Communication and Consumer Behavior

CHAPTERNINE

Basic Communication ModelFigure 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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• 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 SourceInformal Sources and Word of Mouth

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• Buzz Agents• Viral Marketing• Tackling negative rumors

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The SourceWord of Mouth – Strategic Applications

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• Institutional advertising

• Publicity• Endorsers

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The SourceCredibility of Formal Sources

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Discussion Questions

• Who do you consider to be a credible spokesperson(s)?

• 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 Endorser Effectiveness

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Credibility of Formal Sources Other Credibility Sources

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The Receivers as the Target Audience

• Personal characteristics and motives• Involvement and congruency• Mood• Barriers to communication– Selective exposure to messages– Psychological noise

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Overcoming Psychological Noise

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Media (Channel)

• Mass Media• Nontraditional (New) Media is:

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The Shift From Traditional To Nontraditional Advertising Is Growing - Figure 9.5

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Nontraditional Media

• Out-of-home and On-the-go– Advertising screens in buildings and transit– Digital billboards on roads– Ambient advertising (in new places)

• Online and Mobile– Includes consumer-generated media– Narrowcast messages

• Interactive TV (iTV)

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

• Wordplay• Used to create a double

meaning when used with a relevant picture

Message Structure and Presentation

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Ads That Show Resonance

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

• Positive framing• Negative framing

Message Structure and Presentation

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

Depends on nature of the audience and nature of competition

Message Structure and Presentation

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Designing Persuasive Communications

• Resonance• Message framing• One-Sided versus Two-

Sided Messages• Order Effects

• Primacy• Recency• Order of benefits• Brand name

Message Structure and Presentation

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Advertising Appeals

• Comparative• Fear• Humor• Abrasive• Sex• Audience participation• Timely• Celebrities

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Comparative - It Has Positive Effects On Brand Attitudes, Purchase Intentions, and Purchases

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Two Advertising Appeals Are Shown in This Ad-Humor and Fear

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Types of Celebrity AppealsTable 9.6

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Feedback Determining Effectiveness

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Chapter 9

Questions?

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Chapter 9-1: The Viewer’s Voice Influences TV Programming

1. Communication Feedback2. Should programmers and producers consider

the feedback?3. Source Credibility4. Compare and contrast Neilsen ratings and

TWOP for a given episode.

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