CHAPTER

NINE
Communication and
Consumer Behavior
 Learning Objectives
1. To Understand the Role of the Message’s Source in
the Communication Process.
2. To Understand the Role of the Message’s Audience
(Receivers) in the Communication Process.
3. To Learn About Advertising Media and How to Select
the Right Media When Sending Promotional
Messages Targeting Selected Consumer Groups.
4. To Learn How Understanding Consumers Enables
Marketers to Develop Persuasive Messages.
5. To Understand How Marketers Measure the
Effectiveness of Their Promotional Messages.

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Which Type of Communication Is Featured in This Ad,
and What Strategic Concept Does It Get Across?

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 Nonverbal Used for Positioning

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 Basic Communication Model
Figure 9.2

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 The Source as the Initiator

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 The Source -
Impersonal and Interpersonal Communications

• Source Credibility
• Reference Groups
– Normative
– Comparative
– Membership
– Symbolic

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 The Source
Informal Sources and Word of Mouth

• Informal Sources
– Opinion leaders
• Word of Mouth and
eWOM
– Two-way communication
– Social networks
– Brand communities
– Message boards and
Blogs
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 The Source
Word of Mouth – Strategic Applications

• Buzz Agents
• Viral Marketing
• Tackling negative rumors

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 Discussion Questions

• How have informal

sources affected your
decision as a consumer?
• Which informal sources
are the most powerful?
Why? When?

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 The Source
Credibility of Formal Sources
• Institutional
advertising
• Publicity
• Endorsers

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 Discussion Questions

• Who do you consider credible spokespeople?

• Why?
• Can you think of certain ads with credible
spokespeople?
• Ads with spokespeople who are NOT credible?

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 Credibility of Formal Sources
Other Credibility Sources

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 Feedback
Determining Effectiveness

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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2010 Pearson Education, Inc. Publishing as

Prentice Hall

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