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Communication & Consumer Behavior

Communication & Consumer Behavior. MKT 3850 Dr. Don Roy. What We’ll Discuss. Application of traditional communications model to marketing Theories of how promotion impacts consumer behavior

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Communication & Consumer Behavior

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  1. Communication & Consumer Behavior MKT 3850 Dr. Don Roy

  2. What We’ll Discuss • Application of traditional communications model to marketing • Theories of how promotion impacts consumer behavior • Cognitive buying decision process and how promotion can influence behavior at each stage of the process

  3. Traditional Communication Model Noise (Disruptions) Source (Encodes) Message Channel Receiver (Decodes) Feedback

  4. Who Can Be a Message Source? Personal Sources: • Salesperson • Celebrity Endorser • “Average Person” (Testimonial) • Models • Characters/Animals • “Buzz Agents” Non-Personal Sources: • A company • News Media (for PR messages)

  5. Assessing Source Characteristics • Source Credibility • How trustworthy is the source? • Is the source knowledgeable? • Source Attractiveness • Physical attractiveness • Perceived similarity between source and receiver • Source is liked by receiver

  6. Traditional Media: Radio Newspaper Television Magazines Direct Mail Salesperson News Media (PR) Nontraditional Media: Internet E-mail Blogs Podcasts Mobile (Cell phones) Sponsorship Product Placement Selecting a Channel: Some Options

  7. Noise Any disruption to the communication process: • Competitive brands • Multiple messages competing for customer attention (a.k.a. message clutter) • Flawed execution (poor encoding) • Inconsistencies and contradictions • Sources internal to receiver (distracted, daydreaming, “lazy listener”)

  8. Feedback to Marketing Messages • Create brand awareness • Store brand associations in memory • Develop brand beliefs • Engage in word-of-mouth • Visit a web site • Call a toll-fee telephone number • Visit a retailer • Make a purchase

  9. Consumer Response to Brand Messages:Hierarchy-of-Effects Models • Brand messages can be used to influence and persuade in decision making process… THAT’S GREAT NEWS! • Hierarchy-of-Effects models explain stages of response when making a purchase decision. • A classic Hierarchy-of-Effects model is AIDA.

  10. AIDA Model Conative = “Do” Affective = “Feel” Cognitive = “Think” Action Desire Interest Attention

  11. Elaboration and Brand Decision • Consumers use one of two possible routes to • process brand-related information: • Central Route- Consumers pay attention to product information (attributes, benefits, price, etc.). • Peripheral Route- Consumers pay attention to image messages or cues such as music, celebrity, model, or humor.

  12. Central route to persuasion Attention Focus on “central” product-related information Persuasion • Product beliefs • Brand attitude • Purchase intention Comprehension • Deeper thoughts about product attributes and consequences • More elaboration Higher involvement with product or message Exposure to persuasive communication (ad) Peripheral route to persuasion Attention Focus on “peripheral” nonproduct information Persuasion • Non-product beliefs • Attitude toward ad • Purchase intention Comprehension • Shallow thoughts about nonproduct information • Low elaboration Lower involvement with product message The Elaboration Likelihood Model

  13. Routes to Persuasion Peripheral Route Central Route

  14. Understanding E.L.M. - Part 1 • It is possible for persuasion (e.g., creating favorable brand attitudes) to occur through either route • Marketer must know what route target audience is likely to use when searching for information.

  15. Understanding E.L.M. - Part 2 • Neither of the routes to persuasion is superior to the other! • They are two different means to reach desired end (favorable brand attitude).

  16. Attitude as an Influence on Alternative Evaluation • Attitude toward a brand is comprised of sum of brand attribute beliefs times importance of attribute Multiattribute Model of Attitude Formation: AB= Σ Bix Ei AB = Brand Attitude Bi = Beliefs about brand on attribute i Ei = Importance attached to attribute i

  17. How Marcom Can Be Used to Influence Brand Attitude • Change beliefs about a particular brand attribute • Change consumers’ perceptions of the importance or value of an attribute • Add a new (positive) attribute to the attitude formation process • Change perceptions of belief ratings for a competing brand

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