Week TWO: The Communication Process Flashcards
1
Q
What is meaning?
A
- The perception (mental) and affective (emotional) reactions evoked when presented with words, symbols or other signs
- Meaning is internal, subjective and can differ from person to person
- Over time a brand can become its own symbol for meaning
2
Q
How are symbols used to transfer meaning and what are some examples of figurative language that can assist this?
A
- Used to establish a relationship between a brand and referent (idea)
- Often symbolic relationship is established using figurative or non-literal language
Use of Figurative Language
- Simile: compare
- Metaphor: transfer (relatively simple) associations or make comparisons without using literal descriptions
- Allegory: extended metaphor to create a narrative -> can use characters, figures and events, often uses personification
3
Q
What are the eight steps in the Consumer Processing Model?
A
-> focuses on changing knowledge and beliefs using facts and logic (functional needs)
Stage 1&2: Exposure and - Selective Attention
- Consumers are exposed to the marketer’s message
- Overcome clutter with specifically targeted messages -> catch attention
Stage 3: Comprehension
- Interpret the message
- Depends on context
- Individual needs, mood
- Where the message is seen
- Time and energy to process
Stage 4: Agreement
- Does the consumer agree/accept the message?
- Depends on:
- Information compatible with consumer’s existing values
- Message being credible
Stage 5&6: Retention & Retrieval
- Transfer information from short term to long term memory
- Repeat claims to strengthen associations/learning
- > ‘Truth effect’
- > Stronger associations are more easily retrieved
Stage 7: Decision Making
- Affect referral - how do I feel about this product/brand
- Compensatory heuristic - which brand ‘wins’ on the things I care about
Stage 8: Action
- Prior preferences don’t always win
- Situational factors can influence what products are purchased
Must coordinate with all the marketing mix variables
4
Q
Outline the hedonic experiential model
A
- views consumers’ processing of messages and behaviour as driven by emotions in pursuit of fun and feeling (experiential/symbolic needs)
- want to emphasise non-verbal content or emotionally provocative words to connect consumers to brand