Consumer Behavior 消费者行为学（英文原版课件下）.ppt

Chapter 9 Communication and Consumer Behavior Elements of the Communications Process The Message Initiator (the Source) The Sender The Receiver The Medium The Message The Target Audience (the Receivers) Feedback - the Receiver’s Response Figure 9.2 Ad Depicting Non-Verbal Communication Issues in Credibility Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Endorser Credibility Endorser credibility is important when message comprehension is low Match must exist between product attributes and endorser attributes Credibility is higher when endorser’s demographic characteristics are similar to those of target audience Endorser credibility is not a substitute for corporate credibility Barriers to Communication Selective Perception Wandering, Zapping, Zipping, and Channel Surfing Combat with Roadblocking Psychological Noise Combat with repeated exposures, contrast in the copy, and teasers Issues in Designing Persuasive Communications Communications strategy Media strategy Message strategy Communications Strategy Figure 9.4 Perception/ Experience/ Memory Model of Advertising Media Strategy Consumer profiles Audience profiles Excerpts from Table 9.2 Persuasive Capabilities and Limitations of Major Media (Newspaper) Access to large audiences Effective for local reach Flexible Fast Feedback possible through coupon redemption, etc. Not selective Short message life Clutter Cost varies based on ad size and vehicle circulation Excerpts from Table 9.2 Persuasive Capabilities and Limitations of Major Media (Magazines) Highly selective Selective binding possible High quality production High credibility Long message life High pass along rate Long lead time High clutter Delayed and indirect feedback Rates vary based on circulation and selectivity Excerpts from Table 9.2 Persuasive Capabilities and Limitations of Major Media (Television) Large audiences possible Appeals to many senses Emotion and attention