Chapter 5

Perspectives
on
Consumer
Behavior

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 Figure 5.1 - A Model of the
Communication Process

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 There are many forms of message encoding

Encoding
Encoding

Verbal
Verbal Graphic
Graphic Musical
Musical Animation
Animation

••Spoken
Spoken ••Pictures
Pictures ••Arrange-
Arrange- ••Action/
Action/
Word
Word ment
ment Motion
Motion
••Drawings
Drawings
••Written
Written ••Instrum-
Instrum- ••Pace/
Pace/
Word
Word ••Charts
Charts entation
entation Speed
Speed

••Song
Song ••Voices
Voices ••Shape/
Shape/
Lyrics
Lyrics Form
Form
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 Communications Channels

Personal
Selling
Personal
Personal
Channels
Channels
Word of
Mouth/Mouse

Print
Media
Nonpersonal
Nonpersonal
Channels
Channels
Broadcast
Media
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 Basic Model of Communication
 Viral marketing: Propagating marketing-relevant
messages with the help of individual consumers
 Factors affecting success
 Message characteristics
 Individual sender or receiver characteristics
 Social network characteristics
 Seeding: Identifying and choosing the initial group
of consumers who will be used to start spreading the
message
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 Basic Model of Communication
 Receiver: Person with whom the sender shares
thoughts or information
 Decoding: Transforming the sender’s message into
thought
 Heavily influenced by the receiver’s field of
experience
 Field of experience: The experiences, perceptions,
attitudes, and values a person brings to the
communication situation

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 Basic Model of Communication
 Noise: Unplanned distortion in the communication
process
 Occurs because the fields of experience of the
sender and receiver don’t overlap
 Response: Receiver’s set of reactions after seeing,
hearing, or reading the message
 Feedback: Receiver’s response that is
communicated back to the sender

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 Figure 5.2 - Levels of Audience
Aggregation

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 Figure 5.3 - Models of the Response
Process

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 Figure 5.4 - Methods of Obtaining
Feedback in the Response Hierarchy

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 Figure 5.5 - Alternative Response Hierarchies –The
Three-Orders Model of Information Processing

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Education.
McGraw-Hill Education.
 Figure 5.6 - The Social Consumer
Decision Journey

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 Figure 5.7 - A Model of Cognitive
Response

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 Elaboration Likelihood Model (ELM)
 Focuses on the differences in the ways consumers
process and respond to persuasive messages
 Attitude formation or change process
 Depends on the amount and nature of elaboration
that occurs in response to a persuasive message
 Elaboration likelihood is a function of:
 Motivation
 Ability

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 Cognitive Response Categories

Product/Message
Product/Message Thoughts
Thoughts

Counterarguments
Counterarguments Support
Support arguments
arguments

Source-Oriented
Source-Oriented Thoughts
Thoughts

Source
Source derogation
derogation Source
Source bolstering
bolstering

Ad
Ad Execution
Execution Thoughts
Thoughts

Thoughts
Thoughts about
about Affect
Affect attitudeattitude
the
the ad
ad itself
itself toward
toward the the ad ad
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 Elaboration Likelihood Model (ELM)

Focuses
Focuses on
on the
the way
way consumers
consumers respond
respond to
to persuasive
persuasive
messages,
messages, based
based onon the
the amount
amount and
and nature
nature of
of elaboration
elaboration
or
or processing
processing of
of information
information

Routes to Attitude Change

Central
Central route
route –– Peripheral
Peripheral route
route ––
ability
ability and
and ability
ability and
and
motivation
motivation toto process
process motivation
motivation toto process
process
aa message
message isis high
high and
and aa message
message isis low;
low;
close
close attention
attention is
is paid
paid receiver
receiver focuses
focuses more
more
to
to message
message content
content on
on peripheral
peripheral cues
cues
than
than on
on message
message
content
content
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Education.
 Figure 5.9 - A Framework for Studying
How Advertising Works

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