Transcript Chapter 3 Market Segmentation

Chapter
9
Communication and
Communication and
Consumer
Behavior
Consumer Behavior
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
Basic Communication Model
Figure 9.1
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9-3
The Communications Process
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•
•
•
•
•
•
The Message Initiator (the Source)
The Sender
The Receiver
The Medium
The Message
The Target Audience (the Receivers)
Feedback - the Receiver’s Response
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9-4
The Message Initiator (source)
Issues with
Credibility
• Credibility of
Informal Sources
• Credibility of
Formal Sources
• Credibility of
Spokespersons
and Endorsers
• Message Credibility
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• Includes word of
mouth
• These sources also
called opinion
leaders
• Informal sources
may not always be
credible
9-5
The Message Initiator (source)
Issues with
Credibility
• Credibility of
Informal Sources
• Credibility of
Formal Sources
• Credibility of
Spokespersons
and Endorsers
• Message Credibility
Copyright 2007 by Prentice Hall
• 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
9-7
The Message Initiator (source)
Issues with
Credibility
• Credibility of
Informal Sources
• Credibility of
Formal Sources
• Credibility of
Spokespersons
and Endorsers
• Message Credibility
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• Effectiveness related
to:
– The message
– Synergy between
endorser and type of
product
– Demographic
characteristics of
endorser
– Corporate credibility
– Endorsement wording 9 - 8
This ad has
strong
synergy
between the
endorser
and the type
of product.
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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?
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The Message Initiator (source)
Issues with
Credibility
• Credibility of
Informal Sources
• Credibility of
Formal Sources
• Credibility of
Spokespersons
and Endorsers
• Message Credibility
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• Credibility of
retailers
• Reputation of the
medium that carries
the ad
• Consumer’s
previous experience
with product
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Sleeper
Effect
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The idea that both
positive and negative
credibility effects tend
to disappear after a
period of time.
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The Target Audience (receivers)
• Personal characteristics and
comprehension
• Involvement and congruency
• Mood
• Barriers to communication
– Selective exposure to messages
– Psychological noise
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Advertising Effectiveness
Research
• Media and message exposure
measures
– How many consumers received the
message
– Which consumers received the message
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9 - 15
A People Meter for Television
Measurement
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Advertising Effectiveness
Research
• Message Attention and Interpretation
– Physiological measures
– Theater tests
– Readership surveys
– Attitudinal measures
• Message Recall Measures
– Day after recall
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9 - 19
Eye Tracking Research
weblink
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9 - 20
Excerpts from Table 9.1 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
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• Long lead time
• High clutter
• Delayed and indirect
feedback
• Rates vary based on
circulation and
selectivity
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Excerpts from Table 9.1 Persuasive
Capabilities and Limitations of Major
Media (Television)
• Low costs per
contact
• Long lead time
• High clutter
• Short message life
• Viewers can avoid
exposure with
zapping, etc.
• Day-after recall tests
for feedback
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• Large audiences
possible
• Appeals to many
senses
• Emotion and
attention possible
• Demonstration
possible
• Very high costs
overall
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Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance
• Message framing
• Comparative
advertising
• Order effects
• Repetition
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• Wordplay
• Used to create a
double meaning
when used with a
relevant picture
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Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance
• Message framing
• Comparative
advertising
• Order effects
• Repetition
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• Positive framing
• Negative framing
• One-sided vs. twosided
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This ad uses
negative
framing.
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance
• Message framing
• Comparative
advertising
• Order effects
• Repetition
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• Marketer claims
product superiority
over another brand
• Useful for
positioning
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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?
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9 - 34
Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance
• Message framing
• Comparative
advertising
• Order effects
• Repetition
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• Primacy
• Recency
• Order of benefits
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Designing Persuasive
Communications
Message Structure
and Presentation
• Resonance
• Message framing
• Comparative
advertising
• Order effects
• Repetition
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• Important for
learning
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Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Sex in advertising
Audience participation
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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 feelingoriented products than for high-involvement products.
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