consumer behaviour unit 2
TRANSCRIPT
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UNIT II - CONTENTCOMPONENTS OF COMMUNICATIONCOMMUNICATION PROCESSCOMMUNICATION STRATEGYMESSAGE FACTORS – STRUCTURE, ORDER
CODE, APPEALTYPES OF APPEALRATIONAL, EMOTIONAL, FEAR, HUMOR, SEX,
PRESTIGE, EGO.PERSUASION – ELM MODEL
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MEDIUMCOMMUNICATION CHANNEL
IMPERSONAL – MASS MEDIUM
INTERPERSONAL – FORMAL CONVERSATION & INFORMAL CONVERSATION
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IMPERSONAL COMMUNICATION
MASS MEDIA PRINT MEDIABROADCAST MEDIAELECTRONIC MEDIANEW MEDIADIRECT MARKETING
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MESSAGEVERBALNON VERBALCOMBINATION OF BOTH
FEEDBACKPERMITS THE SENDER TO REINFORCE TO
CHANGE MESSAGEEASY AND FAST IS INTERPERSONAL
COMMUNICATIONDIFFICULT IN IMPERSONAL COMMUNICATION
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MARKETING COMMUNICATION
OBJECTIVESAWARENESS ABOUT PRODUCTINFORMATION OF PRODUCTINDUCE POSITIVE ATTITUDE TOWARDS PRODUCTPERSUADE THE CONSUMERS TO BUY PRODUCTCONVINCE CONSUMERS AS TO HOW THE
PRODUCT WILL SOLVE PROBLEMS
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COMMUNICATION PROCESS THE SENDER
ENCODES MESSAGE MINIMIZE BARRIERSTRIES TO CONVEY PRECISELY INTENDED WAYORGANIZATIONS ARE SENDERRECEIVER IS TARGET CONSUMER
OBJECTIVE
TO INFORM TO INFLUENCE TO PERSUADE
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CREDIBILITY OF SOURCEIMPORTANCE OF CREDIBILITY
EFFECTS OF CREDIBILITY IN DECODINGi. HONESTYii. OBJECTIVITY
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BUILDING CREDIBILITY
INFORMAL SOURCESTRONG INFLUENCEREASON: NON-COMMERCIALPERCEIVED AS MOST CREDIBLEADVICE SERIOUSLY CONSIDERED
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BUILDING CREDIBILITYNEUTRAL FORMAL SOURCES
PERCEIVED MORE CREDIBLE
REPORTS, NEWSPAPER ARTICLES
MORE OBJECTIVE
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FORMAL COMMERCIAL SOURCEOBJECTIVE • PROFIT ORIENTED• PERCEIVED AS COMMERCIAL
FACTORS AFFECTING CONSUMERS: • JUDGMENT• PAST PERFORMANCE• REPUTATION• SERVICE• IMAGE• SPOKESPERSON• RETAIL OUTLET
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CREDIBILITY OF SPOKESPERSON &
ENDORSERSEFFECT OF PITCHMANUSE OF CELEBRITYSYNERGY BETWEEN ENDORSER & PRODUCTDEMOGRAPHIC CHARACTERISTICS OF ENDORSER
MUST BE SIMILAR TO TARGET AUDIENCECREDIBILITY OF ENDORSERCREDIBILITY OF CORPORATEUSE OF TESTIMONIALS
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MESSAGE CREDIBILITYREPUTATION OF RETAILERS
RETAIL ADVERTISING REINFORCES MANUFACTURER’S MESSAGE
REPUTATION OF MEDIUM
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EFFECT OF TIME ON SOURCE CREDIBILITY
THE SLEEPER EFFECT
EFFECT ON HIGH CREDIBILITY SOURCE
POSITIVE AND NEGATIVE EFFECT
EFFECT DISAPPEARS AFTER SIX WEEKS
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RECEIVERTARGET AUDIENCEDECODING THE MESSAGEFACTORS AFFECTING DECODING
i. PERSONAL CHARACTERISTICS ii. INVOLVEMENT WITH THE PRODUCTiii. CONGRUENCY OF THE MESSAGE WITH THE
MEDIUMiv. RECEIVER’S MOOD
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PERSONAL CHARACTERISTICSDEMOGRAPHICS( AGE, GENDER)SOCIO CULTURAL MEMBERSHIPLIFESTYLEPERSONALITYATTITUDEPRIOR LEARNINGPERCEPTIONEXPERIENCE
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INVOLVEMENT & CONGRUENCYPERSONAL INVOLVEMENT
ATTENTION
LOW INVOLVEMENT OF CONSUMERS DECODE THE MESSAGE WITHIN THE CONTEXT
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MOODEMOTIONAL APPEAL IS EFFECTIVE
POSITIVE MOOD ENHANCES LEARNING
CHANGED MOOD AFFECTS EVALUATION & RECALL
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BARRIERS TO COMMUNICATIONSELECTIVE EXPOSURE TO MESSAGES
ZAPPING OF COMMERCIALS
ROAD BLOCKING
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PSYCHOLOGICAL NOISEA. CLUTTER OF MESSAGES
B. HOW TO OVERCOME :• REPEAT EXPOSURE• CONTRAST COPYWRITING• USE OF TEASERS• SPECIALIZED MEDIA
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FEEDBACKPROMPTACCURATERARELY DIRECTINFERREDINFERRED FROM -CONSUMERS ACTION, ENQUIRYREPEAT PURCHASE, SATISFACTIONHOTLINE SERVICES
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FEEDBACKADVERTISING RESEARCHIMPACT OF ADVERTISINGPERSUASIVE EFFECTSALES EFFECTMEDIA PREFERENCESTV PROGRAMSRECALL OF ADV.
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PERSUASIVE COMMUNICATIONOBJECTIVE OF COMMUNICATIONAPPROPRIATE AUDIENCEAPPROPIATE MEDIADESIGNING MESSAGEFOR MEDIAFOR AUDIENCE
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COMMUNICATION STRATEGYPRIMARY OBJECTIVEA. AWARENESSB. PROMOTING SALESENCOURAGING PRACTICESREDUCING COGNITIVE DISSONANCEATTRACTING RETAIL PATRONAGECREATING FAVOURABLE IMAGE
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COGNITIVE MODELSDEPICTS PROCESSEXPOSURE OF MESSAGERESULT OF EXPOSUREINTERESTDESIREBUYING
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COGNITIVE MODELSTHREE PHASESFLOW OF PERCEPTIONRELATIONSHIP AMONG KEY FACTORSPERSUASION, PERCEPTION, EXPERIENCE &
MEMORY
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CONSUMER SEGMENTHOMOGENOUSIMPOSSIBLE TO DEVELOP SINGLE MESSAGEUNIVERSAL APPEAL IN SIMPLE LANGUAGESPIN OFF A SERIES OF RELATED MESSAGESTARGETTING TO THE SPECIFIC INTERESTS
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MEDIA STRATEGYPLACEMENT OF ADS IN SPECIFIC MEDIARESEARCH PREPARES CONSUMER PROFILEDESCRIPTIVE AUDIENCE PROFILE
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MESSAGE STRATEGYTHROUGH IDEAATTITUDEIMAGE OR OTHER INFORMATIONUNDERSTAND TARGET AUDIENCEPERSONAL CHARACTERISTICSDEMOGRAPHIC
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MESSAGEDESIGNPICTURESLOGOWORDSSONGJINGLENON VERBAL STIMULI- REINFORCEMENT
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THREE PERSONALITY TYPESRIGHTEOUS BUYERSOCIAL BUYERPRAGMATIC BUYER (PRACTICAL- VALUE FOR
MONEY)
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INVOLVEMENT THEORYA. HIGH INVOLVEMENT PURCHASEB. LOW INVOLVEMENT PURCHASEC. ELABORATION LIKELIHOOD MODEL
A. HIGH INVOLVEMENT- HIGH PRICE LONG LASTING DEEP INTEREST
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INVOLVEMENT THEORYB.CONTROL ROUTE OF PERSUASION RATIONAL ISSUE RELATED ARGUMENTS COGNITIVE PROCESS
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INVOLVEMENT THEORYB. LOW INVOLVEMENT LOW PRICE SHORT LIFE TRIALC. PERIPHERAL ROUTE OF PERSUAION SYMBOLIC MATERIAL PLEASANT INDIRECT ASSOCIATION PROVOKE FAVOURABLE INFERENCES
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MESSAGE STRUCTURERESONANCE ADVERTISINGWORD PLAYCREATE DOUBLE MEANINGUSED WITH RELEVANT PICTUREINSIGHTS PROVIDED BY SEMIOTICSCAN CHANGE CONSUMER’S ATTITUDESIMPROVES UNAIDED RECALL
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MESSAGE STRUCTUREMESSAGE FRAMINGSTRESS BENEFITSPOSITIVE MESSAGE FRAMINGBENEFITS LOST BY NOT USINGNEGATIVE MESSAGE FRAMING
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MESSAGE STRATEGYONE SIDEDPOSITIVE ATTRIBUTES
TWO SIDEDCOMPETITORS NEGATIVE COUNTER CLAIMSMORE CREDIBLEPOSTIVE AS WELL AS NEGATIVE ATTRIBUTES
TYPE OF AUDIENCEA. CRITICAL AUDIENCEB. EDUCATEDC. TWO SIDED
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MESSAGE STRATEGYCREDIBILITY CAN BE ENHANCEDDISCLAIMING SUPERIORITYNOT CLAIMING PRODUCT IS UNIVERSAL CARE
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MESSAGE STRATEGYCOMPARITIVE ADVERTISINGEXPLICIT COMPARISONIMPLICIT IDENTIFIEDON OVERALL BASISSELECTED ATTRIBUTESUSEFUL FOR PRODUCT POSITIONINGBRAND POSITIONING
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MESSAGE STRATEGYCOMPARITIVE ADVERTISINGEXERTS MORE POSITIVE EFFECTBRAND ATTITUDEPURCHASE INTENTIONPURCHASE
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MESSAGE STRATEGYORDER EFFECTFIRST AD MESSAGE RECALLED BESTMIDDLE ADS RECALLED LASTORDER OF PRODUCT BENEFITS
INTEREST OF AUDIENCESMOST IMPORTANT ATTRIBUTE FIRST= LOW
INTERESTPRODUCT BENEFITS IN ASCENDING ORDERFAVOURABLE FIRSTUNFAVOURABLE LAST
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REPETITIONFREQUENCY OF ADVERTISEMENTSAFFECTS OF PERSUASIONAD RECALLBRAND NAME RECALLBRAND PREFERENCE
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FEEDBACKAUDIENCE PARTICIPATIONTWO WAY COMMUNICATIONREINFORCES THE MESSAGEACCOMPLISHED IN ON-LINE COMMUNICATION