Communication and Consumer Behavior

Communication and Consumer Behavior

Week 7

Prepared by : W. Rofianto

Chapter Outline

� Components of Communication

� The Communication Process

� Designing Persuasive Communications

Basic Communication Model

The Message Initiator (source)

Issues with Credibility

Positive and negative credibility effects tend to disappear after a period of time (Sleeper Effect)

Credibility of Informal Sources

� Includes word of mouth

� These sources also called opinion leaders

� Informal sources may not always be credible

Credibility of Formal Sources

� 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

Credibility of Spokespersons and Endorsers

� The message

� Synergy between endorser and type of product

� Demographic characteristics of endorser

� Corporate credibility

� Endorsement wording

Message Credibility

� Credibility of retailers

� Reputation of the medium that carries the ad

� Consumer’s previous experience with product

The Target Audience (receivers)

� Personal characteristics and comprehension

� Involvement and congruency

� Mood

� Barriers to communication

• Selective exposure to messages

• Psychological noise

� Feedback The Receiver’s Response

• Promptly

• Accurately

Advertising Effectiveness Research

� Media and message exposure measures

• How many consumers received the message

• Which consumers received the message

� Message Attention and Interpretation

• Physiological measures

• Theater tests

• Readership surveys

• Attitudinal measures

� Message Recall Measures

• Day after recall

Nielson Ratings & People Meter

Comprehensive Communication Model

Designing Persuasive Communications

� Communications strategy

• Must include objectives

• Includes cognitive models

• Newer models include perception, experience, and memory

� Target Audience

• Segmentation is key

� Media Strategy

• Consumer profile

• Audience profiles

� Message Strategy

• Involvement theory (Central and peripheral routes)

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

Persuasive Capabilities and Limitations of Major Media (Television)

�Low costs per contact

�Large audiences possible

�Appeals to many senses

�Emotion and attention possible

�Demonstration possible

�Day-after recall tests for feedback

�Long lead time

�High clutter

�Short message life

�Viewers can avoid exposure with zapping, etc.

�Very high costs overall

Designing Persuasive Communications

Wordplay

Used to create a double meaning when used with a relevant picture

Positive framing

Negative framing

One-sided vs. two-sided

Marketer claims product superiority over another brand

Useful for positioning

Primacy

Recency

Brand name

Important for learning

ResonanceResonance

Message Message framingframing

Comparative Comparative advertisingadvertising

Order effectsOrder effects

RepetitionRepetition

This ad uses negative

framing.

Emotional Advertising Appeals

Fear (strong fear appeals tend less effective than mildfear appeals)

Humor

Abrasive advertising (unpleasant or annoying)

Sex in advertising (have attention-getting value, butrarely encourage actual consumption behavior)

Audience participation

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.