Ch. 5 The Communication Process

Communication
– channel
– viral marketing
– receiver
– decoding
– noise
– response
– feedback
basic model of communication consists of:
channel
facilitates communication between sender and receiver
non-personal channel (mass media)
lacks direct, interpersonal contact between sender and receiver
personal channel
direct communication between 2 or more ppl. Word-of-mouth and buzz marketing
viral marketing
propagating marketing-relevant messages w/ the help of individual consumers
seeding
identifying and choosing the initial group of consumers who will be used to start spreading the message
receiver
– person w whom the sender shares thoughts or information
decoding
transforming the sender’s message into thought. Heavily influenced by the receiver’s field of experience
noise
unplanned distortion in the communication process. Occurs bc the fields of experience of the sender n receiver don’t overlap
response
receiver’s set of reaction’s after seeing, hearing, or reading the message
feedback
receiver’s response that is communicated back to the sender
cognitive stage
represents what the receiver knows or perceives about the particular product or brand
affective stage
receiver’s feelings or affect level for the particular brand
behavioral stage
refers to the consumer’s action toward the brand
Elaboration Likelihood Model
focuses on the diff in the ways consumers process and respond to persuasive messages. Attitude formation or change process- is a function of motivation and ability
central route
ability and motivation to process a message is high and close attention is paid to message content
peripheral route
ability and motivation to process a message is low. Receiver focuses > on peripheral cues than on message content
high involvement
sales presentation should contain arguments that are difficult to refute
low involvement
peripheral cues are more important than detailed message arguments