Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 5 - George E. Belch, Michael A. Belch

Chapter 5
Perspectives 
on
Consumer 
Behavior
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Figure 5.1 ­ A Model of the 
Communication Process

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There are many forms of message encoding
Encoding
Encoding

Verbal
Verbal
•• Spoken 
Spoken 
Word
Word
•• Written 

Written 
Word
Word
•• Song 
Song 
Lyrics
Lyrics

Graphic
Graphic
•• Pictures
Pictures
•• Drawings
Drawings
•• Charts
Charts

Musical
Musical

Animation
Animation

•• Arrange­
Arrange­
ment
ment

•• Action/
Action/

Motion
Motion

•• Instrum­
Instrum­
entation
entation

•• Pace/ 
Pace/ 
Speed
Speed

•• Voices
Voices

•• Shape/
Shape/
Form
Form

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Communications Channels

Personal 
Personal 
Channels

Channels

Personal 
Selling

Word of 
Mouth/Mouse

Print 
Media

Broadcast 
Media

Nonpersonal 
Nonpersonal 
Channels
Channels

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Basic Model of Communication
 Viral marketing: Propagating marketing­relevant 
messages with the help of individual consumers
 Factors affecting success 
 Message characteristics
 Individual sender or receiver characteristics 
 Social network characteristics

 Seeding: Identifying and choosing the initial group 
of consumers who will be used to start spreading the 
message
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Basic Model of Communication
 Receiver: Person with whom the sender shares 
thoughts or information
 Decoding: Transforming the sender’s message into 
thought
 Heavily influenced by the receiver’s field of 
experience
 Field of experience: The experiences, perceptions, 
attitudes, and values a person brings to the 
communication situation
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Basic Model of Communication
 Noise: Unplanned distortion in the communication 
process
 Occurs because the fields of experience of the 

sender and receiver don’t overlap

 Response: Receiver’s set of reactions after seeing, 
hearing, or reading the message
 Feedback: Receiver’s response that is 
communicated back to the sender
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Figure 5.2 ­ Levels of Audience 
Aggregation

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Figure 5.3 ­ Models of the Response 
Process

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Figure 5.4 ­ Methods of Obtaining 
Feedback in the Response Hierarchy

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Figure 5.5 ­ Alternative Response Hierarchies –The 
Three­Orders Model of Information Processing

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Figure 5.6 ­ The Social Consumer 
Decision Journey

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Figure 5.7 ­ A Model of Cognitive 
Response

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Elaboration Likelihood Model (ELM)
 Focuses on the differences in the ways consumers 
process and respond to persuasive messages
 Attitude formation or change process
 Depends on the amount and nature of elaboration 
that occurs in response to a persuasive message

 Elaboration likelihood is a function of: 
 Motivation
 Ability
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Cognitive Response Categories
Product/Message Thoughts
Product/Message Thoughts
Counterarguments
Counterarguments

Support arguments
Support arguments

Source­Oriented Thoughts
Source­Oriented Thoughts

Source derogation
Source derogation

Source bolstering
Source bolstering

Ad Execution Thoughts
Ad Execution Thoughts
Thoughts about
Thoughts about
the ad itself
the ad itself

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Affect attitude
Affect attitude
toward the ad
toward the ad
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Elaboration Likelihood Model (ELM)
Focuses on the way consumers respond to persuasive 
Focuses on the way consumers respond to persuasive 
messages, based on the amount and nature of elaboration 
messages, based on the amount and nature of elaboration 
or processing of information
or processing of information

Routes to Attitude Change

Central route – 
Central route – 
ability and 
ability and 
motivation to process 
motivation to process 
a message is high and 
a message is high and 
close attention is paid 
close attention is paid 
to message content
to message content

Peripheral route – 
Peripheral route – 
ability and 
ability and 
motivation to process 
motivation to process 
a message is low;  
a message is low;  
receiver focuses more 
receiver focuses more 
on peripheral cues 
on peripheral cues 
than on message 
than on message 
content

content

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Figure 5.9 ­ A Framework for Studying
How Advertising Works

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