This document discusses communication and consumer behavior. It defines communication as the transmission of a message from a sender to a receiver via a medium. The key elements of the communication process are identified as the message initiator, sender, receiver, medium, message, target audience, and feedback. Factors that can affect the communication process include characteristics of the source, message, receiver, and medium. Different types of media like newspapers, magazines, television, radio, internet, direct mail and direct marketing are also described in terms of their characteristics. Finally, barriers to effective communication and developing a communication strategy are briefly covered.

1. Chapter 8
Communication and Consumer
Behaviour
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc.

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Opening Vignette
 What is Mad Cow Disease?
- communication is the key to changing attitudes
- Communication can be written, verbal, visual
or a combination of all three

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What is Communication?
 The transmission of a message from a
sender to a receiver via a medium of
transmission.

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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

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 Medium can be:
– Impersonal (mass media)
– Interpersonal (with salesperson or a friend)
– Interactive (direct feedback possibility exists)

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Factors That Affect The
Communication Process
 Characteristics of the source
 Message characteristics
 Characteristics of the receiver
 Characteristics of the medium

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Issues in Credibility
 Credibility of Informal Sources
– Opinion leaders
 Credibility of Impersonal, Neutral Sources
 Credibility of Marketer-Related Sources
 Credibility of Spokespersons and Endorsers
 Sleeper Effect

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Endorser Credibility Is High
When
 Match exists between product attributes and
endorser attributes
 Match exists between demographic
characteristics of target audience and
endorser
 The product lies within the competence of
the endorser

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Endorser credibility – Cont’d
 Endorser credibility is not a substitute for
corporate credibility
 Is important when message
comprehension is low

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Sleeper EffectSleeper Effect
 The idea that both positive and negative
credibility effects tend to disappear after a
period of time.
 Differential decay: memory of negative
cues disappear faster than the message itself
 Source is forgotten before the message

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Message Characteristics
 Message Credibility
– Reputation of the retailer
– Consumer’s previous experience with product
– Reputation of the medium

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Message Characteristics- cont’d
 Message Structure and Presentation
– Resonance or wordplay
– Message Framing: positive or negative
– One-sided versus Two-sided Messages
– Comparative Advertising
– Order Effects
– Repetition

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Message Characteristics- cont’d
 Advertising Appeal Used
– Factual or Emotional
 Types of Emotional Appeals
– Fear
– Humor
– Abrasive advertising
– Sex in advertising

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Characteristics of the Target
Market
 Demographic Characteristics
 Involvement and Congruency
– central route to persuasion for high
involvement products
– peripheral route to persuasion for low
involvement products
 Mood

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Characteristics of the Medium -
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

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Characteristics of the Medium -
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

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Characteristics of the Medium -
Television Large audiences
possible
 Appeals to many
senses
 Emotion and attention
possible
 Demonstration
possible
 Very high costs
overall
 Low costs per contact
 Long lead time
 High clutter
 Short message life
 Viewers can avoid
exposure with
zapping, etc.
 Day-after recall tests
for feedback

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Characteristics of the Medium -
Radio
 High geographic
and demographic
selectivity
 Short lead time
 Relatively
inexpensive
 Good local
coverage
 Short exposure time
 Audio only
 High clutter
 Zapping possible
 Delayed feedback
through day-after
recall tests

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Characteristics of the Medium -
Internet
 Potential for audience
selectivity
 Customized tracking
possible and other
feedback tools
possible
 Useful for branding
and reinforcement of
messages
 Demographic skew to
audience
 Very high clutter
 Zapping possible
 Great variation in
pricing
 Privacy concerns

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Characteristics of the Medium –
Direct Mail
 High audience
selectivity
 Personalization
possible
 Novel, interesting
stimuli possible
 Low clutter
 Perception of junk
mail
 Feedback possible
through response
 High cost per contact

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Characteristics of the Medium –
Direct Marketing
 Development of
databases
 High audience
selectivity
 Relatively free of
clutter
 Privacy concerns
 Measurable responses
 Cost per inquiry, cost
per sale, revenue per
ad can be calculated

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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

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Communication and Marketing
Strategy
 Establish communication objectives
 Select target audience
 Choose the best media
 Develop suitable message strategies
– Match message with audience characteristics
– Develop suitable message structure, presentation
– Develop suitable message appeals
 Reduce barriers to effective communication
 Measure effectiveness of marketing
communications