Word-of-Mouth(WOMB) – Consumer Behaviour

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Credibility in the communication helps the status of the retailer who sells the reduce has a strong important of influence on the message of the credibility. The sensation of credibility produced by trustworthy retail advertising reinforces the company’s message as well. The status of the medium which is used to transmit the advertisement also increases the credibility of the advertiser. The status of the medium for trustworthiness and objectivity also affects the believability of the advertising.

Consumers always think that a medium they admire would not accept the advertising for products it did not “know’ were good. The consumer’s past or previous experience with the product or the retailer has an important impact on the credibility of the message. What are the sources of credibility? There are two sources of credibility which are called the informal sources of credibility and formal sources of credibility.

Consumer Behavior

By ethane’s Internal Sources Credibility of informal sources are the source that’s must encode message that its meaning is understood by the audience in accurately the intended way.

If the audience or the receiver recognizes by several kind of self-gain for the message sponsor, the message itself becomes suspicious. Informal sources are family, friends, gibbous, relatives, individuals or groups met online such as social networks these days. Examples of reference groups are normative reference groups, comparative reference groups, membership group, and symbolic group. Normative reference groups are usually immediately family. Comparative reference groups are benchmarks for particular clear attitude or behavior.

Membership group are like sharing similar interest, values, attitudes or behavior. Symbolic group are sought to be, accepting its value and behavior. There are others examples such as opinion leader or Word-of-Mouth(WOMB). Opinion leader are quite high in credibility and soonest really accept any material gain from advice given. Word-of-Mouth(WOMB) are quite highly credible. Examples of Word-of-Mouth(WOMB) is repeating the advertisement message to other people. Such as telling them about the advertisement or advertise about it.

Formal Sources

Formal sources of credibility are manufactured based on intention, reputation, expertise and knowledge. Examples of formal sources such as neutral evaluation services or reported have greater credibility than commercial sources. Usually the reputation of the retailer who sells product has a very strong influence on the message credibility. Meanwhile the reputation of the medium that carries the advertisement message affects its message. Credibility of spokesperson and endorsers are usually based on the likeability of the person.

It’s appropriate to fit between spokesperson and the product and likeness of demographic characteristic. Credibility of spokesperson and endorsers are higher when comprehension on advertisement is low. Vendor and corporate or brand credibility make consumers’ previous experience with the product and vendor has strong impact on it. Explain the following advertising appeals and select print advertisements and elaborate the effectiveness of each appeal.

I) Fear Appeal

There’s a positive connection between fear and persuasiveness when the audience are focused on controlling the danger rather than fear.

Mentioning about possible harmful effects of a product category or usage, can shape negative attitudes towards the products. It needs to be cautious in using fear, it it’s too extreme or strong, it will backfire. It’s very effective to audience because it creates more harmful effects than fear.

It) Comparative appeal Claim product supremacy over one or more recognized opponents. It is useful in product and brand positioning strategies that pressure the gap between advantage of the “underdog” product over leading brands.

If it’s use properly, in the right circumstance, comparative marketing is a highly very effective locating strategy. Comparative advertisements are able to reassure higher level of handling activity such as high-involvement and had a better recall and more related than non- comparative ads but it may assist recall of the opponent’s brand.

Iii) Abrasive Appeal Sometimes are known as agony advertisements such as unpleasant or painful. Abrasive advertisements are often used by pharmaceutical advertisement. Causing consumers to complaint and for suffering.

Usually it’s highly persuasive to a certain segment when the advertiser’s credibility is well-known.

Iv) Humor Appeal Humor should be used selectively as there are so many succeeding circumstances to its efficiency. Humor advertisement appeal usually attracts the attention and boosts the liking of the products. It does not harm understanding of the advertisements. It also does not growth one advertisement’s convincing impact or source credibility. It’s more effective in advertisements that are existed products and targeted audience already have positive behavior for the product.

It’s more suitable for low-participation products. The effects of humor contrast by the audience’s demographics.


Slideshows. Net. N. D.. Chapter 9 Communication And Consumer Behavior. [online] Available at: http://www. Slideshows. Net/summarizations/chapter-9-communication- and-consumer-behavior [Accessed: 14 June 2013].

Communication and consumer behavior. N. D.. Communication and consumer behavior. [online] Available at: http://www. Slideshows. Net/bruiser/communication-

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