Consumer Behavior,

9.Communication and
Ninth Edition
Consumer Behavior
Schiffman & Kanuk

Copyright 2007 by Prentice Hall

1. CB origins and strategic application. Schiffman et al, Ch 1

2. Consumer Research Schiffman et al, Ch 2

3. Market Segmentation Schiffman et al, Ch 3

4. Consumer Motivation. Schiffman et al, Ch 4

5. Personality and CB. Schiffman et al, Ch 5

6. Consumer Perception Schiffman et al, Ch 6

7.Consumer learning Schiffman et al, Ch 7

8. Mid exam Schiffman et al, Ch 1-7

9. Consumer Attitude Formation and change

Consumer Behavior,
Schiffman et al, Ch 9

Communication and
10.
Consumer Behavior Ninth Edition
Schiffman et al, Ch 9

11. Reference Groups and family reference Schiffman et al, Ch 11

12. Influence of culture on Consumer Behavior Schiffman et al, Ch 12

13. Cross-Cultural Consumer Behavior Schiffman & Kanuk

Schiffman et al, Ch 14

14. Consumer Influence and the

Schiffman et al, Ch
Diffusion of Innovation 15

15. Consumer Decision Making and beyond Schiffman et al, Ch

16
Schiffman et al, Ch
16.Final Exam 1 - Ch 16
 Evolution

Basic Communication Model

Figure 9.1

SJ Apple Video S1

Tim C

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 The Communications Process
1. The Message Initiator (the Source)
2. The Sender
3. The Receiver
4. The Medium
5. The Message
6. The Target Audience (the Receivers)
7. Feedback - the Receiver’s Response

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 SJ

The Message Initiator (source)

Issues with Credibility

• Credibility of Informal • Includes word of mouth

Sources • These sources also
• Credibility of Formal called opinion leaders
Sources • Informal sources may
• Credibility of not always be credible
Spokespersons and
Endorsers
• Message
Copyright Credibility
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 This ad has
strong synergy
between the
endorser and
the type of
product.

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 The idea that both
positive and negative
Sleeper Effect credibility effects tend to
disappear after a period
of time.

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 The Target Audience (receivers)
1. Personal characteristics and
comprehension
2. Involvement and congruency
3. Mood
4. Barriers to communication
1. Selective exposure to messages
2. Psychological noise

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 Feedback
The Receiver’s Response
• Feedback should be gathered:
1. Promptly
2. Accurately

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 Advertising Effectiveness Research
• Media and message exposure
measures
1. How many consumers received
the message
2. Which consumers received the
message

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 Comprehensive Communication Model
- Figure 9-6

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 Designing Persuasive Communications
• Communications strategy
1. Must include objectives
2. Includes cognitive models
3. Newer models include
perception, experience, and
memory

Honda

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 Designing Persuasive Communications
1. Target Audience
1. Segmentation is key
2. Media Strategy
1. Consumer profile
2. Audience profiles

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 Excerpts from Table 9.1 PersuasiveCapabilities and
Limitations of Major Media (Magazines)
7.Long
1. Highly
leadselective
time
2. Selective
8.High clutterbinding possible
3. High quality
9.Delayed and indirect
production
feedback
4. High credibility
10.Rates vary based on circulation and selectivity
5. Long message life
6. High pass-along rate

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 Excerpts from Table 9.1 Persuasive
Capabilities and
Limitations of Major Media (Television)
1. Low costs
7.Large per contact
audiences possible
2. Long lead
8.Appeals time senses
to many
3. High clutter
9.Emotion and attention possible
4. Short messagepossible
10.Demonstration life
5. Viewers can avoid exposure with zapping, etc.
11.Very high costs overall
6. Day-after recall tests for feedback

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This ad uses
negative
framing.

9 - 16
 A
Coca Cola vs comparative
Pepsi cola ad

9 - 17
 Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance • Primacy
• Message framing • Recency
• Comparative • Order of benefits
advertising
• Brand name
• Order effects
• Repetition

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 Emotional Advertising Appeals

1. Fear
2. Humor
3. Abrasive advertising
4. Sex in advertising
5. Audience
participation

Viagra

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 Table 9.2 Impact of Humor on
Advertising
1. Humor attracts attention.
2. Humor does not harm comprehension.
3. Humor is not more effective at increasing persuasion.
4. Humor does not enhance source credibility.
5. Humor enhances liking.
6. Humor that is relevant to the product is superior to humor that is unrelated
to the product.
7. Audience demographic factors affect the response to humorous
advertising appeals.
8. The nature of the product affects the appropriateness of a humorous
treatment.
9. Humor is more effective with existing products than with new products.
10. Humor is more appropriate for low-involvement products and feeling-
oriented products than for high-involvement products.

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