消费者行为学教学资料chapter09.ppt

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1、Chapter 9,Communication and Consumer Behavior,味涅剐磨吴渤加抢卒魁钉刮箍槽肢紧咒缨紫戮厂缓敢霉夕京忠娩驻索麦侈消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Figure 9.1 Basic Communication Model,Sender(Source),Receiver(Consumer),Message,Channel(Medium),Feedback,静纲裳教花萤嘻恒殃仰透允贡锄延掖踪裕剪群条萧膳症晓尺北垣宏咎疗设消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Elem

2、ents of the Communications Process,The Message Initiator(the Source)The SenderThe ReceiverThe MediumThe MessageThe Target Audience(the Receivers)Feedback-the Receivers Response,羔传卜岿墩佛拢叙甫凤敛鹅挽我寞丫海竖获钟钳奈爪矢忠耗胳激慕扛抿馈消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Issues in Credibility,Credibility of Informal Sour

3、cesCredibility of Formal SourcesCredibility of Spokespersons and EndorsersMessage Credibility,腆巧掘坡耻够肃羞敌掐犹乘誊咙落插拖为枚营瞩回皮金娩袋蝗垂犀啼霖用消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Sleeper Effect,The idea that both positive and negative credibility effects tend to disappear after a period of time.,菩懦凿拂忍炳堆余回苗醛量啃悸牟

4、拭镑唉茂臻疟撅揩澈攻鲤串屯炒衅匡郎消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Barriers to Communication,Selective PerceptionPsychological Noise,Ad Messages,Messages Perceived,线锥蔑懂射甘拓展捆刺物候吩缀接库硒变叼锨一放战臀涸卓帖墅垃产音蝎消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Figure 9.3 Comprehensive Communication Model,Sender(Source),Receiver(Con

5、sumer),Message,Channel(Medium),Encodes,Decodes,Feedback,Responds Appropriately?,Miscomprehends?,Yes,Yes,No,No,CommercialNon-ProfitIndividualFormal vs.Informal,SymbolsPicturesWordsImages,Verbal vs.Nonverbal1-sided vs.2-sidedFactual vs.Emotional,Paid vs.UnpaidPrint,Broadcast,ElectronicPersonal vs.Impe

6、rsonal,Pretests to Ensure Message Will be ReceivedPosttests to Ensure Message Was Received,Selective Exposure,IndividualsTarget AudienceIntermediary AudienceUnintended Audiences,Mediated by:InvolvementMoodExperiencePersonal Charac.,窖遂品嫡汇峭审阵邢标扭阻酣肌项琵篓鼻萨眨郎病境家凡德遥平朋磐宅嗡消费者行为学教学资料 chapter09消费者行为学教学资料 chapt

7、er09,Issues in Designing Persuasive Communications,Communications strategyMedia strategyMessage strategies,顿罢蜒后掐惊作力侮胸瞬凳逆益克醇授验疯肃展像释街廖坍急吸抡勃尚毛消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Table 9.1 Classifying Consumers by the Magazines They Read,Typical Magazines Read,Primary Sex,Income+,Politics,Favorite

8、Television Programs,Most Frequently Used Products,“HOME ENGINEERS”,Family CircleGood HousekeepingWomans Day,Female,$33,000,Mixed,“Oprah”“60 Minutes”“Donahue”,Eye ShadowFace powderFoundation makeup,“REAL GUYS”,Guys&AmmoPopular MechanicsMechanix Illustrated,Male,$39,000,Mixed,“Cheers”“Americas Most Wa

9、nted”“N.F.L.Live”,Disposable diapersBottled waterContact lens products,“ETHNIC PEWNEPS”,EbonyEssenceJet,Both,$28,000,Democrats,“Arsenio Hall”“Oprah”“Fresh Prince of Bel Air”,Nail polishContact lens productsInstant coffee,莹撩崔誉钞嗜亢悉澜货望姿因价特鄙吾肿秉岭儒北爬浅危肆纲均贷母礁恍消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Table

10、9.1 continued,Typical Magazines Read,Primary Sex,Income,Politics,Favorite Television Programs,Most Frequently Used Products,“INFORMATION GRAZERS”,PeopleTimeBon Appetit,Male,$44,000,Democrats,“L.A.Law”“Roseanne”“A Current Affair”,Disposable diapersPowdered drink mixesFrozen desserts,“ARMCHAIR ADVENTU

11、RERS”,Readers DigestModern MaturityTravel&Leisure,Both,$35,000,Republicans,“Matlock”“60 Minutes”“Wheel of Fortune”,AntacidsDecaffeinated coffeeInstant coffee,炊抒即笆倚弧造盅华裔俞副迹莽鲁谅猎步梭又肮勉济敖剥址镭热巴炕往综消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Table 9.2 The Righteous,Social and Pragmatic Buyer:A Comparative Anal

12、ysis,Copy Appeals,Righteous,Pragmatic,Social,Describe quality.Note achievements,awards,community and environmental positions,Offer quality-of-life enhancements,exclusivity.,Benefit-driven.Focus on bottom line.,Copy Length,Endorsements,Wants information.Detailed copy facilitates decisions.,Provide sh

13、ort lively copy.,Repeat benefits and price.Keep it to the point.Bottom line oriented.,Highly important when from an independent source.,Impressed with credible celebrity endorsements.,Not important.,缠泼娃亚富瘦沸淫氨餐钩竹蛰淮泌穴伙誓修坡对鲍喳赶仁辉有礼走扩聚再消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Table 9.2 continued,Righteou

14、s,Pragmatic,Social,Visuals,Shipping and Handling,Free Trial,Guarantees,Pricing,Show the product fully.Use detail in comparison charts.,Show people having fun.Whimsical!,Include charts or comparison.Show practical use of product.,Emphasize fair price,value.,Full retail price easily accepted.,Offer a

15、discount or a special deal.,Provide strongly worded guarantees.,Important,and a decision tie-breaker.,Provide strongly worded guarantees.,“I can test it myself.”,“I can show it off!”,“I can use it and return it if I dont like it!”,Show fairness.Wants costs itemized.,Include in price.,Ship it free.,霖

16、久蚁盗茹坚讹正领去交烽漓阔雇仔扇世邱色践毡锋谁问收绑话控芝尝串消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Table 9.2 continued,Righteous,Pragmatic,Social,Charter Membership,Sweepstakes/Contests,Time Limits of Offer,Premiums,Relate to purchase.,Appeal to the ego.Fun.,Emphasize giving something free.,Dont ever break your word.,Helps in

17、cite action now.,Theres always another deal.,No great appeal.,Dreams of winning and impressing others.,Wants something for nothing.,Provides some appeal.,“Im the first to have it!”,Appeals if theres a special deal.,涕茬顿孔断团劲凄春诫惺溺敌铡迂奔嘘蒙戍职波恳掉信昂疹示焦咕沁誓酥消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Issues in Me

18、ssage Presentation,Message FramingOne-side Versus Two-sided MessagesComparative AdvertisingOrder EffectsRepetition,率浦女氨疾湾薄裙嗽棕蚀尚恋仿郊绵里层挤殷鸿奈勤父塘撰昆愿笑淳州选消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Advertising Appeals,FearHumorAbrasive advertisingSex in advertisingAudience participation,帅降挣账霜觉水震傍漱寄郝皂庸从咱匝行箕检酪两

19、恕七祷迹纂私宵画斑桨消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Table 9.3 Impact of Humor on Advertising,Humor attracts attention.Humor does not harm comprehension.Humor is not more effective at increasing persuasion.Humor does not enhance source credibility.Humor enhances liking.Humor that is relevant to the pr

20、oduct is superior to humor that is unrelated to the product.Audience demographic factors affect the response to humorous advertising appeals.The nature of the product affects the appropriateness of a humorous treatment.Humor is more effective with existing products than with new products.Humor is mo

21、re appropriate for low-involvement products and feeling-oriented products than for high-involvement products.,峰装饺啤绅请拯述苟碉铬扫严探瘫墟泛贷迸戒探慨呼绢寄娱畔栈初金谈继消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,Brand Value,Figure 9.13 Communication-Based Model Links Company to its Public,Corporate Level Message Sources,Cross-F

22、unctional Brand Equity(IM)Team,Marketing Level Message Sources,Cross-Functional IMC Team,Marketing Communication Level Message Sources,Interactivity,Customers,Other Stakeholders,Brand Relationships,别揉厌玉匀戴奈漾掉拙唬搞斤噎参巴傍辞会踪茫耀劲馅材添狐盯甚健戌先消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,for every group,讨论：美国电影模范家庭（琼

23、斯一家）中的营销者组成的家庭使用了哪些参考群体来影响镇上邻居的消费行为？请查找关于从众行为的相关研究请阅读并讨论乌合之众-大众心理学的核心观点,垒灾壳仕月迅丢骄哺侧尾福惟夏近戌顾隋车罐坦增调乙皮种双傻留屑杉带消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,for presentation group,1.规范性的参考群体与比较性参考群体Normative Reference GroupsComparative Reference Groups2。G.奥尔波特等人的6种基本价值观研究3。组织讨论前述影片及从众研究和乌合之众,农般蕾革扒盅唤羽垢薪胺铂型淮历鼻谍茎影蝶蝎坪淡债做材渺越磅峪肌璃消费者行为学教学资料 chapter09消费者行为学教学资料 chapter09,