Communication & Consumer Behavior

MKT 3850Dr. Don Roy

What We’ll Discuss

1. Application of traditional communications model to marketing

2. Theories of how promotion impacts consumer behavior

3. Cognitive buying decision process and how promotion can influence behavior at each stage of the process

Traditional Communication Model

Source(Encodes)

Message ChannelReceiver

(Decodes)

Noise(Disruptions)

Feedback

Who Can Be a Message Source?

Personal Sources: Salesperson Celebrity Endorser “Average Person” (Testimonial) Models Characters/Animals “Buzz Agents”Non-Personal Sources: A company News Media (for PR messages)

Assessing Source Characteristics

Source Credibility1) How trustworthy is the source? 2) Is the source knowledgeable?

Source Attractiveness1) Physical attractiveness2) Perceived similarity between source

and receiver3) Source is liked by receiver

Selecting a Channel: Some Options

Traditional Media: Radio Newspaper Television Magazines Direct Mail Salesperson News Media

(PR)

Nontraditional Media:

Internet E-mail Blogs Podcasts Mobile (Cell

phones) Sponsorship Product

Placement

Noise

Any disruption to the communication process:1. Competitive brands2. Multiple messages competing for customer

attention (a.k.a. message clutter)3. Flawed execution (poor encoding)4. Inconsistencies and contradictions5. Sources internal to receiver (distracted,

daydreaming, “lazy listener”)

Feedback to Marketing Messages

Create brand awareness Store brand associations in

memory Develop brand beliefs Engage in word-of-mouth Visit a web site Call a toll-fee telephone number Visit a retailer Make a purchase

Consumer Response to Brand Messages:

Hierarchy-of-Effects Models Brand messages can be used to

influence and persuade in decision making process… THAT’S GREAT NEWS!

Hierarchy-of-Effects models explain stages of response when making a purchase decision.

A classic Hierarchy-of-Effects model is AIDA.

AIDA Model

Action

Desire

Interest

Attention

Conative = “Do”

Affective = “Feel”

Cognitive = “Think”

Elaboration and Brand Decision

Consumers use one of two possible routes to process brand-related information:

Central Route- Consumers pay attention to

product information (attributes, benefits, price, etc.).

Peripheral Route- Consumers pay attention to

image messages or cues such as music, celebrity, model, or humor.

The Elaboration Likelihood Model

Central route to persuasion

Comprehension

• Deeper thoughts about

product attributes and consequences• More elaboration

Persuasion

• Non-product beliefs• Attitude toward ad• Purchase intention

Comprehension

• Shallow thoughts about nonproduct information• Low elaboration

Attention

Focus on “central” product-relatedinformation

Higher involvement with product or message

Attention

Focus on “peripheral” nonproductinformation

Lowerinvolvementwith productmessage

Persuasion

• Product beliefs• Brand attitude• Purchase intention

Peripheral route to persuasion

Exposure to persuasivecommunication (ad)

Routes to Persuasion

Central Route

Peripheral Route

Understanding E.L.M. - Part 1

It is possible for persuasion (e.g., creating favorable brand attitudes) to occur through either route

Marketer must know what route target audience is likely to use when searching for information.

Understanding E.L.M. - Part 2

Neither of the routes to persuasion is superior to the other!

They are two different means to reach desired end (favorable brand attitude).

Attitude as an Influence on Alternative Evaluation

Attitude toward a brand is comprised of sum of brand attribute beliefs times importance of attribute

Multiattribute Model of Attitude Formation:

AB = Σ Bi x Ei

AB = Brand Attitude Bi = Beliefs about brand on attribute i Ei = Importance attached to attribute i

How Marcom Can Be Used to Influence Brand Attitude

1. Change beliefs about a particular brand attribute (ex. SNHU)

2. Change consumers’ perceptions of the importance or value of an attribute (ex. AT&T)

3. Add a new (positive) attribute to the attitude formation process (ex.- AT&T)

4. Change perceptions of belief ratings for a competing brand (ex.- Samsung)