MKT 344

Fall 2015

Chapter 9

Communication &
Consumer Behavior

Which Type of Communication Is Featured in This

Ad, and What Strategic Concept Does It Get
Across?

Nonverbal Used for

Positioning

Basic Communication Model

(Figure 9.2)

The Source as the

Initiator

The Source Impersonal and Interpersonal

Communications
Source

Credibility
Reference Groups

Normative
Comparative
Membership
Symbolic

The Source Informal Sources and Word of

Mouth

Informal Sources
Opinion leaders

Word of Mouth and e-WOM

Two-way communication
Social networks
Brand communities
Message boards and Blogs

The Source
Word of Mouth Strategic
Applications
Buzz

Agents
Viral Marketing
Tackling negative
rumors

The Source
Credibility of Formal
Sources

Institutional

advertising

Publicity
Endorsers

Why Are Consumers Likely

to Perceive This Ad as
Credible?

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A Glamorous Celebrity Endorser is More

Likely to be Perceived as a Credible
Source, Especially for a Hedonistic
Product

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Credibility of Formal Sources

Endorser Effectiveness

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Credibility of Formal Sources

Other Credibility Sources

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The Receivers as the

Target Audience
Personal

characteristics and

motives
Involvement and congruency
Mood
Barriers to communication
Selective exposure to messages
Psychological noise

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Overcoming Psychological
Noise

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Media (Channel)
Mass

Media
Nontraditional (New) Media is:

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Nontraditional Media
Out-of-home

and On-the-go

Advertising screens in buildings and

transit
Digital billboards on roads
Ambient advertising (in new places)
Online

and Mobile

Includes consumer-generated media

Narrowcast messages
Interactive

TV (i-TV)
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Media (Channel)
Congruence

with message

Addressable advertising
Branded entertainment

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Designing Persuasive
Communications
Message

Structure and
Presentation
Resonance
Wordplay
Message
Used to create a
framing
double meaning
One-Sided
when used with
a relevant
versus TwoSided Messages picture
Order Effects
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Which Advertising Technique Is

Used in Each Ad, and How So?

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Resonance

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Designing Persuasive
Communications
Message

Structure and
Presentation
Positive framing
Resonance
Negative
Message
framing
framing
One-Sided
versus TwoSided Messages
Order Effects
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Designing Persuasive
Communications
Message

Structure and
Presentation
Resonance
Depends on
Message
nature of the
framing
audience and
nature of
One-Sided
competition
versus TwoSided Messages
Order Effects
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Designing Persuasive
Communications
Message

Structure and
Presentation Primacy
Resonance
Recency
Message
Order of benefits
framing
Brand name
One-Sided
versus TwoSided Messages
Order Effects
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Advertising Appeals
Comparative
Fear
Humor
Abrasive
Sex
Audience

participation

Timely
Celebrities
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Which Advertising Appeal Is

Shown in Each Ad, and Why Is
It Used?

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Comparative - It Has Positive Effects

On Brand Attitudes, Purchase
Intentions, and Purchases

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Which Two Advertising

Appeals Are Shown in This Ad?

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Fear & Rumor appeal

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Types of Celebrity Appeals

(Table 9.6)

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Feedback
Determining Effectiveness

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Feedback
Determining Effectiveness
(cont..)
Exposure

People meters
Message

Attention, Interpretation,
and Recall
Physiological measures
Attitudinal measures
Recall and recognition measures

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End of Chapter 9!

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