Decoding In Communication

The communication process begins with the source, who is the individual trying to convey a specific message to the receiver (Perrault, Cannon, and McCarthy, 2014, p. 351). When looking at personal selling, the source is essential because they are given immediate feedback from the receiver, in addition to being the one the receiver looks to for trust and support (Perrault, Cannon, and McCarthy, 2014, p. 351). The source then needs to encode the message, which consist of translating the message into a way the receiver will be able to understand (Perrault, Cannon, and McCarthy, 2014, p. 352). The message channel will then deliver the message through voice, action, TV, email, and/or the Internet (Perrault, Cannon, and McCarthy, 2014, p. 353). The message channel is important, because when deciding which channel to use, the individual has to be aware of which channels will enhance or distract the message trying to be delivered (Perrault, Cannon, and McCarthy, 2014, p. 353). Decoding, is the way the receiver will translate the message, however this can be difficult if the sender and receiver differ in their use of language (Perrault, Cannon, and McCarthy, 2014, p. 352). Perrault, Cannon, and McCarthy (2014), explain that encoding and decoding become the most difficult tasks in the communication …show more content…
Feedback is the key to knowing what the consumers want and understanding how to convey it to them in a way that they understand. According to Bob Dignen (2014), feedback is something that individuals cannot escape, because it is around them all of the time and is essential for effective communication. Dignen continues to explain that without feedback, it would be difficult for individuals to interact without reassurance that they are being understood. Additionally, feedback leaves room for growth because it is a way of getting constructive criticism to better improve a service or product