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Communication and Consumer Behavior
CHAPTERNINE
Basic Communication ModelFigure 9.2
2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
The Source as the Initiator
33Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
The Source - Impersonal and Interpersonal Communications
• Source Credibility• Reference Groups– Normative– Comparative– Membership– Symbolic
44Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
• Informal Sources– Opinion leaders
• Word of Mouth and eWOM– Two-way communication– Social networks– Brand communities– Message boards and
Blogs
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The SourceInformal Sources and Word of Mouth
5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
• Buzz Agents• Viral Marketing• Tackling negative rumors
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The SourceWord of Mouth – Strategic Applications
6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
• Institutional advertising
• Publicity• Endorsers
7
The SourceCredibility of Formal Sources
7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Discussion Questions
• Who do you consider to be a credible spokesperson(s)?
• Why?• Can you think of certain ads with credible
spokespeople?• Ads with spokespeople who are NOT credible?
8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Credibility of Formal Sources Endorser Effectiveness
99Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
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Credibility of Formal Sources Other Credibility Sources
10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
The Receivers as the Target Audience
• Personal characteristics and motives• Involvement and congruency• Mood• Barriers to communication– Selective exposure to messages– Psychological noise
11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Overcoming Psychological Noise
1212Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Media (Channel)
• Mass Media• Nontraditional (New) Media is:
1313Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
The Shift From Traditional To Nontraditional Advertising Is Growing - Figure 9.5
1414Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
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)
1515Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Designing Persuasive Communications
• Resonance• Message framing• One-Sided versus Two-
Sided Messages• Order Effects
• Wordplay• Used to create a double
meaning when used with a relevant picture
Message Structure and Presentation
16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Ads That Show Resonance
1717Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Designing Persuasive Communications
• Resonance• Message framing• One-Sided versus Two-
Sided Messages• Order Effects
• Positive framing• Negative framing
Message Structure and Presentation
18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Designing Persuasive Communications
• Resonance• Message framing• One-Sided versus Two-
Sided Messages• Order Effects
Depends on nature of the audience and nature of competition
Message Structure and Presentation
19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Designing Persuasive Communications
• Resonance• Message framing• One-Sided versus Two-
Sided Messages• Order Effects
• Primacy• Recency• Order of benefits• Brand name
Message Structure and Presentation
20Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Advertising Appeals
• Comparative• Fear• Humor• Abrasive• Sex• Audience participation• Timely• Celebrities
2121Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Comparative - It Has Positive Effects On Brand Attitudes, Purchase Intentions, and Purchases
22Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Two Advertising Appeals Are Shown in This Ad-Humor and Fear
23Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Types of Celebrity AppealsTable 9.6
2424Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Feedback Determining Effectiveness
25Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide
Chapter 9
Questions?
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Chapter 9-1: The Viewer’s Voice Influences TV Programming
1. Communication Feedback2. Should programmers and producers consider
the feedback?3. Source Credibility4. Compare and contrast Neilsen ratings and
TWOP for a given episode.
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