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
Fear
Humor
Abrasive advertising
Sex in advertising
Audience participation
Sexual Appeal