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Communication and Consumer Behavior

The document discusses communication and consumer behavior models including the basic communication model of sender, message, channel, receiver and feedback. It covers elements of the communication process, issues with credibility of sources, the sleeper effect, and barriers to communication such as selective perception.

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Faizan Ahmad
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© Attribution Non-Commercial (BY-NC)
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65 views24 pages

Communication and Consumer Behavior

The document discusses communication and consumer behavior models including the basic communication model of sender, message, channel, receiver and feedback. It covers elements of the communication process, issues with credibility of sources, the sleeper effect, and barriers to communication such as selective perception.

Uploaded by

Faizan Ahmad
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Communication and Consumer Behavior

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Basic Communication Model

Sender (Source)

Message

Channel (Medium )

Receiver (Consumer)

Feedback

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Elements of the Communications Process


The Sender (formal/informal) The Receiver (target/intermediary/unintended) The Medium (impersonal/interpersonal) Print/Broadcast/internet The Message (verbal/nonverbal) Feedback - the Receivers Response
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Ad Depicting combination of verbal & NonVerbal Communication

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Issues in Credibility
Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers

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Endorser Credibility
Match must exist between product attributes and endorser attributes Credibility is higher when endorsers demographic/geographic characteristics are similar to those of target audience Endorser credibility is not a substitute for corporate credibility

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Sleeper Effect

Effect of time on source credibility Disassociation Repetition Persuasiveness

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Barriers to Communication
Selective Perception- interest v/s disinterest

technology(remote/DND) Psychological Noise

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Comprehensive Communication Model


Commercial Verbal vs. Nonverbal Non-Profit 1-sided vs. 2-sided Individual Factual vs. Emotional Formal vs. Informal Selective Exposure Individuals Target Audience Intermediary Audience Unintended Audiences

Sender (Source)
Symbols Pictures Words Images

Messag e

Channel (Medium )

Receiver (Consumer)

Mediated by: Involvement Mood Experience Personal Charac.

Decodes
Paid vs. Unpaid Print, Broadcast, Electronic Personal vs. Impersonal

Responds Appropriately ? No Miscomprehends ? No

Yes

Yes

Pretests to Ensure Message Will be Received Posttests to Ensure Message Was Received
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Feedback

Issues in Designing Persuasive Communications



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OBJECTIVE APPROPRIATE AUDIENCE MEDIA DESIGNING OF MESSAGE Communications strategy Media strategy Message strategy

Communications Strategy

Perceptions Experience

Memory

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Media Strategy
Consumer profiles Audience profiles
A cost-effective media choice is one

that closely matches the advertisers consumer profile with the mediums audience profile.
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Persuasive Capabilities and Limitations of Major Media (Newspaper)


Access to large audiences Effective for local reach Short message life Flexible Cost varies based on ad size and vehicle Fast circulation Feedback possible through coupon redemption, etc.

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Persuasive Capabilities and Limitations of Major Media (Magazines)


Highly selective High quality production High credibility Long message life Long lead time Delayed and indirect feedback Rates vary based on circulation and selectivity

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Persuasive Capabilities and Limitations of Major Media (Television)


Large audiences possible Long lead time Appeals to many senses Viewers can avoid exposure with Emotion and attention zapping, etc. possible Demonstration possible Very high costs overall Low costs per contact

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Persuasive Capabilities and Limitations of Major Media (Radio)


High geographic and demographic selectivity Relatively inexpensive Good local coverage Audio only Zapping possible

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Persuasive Capabilities and Limitations of Major Media (Internet)


Potential for audience selectivity Customized tracking possible and other feedback tools possible Useful for branding
Zapping possible Great variation in pricing Privacy concerns

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Buyer Personalities and Advertising Strategies

Righteous

Social

Pragmatic

advertising must be designed differently for these three distinct buyer types
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Involvement Theory and Persuasion


The Elaboration Likelihood Model (ELM) proposes that marketers use the
central route to persuasion for high involvement products and the peripheral route to persuasion for low involvement products

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Central Route to Persuasion

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