSupport argumentsCounterargumentsCounterarguments

Affect attitudetoward the adAffect attitudetoward the ad

Cognitive Response Categories

Product/Message ThoughtsProduct/Message Thoughts

Source-Oriented ThoughtsSource-Oriented Thoughts

Ad Execution ThoughtsAd Execution Thoughts

Product message thoughts: Arguments/Counterarguments

48

Apple vs MS https://www.youtube.com/watch?v=1jP4O7rEHQ8

Source Oriented Thoughts

49

50

Ad Execution thoughts

51

E.G:John Lewis Christmas Ads

Cannon eye Ads

Beautiful Bangladesh ad

Liberation War ad

Figure 5.9 - A Framework for StudyingHow Advertising Works

52