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Arens|Schaefer|Weigold
Chapter Five
Communication and Consumer Behavior
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Learning Objectives
• Explain how advertising differs from
the basic communication process
• Outline the consumer perception
process and explain why advertising
people say perception is everything
• Explain how a consumer’s level of
involvement with a product influences
the decision-making process and the
advertising approach
5-2
Learning Objectives
• Describe the fundamental motives
behind consumer purchases
• Discuss the various influences on
consumer behavior
5-3
Applying the Communication
Process to Advertising
Source
• Organization that has information it wishes to share with
others
• Sponsor of the advertising
Message
• Must be encoded so the receiver understands what’s being
communicated
• Verbal or nonverbal, using words and symbols familiar to the
intended audience
Channel
• Means by which the encoded message reaches the receiver
• Personal channels: Involve direct contact between the parties
• Nonpersonal channels: Do not involve interpersonal contact
between the sender and the receiver
5-4
Applying the Communication
Process to Advertising
Receiver
• Consumer who receives the advertiser’s message
• Decode: To interpret a message by the receiver
• Noise: Sender’s advertising message competing with
other commercial and noncommercial messages
Feedback and interactivity
• Verifying that the message was received
• Interactive media: Permit consumers to give
instantaneous, real-time feedback on the same channel
used by the sender
5-5
Consumer Perception Process
• Perception: One’s personalized way of
sensing and comprehending stimuli
– Stimulus: Physical data that can be
received through the senses
– Perceptual screens: Physiological or
psychological filters that messages must
pass through
• Physiological screens: Use the senses to detect
incoming data and measure the dimension and
intensity of the stimulus
5-6
Consumer Perception Process
– Cognition: Point of awareness and
comprehension of a stimulus
• Self-concept: Images individuals carry in their
minds of the type of person they are and who
they desire to be
– Mental files: Stored memories in
consumers’ minds
5-7
Consumer Involvement and
Persuasion
• Consumer involvement: Importance or
relevance of a decision to a consumer
– Conditioning theory is applicable to low
involvement purchases
– Cognitive theory is applicable to high
involvement purchases
• Persuasion: Change in thought process
or behavior caused by promotion
communication
5-8
Exhibit 5.6 - The Elaboration
Likelihood Model
5-9
Exhibit 5.7 - The Hierarchy of
Needs
5-10
Negatively Originated and
Positively Originated Motives
Negatively originated motives
• Consumer purchase and usage based on problem
removal or problem avoidance
• Called informational motives
Positively originated motives
• Consumer’s motivation to purchase and use a
product based on a positive bonus that it promises
• Transformational motives: Promise to transform
consumers through sensory gratification,
intellectual stimulation, or social approval
5-11
Interpersonal Influences on
Consumer Behavior
• Social influences on the consumer
decision-making process
• Categories
– Family influence
– Societal influence
– Cultural and subcultural influence
5-12
Purchase Decision and
Postpurchase Evaluation
Evoked set
• Particular group of alternative goods a consumer considers
when making a buying decision
Evaluative criteria
• Standards a consumer uses for judging the features and
benefits of alternative products
Cognitive dissonance
• People try to justify their behavior by reducing the
inconsistency between their cognitions and reality
5-13
Exhibit 5.10 - The Foote, Cone and
Belding (FCB) grid
5-14
Exhibit 5.11 - The Kim-Lord
Grid
5-15