MKF1120 Lecture Notes - Lecture 10: The Sender, Costco, Ikea
18 Jul 2018
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What is the communication process: the sender wants to communicate something. The decoding can be interpreted than what the sender may have encoded it: the element of noise can create clutter and distractions for the communication, feedback is another element. Do we buy the product or not: environmental factors also affect channels, noise and feedback and encoding and decoding. Try to get them to engage in a particular action. For example, samples at costco try to persuade: to remind remind that the product is still there that is needed. What are the responses to these states: cognitive: if consumers are lower in the buyer readiness states framework, you will focus on the realm of though. Communicate facts and brand name: affective: preference and liking. Communicating emotions and communicating images about the company and product: conative: conviction and purchase. Really trying to remove barriers to purchase and giving final incentives and push to get consumers to buy the product.
