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Fields of Experience The Communications Process Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise.

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Presentation on theme: "Fields of Experience The Communications Process Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise."— Presentation transcript:

1 Fields of Experience The Communications Process Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise

2 Levels of Audience Aggregation Mass Markets Market Segments Niche Markets Small Groups Individuals

3 Encoding / Decoding Symbols Graphic Pictures Drawings Charts Musical Arrangement Instrumentation Voice or chorus Verbal Spoken word Written word Song lyrics Animation Action / motion Pace / speed Shape / Form

4 Human Communicators Verbal Vocabulary Grammar Inflection Nonverbal Gestures Facial expression Body language

5 How to Screw up the Communications Process

6 External Influences on Consumers Culture Subculture Social class Reference groups Situations

7 Experiential Overlap Sender Experience Sender Experience Receiver Experience Receiver Experience Different Worlds Sender Experience Sender Experience Receiver Experience Receiver Experience Moderate Commonality Sender Experience Sender Experience High Commonality Receiver Experience

8 Selective Retention The Selective Perception Process Selective Comprehension Selective Attention Selective Exposure

9 Consumer Behavior Why we do what we do…

10 Maslow’s Hierarchy of Needs Physiological needs (hunger, thirst) Safety needs (security, protection) Social needs (sense of belonging, love) Esteem needs (self-esteem, recognition, status) Self-actualization needs (self-development, realization)

11 Consumer Decision Process Problem Recognition Information Search Alternative Evaluation Purchase Decision Postpurchase Evaluation Motivation Perception Attitude Formation Integration Learning Decision Process StagesPsychological Processes

12 Evaluation of Alternatives All available brands Brand ABrand BBrand CBrand DBrand E Brand FBrand GBrand HBrand IBrand J Brand KBrand LBrand MBrand NBrand O Evoked Set of Brands Brand BBrand E Brand I Brand M Brand F

13 How we learn attitudes And more importantly – how to change them

14 Consumer Attitudes Learned predispositions to respond toward an object—an individual’s overall feelings toward or evaluation of an object. Consumers may hold attitudes toward: Individuals Brands Companies Organizations Product categories Retailers Advertisements Media

15 Advertising-Based View of Communications Purchase Behavior Purchase Behavior AttitudesKnowledgePreferenceConviction One-Way Linear Advertising Through Media Acting on Consumers

16 Inverted Pyramid of Communications Effects 90% Awareness 70% Knowledge 40% Liking 25% Preference 20% Trial 5% Use Conative Cognitive Affective

17 Advertising and Movement Toward Action Conative Realm of motives. Ads stimulate or direct desires. Affective Realm of emotions. Ads change attitudes and feelings Cognitive Realm of thoughts. Ads provide information and facts. Purchase Conviction Preference Liking Knowledge Awareness Point of purchase Retail store ads, Deals “Last-chance” offers Price appeals, Testimonials Competitive ads Argumentative copy “Image” copy Status, glamour appeals Announcements Descriptive copy Classified ads Slogans, jingles, skywriting Teaser campaigns

18 Consumer Learning Processes Cognitive Processes Intellectual evaluation comparing attributes with values. Behaviorist Learning Based on conditioning through association or reinforcement. Modeling Processes Based on emulation (copying) of respected examples (celebrities).

19 Goal achievement Goal achievement Insight Purposive behavior Purposive behavior Cognitive Learning Process Goal

20 Classical Conditioning Process Conditioned stimulus (Brita water filtration pitcher) Conditioned stimulus (Brita water filtration pitcher) Association develops through contiguity and repetition Unconditioned stimulus (waterfall) Unconditioned stimulus (waterfall) Unconditioned response (freshness, purity) Unconditioned response (freshness, purity) Conditioned response (freshness, purity) Conditioned response (freshness, purity)

21 Increase or decrease in probability of repeat behavior (purchase) Increase or decrease in probability of repeat behavior (purchase) Instrumental Conditioning Process Positive or negative consequences occur (reward or punishment) Positive or negative consequences occur (reward or punishment) Behavior (consumer uses product or service) Behavior (consumer uses product or service)

22 Reinforcement Positive Reinforcement Add stimulus to reinforce behavior. Negative Reinforcement Remove an unpleasant stimulus after behavior (to increase behavior): grounded until you clean your room. Punishment Grounded because you didn’t clean your room. Extinction Behavior goes away because you don’t have the stimulus.

23 Schedules of Reinforcement Fixed- Interval Fixed- Ratio Variable- Ratio Variable- Interval Ratio Low High

24 What to do when you want… Response Process Models

25 Models of the Response Process Stages Cognitive Affective Behavioral Models AIDA model Attention Interest Desire Action Hierarchy of effects model Awareness Knowledge Linking Preference Conviction Purchase Innovation adoption Awareness Interest Evaluation Trial Adoption Information Processing Presentation Attention Comprehension Yielding Retention Behavior

26 Foote, Cone & Belting Grid 1 Informative The Thinker 2 Affective The Feeler 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor ThinkingFeeling High Involvement Low Involvement

27 Foote, Cone & Belting Grid 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test:Recall diagnostics Media:Long copy format Reflective vehicles Creative:Specific information Demonstration Thinking High Involvement

28 Foote, Cone & Belting Grid 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn -do (psychological?) Possible implications Test:Attitude change Emotional arousal Media:Large space Image specials Creative:Executional Impact Feeling High Involvement

29 Foote, Cone & Belting Grid 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test:Sales Media:Small space ads 10-second ID’s Radio; Point of Sale Creative:Reminder Thinking Low Involvement

30 Foote, Cone & Belting Grid 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test:Sales Media:Billboards Newspapers Point of Sale Creative:Attention Feeling Low Involvement

31 Source, Message and Channel Factors

32 The Persuasion Matrix Independent variables: The Communications Components SourceMessageChannelReceiverDestination X X X Message presentation Attention Comprehension Yielding Retention Behavior Source X

33 Source Attributes and Receiver Processing Modes Source attributeProcess Compliance Power Identification Attractiveness Internalization Credibility

34 The Use of Celebrities Endorsements Testimonials Placements Dramatizations Representatives Identification

35 Meaning, Movement and the Endorsement Process Stage 1 Role 3 Role 2 Objects Persons Context Role 1 Celebrity Stage 2 ProductCelebrity Stage 3 ConsumerProduct

36 Fear Appeals and Message Acceptance Rejection Inhibiting effects Resultant nonmonotonic curve Facilitating effects Level of fear Acceptance

37 Use of Humor Aids attention and awareness May harm recall and comprehension May aid name and simple copy registration May harm complex copy registration May aid retention Does not aid persuasion in general May aid persuasion to switch brands Creates positive mood, enhancing persuasion Does not aid source credibility Is not effective in bringing about action, sales

38 UNFAVORABLE TOWARD HUMOR Research directors Direct mail, newspapers Corporate advertising Industrial products Goods or services of a sensitive nature Audiences that are: Older Less educated Down-scale Female Semi- or Unskilled FAVORABLE TOWARD HUMOR Creative personnel Radio and television Consumer non-durables Business services Products related to the humorous ploy Audiences that are: Younger Better educated Up-scale Male Professional Use of Humor

39 Message Recall and Presentation Order Recall BeginningMiddleEnd

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