The document discusses key concepts in communication models, including the source, receiver, message, and channel. It covers topics like source credibility, reference groups, opinion leaders, word-of-mouth marketing, and the shift from traditional to nontraditional media. It also addresses designing persuasive communications through message framing, order effects, advertising appeals, and determining effectiveness. The overall content focuses on understanding the basic communication model and factors that influence consumer behavior.

1. Communication and
Consumer Behavior
CHAPTER
NINE

2. Basic Communication Model
Figure 9.2
2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

3. The Source as the Initiator
33Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

4. 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

5. • Informal Sources
– Opinion leaders
• Word of Mouth and
eWOM
– Two-way communication
– Social networks
– Brand communities
– Message boards and
Blogs
5
The Source
Informal Sources and Word of Mouth
5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

6. • Buzz Agents
• Viral Marketing
• Tackling negative rumors
6
The Source
Word of Mouth – Strategic Applications
6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

7. • Institutional
advertising
• Publicity
• Endorsers
7
The Source
Credibility of Formal Sources
7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

8. 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

9. Credibility of Formal Sources
Endorser Effectiveness
99Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

10. 10
Credibility of Formal Sources
Other Credibility Sources
10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

11. 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

12. Overcoming Psychological Noise
1212Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

13. Media (Channel)
• Mass Media
• Nontraditional (New) Media is:
1313Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

14. The Shift From Traditional
To Nontraditional Advertising Is Growing - Figure 9.5
1414Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

15. 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

16. 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

17. Ads That Show Resonance
1717Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

18. 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

19. 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

20. 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

21. Advertising Appeals
• Comparative
• Fear
• Humor
• Abrasive
• Sex
• Audience participation
• Timely
• Celebrities
2121Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

22. Comparative - It Has Positive Effects On Brand
Attitudes, Purchase Intentions, and Purchases
22Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

23. Two Advertising Appeals Are Shown
in This Ad-Humor and Fear
23Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

24. Types of Celebrity Appeals
Table 9.6
2424Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

25. Feedback
Determining Effectiveness
25Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Slide

26. Chapter 9
Questions?
26

27. Chapter 9-1: The Viewer’s Voice
Influences TV Programming
1. Communication Feedback
2. Should programmers and producers consider
the feedback?
3. Source Credibility
4. Compare and contrast Neilsen ratings and
TWOP for a given episode.
27