schiff cb ce_08
TRANSCRIPT
Chapter 8Communication and Consumer
Behaviour
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006 Pearson Education Canada Inc.
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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 EffectSleeper 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 Used– Factual or Emotional
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
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
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
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
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
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