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Chapter 5Perspectives

onConsumer Behavior

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Figure 5.1 - A Model of the Communication Process

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Graphic

•Pictures

•Drawings

•Charts

Verbal

•Spoken Word

•Written Word

•Song Lyrics

Musical

•Arrange-ment

•Instrum-entation

•Voices

Animation

•Action/Motion

•Pace/ Speed

•Shape/Form

Verbal Graphic Musical

There are many forms of message encoding

Encoding

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Personal ChannelsPersonal Channels

Communications Channels

Nonpersonal Channels

Personal Selling

Word of Mouth/Mouse

Print Media

Broadcast Media

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Basic Model of Communication Viral marketing: Propagating marketing-relevant

messages with the help of individual consumers Factors affecting success

Message characteristics Individual sender or receiver characteristics Social network characteristics

Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message

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Basic Model of Communication Receiver: Person with whom the sender shares

thoughts or information Decoding: Transforming the sender’s message into

thought Heavily influenced by the receiver’s field of

experience Field of experience: The experiences, perceptions,

attitudes, and values a person brings to the communication situation

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Basic Model of Communication Noise: Unplanned distortion in the communication

process Occurs because the fields of experience of the

sender and receiver don’t overlap Response: Receiver’s set of reactions after seeing,

hearing, or reading the message Feedback: Receiver’s response that is

communicated back to the sender

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Figure 5.2 - Levels of Audience Aggregation

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Figure 5.3 - Models of the Response Process

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Figure 5.4 - Methods of Obtaining Feedback in the Response Hierarchy

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Figure 5.5 - Alternative Response Hierarchies –The Three-Orders Model of Information Processing

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Figure 5.6 - The Social Consumer Decision Journey

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Figure 5.7 - A Model of Cognitive Response

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Elaboration Likelihood Model (ELM)

Focuses on the differences in the ways consumers process and respond to persuasive messages

Attitude formation or change process Depends on the amount and nature of elaboration

that occurs in response to a persuasive message Elaboration likelihood is a function of:

Motivation Ability

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Counterarguments Support arguments

Source derogation Source bolstering

Thoughts aboutthe ad itself

Thoughts aboutthe ad itself

Source bolsteringSource derogation

Support argumentsCounterarguments

Affect attitudetoward the ad

Cognitive Response Categories

Product/Message Thoughts

Source-Oriented Thoughts

Ad Execution Thoughts

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Elaboration Likelihood Model (ELM)

Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information

Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content

Central route – ability and motivation to process a message is high and close attention is paid to message content

Routes to Attitude Change

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Figure 5.9 - A Framework for StudyingHow Advertising Works

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