[ppt]5 the communication processhighered.mheducation.com/.../1032998/belch_10e_ch05_ppt.ppt · web...
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Chapter 5Perspectives
onConsumer Behavior
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Figure 5.1 - A Model of the Communication Process
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Graphic
•Pictures
•Drawings
•Charts
Verbal
•Spoken Word
•Written Word
•Song Lyrics
Musical
•Arrange-ment
•Instrum-entation
•Voices
Animation
•Action/Motion
•Pace/ Speed
•Shape/Form
Verbal Graphic Musical
There are many forms of message encoding
Encoding
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Personal ChannelsPersonal Channels
Communications Channels
Nonpersonal Channels
Personal Selling
Word of Mouth/Mouse
Print Media
Broadcast Media
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Basic Model of Communication Viral marketing: Propagating marketing-relevant
messages with the help of individual consumers Factors affecting success
Message characteristics Individual sender or receiver characteristics Social network characteristics
Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message
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Basic Model of Communication Receiver: Person with whom the sender shares
thoughts or information Decoding: Transforming the sender’s message into
thought Heavily influenced by the receiver’s field of
experience Field of experience: The experiences, perceptions,
attitudes, and values a person brings to the communication situation
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Basic Model of Communication Noise: Unplanned distortion in the communication
process Occurs because the fields of experience of the
sender and receiver don’t overlap Response: Receiver’s set of reactions after seeing,
hearing, or reading the message Feedback: Receiver’s response that is
communicated back to the sender
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Figure 5.2 - Levels of Audience Aggregation
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Figure 5.3 - Models of the Response Process
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Figure 5.4 - Methods of Obtaining Feedback in the Response Hierarchy
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Figure 5.5 - Alternative Response Hierarchies –The Three-Orders Model of Information Processing
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Figure 5.6 - The Social Consumer Decision Journey
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Figure 5.7 - A Model of Cognitive Response
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Elaboration Likelihood Model (ELM)
Focuses on the differences in the ways consumers process and respond to persuasive messages
Attitude formation or change process Depends on the amount and nature of elaboration
that occurs in response to a persuasive message Elaboration likelihood is a function of:
Motivation Ability
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Counterarguments Support arguments
Source derogation Source bolstering
Thoughts aboutthe ad itself
Thoughts aboutthe ad itself
Source bolsteringSource derogation
Support argumentsCounterarguments
Affect attitudetoward the ad
Cognitive Response Categories
Product/Message Thoughts
Source-Oriented Thoughts
Ad Execution Thoughts
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Elaboration Likelihood Model (ELM)
Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information
Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content
Central route – ability and motivation to process a message is high and close attention is paid to message content
Routes to Attitude Change
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Figure 5.9 - A Framework for StudyingHow Advertising Works
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