models chap2

8/7/2019 Models Chap2

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The Communication

Process

The Communication

Process

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McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.


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Definition of Communication The passing of information

The exchange of ideas The process of establishing a

commonness or oneness of thoughtbetween and a receiver.


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Fields of Experience

The Communications Process

Response Feedback Loop

Channel

MESSAGEDecoding

Receiver /

Audience

Source /

SenderEncoding

NoiseNoise


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Definition Sender/Source: the person or organization that has

information to share with another person or group ofpeople.

Receiver/Audience: the person(s) with whom thesender shares thoughts or information.

Message: the information or meaning the sourcehopes to convey.

Channel: the method by which the communicationtravels from the source or sender to the receiver. Personal: Salespeople; word-of-mouth.

Nonpersonal (mass media): print and broadcast.


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Definition Encoding: the process that the source puts

thoughts, ideas, or information into a

symbolic form (words, symbols, or pictures). Decoding: the process that the receiver

transforms the senders message back intothought.

Field of Experience (Frame of Reference):experiences, perceptions, attitudes, and value.


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Word ASUS:

LEXUS:

: We are family.

Nokia:

Heineken


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Symbol

Esso


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Picture


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Picture


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Video BRIDGESTONE: Designed to save life.

Dia: Youre not as clean as you think.


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Definition Noise: unplanned distortion or

interference.

Response: the receivers set ofreactions after seeing, hearing, orreading the message.

Feedback: the part of the receiversresponse that is communicated back tothe sender.


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The Response Process Traditional Response Hierarchy Models

AIDA model

Innovation adoption model

Hierarchy of effects model

Information processing model

Alternative Response Hierarchies

The standard learning hierarchy

The dissonance/attribution hierarchy

The low-involvement hierarchy


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AIDA Model

(Strong, 1925)Attention Interest Desire Action

The stages a salesperson must take acustomer through in the personal-selling process.


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Innovation Adoption Model

(Rogers, 1962)Awareness Interest Evaluation

Trial Adoption

The stages a consumer passes throughin adopting a new product or service


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Hierarchy of Effects Model

(Lavidge and Steiner, 1961)Awareness Knowledge Liking

Preference Conviction Purchase

A paradigm for setting and measuringadvertising objectives

Premise: advertising effects occur over

a period of time.


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Information Processing Modelof Advertising Effects

(William McGuire, 1978)

Presentation Attention Comprehension Yielding Retention Behavior

Assume that the receiver in apersuasive communication situation like

advertising is an information processoror problem solver.


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Models of Obtaining Feedback

Steps in Persuasion ProcessEffectiveness Test

Circulation reach Exposure, presentation

Listener, reader,

Viewer recognition Attention

Recall, checklists Comprehension

Brand attitudes,

Purchase intent

Message acceptance/

yielding

Recall over time Retention

Inventory, POPConsumer panel Purchase behavior


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Three Basic Stages Cognitive stage: what the receiver knows

or perceives about the particular product

or brand. (Objective)

Affective stage: the receivers feelings or

affect level for the particular product or

brand. (Subjective) Behavioral (or Conative) stage: the

receivers action toward the particularproduct or brand.


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Stages

Cognitive

Affective

Behavioral

Models

AIDA

model

Attention

Interest

Desire

Action

Hierarchy of

effects model

Awareness

Knowledge

Linking

Preference

Conviction

Purchase

Innovation

adoption

Awareness

Interest

Evaluation

Trial

Adoption

Information

Processing

Presentation

Attention

Comprehension

Yielding

Retention

Behavior

Models of the Response Process


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Implications of the Traditional

Hierarchy Models Potential buyers may be at different

stages in the hierarchy, so theadvertiser will face different sets ofcommunication problems.

Cognitive: DHC, , Pinky

Affective:,,Savrin Behavioral: Nike, Heineken,


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Involvement Concept

Antecedents of

involvement derivedfrom the literature

Antecedents of

involvement derivedfrom the literature

Person factors- Needs- Importance

- Interest- Values

Person factors- Needs- Importance

- Interest- Values

Object or stimulus factors- Differentiation ofalternatives- Source of communication

Content ofcommunication

Object or stimulus factors- Differentiation ofalternatives- Source of communication

Content ofcommunication

Situational factors-Purchase/use-Occasion

Situational factors-Purchase/use-Occasion

Possible resultsof involvementPossible resultsof involvement

Elicitation ofcounterarguments toads

Effectiveness of ad toinduce purchase

Relative importance ofthe product class

Perceived differencesin product attributes

Preference of aparticular kind

Influence of price onbrand choice

Amount of informationon search

Time spenddeliberating alternatives

Type of decision rule

used in choice

Elicitation ofcounterarguments toads

Effectiveness of ad toinduce purchase

Relative importance ofthe product class

Perceived differencesin product attributes

Preference of aparticular kind

Influence of price onbrand choice

Amount of informationon search

Time spenddeliberating alternatives

Type of decision rule

used in choice

Involvement

With advertisements

With products

With purchase decisions

Involvement

With advertisements

With products

With purchase decisions


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Alternative Response Hierarchies

(Michael Ray, 1973)High Involvement Low Involvement

High PerceivedProduct

Differentiation

Standard Learning

Model

(CAB)

Low-Involvement

Model

(CBA)

Low PerceivedProduct

Differentiation

Dissonance/Attribute

Model

(BAC)


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Decision Rules Noncompensatory

The Lexicographic Rule

The Elimination-by-Aspects Rule

The Conjunctive Rule

Compensatory

Simple Additive Rule

Weighted Additive Rule


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A Consumers Brand Beliefs

about Computers

Computer Attribute

Memory

Capacity

Graphics

Capability

Size and

Weight Price

A 10 8 6 4

B 8 9 8 3

C 6 8 10 5

D 4 3 7 8


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Four Types of Buying Behavior

(Henry Assael, 1987)High Involvement Low Involvement

Significant DifferencesBetween Brands

Complex buying

behavior

(CAB)

Variety-seeking

buying behavior

(CBA)

Few DifferencesBetween Brands

Dissonance-

reducing buyingbehavior

(BAC)

Habitual buying

behavior

(CBA)


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Ads for Complex Buying Behavior


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Ads for Dissonance-Reducing Buying

Behavior


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Ads for Low-Involvement

Behavior


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Think In spite of CAB, BAC and

CBA, is there another type of

response process?


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Cognitive Processing of

Communications The Cognitive Response Approach

The Elaboration Likelihood Model (ELM)


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The Cognitive Response Approach

(Greenwald, 1968)

Exposure toadvertisementExposure to

advertisementSource-oriented

thoughtsSource-oriented

thoughts

Ad executionthoughts

Ad executionthoughts

Product/message

thoughts

Product/message

thoughts

Attitude towardsthe advertisementAttitude towards

the advertisement

Brand attitudesBrand attitudes

PurchaseintentionPurchaseintention

Cognitive Responses Attitudes


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Cognitive Response Categories Product/Message Thoughts

Counter arguments

Support arguments Source-Oriented Thoughts

Source derogation

Source bolstering

Ad-Execution Thoughts

Thoughts about the ad itself

Affect attitude toward the ad

Important determinant of advertising effectiveness


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Advertising Attitude-Mediator Model

Cad

Cb Ab

Aad

PI

Cad

Cb Ab

Aad

PI


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The Elaboration Likelihood Model

(Patty and Cacioppo, 1983) Focuses on the way consumers respond

to persuasive messages based on the

amount and nature of elaboration orprocessing of information

Routes to attitude change


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Routes to attitude change Central route to persuasion: ability and

motivation to process a message is high

and close attention is paid to messagecontent.

Peripheral route to persuasion: ability and

motivation to process a message is lowand receiver focuses more on peripheralcues rather than message content.


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Central processing usually occurs

for high involvement products


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An ad using peripheral cues


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Think Does a spokesman always represent a

peripheral cue?

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