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Chapter 9

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Marketing and Consumer Studies
MCS 2600
Lianne Foti

Chapter 9: Communication and Consumer Behavior The Communication Model: Formal Communication Source- marketer or organization Informal Source- parent, friend, or other consumer, social networks, web forums Impersonal Communications- organizations that develop and transmit appropriate messages through their marketing departments, advertising or public relations agencies and spokespersons Interpersonal communications- can be either formal sources or informal sources Source credibility- perceived honesty and objectivity of the sponsor of communication have big influence on how communication is accepted by receiver Reference groups- serve as frames of reference for individuals in their consumption decisions because they are perceived as credible sources -normative- influencing broadly defined values or behavior (child’s normative reference group is immediate family) -comparative- reference groups serving as bench marks for specific or narrowly defined attitudes or behavior -membership- group which person belongs to or would qualify for membership -symbolic- professional tennis players may be symbol to amateur players Credibility of formal sourses endorsor effectivness: -effectiveness related to message and ease of comprehension -synergy between endorsor and product types are important -endorsors demographic characteristics should be similar to target -endorsosrs credibility is not a substitute for corporate credibilit -endorsors wrods must be realistic for them Vendor credibility- the reputation of retailers Medium credibility- credibility of magazines, websites, radio station Effects of time on credibility- the sleeper effect phenomenon when the consumer does not remember the source (caused by dissociation of message from source over time, leaving just the message content in consumers memory) Factors Affecting Decoding and Comprehension of Persuasive Messages: -personal characteristics and motives -involvement and congruency -mood -barriers to communication (selective exposure to messages, psychological noise) Overcoming Psychological Noise: -repeating exposure to advertising messages -contrast break through clutter -customized personal message -effective positioning -offering unique value propos
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