mcom 341-9 communication
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COMMUNICATION & CONSUMER BEHAVIOR
5-2
CLASS OBJECTIVES
Explain the human communication process and how it impacts advertising
Outline the consumer perception process & explain
why “perception is reality”
Describe how a consumer’s level of involvement with a product influences them
Discuss consumers’ motivations
Outline the steps of the consumer purchase decision
process
Discuss various influenceson consumer behavior
5-3
THE HUMAN COMMUNICATION PROCESS
Source Encoding Message Channel
Decoding Receiver
Feedback
Noise
5-4
IN LIFE…
Source:
Message:
Channel:
Receiver:
Your friend Ann
Coffee Invitation
Text message
You
Kate & Ann You
Im w K8 @ *$. Join us?
Cant. Studying. :(
5-5
IN ADVERTISING…
Source:
Message:
Channel:
Receiver:
The sponsor, Evian
The ad
The medium, print
The consumer
Evian ad uses a symbol to encode its message
5-6
BROKEN CODE
Sometimes the receiver (consumer) doesn’t decode the message (ad) the way the source (advertiser) intended.
Example: Groupon ad http://www.youtube.com/watch?v=87RrhRyD-Pc
5-7
CRACK THE CODE…
Can you accurately decode the advertising slogans in these 2 exercises?
5-8
FEEDBACK IN ADVERTISING
DirecTV offers interactive advertising that allows consumers to give feedback,
receive information, or redeem offers.
5-9
NOISEAdvertisers compete with thousands of others for their message to be heard by consumers, i.e. noise.
5-10
CONSUMER BEHAVIOR
Consumer behavior: the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants.
What makes her like this dress?
5-11
PERSONAL PROCESSES
PERSONAL PROCESSES
Perception
Learning & Persuasion
Motivation
Perception: the personalized way we sense, interpret and comprehend stimuli.
Learning: a permanent change in thought process or behavior that occurs as a result of reinforced experience.
Persuasion: a change in belief, attitude or behavioral intention caused by promotional communication (e.g. ads).
Motivation: the underlying forces (motives) that contribute to our actions
5-12
EXAMPLE: COOKIES
Perception: I smell chocolate chip cookies, and they smell delicious.
Learning: I follow the recipe on the back of the bag and make cookies that are just as delicious.
Persuasion: I believe that Hershey’s makes the best chocolate chips, so they’re the only ones I use when I bake.
Motivation: By sharing cookies with my friends, they will see that I like them.
5-13
PERCEPTION
•Ad/commercial•Promotion•News item•Product/store•Price tag•Conversation
Physical Data(Stimuli)
•Sight•Hearing•Touch•Taste•Smell
Physiological Screens (Sensory)
•Personality•Self-concept•Attitudes•Beliefs•Habits
Psychological Screens
(Emotional)
Awareness
Nonawareness
Cognition(Awareness)
•Information•Needs•Wants
Mental Files (Memory)
Feedback
All these layers make it hard for advertisers to achieve consumer perception.
5-14
EXAMPLE: HIGHWAY BILLBOARD
Pho
to:
fran
kwba
ker.
com
Stimulus• Billboard ad
Physiological Screen• Big truck in front of my
car blocks ad from view• I’m walking, ad is too
high for me to see
Psychological Screen• I’m not 21 yet• I don’t drink alcohol• Bothered by portrayal of woman
SELECTIVE PERCEPTION
5-15
EXAMPLE: ONLINE AD
Photo: visualeditors.com
Stimulus• Online display ad appears on fave web site
Physiological Screen• I notice the ad while reading a story
Psychological Screen• The ad reinforces my habit of shopping for
clothes at LOFT• The ad appeals to my self-concept (fun,
feminine)Cognition• The ad makes it through my screens and
achieves awareness
Mental Files • I want to shop for dresses and decide to
visit LOFT this week
5-16
LOGO EXERCISE
http://www.sporcle.com/games/corplogos.php
How many of these company logos made it through our filters?
5-17
LEARNING AND PERSUASION
Stimulus
Photo: xiaoxiazhuang.com
Example: Pizza Hut product placement On FX TV series
“The League”
Need/Want Drive to Respond
Satisfaction
Dissatisfaction
Response Reinforced
High Engagement: I’m Hungry
5-18
LEARNING & PERSUASION
This ad for Keds aims to create a positive attitude so consumers will remember the brand when the need/want is stimulated.
Low Engagement: I Don’t Want/Need Shoes
5-19
RESULTS OF LEARNING
Brand LoyaltyAttitude Brand Interest Habit
Example: dishwashers in Japan
Photo: appliancist.com
Danby countertop dishwasher
Japanese culture doesn’t embrace labor savings or
space of traditional dishwashers.
Brands focused on hygiene, small
machines instead.
Danby = cheap, high quality.
Use dishwasher after each dinner.
“My Danby dishwasher has
become an essential part of my cleaning
routine. When I need a new dishwasher, I’ll
buy a Danby.”
5-20
Needs are basic & often instinctive
Wants are learned during lifetime
Maslow’s hierarchy of needs
MOTIVATION
Motivation: underlying forces driving decisions
Insert ex. 5-5, p. 154
Maslow’s Hierarchy table
Position = 0.35” horiz, 3.5” vertical
Size = 8.2” WIDE
Resolution = 300 dpi
5-21
Porsche ad hints at multiple levels of needs: • Physiological• Esteem• Self-
actualization
MOTIVATION
5-22
MOTIVATION
Rossiter & Percy’s fundamental motives
Negative Motives: problem removal or
avoidance
Positive Motives: benefit, bonus or
reward
5-23
CONSUMER INFLUENCES
Interpersonal
Family
Culture
Society:Reference Groups &
Opinion Leaders
What brands, products does your family buy?
What are the cultural preferences for the product?
The groups whose approval matters: what do they think?
5-24
DECISION PROCESS
Your friend Chris’ mp3 player just broke.
He’ll go through these decision steps while considering a new purchase:
1. Problem recognition.
2. Information search.
3. Evaluation and selection.
4. Store choice and purchase.
5. Postpurchase behavior.
1. Need: a new mp3 player.
2. Determine alternatives.
3. Assess and choose.
4. Buy mp3 player at store X.
5. Determine satisfaction.
5-25
DECISION PROCESS
Evoked Set:mp3 Players Apple Microsoft Rio SanDisk
Evoked set = valid product alternatives.
5-26
DECISION PROCESS
Evoked Set:mp3 Players
Evaluative Criteria
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
Evaluative criteria = the standards a consumer uses to judge the features & benefits of alternative products.
5-27
DECISION PROCESS
Evoked Set:mp3 Players
Evaluative Criteria
Cognitive Dissonance
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
Was it worth the money?
Will it last as long as my old one?
Could I have found a better price?
Cognitive dissonance = consumer’s justification of his/her behavior by reducing the dissonance (inconsistency) between their cognitions (perceptions, beliefs) and reality.
5-28
DECISION PROCESS
Evoked Set:mp3 Players
Evaluative Criteria
Cognitive Dissonance
Postpurchase Evaluation
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
Was it worth the money?
Will it last as long as my old one?
Could I have found a better price?
It’s so small. I like the color. It doesn’t take
long to put my music on it.
Postpurchase evaluation= the phase where a consumer evaluates whether an exchange was satisfying or not and reinforces or rejects the decision, updates mental files.
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