Chapter 9

Communication and
Communication and
Consumer Behavior
Consumer Behavior

Consumer Behavior,
Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

 Chapter Outline
• Components of Communication
• The Communication Process
• Designing Persuasive Communications

Copyright 2007 by Prentice Hall 9-2

 Basic Communication Model
Figure 9.1

Copyright 2007 by Prentice Hall 9-3

 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

Copyright 2007 by Prentice Hall 9-4

 The Message Initiator (source)
Issues with
Credibility
• Credibility of • Includes word of
Informal Sources mouth
• Credibility of • These sources also
Formal Sources called opinion
• Credibility of leaders
• Informal sources
Spokespersons
and Endorsers may not always be
credible
• Message Credibility
Copyright 2007 by Prentice Hall 9-5
 Discussion Question
• How have informal sources affected
your decision as a consumer?
• Which informal sources are the most
powerful? Why? When?

Copyright 2007 by Prentice Hall 9-6

 The Message Initiator (source)
Issues with
Credibility
• Credibility of • Neutral sources have the
Informal Sources greatest credibility
• Source credibility judged
• Credibility of on past performance,
Formal Sources reputation, service,
• Credibility of quality, spokesperson
image, retailers, social
Spokespersons responsibility
and Endorsers • Institutional advertising
• Message Credibility used to promote favorable
company image

Copyright 2007 by Prentice Hall 9-7

 The Message Initiator (source)
Issues with
Credibility
• Credibility of • Effectiveness related
Informal Sources to:
– The message
• Credibility of – Synergy between
Formal Sources endorser and type of
• Credibility of product
Spokespersons – Demographic
characteristics of
and Endorsers endorser
• Message Credibility – Corporate credibility
– Endorsement wording
Copyright 2007 by Prentice Hall 9-8
 This ad has
strong
synergy
between the
endorser
and the type
of product.

Copyright 2007 by Prentice Hall 9-9

 Discussion Question
• Who do you consider credible
spokespeople?
• Why?
• Can you think of certain ads with
credible spokespeople?
• Ads with spokespeople who are NOT
credible?

Copyright 2007 by Prentice Hall 9 - 10

 The Message Initiator (source)
Issues with
Credibility
• Credibility of • Credibility of
Informal Sources retailers
• Credibility of • Reputation of the
Formal Sources medium that carries
• Credibility of the ad
• Consumer’s
Spokespersons
and Endorsers previous experience
with product
• Message Credibility
Copyright 2007 by Prentice Hall 9 - 11
 The idea that both
positive and negative
Sleeper
credibility effects tend
Effect
to disappear after a
period of time.

Copyright 2007 by Prentice Hall 9 - 12

 The Target Audience (receivers)
• Personal characteristics and
comprehension
• Involvement and congruency
• Mood
• Barriers to communication
– Selective exposure to messages
– Psychological noise

Copyright 2007 by Prentice Hall 9 - 13

 Feedback
The Receiver’s Response
• Feedback should be gathered:
– Promptly
– Accurately

Copyright 2007 by Prentice Hall 9 - 14

 Advertising Effectiveness
Research
• Media and message exposure
measures
– How many consumers received the
message
– Which consumers received the message

Copyright 2007 by Prentice Hall 9 - 15

 Comscore Media Metrix

weblink

Copyright 2007 by Prentice Hall 9 - 16

 Nielson Ratings at Zap2it.com

weblink

Copyright 2007 by Prentice Hall 9 - 17

 A People Meter for Television
Measurement

Copyright 2007 by Prentice Hall 9 - 18

 Advertising Effectiveness
Research
• Message Attention and Interpretation
– Physiological measures
– Theater tests
– Readership surveys
– Attitudinal measures
• Message Recall Measures
– Day after recall

Copyright 2007 by Prentice Hall 9 - 19

 Eye Tracking Research

weblink

Copyright 2007 by Prentice Hall 9 - 20

 Comprehensive Communication
Model - Figure 9-6

Copyright 2007 by Prentice Hall 9 - 21

 Designing Persuasive
Communications
• Communications strategy
– Must include objectives
– Includes cognitive models
– Newer models include perception,
experience, and memory

Copyright 2007 by Prentice Hall 9 - 22

 The Three Phases and Flow
Figure 9-7

Copyright 2007 by Prentice Hall 9 - 23

 Designing Persuasive
Communications
• Target Audience
– Segmentation is key
• Media Strategy
– Consumer profile
– Audience profiles

Copyright 2007 by Prentice Hall 9 - 24

 Excerpts from Table 9.1 Persuasive
Capabilities and Limitations of Major
Media (Magazines)
• Highly selective • Long lead time
• Selective binding • High clutter
possible • Delayed and indirect
• High quality feedback
production • Rates vary based on
• High credibility circulation and
• Long message life selectivity
• High pass-along rate

Copyright 2007 by Prentice Hall 9 - 25

 Excerpts from Table 9.1 Persuasive
Capabilities and Limitations of Major
Media (Television)
• Low costs per • Large audiences
contact possible
• Long lead time • Appeals to many
• High clutter senses
• Short message life • Emotion and
• Viewers can avoid attention possible
exposure with • Demonstration
zapping, etc.
possible
• Day-after recall tests
for feedback • Very high costs
overall

Copyright 2007 by Prentice Hall 9 - 26

 Designing Persuasive
Communications
• Message Strategy
– Involvement theory
• Central and peripheral routes

Copyright 2007 by Prentice Hall 9 - 27

 Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Wordplay
• Message framing • Used to create a
double meaning
• Comparative
advertising when used with a
relevant picture
• Order effects
• Repetition

Copyright 2007 by Prentice Hall 9 - 28

Wordplay on
SUV
 Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Positive framing
• Message framing • Negative framing
• One-sided vs. two-
• Comparative
advertising sided
• Order effects
• Repetition

Copyright 2007 by Prentice Hall 9 - 30

This ad uses
negative
framing.
 Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Marketer claims
• Message framing product superiority
over another brand
• Comparative
• Useful for
advertising
positioning
• Order effects
• Repetition

Copyright 2007 by Prentice Hall 9 - 32

 A
comparative
ad
 Discussion Question
You are a marketer for your college/university.
• How could you use comparative
advertising?
• Do you think it would be effective?

Copyright 2007 by Prentice Hall 9 - 34

 Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Primacy
• Message framing • Recency
• Order of benefits
• Comparative
• Brand name
advertising
• Order effects
• Repetition

Copyright 2007 by Prentice Hall 9 - 35

 Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Important for
• Message framing learning
• Comparative
advertising
• Order effects
• Repetition

Copyright 2007 by Prentice Hall 9 - 36

 Emotional Advertising Appeals

Fear
Humor
Abrasive advertising
Sex in advertising
Audience participation

Copyright 2007 by Prentice Hall 9 - 37

 Table 9.2 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.

Copyright 2007 by Prentice Hall 9 - 38