Consumer Behavior 消费者行为学（英文原版课件下）.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 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 Credib