Communication and Consumer Behavior

Communication and Consumer Behavior

Elements of the
Communications Process

®  The Message Initiator (the Source)

®  The Sender

®  The Receiver

®  The Medium

®  The Message

®  The Target Audience (the Receivers)

®  Feedback – the Receiver’s Response

Ad Depicting Non-Verbal Communication

Issues in Credibility

®  Credibility of Informal Sources

®  Credibility of Formal Sources

®  Credibility of Spokespersons and Endorsers

®  Message Credibility

Endorser Credibility

®   Endorser credibility is important when message comprehension is low

®   Match must exist between product attributes and endorser attributes

®   Credibility is higher when endorser’s demographic characteristics are similar to those of target audience

®   Endorser credibility is not a substitute for corporate credibility

Barriers to Communication

®  Selective Perception

®  Wandering, Zapping, Zipping, and Channel Surfing

®  Combat with Roadblocking

®  Psychological Noise

®  Combat with repeated exposures, Contrast with copy, teasers etc.

Issues in Designing Persuasive Communications

®  Communications strategy

®  Media strategy

®  Message strategy

Communications Strategy

Media Strategy

®  Consumer profiles

®  Audience profiles

Issues in Message Presentation

®  Resonance

®  Message Framing

®  One-sided Versus Two-sided Messages

®  Comparative Advertising

®  Order Effects

®  Repetition

Resonance in Advertising

Two-Sided Appeal

Comparative Advertising

Emotional Advertising Appeals



Abrasive advertising

Sex in advertising

Audience participation

Sexual Appeal