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,...
Chapter 5 Perspectives on Consumer Behavior Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 5.1 A Model of the Communication Process Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education There are many forms of message encoding Encoding Encoding Verbal Verbal •• Spoken Spoken Word Word •• Written Written Word Word •• Song Song Lyrics Lyrics Graphic Graphic •• Pictures Pictures •• Drawings Drawings •• Charts Charts Musical Musical Animation Animation •• Arrange Arrange ment ment •• Action/ Action/ Motion Motion •• Instrum Instrum entation entation •• Pace/ Pace/ Speed Speed •• Voices Voices •• Shape/ Shape/ Form Form Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Communications Channels Personal Personal Channels Channels Personal Selling Word of Mouth/Mouse Print Media Broadcast Media Nonpersonal Nonpersonal Channels Channels Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Basic Model of Communication Viral marketing: Propagating marketingrelevant messages with the help of individual consumers Factors affecting success Message characteristics Individual sender or receiver characteristics Social network characteristics Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message Copyright © 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 Heavily influenced by the receiver’s field of experience Field of experience: The experiences, perceptions, attitudes, and values a person brings to the communication situation Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Basic Model of Communication Noise: Unplanned distortion in the communication process Occurs because the fields of experience of the 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 Copyright © 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 Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 5.3 Models of the Response Process Copyright © 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 Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 10 McGraw-Hill Education Figure 5.5 Alternative Response Hierarchies –The ThreeOrders Model of Information Processing Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent 11 McGraw-Hill Education of McGraw-Hill Education Figure 5.6 The Social Consumer Decision Journey Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 12 McGraw-Hill Education Figure 5.7 A Model of Cognitive Response Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 13 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 Depends on the amount and nature of elaboration that occurs in response to a persuasive message Elaboration likelihood is a function of: Motivation Ability Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 14 McGraw-Hill Education Cognitive Response Categories Product/Message Thoughts Product/Message Thoughts Counterarguments Counterarguments Support arguments Support arguments SourceOriented Thoughts SourceOriented Thoughts Source derogation Source derogation Source bolstering Source bolstering Ad Execution Thoughts Ad Execution Thoughts Thoughts about Thoughts about the ad itself the ad itself Copyright © 2015 McGraw-Hill Education Affect attitude Affect attitude toward the ad toward the ad 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 Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration messages, based on the amount and nature of elaboration or processing of information or processing of information Routes to Attitude Change Central route – Central route – ability and ability and motivation to process motivation to process a message is high and a message is high and close attention is paid close attention is paid to message content to message content Peripheral route – Peripheral route – ability and ability and motivation to process motivation to process a message is low; a message is low; receiver focuses more receiver focuses more on peripheral cues on peripheral cues than on message than on message content content Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 5.9 A Framework for Studying How Advertising Works Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 17 McGraw-Hill Education ... Routes to Attitude Change Central route – Central route – ability and ability and motivation to process motivation to process a message is high and a message is high and close attention is paid close attention is paid ... â 20 15 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Communications Channels Personal Personal Channels... Feedback in the Response Hierarchy Copyright © 20 15 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 10 McGraw-Hill Education Figure 5. 5 Alternative Response Hierarchies –The