Consumer Behavior 消费者行为学（英文原版课件下）

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1、Chapter9ConsumerBehavior,EighthEditionSCHIFFMAN&KANUKCommunicationandConsumerBehaviorFigure9.1BasicCommunicationModelSender(Source)Receiver(Consumer)MessageChannel(Medium)FeedbackElementsoftheCommunicationsProcessTheMessageInitiator(theSource)TheSen

2、derTheReceiverTheMediumTheMessageTheTargetAudience(theReceivers)Feedback-theReceiver’sResponseFigure9.2AdDepictingNon-VerbalCommunicationIssuesinCredibilityCredibilityofInformalSourcesCredibilityofFormalSourcesCredibilityofSpokespersonsandEndorsersMes

3、sageCredibilityEndorserCredibilityEndorsercredibilityisimportantwhenmessagecomprehensionislowMatchmustexistbetweenproductattributesandendorserattributesCredibilityishigherwhenendorser’sdemographiccharacteristicsaresimilartothoseoftargetaudienceEndorse

4、rcredibilityisnotasubstituteforcorporatecredibilitySleeperEffectTheideathatbothpositiveandnegativecredibilityeffectstendtodisappearafteraperiodoftime.BarrierstoCommunicationSelectivePerceptionWandering,Zapping,Zipping,andChannelSurfingCombatwithRoadbl

5、ockingPsychologicalNoiseCombatwithrepeatedexposures,contrastinthecopy,andteasersFigure9.3ComprehensiveCommunicationModelSender(Source)Receiver(Consumer)MessageChannel(Medium)EncodesDecodesFeedbackRespondsAppropriately?Miscomprehends?YesYesNoNoCommerci

6、alNon-ProfitIndividualFormalvs.InformalSymbolsPicturesWordsImagesVerbalvs.Nonverbal1-sidedvs.2-sidedFactualvs.EmotionalPaidvs.UnpaidPrint,Broadcast,ElectronicPersonalvs.ImpersonalPreteststoEnsureMessageWillbeReceivedPostteststoEnsureMessageWasReceived

7、SelectiveExposureIndividualsTargetAudienceIntermediaryAudienceUnintendedAudiencesMediatedby:InvolvementMoodExperiencePersonalCharac.IssuesinDesigningPersuasiveCommunicationsCommunicationsstrategyMediastrategyMessagestrategyCommunicationsStrategyPercep

8、tionsExperienceMemoryFigure9.4Perception/Experience/MemoryModelofAdvertisingPre-experienceExposurePost-experienceExposureFramingPerceptionEnhancingExperienceOrganizingMemoryExpectationAnticipationInterpretationCueingBrandingInterpretationSenso