Chapter 9
Communication and
Consumer Behavior
Figure 9.1 Basic Communication Model
Sender
(Source)
Message
Channel
(Medium
)
Receiver
(Consumer)
Feedback
©2000 Prentice Hall
Elements of the Communications
Process
•
•
•
•
•
•
•
The Message Initiator (the Source)
The Sender
The Receiver
The Medium
The Message
The Target Audience (the Receivers)
Feedback - the Receiver’s Response
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Issues in Credibility
•
•
•
•
Credibility of Informal Sources
Credibility of Formal Sources
Credibility of Spokespersons and Endorsers
Message Credibility
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Sleeper Effect
The idea that both positive
and negative credibility
effects tend to disappear
after a period of time.
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Barriers to Communication
• Selective Perception
• Psychological Noise
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Figure 9.3 Comprehensive
Communication Model
Commercial Verbal vs. Nonverbal
Non-Profit
1-sided vs. 2-sided
Individual Factual vs. Emotional
Formal vs.
Informal
Messag
e
Sender
(Source)
Symbols
Pictures
Words
Images
Selective
Exposure
Individuals
Target Audience
Intermediary Audience
Unintended Audiences
Channel
(Medium
)
Receiver
(Consumer)
Mediated by:
Involvement
Mood
Experience
Personal Charac.
Decodes
Paid vs. Unpaid
Print, Broadcast, Electronic
Personal vs. Impersonal
Pretests to Ensure Message Will be Received
Posttests to Ensure Message Was Received
Responds
Appropriately
?
No
Miscomprehends
?
Yes
Yes
No
Feedback
©2000 Prentice Hall
Issues in Designing Persuasive
Communications
• Communications strategy
• Media strategy
• Message strategies
©2000 Prentice Hall
Table 9.1 Classifying Consumers by the
Magazines They Read
Typical
Magazines
Read
“HOME
ENGINEERS
”Family Circle
Good
Housekeeping
Woman’s Day
“REAL GUYS”
“ETHNIC
PEWNEPS”
Guys & Ammo
Popular Mechanics
Mechanix Illustrated
Ebony
Essence
Jet
Primary Sex
Female
Male
Both
Income+
Politics
$33,000
Mixed
$39,000
Mixed
$28,000
Democrats
Favorite
Television
Programs
“Oprah”
“60 Minutes”
“Donahue”
Most
Frequently
Used
Products
Eye Shadow
Face powder
Foundation
makeup
“Cheers”
“America’s Most
Wanted”
“N.F.L. Live”
Disposable diapers
Bottled water
Contact lens
products
“Arsenio Hall”
“Oprah”
“Fresh Prince of
Bel Air”
Nail polish
Contact lens
products
Instant coffee
©2000 Prentice Hall
Table 9.1 continued
“INFORMATION
GRAZERS”
“ARMCHAIR
ADVENTURERS”
People
Time
Bon Appetit
Reader’s Digest
Modern Maturity
Travel & Leisure
Male
Both
$44,000
Democrats
$35,000
Republicans
Favorite
Television
Programs
“L.A. Law”
“Roseanne”
“A Current Affair”
“Matlock”
“60 Minutes”
“Wheel of Fortune”
Most
Frequently
Used
Products
Disposable diapers
Powdered drink
mixes
Frozen desserts
Antacids
Decaffeinated coffee
Instant coffee
Typical
Magazines
Read
Primary Sex
Income
Politics
©2000 Prentice Hall
Table 9.2 The Righteous, Social and
Pragmatic Buyer: A Comparative Analysis
Righteous
Describe quality.
Note achievements,
awards, community
and environmental
positions
Social
Offer quality-oflife
enhancements,
exclusivity.
Pragmatic
Benefit-driven.
Focus on bottom
line.
Copy Length
Wants information.
Detailed copy
facilitates decisions.
Provide short
lively copy.
Repeat benefits
and price. Keep it
to the point.
Bottom line
oriented.
Endorsements
Highly important
when from an
independent source.
Impressed with
credible celebrity
endorsements.
Not important.
Copy Appeals
©2000 Prentice Hall
Table 9.2 continued
Visuals
Righteous
Show the product
fully. Use detail in
comparison charts.
Social
Show people
having fun.
Whimsical!
Pragmatic
Include charts or
comparison.Show
practical use of
product.
Pricing
Emphasize fair price, Full retail price
value.
easily accepted.
Offer a discount
or a special deal.
Guarantees
Provide strongly
worded guarantees.
Provide strongly
worded
guarantees.
Free Trial
“I can test it myself.” “I can show it
off!”
“I can use it and
return it if I don’t
like it!”
Shipping and
Handling
Show fairness. Wants Include in price.
costs itemized.
Ship it free.
Important, and a
decision tiebreaker.
©2000 Prentice Hall
Table 9.2 continued
Righteous
Social
Pragmatic
Premiums
Relate to purchase.
Appeal to the ego. Emphasize giving
Fun.
something free.
Time Limits
of Offer
Don’t’ ever break
your word.
Helps incite
action now.
Sweepstakes/
Contests
No great appeal.
Dreams of
Wants something
winning and
for nothing.
impressing others.
Charter
Membership
Provides some
appeal.
“I’m the first to
have it!”
There’s always
another deal.
Appeals if there’s
a special deal.
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Issues in Message Presentation
•
•
•
•
•
Message Framing
One-side Versus Two-sided Messages
Comparative Advertising
Order Effects
Repetition
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Advertising Appeals
•
•
•
•
•
Fear
Humor
Abrasive advertising
Sex in advertising
Audience participation
©2000 Prentice Hall
Table 9.3 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 feelingoriented products than for high-involvement products.
©2000 Prentice Hall
Figure 9.13 Communication-Based
Model Links Company to its Public
Other
Stakeholders
Corporate Level Message Sources
Cross-Functional Brand
Equity (IM) Team
Marketing Level Message Sources
Interactivity
Customers
Cross-Functional IMC
Team
Marketing Communication Level
Message Sources
Brand Relationships
Brand Value
©2000 Prentice Hall