Chapter 5 - The communication process. After completing this unit, you should be able to: To understand the basic elements of the communication process and the role of communications in IMC, to examine various models of the communication process, to understand the important role of word-of-mouth influence and viral marketing,...
Trang 1Chapter 5 Perspectives
on Consumer Behavior
Trang 2Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of
Figure 5.1 A Model of the Communication Process
Trang 3• Pictures
• Drawings
• Charts
• Pictures
• Drawings
• Charts
Verbal
• Spoken
Word
• Written
Word
• Song
• Spoken
Word
• Written
Word
• Song
Lyrics
Musical
• Arrange
ment
• Instrum
entation
• Voices
• Arrange
ment
• Instrum
entation
• Voices
Animation
• Action/
Motion
• Pace/
Speed
• Shape/
• Action/
Motion
• Pace/
Speed
• Shape/
Form
Verbal Graphic Musical
There are many forms of message encoding
Encoding
Trang 4Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of
McGraw-Hill Education
Personal Channels
Personal
Channels Personal Channels Personal
Channels
Communications Channels
Nonpersonal Channels
Nonpersonal Channels
Personal Selling
Word of Mouth/Mouse
Media
Broadcast
Media
Trang 5 Viral marketing: Propagating marketingrelevant messages with the help of individual consumers
Message characteristics
Individual sender or receiver characteristics
Social network characteristics
of consumers who will be used to start spreading the message
Trang 6Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of
McGraw-Hill Education
Basic Model of Communication
Receiver: Person with whom the sender shares
thoughts or information
Decoding: Transforming the sender’s message into thought
experience
Field of experience: The experiences, perceptions, attitudes, and values a person brings to the
communication situation
6
Trang 7 Noise: Unplanned distortion in the communication process
sender and receiver don’t overlap
Response: Receiver’s set of reactions after seeing, hearing, or reading the message
Feedback: Receiver’s response that is
communicated back to the sender
Trang 8Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of
McGraw-Hill Education
Figure 5.2 Levels of Audience
Aggregation
8
Trang 9Process
Trang 10Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of
McGraw-Hill Education
Figure 5.4 Methods of Obtaining
Feedback in the Response Hierarchy
10
Trang 11Figure 5.5 Alternative Response Hierarchies –The ThreeOrders Model of Information Processing
Trang 12Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of
McGraw-Hill Education
Figure 5.6 The Social Consumer
Decision Journey
12
Trang 13Response
Trang 14Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of
McGraw-Hill Education
Elaboration Likelihood Model (ELM)
Focuses on the differences in the ways consumers process and respond to persuasive messages
Attitude formation or change process
that occurs in response to a persuasive message
Elaboration likelihood is a function of:
14
Trang 15Counterarguments Support arguments
Source derogation Source bolstering Source bolstering
Source derogation
Support arguments Counterarguments
Cognitive Response Categories
Product/Message Thoughts
SourceOriented Thoughts
Ad Execution Thoughts
Trang 16Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of
McGraw-Hill Education
Elaboration Likelihood Model (ELM)
Focuses on the way consumers respond to persuasive
messages, based on the amount and nature of elaboration
or processing of information
Focuses on the way consumers respond to persuasive
messages, based on the amount and nature of elaboration
or processing of information
Peripheral route – ability and
motivation to process
a message is low;
receiver focuses more
on peripheral cues than on message content
Peripheral route – ability and
motivation to process
a message is low;
receiver focuses more
on peripheral cues than on message content
Central route –
ability and
motivation to process
a message is high and
close attention is paid
to message content
Central route –
ability and
motivation to process
a message is high and
close attention is paid
to message content
Routes to Attitude Change
Trang 17How Advertising Works