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+

URT Crossing the Chasm

OmniChannel Communication

+The Uncertainty Reduction Theory

When interacting, people need information about the other party in order to reduce their uncertainty. In gaining this information people are able to predict the others behaviour and resulting actions, all of which is crucial in the development of any relationship.

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A Theory of Personal Communications

Sources : http://www.communicationstudies.com/communication-t

heories/uncertainty-reduction-theorymmunications

http://en.wikipedia.org/wiki/Uncertainty_reduction_theory

Developed by Charles Berger and Richard Calabrese :

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Marketing Today

+ Brands , channels, devices and messaging proliferation

+ Modern media touch points expanding ‘brand as personality’

+ Increased Uncertainty for the consumer with burgeoning choice : need to reduce uncertainty

+ Marketers need to build customer relationships

+Crossing the Chasm

Marketing Task Today :

Reducing Consumer Uncertainty

Building Customer Relationships

Time for :

Personal Communications Theory to cross the

chasm into Mass (marketing)

Communications !

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+Crossing the Chasm

1.Learnings for Media Choice in an Omni Channel world2.Learnings for Messaging and Tone of Voice

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+1.Learnings for Media Choice in an Omni Channel World

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+Uncertainty Reduction Strategies

People engage in passive, active, or interactive strategies to reduce

uncertainty with others.

A person observing another

in the natural environment, intentionally

unnoticeable, to gain information

on another, would be categorized as using a passive

tactic for reducing uncertainties.

An active strategist would

resort to means of reducing

uncertainties without any

personal direct contact For

example, if one were to ask a friend about a

particular person, without actually confronting the person directly.

An interactive strategist would directly confront

the individual and engage in some form of dialogue

to reduce the uncertainties

between the two.

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+Relationship Development Cycle

Individuals begin

interactions under the

guidance of implicit and explicit rules and norms.

The contents of the

exchanges are often

demographic and

transactional. The level of involvement

will increase as the strangers move into the second stage.

… strangers begin to explore one another's attitudes and

beliefs. Typically enter this stage after they have

had several entry stage

interactions with a stranger. One will probe the

other for indications of their values , morals and

issues. Emotional

involvement tends to

increase as disclosure increases

Here, the former

strangers decide

whether they want to

continue to develop a

relationship. If there is not mutual liking,

either can choose not to

pursue a relationship

The Entry Stage The Second Stage The Final Stage

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+

Traditional &…

…Digital Media

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+ Putting It All Together…

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+ Media Choice Based on Communication Need !

Passive Active Interactive

Entry PAID Media EARNED Media OWNED Media

Second , ‘Personal’

PAID Media to drive to Owned

EARNED / OWNED

EARNED /OWNED

Third , ‘Final’

PAID EARNED / OWNED

EARNED /OWNED

Strategy

Stage

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+

2.Learnings for Messaging and Tone of Voice in an Omni Channel World

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+The Original 7 +2 Axioms

Verbal Communication: As the amount of verbal communication between strangers increases, the level of uncertainty in the relationship will decrease. As

uncertainty is further reduced, the amount of verbal communication will increase. Non-verbal Warmth: As non-verbal affiliate expressiveness increases,

uncertainty levels will decrease in an initial interaction situation. In addition, decreases in uncertainty level will cause increases in non-verbal affiliative

expressivenessInformation Seeking: High levels of uncertainty cause increases in information-

seeking behaviour. As uncertainty levels decline, information-seeking behaviour declines

Self-disclosure: High levels of uncertainty in a relationship cause decreases in the intimacy level of communication content. Low levels of uncertainty produce

high levels of intimacy

Reciprocity : High levels of uncertainty produce high rates of reciprocity. Low levels of uncertainty produce low rates of reciprocity.

Similarity : Similarities between persons reduce uncertainty, while dissimilarities produce increases in uncertainty

Liking : Increases in uncertainty level produce decreases in liking; decreases in uncertainty produce increases in liking.

Shared Networks : Need shared communication networks -lack of shared networks increases uncertainty.

Communication Satisfaction: There is an inverse relationship between uncertainty and communication satisfaction

Berger and Calabrese propose a series of axioms (Original 7 +2) to explain the connection between their central concept of uncertainty and seven key variables of relationship development

http://en.wikipedia.org/wiki/Uncertainty_reduction_theory

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+The Resultant URT Theorems

Verbal NonverbalInfo seeking

Disclosure Reciprocity Similarity Liking

Verbal + - + - + +

Nonverbal + - + - + +

Info seeking - - - + - -

Disclosure + + - - + +

Reciprocity - - + - - -

Similarity + + - + - +

Liking + + - + -

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+ Putting It All Together!

Muder Chiba

+The Communication Imperative : Learn from Hitch!

https://www.youtube.com/watch?v=x-CBqcb0Kcc

+

MarketComplexity

Insight Ignited Decisions

muder.chiba@gmail.com

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