Consumer Behavior
Chapter No: 09
Chapter Name:
Communication and
Consumer Behavior
Modular:
Prof. Dr. Afjal Hossain
Department of Marketing,
Patuakhali Science and
Technology University.
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 12th edition,
Prentice Hall – 2018 01
Learning Objectives
1. To understand the role of the message’s source in the
communication process.
2. To understand the role of the message’s audience in
the communication process
3. To learn about advertising media and how to select
the right media when sending promotional messages
targeting selected consumer groups.
4. To learn how understanding consumer enables
marketers to develop persuasive messages.
5. To understand how marketers measure the
effectiveness of their promotional messages.
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 02
Which type of communication is featured in this
ad? What strategic concept does it get across?
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 03
Basic Communication Model (Figure 9.2)
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 04
The Source as the Initiator
Formal Communication
Source
• Marketer or Organization
Informal Source
• A parent, friend or other consumer
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 05
The Source-
Impersonal and Interpersonal Communications
• Source Credibility
• Reference Groups
– Normative
– Comparative
– Membership
– Symbolic
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 06
The Source-
Informal Sources and Word of Mouth
• Informal Sources
– Opinion Leaders
• Word of Mouth
and eWOM
– Two-way
communication
– Social Networks
– Brand
Communities
– Message boards
and Blogs
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 07
The Source-
Word of Mouth-Strategic Applications
1. Buzz Agents
2. Viral Marketing
3. Tackling negative rumors
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 08
The Source-
Credibility of Formal Sources
1. Institutional
Advertising
2. Publicity
3. Endorsers
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 09
Why are consumers likely to perceive this ad
as credible?
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 10
Credibility of Formal Sources
Endorser Effectiveness
Effectiveness is related to the message and its ease of comprehension
Synergy between the endorser and the product types is important.
Endorser’s demographic characteristics should be similar to the target.
Endorser credibility is not a substitute for corporate credibility.
Endorser’s words must be realistic for them.
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 11
Credibility of Formal Sources
Other Credibility Sources
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The Receivers as the Target Audience
Personal characteristics and motives
Involvement and congruency
Mood
Barriers to communication
• Selective exposure to messages
• Psychological noise
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 13
Overcoming Psychological Noise
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 14
Media (Channel)
3. Mass Media
4. Nontraditional (new) Media is:
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 15
The Shift from Traditional to Nontraditional
Advertising (Figure 9.5)
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 16
Nontraditional Media
• Out-of-home and On-the-go
– Advertising screens in buildings and transit
– Digital billboards on roads
– Ambient advertising (in new places)
• Online and Mobile
– Includes consumer-generated media
– Narrowcast messages
• Interactive TV (iTV)
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 17
Designing Persuasive Communications
Message Structure and Presentation
• Wordplay
Resonance • Used to create a double meaning
when used with a relevant picture
Message • Positive framing
framing • Negative framing
One-sided vs • Depends on nature of the audience,
Two-sided and
messages • Nature of the competition
• Primacy
• Recency
Order Effects • Order of benefits
• Brand Name
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 18
Advertising Appeals
• Fear
• Humor
• Sex
• Rational
• Irrational
• Music
• Scracity
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 19
Feedback
Determining Effectiveness
Exposure • How many consumers received the
messages?
effects
Persuasion • Was the message received and
interpreted correctly?
effects
Sales • Did the ads increase sales?
effects
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 20
Discussion Questions
• How have informal sources affected your decision
as a consumer?
• Which informal sources are the most powerful?
Why? When?
• You are a marketer of your university. How could
you use fear advertising? Do you think it would be
effective?
Leon G. Schiffman , Joseph Wisenblit & L. Ramesh Kumar “Consumer Behavior” 21
Query?
Thank You
… For staying with me …
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 23
