CHAPTE

R
NINE
Communication
and Consumer
Behavior

Learning Objectives
1. To Understand the Role of the Messages Source in
the Communication Process.
2. To Understand the Role of the Messages Audience
(Receivers) in the Communication Process.
3. To Learn About Advertising Media and How to
Select the Right Media When Sending Promotional
Messages Targeting Selected Consumer Groups.
4. To Learn How Understanding Consumers Enables
Marketers to Develop Persuasive Messages.
5. To Understand How Marketers Measure the
Effectiveness of Their Promotional Messages.

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Chapter Nine

Which Type of Communication Is

Featured in This Ad, and What Strategic
Concept Does It Get Across?

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Chapter Nine

Nonverbal Used for

Positioning

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Chapter Nine

Basic Communication Model

Figure 9.2

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Chapter Nine

The Source as the Initiator

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Chapter Nine

The Source Impersonal and Interpersonal

Communications
Source Credibility
Reference
Groups
Normative
Comparative
Membership
Symbolic

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Chapter Nine

The Source
Informal Sources and Word of
Mouth
Informal Sources
Opinion leaders

Word of Mouth and

eWOM
Two-way
communication
Social networks
Brand communities
Message boards and
Blogs
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Chapter Nine

The Source
Word of Mouth Strategic
Applications
Buzz Agents
Viral Marketing
Tackling negative
rumors

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Chapter Nine

Discussion Questions
How have informal
sources affected
your decision as a
consumer?
Which informal
sources are the
most powerful?
Why? When?
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Chapter Nine 10

The Source
Credibility of Formal Sources
Institutional
advertising
Publicity
Endorsers

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Chapter Nine 11

Discussion Questions
Who do you consider credible
spokespeople?
Why?
Can you think of certain ads with
credible spokespeople?
Ads with spokespeople who are NOT
credible?
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12

Why Are Consumers Likely

to Perceive This Ad as
Credible?

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Chapter Nine

13

A Glamorous Celebrity Endorser is More

Likely to be Perceived as a Credible
Source, Especially for a Hedonistic
Product.

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Chapter Nine

14

Credibility of Formal Sources

Endorser Effectiveness

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Chapter Nine

15

Credibility of Formal Sources

Other Credibility Sources

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16

The Receivers as the

Target Audience

Personal characteristics and motives

Involvement and congruency
Mood
Barriers to communication
Selective exposure to messages
Psychological noise

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Chapter Nine

17

Overcoming Psychological
Noise

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Chapter Nine

18

Media (Channel)
Mass Media
Nontraditional (New) Media is:

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Chapter Nine

19

The Shift From Traditional

To Nontraditional Advertising Figure 9.5

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Chapter Nine

20

Nontraditional Media
Out-of-home and On-the-go
Advertising screens in buildings and transit
Digital billboards on roads
Ambient advertising (in new places)

Online and Mobile

Includes consumer-generated media
Narrowcast messages

Interactive TV (iTV)
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21

Media (Channel)
Congruence with message
Addressable advertising
Branded entertainment

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Chapter Nine

22

Designing Persuasive
Communications
Message
Structure and
Presentation
Resonance
Message framing
One-Sided versus
Two-Sided
Messages
Order Effects

Wordplay
Used to create a
double meaning
when used with a
relevant picture

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23

Which Advertising
Technique Is Used in Each
Ad, and How So?

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Chapter Nine

24

Resonance

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Chapter Nine

25

Designing Persuasive
Communications
Message
Structure and
Presentation
Resonance
Message framing
One-Sided versus
Two-Sided
Messages
Order Effects

Positive framing
Negative framing

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Chapter Nine

26

Designing Persuasive
Communications
Message
Structure and
Presentation
Resonance
Message framing
One-Sided versus
Two-Sided
Messages
Order Effects

Depends on nature
of the audience
and nature of
competition

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Chapter Nine

27

Designing Persuasive
Communications
Message
Structure and
Presentation
Resonance
Message framing
One-Sided versus
Two-Sided
Messages
Order Effects

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Primacy
Recency
Order of benefits
Brand name

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28

Advertising Appeals

Comparative
Fear
Humor
Abrasive
Sex
Audience
participation
Timely
Celebrities
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29

Which Advertising Appeal

Is Shown in Each Ad, and
Why Is It Used?

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30

Comparative - It Has Positive

Effects On Brand Attitudes,
Purchase Intentions, and
Purchases

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31

Which Two Advertising

Appeals Are Shown in This
Ad?

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32

Humor and Fear Appeal

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Chapter Nine

33

Types of Celebrity Appeals

Table 9.6

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34

Discussion Questions
You are a marketer for your
college/university.
How could you use comparative
advertising?
Do you think it would be effective?

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Chapter Nine

35

Feedback
Determining Effectiveness

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Chapter Nine

36

Feedback
Determining Effectiveness
Exposure
People meters

Message Attention, Interpretation,

and Recall
Physiological measures
Attitudinal measures
Recall and recognition measures

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37

All rights reserved. No part of this publication may be

reproduced, stored in a retrieval system, or transmitted, in
any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior
written permission of the publisher. Printed in the United
States of America.

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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