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Chapter 9 Communication And Consumer Behavior

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Avinash Kumar

Consumer Behavior Ninth Edition Schiffman and Kanuk

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Communication and Consumer Behavior Chapter 9 Communication and Consumer Behavior
Chapter Outline ,[object Object],[object Object],[object Object]
Basic Communication Model Figure 9.1
The Communications Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Message Initiator (source) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues with Credibility
Discussion Question ,[object Object],[object Object]
The Message Initiator (source) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues with Credibility
The Message Initiator (source) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues with Credibility
This ad has strong synergy between the endorser and the type of product.
Discussion Question ,[object Object],[object Object],[object Object],[object Object]
The Message Initiator (source) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues with Credibility
Sleeper Effect The idea that both positive and negative credibility effects tend to disappear after a period of time.
The Target Audience (receivers) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Feedback The Receiver’s Response ,[object Object],[object Object],[object Object]
Advertising Effectiveness Research ,[object Object],[object Object],[object Object]
Comscore Media Metrix weblink
Nielson Ratings at Zap2it.com weblink
A People Meter for Television Measurement
Advertising Effectiveness Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Eye Tracking Research weblink
Comprehensive Communication Model - Figure 9-6
Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object]
The Three Phases and Flow Figure 9-7
Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Excerpts from Table 9.1 Persuasive Capabilities and Limitations of Major Media (Magazines) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Excerpts from Table 9.1 Persuasive Capabilities and Limitations of Major Media (Television) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Designing Persuasive Communications ,[object Object],[object Object],[object Object]
Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Message Structure and Presentation
Wordplay on SUV
Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Message Structure and Presentation
This ad uses negative framing.
Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Message Structure and Presentation
A comparative ad
Discussion Question ,[object Object],[object Object],[object Object]
Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Message Structure and Presentation
Designing Persuasive Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Message Structure and Presentation
Emotional Advertising Appeals ,[object Object],[object Object],[object Object],[object Object],[object Object]
Table 9.2 Impact of Humor on Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Chapter 9 Communication And Consumer Behavior