Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Arens|Schaefer|Weigold Chapter Five Communication and Consumer Behavior Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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