Post on 12-Jan-2016
Communication & Consumer Behavior
MKT 3850Dr. Don Roy
What We’ll Discuss
1. Application of traditional communications model to marketing
2. Theories of how promotion impacts consumer behavior
3. Cognitive buying decision process and how promotion can influence behavior at each stage of the process
Traditional Communication Model
Source(Encodes)
Message ChannelReceiver
(Decodes)
Noise(Disruptions)
Feedback
Who Can Be a Message Source?
Personal Sources: Salesperson Celebrity Endorser “Average Person” (Testimonial) Models Characters/Animals “Buzz Agents”Non-Personal Sources: A company News Media (for PR messages)
Assessing Source Characteristics
Source Credibility1) How trustworthy is the source? 2) Is the source knowledgeable?
Source Attractiveness1) Physical attractiveness2) Perceived similarity between source
and receiver3) Source is liked by receiver
Selecting a Channel: Some Options
Traditional Media: Radio Newspaper Television Magazines Direct Mail Salesperson News Media
(PR)
Nontraditional Media:
Internet E-mail Blogs Podcasts Mobile (Cell
phones) Sponsorship Product
Placement
Noise
Any disruption to the communication process:1. Competitive brands2. Multiple messages competing for customer
attention (a.k.a. message clutter)3. Flawed execution (poor encoding)4. Inconsistencies and contradictions5. Sources internal to receiver (distracted,
daydreaming, “lazy listener”)
Feedback to Marketing Messages
Create brand awareness Store brand associations in
memory Develop brand beliefs Engage in word-of-mouth Visit a web site Call a toll-fee telephone number Visit a retailer Make a purchase
Consumer Response to Brand Messages:
Hierarchy-of-Effects Models Brand messages can be used to
influence and persuade in decision making process… THAT’S GREAT NEWS!
Hierarchy-of-Effects models explain stages of response when making a purchase decision.
A classic Hierarchy-of-Effects model is AIDA.
AIDA Model
Action
Desire
Interest
Attention
Conative = “Do”
Affective = “Feel”
Cognitive = “Think”
Elaboration and Brand Decision
Consumers use one of two possible routes to process brand-related information:
Central Route- Consumers pay attention to
product information (attributes, benefits, price, etc.).
Peripheral Route- Consumers pay attention to
image messages or cues such as music, celebrity, model, or humor.
The Elaboration Likelihood Model
Central route to persuasion
Comprehension
• Deeper thoughts about
product attributes and consequences• More elaboration
Persuasion
• Non-product beliefs• Attitude toward ad• Purchase intention
Comprehension
• Shallow thoughts about nonproduct information• Low elaboration
Attention
Focus on “central” product-relatedinformation
Higher involvement with product or message
Attention
Focus on “peripheral” nonproductinformation
Lowerinvolvementwith productmessage
Persuasion
• Product beliefs• Brand attitude• Purchase intention
Peripheral route to persuasion
Exposure to persuasivecommunication (ad)
Routes to Persuasion
Central Route
Peripheral Route
Understanding E.L.M. - Part 1
It is possible for persuasion (e.g., creating favorable brand attitudes) to occur through either route
Marketer must know what route target audience is likely to use when searching for information.
Understanding E.L.M. - Part 2
Neither of the routes to persuasion is superior to the other!
They are two different means to reach desired end (favorable brand attitude).
Attitude as an Influence on Alternative Evaluation
Attitude toward a brand is comprised of sum of brand attribute beliefs times importance of attribute
Multiattribute Model of Attitude Formation:
AB = Σ Bi x Ei
AB = Brand Attitude Bi = Beliefs about brand on attribute i Ei = Importance attached to attribute i
How Marcom Can Be Used to Influence Brand Attitude
1. Change beliefs about a particular brand attribute (ex. SNHU)
2. Change consumers’ perceptions of the importance or value of an attribute (ex. AT&T)
3. Add a new (positive) attribute to the attitude formation process (ex.- AT&T)
4. Change perceptions of belief ratings for a competing brand (ex.- Samsung)