chapter four the communication process, meaning creation, and the fundamentals of consumer’s use...
TRANSCRIPT
Chapter Four
The Communication Process, Meaning Creation, and the Fundamentals of
Consumer’s Use of MarCom Information
Chapter Four ObjectivesChapter Four Objectives
• Appreciate the elements of the communication process
• Understand the nature of meaning in marketing communications using a perspective known as semiotics
• Describe marketing communicators’ usage of three forms of figurative language (simile, metaphor, and allegory)
Chapter Four ObjectivesChapter Four Objectives
• Discuss two models of consumer behavior: the consumer processing model (CPM) and the hedonic, experimental model (HEM)
• Describe the eight stages of consumer information processing
• Explain the fundamental features of the hedonic, experiential model
Elements in the Communication Elements in the Communication ProcessProcess
Source
Is a communicator in some MarCom capacity – an advertiser, salesperson, sales promoter – who has thoughts to
share with an individual customer or and entire target audience
Elements in the Communication Elements in the Communication ProcessProcess
Communication Objective
Creating brand awareness, implanting positive associations in the consumer’s memory as a basis for a positive brand
image, and affecting behavior
Elements in the Communication Elements in the Communication ProcessProcess
Message
Is the symbolic expression of what the communicator intends to accomplish
Elements in the Communication Elements in the Communication ProcessProcess
Message Channel
Is the path through which the message moves from source to receiver
Elements in the Communication Elements in the Communication ProcessProcess
Receiver
Is the person or group of people with who the source attempts to share ideas
Elements in the Communication Elements in the Communication ProcessProcess
Communication Outcome
An outcome(s) in response to the message received from a brand communicator
Elements in the Communication Elements in the Communication ProcessProcess
Feedback
The way the source monitors how accurately the intended message is
being received and whether it is accomplishing its intended objective(s)
Elements in the Communication Elements in the Communication ProcessProcess
Noise
Interference and distortion at any stage of the communication process
Marketing Communications and Marketing Communications and MeaningMeaning
Semiotics
Is the study of signs and the analysis of meaning-producing events
The Nature of SignsThe Nature of Signs
Sign
Something physical and perceivable that signifies something (the
referent) to somebody(the interpreter) in some context
Sign
• Derives its meaning from other items in its context and vice versa
• Polo logo signifies high status, financial well-being, and even royalty
The Use of Signs and Symbols The Use of Signs and Symbols in Marketingin Marketing
The Meaning of MeaningThe Meaning of Meaning
Meaning
The perceptions (thoughts) and affective
reactions (feelings) to stimuli evoked within
a person when presented with a sign in a
particular context
The Meaning of MeaningThe Meaning of Meaning
Perceptual Field
The sum total of a person’s experiences
during his or her lifetime
The Meaning of MeaningThe Meaning of Meaning
• Communication is effective when signs are common to both the sender’s and the receiver’s fields of experience
• The larger the overlap in their perceptual fields, the greater the likelihood that signs will be decoded by the receiver in the manner intended by the sender
Meaning Transfer: From Culture to Meaning Transfer: From Culture to Object to ConsumerObject to Consumer
Drawing meaning
from the culturally
constituted world
Meaning Transfer: From Culture to Meaning Transfer: From Culture to Object to ConsumerObject to Consumer
Drawing meaning
from the culturally
constituted world
The Use of Figurative Language in The Use of Figurative Language in Marketing CommunicationsMarketing Communications
Simile
• Uses a comparative terms such as like or as to join items from different classes of experience
• e.g., “Jekyll Island, Georgia. Like the tide, it draws you back again and again.”
The Use of Figurative Language in The Use of Figurative Language in Marketing CommunicationsMarketing Communications
Use of Simile
The Use of Figurative Language in The Use of Figurative Language in Marketing CommunicationsMarketing Communications
Metaphor
• Differs from simile in that the comparative term is omitted
• Create a picture in consumers’ minds and tap into meaning shared both by the advertiser and consumer
• e.g., Wheaties is the “Breakfast of Champions”
The Use of Figurative Language in The Use of Figurative Language in Marketing CommunicationsMarketing Communications
Use of Metaphor
The Use of Figurative Language in The Use of Figurative Language in Marketing CommunicationsMarketing Communications
The use of metaphor
in advertising
The Use of Figurative Language in The Use of Figurative Language in Marketing CommunicationsMarketing Communications
Allegory
• A form of extended metaphor• Conveys meaning in a story-underneath-a-
story, where something other than what is literally represented is also occurring
• Personification• Often used in advertising of potentially
offensive products
The Use of Figurative Language in The Use of Figurative Language in Marketing CommunicationsMarketing Communications
Allegory
The Use of Figurative Language in The Use of Figurative Language in Marketing CommunicationsMarketing Communications
Allegorical personification: The Pillsbury Dough Boy
The Use of Figurative Language in The Use of Figurative Language in Marketing CommunicationsMarketing Communications
The Pillsbury
Doughboy
represents
allegorical
personification
Behavior Foundations of Behavior Foundations of Marketing CommunicationsMarketing Communications
• How consumers process and respond to marketing communications stimuli and make choices among brands
• Two models of consumer behavior» CPM and HEM
• Consumer behavior is too complex and diverse to be explained by two extreme models
Behavior Foundations ofBehavior Foundations of Marketing Communications Marketing Communications
Consumer Processing Model (CPM)
Behavior is seen as rational, highly
cognitive, systematic,and reasoned
Behavior Foundations of Behavior Foundations of Marketing CommunicationsMarketing Communications
Hedonic, Experiential Model (HEM)
Consumer behavior is driven by
emotions in pursuit of “fun, fantasies,
and feelings”
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
Consumer Information Consumer Information Processing: Stage 1Processing: Stage 1
Exposure to information
• Consumers come in contact with the marketer’s message
• Gaining exposure is a necessary but insufficient for communication success
• A function of key managerial decisions regarding the size of the budget and the choice of media and vehicles
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
Selective Attention: Stage 2Selective Attention: Stage 2
Attention
• Focus on and consider a message to which one has been exposed
• Highly selective
Selective Attention: Stage 2Selective Attention: Stage 2
To attract consumers attention:
• Appeals to cognitive and hedonic needs
• Use of novel stimuli
• Use of intense stimuli
• Use of motion
Selective Attention: Stage 2Selective Attention: Stage 2
Illustration of
attention getting advertising
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
Comprehension: Stage 3Comprehension: Stage 3
• Understand and create meaning out of stimuli and symbols
• Interpreting stimuli involves perceptual encoding
• Peculiar to each individual (idiosyncratic)
• Mood can influence
• Miscomprehension are common
Perceptual EncodingPerceptual Encoding
1. Feature analysis:
Initial stage whereby a
receiver examines the
basic features of a
stimulus
2. Active synthesis:
Beyond examining physical features, the
context or situation plays a major role in
what meaning is acquired
Humorous Illustration of Humorous Illustration of Active SynthesisActive Synthesis
Humorous
illustration of
active synthesis
Selective PerceptionSelective Perception
Each individual is
likely to perceive
images in different
ways
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
Consumer Information Consumer Information Processing: Stage 4Processing: Stage 4
Agreement with what is comprehended
The matter of whether consumers yield to
- that is, agree with - what they have
comprehended
Agreement: Stage 4Agreement: Stage 4
• Comprehension by itself does not ensure that the message influence consumers’ behavior
• Agreement depends on» whether the message is credible» whether the information appeals to the
consumer
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
Retention and Search/Retrieval of Retention and Search/Retrieval of Stored InformationStored Information
These two information processing stages,
retention and information search and
retrieval, both involve memory factors
related to consumer choice
Elements of MemoryElements of Memory
Memory
Memory involves the related issues of what
consumers remember about marketing
stimuli and how they access and retrieve
information when making consumption
choices
Elements of MemoryElements of Memory
• Sensory stores(SS):» Information is rapidly lost unless attention is
allocated to the stimulus
• Short-Term Memory(STM):» Limited processing capacity» Not thought or rehearsed information will be lost
in 30 seconds or less
Elements of MemoryElements of Memory
• Long-Term Memory (LTM):» A virtual storehouse of unlimited information» Information is organized into coherent and
associated cognitive units called schemata, memory organization packets, or knowledge structures
» The marketer’s job is to provide positively valued information that consumers will store in LTM
A Consumer’s Knowledge A Consumer’s Knowledge Structure for the Mazda MiataStructure for the Mazda Miata
Two-Seater
Convertible
Fun to drive
Japanese
Well-Made Affordable
Small
Sports car
MazdaMiata
Little luggagespace
Economical
Nostalgic
Sexy
British racinggreen Women
Learning and LTMLearning and LTM
• Learning represents changes in the content or organization of information in consumers’ long-term memories
• Marketing communicators attempt to alter consumers’ long-term memories, knowledge structures, by facilitating learning of information that is compatible with the marketer’s interest
Retention and Search/Retrieval of Retention and Search/Retrieval of Stored InformationStored Information
Facilitating
consumer’s
learning
Retention and Search/Retrieval of Retention and Search/Retrieval of Stored InformationStored Information
Facilitating
consumer’s
learning
Types of Learning Types of Learning
Two types of learning
• Strengthening of linkages among specific memory concepts» repeating claims, presenting them in a more
concrete fashion and being creative in conveying a product’s features
• Establishing entirely new linkages
Types of LearningTypes of Learning
Establishing
a new linkage
between a brand and
a desirable feature
Types of LearningTypes of Learning
Establishing
a new linkage
between a brand and
a desirable feature
• Information that is learned and stored in memory only impacts consumer choice behavior when it is searched and retrieved
• Retrieval is facilitated when a new information is linked with another concept that is well known and easily accessed
Search and Retrieval of InformationSearch and Retrieval of Information
• Dual-coding theory - pictures are represented in memory in verbal as well as visual form, however, words are less likely to have a visual representation
Search and Retrieval of InformationSearch and Retrieval of Information
The 8 Stages of ConsumerThe 8 Stages of ConsumerInformation ProcessingInformation Processing
CPMCPMCPMCPM
Consumer Decision Making: Stage 7Consumer Decision Making: Stage 7
Decision heuristics for decision making
• Affect referral
• Compensatory heuristic
• Conjunctive heuristic
• Phased strategies
Affect ReferralAffect Referral
Selects the alternative for which the affect is
most positive
Recalls attitude, or
affect, toward relevant
alternatives
Compensatory HeuristicCompensatory Heuristic
Chooses the alternative with criteria that best compensates for inferior criteria
Evaluates alternatives in terms of criteria
trade-off
Action: Stage 8Action: Stage 8
Action on the basis of the decision
• People do not always behave in a manner
consistent with their preferences due to the
presence of events, or situational factors
• Situational factors are especially prevalent in
low-involvement consumer behavior
The HEM perspectiveThe HEM perspective
• People often consume products for the fun of it or in the pursuit of amusement, fantasies, or sensory simulation
• Products are subjective symbols that precipitate feelings and promise fun and the possible realization of fantasies
• The communication of HEM-relevant products emphasizes nonverbal content or emotionally provocative words and is intended to generate images, fantasies, and positive emotions and feelings