消费者行为学教学资料chapter09.pptVIP

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 Issues in Credibility Credibility of Informal Sources Credibility of Formal Sources Credibility of Spokespersons and Endorsers Message Credibility Barriers to Communication Selective Perception Psychological Noise Issues in Designing Persuasive Communications Communications strategy Media strategy Message strategies Issues in Message Presentation Message Framing One-side Versus Two-sided Messages Comparative Advertising Order Effects Repetition Advertising Appeals Fear Humor Abrasive advertising Sex in advertising Audience participation for every group 讨论：美国电影《模范家庭》（琼斯一家）中的营销者组成的家庭使用了哪些参考群体来影响镇上邻居的消费行为？ 请查找关于从众行为的相关研究 请阅读并讨论《乌合之众--大众心理学》的核心观点 for presentation group 1.规范性的参考群体与比较性参考群体Normative Reference Groups Comparative Reference Groups 2。G.奥尔波特等人的6种基本价值观研究 3。组织讨论前述影片及从众研究和《乌合之众》 * ?2000 Prentice Hall * Figure 9.1 Basic Communication Model Sender (Source) Receiver (Consumer) Message Channel (Medium) Feedback Sleeper Effect The idea that both positive and negative credibility effects tend to disappear after a period of time. Figure 9.3 Comprehensive Communication Model Sender (Source) Receiver (Consumer) Message Channel (Medium) Encodes Decodes Feedback Responds Appropriately? Miscomprehends? Yes Yes No No Commercial Non-Profit Individual Formal vs. Informal Symbols Pictures Words Images Verbal vs. Nonverbal 1-sided vs. 2-sided Factual vs. Emotional Paid vs. Unpaid Print, Broadcast, Electronic Personal vs. Impersonal Pretests to Ensure Message Will be Received Posttests to Ensure Message Was Received Selective Exposure Individuals Target Audience Intermediary Audience Unintended Audiences Mediated by: Involvement Mood Experience Personal Charac. Table 9.1 Classifying Consumers by the Magazines They Read Typical Magazines Read P