Marketing bán hàng - Chapter 5: Perspectives on consumer behavior

1Chapter 5Perspectives onConsumer Behavior2Figure 5.1 - A Model of the Communication ProcessGraphicPicturesDrawingsChartsVerbalSpoken WordWritten WordSong LyricsMusicalArrange-mentInstrum-entationVoicesAnimationAction/MotionPace/ SpeedShape/FormVerbalGraphicMusicalThere are many forms of message encodingEncodingPersonal ChannelsPersonal ChannelsCommunications ChannelsNonpersonal ChannelsPersonal SellingWord of Mouth/MousePrint MediaBroadcast MediaBasic Model of CommunicationViral marketing: Propagating marketing-relevant messages with the help of individual consumersFactors affecting success Message characteristicsIndividual sender or receiver characteristics Social network characteristicsSeeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message5Basic Model of CommunicationReceiver: Person with whom the sender shares thoughts or informationDecoding: Transforming the sender’s message into thoughtHeavily influenced by the receiver’s field of experienceField of experience: The experiences, perceptions, attitudes, and values a person brings to the communication situation6Basic Model of CommunicationNoise: Unplanned distortion in the communication processOccurs because the fields of experience of the sender and receiver don’t overlapResponse: Receiver’s set of reactions after seeing, hearing, or reading the messageFeedback: Receiver’s response that is communicated back to the sender7Figure 5.2 - Levels of Audience Aggregation8Figure 5.3 - Models of the Response Process9Figure 5.4 - Methods of Obtaining Feedback in the Response Hierarchy10Figure 5.5 - Alternative Response Hierarchies –The Three-Orders Model of Information Processing11Copyright © 2014 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.Figure 5.6 - The Social Consumer Decision Journey12Figure 5.7 - A Model of Cognitive Response13Elaboration Likelihood Model (ELM)Focuses on the differences in the ways consumers process and respond to persuasive messagesAttitude formation or change processDepends on the amount and nature of elaboration that occurs in response to a persuasive messageElaboration likelihood is a function of: MotivationAbility14CounterargumentsSupport argumentsSource derogationSource bolsteringThoughts aboutthe ad itselfThoughts aboutthe ad itselfSource bolsteringSource derogationSupport argumentsCounterargumentsAffect attitudetoward the adCognitive Response CategoriesProduct/Message ThoughtsSource-Oriented ThoughtsAd Execution ThoughtsElaboration Likelihood Model (ELM)Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of informationPeripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message contentCentral route – ability and motivation to process a message is high and close attention is paid to message contentRoutes to Attitude ChangeFigure 5.9 - A Framework for StudyingHow Advertising Works17