communication and consumer behavior - rof's...communication and consumer behavior week 7...
TRANSCRIPT
Communication and Consumer Behavior
Communication and Consumer Behavior
Week 7
Prepared by : W. Rofianto
Chapter Outline
� Components of Communication
� The Communication Process
� Designing Persuasive Communications
The Message Initiator (source)
Issues with Credibility
Positive and negative credibility effects tend to disappear after a period of time (Sleeper Effect)
Credibility of Informal Sources
� Includes word of mouth
� These sources also called opinion leaders
� Informal sources may not always be credible
Credibility of Formal Sources
� Neutral sources have the greatest credibility� Source credibility judged on past performance, reputation, service,
quality, spokesperson image, retailers, social responsibility� Institutional advertising used to promote favorable company image
Credibility of Spokespersons and Endorsers
� The message
� Synergy between endorser and type of product
� Demographic characteristics of endorser
� Corporate credibility
� Endorsement wording
Message Credibility
� Credibility of retailers
� Reputation of the medium that carries the ad
� Consumer’s previous experience with product
The Target Audience (receivers)
� Personal characteristics and comprehension
� Involvement and congruency
� Mood
� Barriers to communication
• Selective exposure to messages
• Psychological noise
� Feedback The Receiver’s Response
• Promptly
• Accurately
Advertising Effectiveness Research
� Media and message exposure measures
• How many consumers received the message
• Which consumers received the message
� Message Attention and Interpretation
• Physiological measures
• Theater tests
• Readership surveys
• Attitudinal measures
� Message Recall Measures
• Day after recall
Designing Persuasive Communications
� Communications strategy
• Must include objectives
• Includes cognitive models
• Newer models include perception, experience, and memory
� Target Audience
• Segmentation is key
� Media Strategy
• Consumer profile
• Audience profiles
� Message Strategy
• Involvement theory (Central and peripheral routes)
Persuasive Capabilities and Limitations of Major Media (Magazines)
�Highly selective
�Selective binding possible
�High quality production
�High credibility
�Long message life
�High pass-along rate
�Long lead time
�High clutter
�Delayed and indirect feedback
�Rates vary based on circulation and selectivity
Persuasive Capabilities and Limitations of Major Media (Television)
�Low costs per contact
�Large audiences possible
�Appeals to many senses
�Emotion and attention possible
�Demonstration possible
�Day-after recall tests for feedback
�Long lead time
�High clutter
�Short message life
�Viewers can avoid exposure with zapping, etc.
�Very high costs overall
Designing Persuasive Communications
Wordplay
Used to create a double meaning when used with a relevant picture
Positive framing
Negative framing
One-sided vs. two-sided
Marketer claims product superiority over another brand
Useful for positioning
Primacy
Recency
Brand name
Important for learning
ResonanceResonance
Message Message framingframing
Comparative Comparative advertisingadvertising
Order effectsOrder effects
RepetitionRepetition
Emotional Advertising Appeals
Fear (strong fear appeals tend less effective than mildfear appeals)
Humor
Abrasive advertising (unpleasant or annoying)
Sex in advertising (have attention-getting value, butrarely encourage actual consumption behavior)
Audience participation
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 feeling-oriented products than for high-involvement products.