Download Chapter 8 Communication and Consumer Behaviour

Chapter 8
Communication and Consumer
Behaviour
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc.
Opening Vignette

What is Mad Cow Disease?
- communication is the key to changing attitudes
- Communication can be written, verbal, visual
or a combination of all three
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What is Communication?
 The
transmission of a message from a
sender to a receiver via a medium of
transmission.
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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
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 Medium can be:
– Impersonal (mass media)
– Interpersonal (with salesperson or a friend)
– Interactive (direct feedback possibility exists)
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Factors That Affect The
Communication Process
 Characteristics
of the source
 Message characteristics
 Characteristics of the receiver
 Characteristics of the medium
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Issues in Credibility

Credibility of Informal Sources
– Opinion leaders

Credibility of Impersonal, Neutral Sources
 Credibility of Marketer-Related Sources
 Credibility of Spokespersons and Endorsers
 Sleeper Effect
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Endorser Credibility Is High
When

Match exists between product attributes and
endorser attributes
 Match exists between demographic
characteristics of target audience and
endorser
 The product lies within the competence of
the endorser
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Endorser credibility – Cont’d

Endorser credibility is not a substitute for
corporate credibility
 Is
important when message
comprehension is low
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Sleeper Effect

The idea that both positive and negative
credibility effects tend to disappear after a
period of time.
 Differential decay: memory of negative
cues disappear faster than the message itself
 Source is forgotten before the message
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Message Characteristics
 Message Credibility
– Reputation of the retailer
– Consumer’s previous experience with product
– Reputation of the medium
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Message Characteristics- cont’d
 Message Structure and Presentation
– Resonance or wordplay
– Message Framing: positive or negative
– One-sided versus Two-sided Messages
– Comparative Advertising
– Order Effects
– Repetition
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Message Characteristics- cont’d
 Advertising Appeal
– Factual or Emotional
Used
 Types of Emotional Appeals
– Fear
– Humor
– Abrasive advertising
– Sex in advertising
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Characteristics of the Target
Market

Demographic Characteristics
 Involvement and Congruency
– central route to persuasion for high
involvement products
– peripheral route to persuasion for low
involvement products

Mood
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Characteristics of the Medium Newspaper

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Access to large
audiences
Effective for local
reach
Flexible
Fast
Feedback possible
through coupon
redemption, etc.

Not selective
 Short message life
 Clutter
 Cost varies based on
ad size and vehicle
circulation
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Characteristics of the Medium Magazines

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Highly selective
Selective binding
possible
High quality
production
High credibility
Long message life
High pass along rate

Long lead time
 High clutter
 Delayed and indirect
feedback
 Rates vary based on
circulation and
selectivity
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Characteristics of the Medium Television
Large audiences
possible
Appeals to many
senses
Emotion and attention
possible
Demonstration
possible
Very high costs
overall
Low costs per contact

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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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Characteristics of the Medium Radio

High geographic
and demographic
selectivity
 Short lead time
 Relatively
inexpensive
 Good local
coverage
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Short exposure time
Audio only
High clutter
Zapping possible
Delayed feedback
through day-after
recall tests
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Characteristics of the Medium Internet

Potential for audience
selectivity
 Customized tracking
possible and other
feedback tools
possible
 Useful for branding
and reinforcement of
messages
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Demographic skew to
audience
Very high clutter
Zapping possible
Great variation in
pricing
Privacy concerns
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Characteristics of the Medium –
Direct Mail

High audience
selectivity
 Personalization
possible
 Novel, interesting
stimuli possible
 Low clutter

Perception of junk
mail
 Feedback possible
through response
 High cost per contact
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Characteristics of the Medium –
Direct Marketing

Development of
databases
 High audience
selectivity
 Relatively free of
clutter

Privacy concerns
 Measurable responses
 Cost per inquiry, cost
per sale, revenue per
ad can be calculated
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Barriers to Communication
 Selective Perception
– Wandering, Zapping, Zipping, and Channel
Surfing
– Combat with Roadblocking
 Psychological Noise
– Combat with repeated exposures, contrast in the
copy, and teasers
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Communication and Marketing
Strategy

Establish communication objectives
 Select target audience
 Choose the best media
 Develop suitable message strategies
– Match message with audience characteristics
– Develop suitable message structure, presentation
– Develop suitable message appeals

Reduce barriers to effective communication
 Measure effectiveness of marketing
communications
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