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    CB - Session 16

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    Sukanya Som
    This document discusses communication models for consumer behavior. It outlines different types of communication such as verbal vs non-verbal, 1-sided vs 2-sided, factual vs emotional. It also describes the communication process from the sender encoding a message through various channels, to the receiver decoding and responding to the message. Key aspects of the model include paid vs non-paid media, personal vs impersonal messages, and pre-testing and post-testing messages to ensure they are received correctly.

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    CB - Session 16

    Uploaded by

    Sukanya Som
    17 views3 pages
    This document discusses communication models for consumer behavior. It outlines different types of communication such as verbal vs non-verbal, 1-sided vs 2-sided, factual vs emotional. It also describes the communication process from the sender encoding a message through various channels, to the receiver decoding and responding to the message. Key aspects of the model include paid vs non-paid media, personal vs impersonal messages, and pre-testing and post-testing messages to ensure they are received correctly.

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    This document discusses communication models for consumer behavior. It outlines different types of communication such as verbal vs non-verbal, 1-sided vs 2-sided, factual vs emotional. It also describes the communication process from the sender encoding a message through various channels, to the receiver decoding and responding to the message. Key aspects of the model include paid vs non-paid media, personal vs impersonal messages, and pre-testing and post-testing messages to ensure they are received correctly.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    17 views3 pages

    CB - Session 16

    Uploaded by

    Sukanya Som
    This document discusses communication models for consumer behavior. It outlines different types of communication such as verbal vs non-verbal, 1-sided vs 2-sided, factual vs emotional. It also describes the communication process from the sender encoding a message through various channels, to the receiver decoding and responding to the message. Key aspects of the model include paid vs non-paid media, personal vs impersonal messages, and pre-testing and post-testing messages to ensure they are received correctly.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 3

    Consumer Behaviour

    NPD
    Consumer Attitude

    Part 2

    D. Sangeeta
    Apr 2014

    1
    D. Sangeeta. Apr 2014. All rights reserved
    Consumer Behaviour. Communication
    Communication Model

    Commercial Mediated By:


    Not for Profit Involvement

    Individuals Verbal vs Non-verbal Mood


    Formal or Informal 1-Sided vs 2-Sided Selective Experience
    Exposure Personal Characteristics
    Factual vs Emotional

    Encodes Decodes Responds Yes


    Sender Message Channel Receiver
    appropriately?

    Paid vs Non-Paid
    Symbols
    Media Category No
    Pictures
    Personal vs Impersonal
    Words
    Yes
    Images Individuals
    Mis-
    Target Audience comprehends?

    Pretests to ensure that the message is received Intermediary Audience


    Unintended Audience
    Post-tests to ensure that the message was received No

    Feedback

    2
    D. Sangeeta. Apr 2014. All rights reserved
    Consumer Behaviour. Communication
    See you soon!

    3
    D. Sangeeta. Apr 2014. All rights reserved
    Consumer Behaviour. Communication

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