Mktg 2202 - Chapter 4 Communication Response Models

Front 1

Communication

Back 1

Passing of info, exchange of ideas, the process of establishing a commonness or oneness of thought between a sender and a receiver

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Source

Back 2

Person or organization that has the info to share with another person or group of people

Front 3

Encoding

Back 3

Putting thoughts, ideas, or info into symbolic form

Front 4

Basic Model of Communication

Back 4

Source - encoding - channel message - decoding - receiver

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Message

Back 5

Contains the info or meaning source hopes to convey
Can be in verbal, nonverbal, written, oral, or symbolic

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Semiotics

Back 6

Studies nature of meaning and how our reality acquires meaning

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Channel

Back 7

How the communication travels from source to sender to receiver

Front 8

Types of Communication Channels

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Personal (face to face)
Word of Mouth
Nonpersonal (no contact between sender/receiver)

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Mass Media

Back 9

Nonpersonal channel of communication
Reaches many individuals at once, no personal contact made between sender and receiver

Front 10

Receiver

Back 10

Person sender shares thoughts/info with

Front 11

Decoding

Back 11

Process of transforming senders message into thought

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Field of Experience

Back 12

Experiences, perceptions, attitudes, and values receiver brings to the communication situation

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What has a large influence on decoding?

Back 13

Receivers field of experience

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Noise

Back 14

Unplanned distortion or interference to the communication process

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Response

Back 15

Receivers set of reactions after seeing, hearing, or reading the message

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Feedback

Back 16

The part of the receivers response that is communicated back to the sender

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AIDA model

Back 17

Attention
Interest
Desire
Action

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Hierarchy of Effects Model

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Consumer passes through a series of steps in sequential order from initial awareness to actual purchase

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Innovation Adoption Model

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Consumers must be moved through a series of steps before taking action to adopt a new product

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Information Processing Model

Back 20

Steps consumer goes through constitute hierarchy
Assumes receiver is in a persuasive communication situation

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Standard Learning Model

Back 21

Consists of Learn, Feel, Do
Happens when consumer is highly involved in purchase process, much differentiation among brands

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Dissonance/Attribution Model

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Do, Feel, Learn
Happens when consumers must choose between two alternatives that are similar but complex, product must be purchased on basis of recommendation

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Low Involvement Model

Back 23

Learn, Feel, Do
Characterizes situations with low involvement in purchase process

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What might an advertiser of a low involvement product do?

Back 24

Repeat simple product claims like a key copy point or distinctive product benefit
Research shows heavy repetition is key

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Cognitive Responses

Back 25

Thoughts that occur to receivers as they are exposed to communication

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Cognitive Response Approach

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Examining consumer cognitive processing of messages through their cognitive responses

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Counterarguments

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Thoughts consumer has that are opposed to position taken in message

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Support Arguments

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Thoughts that affirm claims made in the message

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4 Types of Cognitive Response Thoughts

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1. Product/message
2. Source-oriented
3. Ad Execution
4. Attitude to Ad

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Source Derogations

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Negative thoughts about spokesperson or organization making claims

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Source Bolsters

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Positive reaction from receiver towards source

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Ad-execution thoughts

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Favorable or unfavourable thoughts regarding the ad execution itself

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Attitude toward ad

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Represents receivers feelings toward the ad

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Elaboration Likelihood Model (ELM)

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Explains process by which persuasive communications lead to persuasion by influencing attitudes

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Elaboration

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Level of processing of relevant info that occurs in response to persuasive message

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When does high elaboration occur?

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When receiver engages in careful consideration, thinking, and evaluation of info or arguments contained in message

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2 Function Elements of ELM

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Motivation
Ability

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Central Route to Persuasion

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Receiver seen as very active, involved participant in communication process who has high ability and motivation to attend, comprehend, and evaluate messages

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Peripheral Route to Persuasion

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Receiver viewed as lacking motivation or ability to process info and not likely to engage in detailed cognitive processing

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Classical conditioning

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Assumes learning is an associative process with an existing relationship between stimulus and response

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5 Communication Effects of Messages

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1. Category need
2. Brand awareness
3. Brand attitude
4. Brand purchase intention
5. Purchase facilitation