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COMMUNICATION & CONSUMERS

ENCODE. DECODE. SENDER. MESSAGE. MEDIA. CONSUMER. (SOURCE). (CHANNEL). (RECEIVER). FEEDBACK. COMMUNICATION & CONSUMERS. 4 KEY COMPONENTS OF A COMMUNICATION. Body language Sales response. Impersonal Interpersonal. Verbal Non-Verbal Or Combination. MESSAGE INITIATOR(SOURCE).

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COMMUNICATION & CONSUMERS

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  1. ENCODE DECODE SENDER MESSAGE MEDIA CONSUMER (SOURCE) (CHANNEL) (RECEIVER) FEEDBACK COMMUNICATION & CONSUMERS 4 KEY COMPONENTS OF A COMMUNICATION • Body language • Sales response • Impersonal • Interpersonal • Verbal • Non-Verbal • Or Combination

  2. MESSAGE INITIATOR(SOURCE) • OBJECTIVE : Encode communication so that the message is interpreted in the intended way using pictures, symbols & spokespersons. Does it matter who endorses a message?

  3. MESSAGE INITIATOR(SOURCE) • Credibility of source effects encoding

  4. MESSAGE INITIATOR(SOURCE) • Credibility of informal source is very effective • e.g. WOM/Person who bought that object

  5. MESSAGE INITIATOR(SOURCE) • Credibility of formal source • Non profit sources (e.g. Consumer Reports) are more effective than for profit sources (Company Advertising) Company advertising is not credible ! Corporate Advertising

  6. MESSAGE INITIATOR(SOURCE) • Consumer Comprehension and Credibility of Spokesperson / Endorser • When consumers comprehension is low there is increased reliance on spokesperson • In interpersonal communication salesperson who engenders confidence is more credible. How is this done?

  7. MESSAGE CREDIBILITY • CREDIBILITY OF MESSAGE • Past positive experiences with product increases the message credibility in the future • EFFECTS OF TIME ON SOURCE CREDIBILITY (Sleeper Effect) • Persuasive impact of highly credible sources decay over time • Both positive & negative credibility effects converge in 6 weeks

  8. TARGET AUDIENCE COMPREHENSION • Amount of meaning derived from the message is a function of? • Message characteristics • Receiver’s opportunity & ability • Receiver’s motivation

  9. Elaboration Likelihood Model (ELM) Suggests that a person’s level of involvement during message processing and his/her ability to process information are critical factors in determining which route to persuasion is likely to be effective.

  10. HIGH LOW Central Route Peripheral Route The Elaboration Likelihood Model (ELM) Involvement Message Arguments Influence Attitudes Peripheral Cues Influence Attitudes

  11. LOW PERIPHERAL/ HEURISTIC LOW MOTIVATION HIGH PERIPHERAL/ HEURISTIC LOW HIGH MOTIVATION HIGH SYSTEMATIC/ CENTRAL ELM/Heuristic Systematic Model (Chaiken 1980) MOTIVATION * ABILITY PERSUASION

  12. TARGET AUDIENCE COMPREHENSION • Amount of meaning derived from the message is a function of? • Message characteristics • Receiver’s opportunity & ability • Receiver’s motivation • Other factors include demographics, socio-cultural membership & lifestyle

  13. TARGET AUDIENCE (contd.) MOOD • Impacts how a message is perceived, recalled & acted upon • Excessive arousal limits cognitive processing of ad & increases use of peripheral cues BARRIERS TO COMMUNICATION • Selective perception : ‘Grazing’ & ‘Road Blocking’ • Psychological Noise

  14. DESIGNING PERSUASIVE COMMUNICATIONS • COMMUNICATION STRATEGY • Define Objective • Create awareness • Promote Sales! • Encourage certain practices (increase usage)

  15. DESIGNING PERSUASIVE COMMUNICATIONS • MEDIA STRATEGY • Placement of ads in specific media that is read, viewed or heard by selected audiences.

  16. DESIGNING PERSUASIVE COMMUNICATIONS (contd.) • MESSAGE STRATEGY • ELM : Use of central/Peripheral route • Message targeted for certain personality types: • Righteous buyer (Loves Consumer Reports) • Social Buyers (Relies on friends) • Pragmatic Buyer (Searches for value) • MESSAGE PRESENTATION: • Message Framing : Positive Vs. Negative • One sided Vs. Two sided • Comparative • Order • AUDIENCE PARTICIPATION • Improves Communication (Refer need for closure)

  17. ADVERTISING APPEALS • FEAR • Effective when depicting social consequences

  18. ADVERTISING APPEALS • HUMOR • Attracts attention & not harm comprehension • Does not enhance source credibility

  19. ADVERTISING APPEALS • SEX APPEALS • Attract attention but do not encourage curiosity about product

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