Consumer Behaviour

Project

On

Process Of
Communication

Prof. Name : Ms. Anita Mandrekar

Presented by:
Abdulla Hakim
Roll no. 21
TYBMM
 Burhani College
THE COMPONENTS OF COMMUNICATION MODEL

COMMUNICATION MODEL
Communication is a process whereby information is enclosed in a package and is channeled and imparted by a
sender to a receiver via some medium. The receiver then decodes the message and gives the sender a feedback.
All forms of communication require a sender, a message, and an intended recipient, however the receiver need
not be present or aware of the sender's intent to communicate at the time of communication in order for the act
of communication to occur. Communication requires that all parties have an area of communicative
commonality.
Communication is a dynamic process involving a series of actions and reactions with a view to achieving a
goal. How does it work? Think that you are in conversation with your friend. You are a sender or
communicator, formulate (encode) an idea or message as best as you can, and pass on the message to your
friend, who to the best of his ability receives or acts on the message (decode). He responds by formulating his
own message and communicates to you (feedback) . If you think your message is understood or well received
by your friend, then you go ahead with the next idea that you have in mind and the conversation goes on and on.
Communication is, therefore, a two way process, that is, the ability to receive is as important as the ability to
send. For successful communication, feedback is crucial because it tells how your message is being interpreted.
It can make or break
COMPONENTS OF A COMMUNCICATION MODEL

THE COMMUNICATION PROCESS

In the above diagram, the communicator is the encoder, the message is symbol (verbal or non-verbal), the
channel is one of the transmission medium, the receiver is the decoder, feedback is the response to the message,
and noise is any interruption that breaks down the communication.
These, in fact, are the essential elements or ingredients, which facilitate the communication process. Each
element plays an important role in making the communication effective.
COMPONENTS OF COMMUNICATION
• SOURCE OR SENDER
A source or sender is one of the basic concepts of communication and information processing. Sources are
objects which encode message data and transmit the information, via a channel, to one or
more observers(or receivers). In the strictest sense of the word, particularly in information theory, a source is a
process that generates message data that one would like to communicate, or reproduce as exactly as possible
somewhere else in space or time. A source may be modelled as memoryless, ergodic, stationary, or stochastic,
in order of increasing generality.

• SENDER OR ENCODER
Communicator (sender or encoder) is the one who initiates the communication process
Before one speaks or writes, the message is conceptualized first and then encoded. An effective communication
depends on the communication skill, knowledge level, and attitude of the communicator and how he desires to
affect his receiver.

• MESSAGE
A message in its most general meaning is an object of communication. It is a vessel which provides
information. Yet, it can also be this information. Therefore, its meaning is dependent upon the context in which
it is used; the term may apply to both the information and its form.

• ENCODING
Encoding is the formulation of messages in the communicator’s mind, that is, the communicator not only
translates his purpose (ideas, thoughts or information) into a message but also decides on the medium to
communicate his planned message.

• MEDIUM
The Medium or communication channels can be impersonal (e.g a mass medium) or interpersonal (a formal
conversation between a salesperson and a customer or an informal conversation between two or more people
that takes place .
A channel is the vehicle through which a message is carried from the communicator to the receiver. The
channels of communication are many-written, spoken, verbal, non-verbal, mass media like TV, radio,
newspapers, books, etc. choosing the appropriate channel, one most suitable for the message as well as the
receiver, is a complicated task.

• RECIEVER
The receiver, at the other end of the communication, is the recipient of the message and must possess the same
orientation as the communicator. If the receiver does not have the ability to listen, to read, to think, he will not
be able to receive and decode the messages in the manner the communicator want him to.

• FEEDBACK
Feedback is the response or acknowledgement of receiver to the communicator’s message Feedback provides an
opportunity to evaluate what is right or wrong about a particular communication. It helps to regulate the
conversation among two or more individuals and also stimulates and reinforces an idea that is desired to be
communicated.

SLEEPER EFFECT
The sleeper effect is a psychological phenomenon whereby a highly persuasive message, paired with a
discounting cue, causes an individual to be more persuaded by the message (rather than less persuaded) over
time.
When people are normally exposed to a highly persuasive message (such as an engaging or persuasive
television ad), their attitudes toward the advocacy of the message display a significant increase. Over time,
however, their newly formed attitudes seem to gravitate back toward the position held prior to receiving the
message, almost as if they were never exposed to the communication in the first place. This pattern of normal
decay in attitudes has been documented as the most frequently observed longitudinal pattern in persuasion
research .In contrast, some messages are often accompanied with a discounting cue (e.g., a message disclaimer,
a low-credibility source) that would arouse a recipient’s suspicion of the validity of the message and suppress
any attitude change that might occur with exposure to the message alone. Furthermore, when people are
exposed to a persuasive message followed by a discounting cue, people tend to be more persuaded over time;
this is referred to as the sleeper effect .For example, in political campaigns during important
elections, undecided voters often see negative advertisements about a party or candidate running for office. At
the end of the advertisement, they also might notice that the opposing candidate paid for the advertisement.
Presumably, this would make voters question the truthfulness of the advertisement, and consequently, they may
not be initially persuaded. However, even though the source of the advertisement lacked credibility, voters will
be more likely to be persuaded later (and ultimately, vote against the candidate in the advertisement). This
pattern of attitude change has puzzled social psychologists for nearly half a century, primarily due to its
counter-intuitive nature and for its potential to aid in understanding attitude processes . In addition, it has been
the most widely studied phenomenon in persuasion research.
SLEEPER EFFECT DIAGRAM

MESSAGE FACTORS

• Message Structure:

The Appeal
This refers to the underlying idea that captures the attention of a message receiver. Appeals can fall into such
categories as emotional, fearful, humorous, and sexual.

Value Proposition
The advertising message often contains a reason for customers to be interested in the product which often
means the ad will emphasize the benefits obtained from using the product.

Slogan
To help position the product in a customer’s mind and distinguish it from competitors’ offerings, advertisements
will contain a word or phrase that is repeated across several different messages and different media outlets.

• Message Order:

Anti ClimaxOrder
It tends to be the most effective for an audience having a low level of interest in the subject.

Climax Order
It tends to be the most effective for an audience having a high level of interest in the subject.

Pryamidal Order
It is the least effective order of presentation.

• Message Code

Verbal Code
The verbal code is a system of word symbols that are combined according to a set of rules. Advertisers tend to
use modifiers words such as adjectives & adverbs ti elicit favourable emotions within a consumer.

Non Verbal Code

Nonverbal communication (NVC) is usually understood as the process of communication through sending and
receiving wordless messages. i.e., language is not the only source of communication, there are other means also.
NVC can be communicated through gestures and touch (Haptic communication), by body language or posture,
by facial expression and eye contact. NVC can be communicated through object communication such
as clothing, hairstyles or even architecture, symbols and infographics. Speech contains nonverbal elements
known as paralanguage, including voice quality, emotion and speaking style, as well as prosodic features such
as rhythm, intonation and stress. Dance is also regarded as a nonverbal communication. Likewise, written texts
have nonverbal elements such as handwriting style, spatial arrangement of words, or the use of emoticons.

Paralinguistic Codes
Paralinguistic Codes are those which lie between the verbal & nonverbal codes. They primarily involve two
components – voice qualities and vocalizations.

• Message Appeal
Emotional Appeal
An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products
and services. Many consumers are emotionally motivated or driven to make certain purchases. Advertisers aim
to cash in on the emotional appeal and this works particularly well where there is not much difference between
multiple product brands and its offerings. Emotional appeal includes personal and social aspects.

Personal Appeal
Some personal emotions that can drive individuals to purchase products include safety, fear, love, humor, joy,
happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc.

Social Appeal
Social factors cause people to make purchases and include such aspects as recognition, respect, involvement,
affiliation, rejection, acceptance, status and approval.

Fear Appeal
Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good
effect in advertising and marketing campaigns of beauty and health products including insurance. Advertising
experts indicate that using moderate levels of fear in advertising can prove to be effective.

Humor Appeal
Humor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch
the viewer’s attention and help in achieving instant recall which can work well for the sale of the product.
Humor can be used effectively when it is related to some benefit that the customer can derive without which the
joke might overpower the message.

Sex Appeal
Sex and nudity have always sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises
curiosity of the audience and can result in strong feelings about the advertisement. It can also result in the
product appearing interesting. However use of sex in types of advertising appeals can have a boomerang effect
if it is not used carefully. It can interfere with the actual message of the advertisement and purpose of the
product and can also cause low brand recall. If this is used then it should be an integral part of the product and
should not seem vulgar. The shift should be towards sensuality.

Music Appeal
Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in increasing
the persuasiveness of the advertisement. It can also help capture attention and increase customer recall.
Scarcity Appeal
Scarcity appeals are based on limited supplies or limited time period for purchase of products and are often used
while employing promotional tools including sweepstakes, contests etc.

Rational Appeal
Rational appeals as the name suggests aims to focus on the individual’s functional, utilitarian or practical needs
for particular products and services. Such appeals emphasize the characteristics and features of the product and
the service and how it would be beneficial to own or use the particular brand. Print media is particularly well
suited for rational appeals and is often used with good success. It is also suited for business to business
advertisers and for products that are complex and that need high degree of attention and involvement.

Masculine Feminine Appeal

Used in cosmetic or beauty products and also clothing. This type of appeal aims at creating the impression of
the perfect person. The message is that the product will infuse the perfection or the stated qualities in you.

Brand Appeal
This appeal is directed towards people who are brand conscious and wish to choose particular products to make
a brand statement.

Snob Appeal
This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or
that have considerable qualities of luxury, elegance associated with them.

Adventure Appeal
This appeal is directed towards giving the impression that purchasing a product will change the individual’s life
radically and fill it with fun, adventure and action.

Romance Appeal
These advertisements display the attraction between the sexes. The appeal is used to signify that buying certain
products will have a positive impact on the opposite sex and improve your romantic or love life. Frangrances,
automobiles and other products use these types of advertising appeals.

Emotional Words/Sensitivity Appeal

These advertisements are used to drive at and influence the sensitivities of consumers.

Youth Appeal
Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals. Cosmetic
products in particular make use of these appeals.

Endorsement
Celebrities and well known personalities often endorse certain products and their pitching can help drive the
sales.

Play on Words
Advertisements also make effective use of catch phrases to convey the message. Such appeals help in brand
recognition and recall and can be quite popular with the youth in particular.
 BIBLIOGRAPHY
• Consumer Behaviour By Ms. Anita Mandrekar & Sanchayita Banerjee
• www.google.com
• www.wikipedia.com

THANK YOU