Professional Documents
Culture Documents
Eighth Edition
SCHIFFMAN & KANUK
Chapter 9
Communication and
Consumer Behavior
9-1
Sender
(Source)
Channel
(Medium
)
Message
Feedback
9-2
Receiver
(Consumer)
Elements of the
Communications Process
9-3
Figure 9.2 Ad
Depicting NonVerbal
Communication
9-4
Issues in Credibility
Credibility of Informal Sources
Credibility of Formal Sources
Credibility of Spokespersons and Endorsers
( supporters )
Message Credibility
9-5
Endorser Credibility
Endorser credibility is important when message
comprehension is low
Match must exist between product attributes and
endorser attributes
Credibility is higher when endorsers demographic
characteristics are similar to those of target audience
Endorser credibility is not a substitute for corporate
credibility
9-6
Sleeper
Effect
9-7
Barriers to Communication
Selective Perception
Wandering, Zipping, and Channel Surfing
Combat with Road blocking (overcrowding)
Psychological Noise
Combat with repeated exposures, contrast in the
copy, and teasers
9-8
Sender
(Source)
Encodes
Symbols
Pictures
Words
Images
Messag
e
Selective
Exposure
Individuals
Target Audience
Intermediary Audience
Unintended Audiences
Channel
(Medium
)
Feedback
Receiver
(Consumer)
Mediated by:
Involvement
Mood
Experience
Personal Charac.
Decodes
Responds
Appropriately
?
No
Miscomprehends
?
No
Yes
Yes
9-10
Communications Strategy
Memory
Perceptions
Experience
9-11
Post-experience Exposure
(phase)
Framing (ftn)
Perception
Enhancing
Experience
Organizing
Memory
Expectation (effect)
Anticipation
Interpretation
Sensory
Enhancement
Social
Enhancement
Cueing
Branding
Interpretation
9-12
Media Strategy
Consumer profiles
Audience profiles
A cost-effective media choice is one
9-14
Not selective
Short message life
Clutter
(confusion/disorder)
Cost varies based on
ad size and circulation
9-15
Highly selective
Selective binding possible
High quality production
High credibility
Long message life
High pass along rate
9-16
9-17
Demographic skew to
audience
Very high clutter
Zapping possible
Great variation in
pricing
Privacy concerns
9-19
9-20
Righteous
Social
Pragmatic
9-22
Figure 9.5
Central Route
to Persuasion
9-23
9-24
Resonance
Message Framing
One-sided Versus Two-sided Messages
Comparative Advertising
Order Effects
Repetition
Figure 9.6
Resonance
in
Advertising
9-25
Figure 9.7
Two-Sided
Appeal
9-26
9-27
Figure 9.9
Comparative
Advertising
9-28
9-29
Figure 9.10
Humor to
Baby Boomers
9-30
Figure 9.11
Sexual
Appeal
9-31