Download Interpersonal Communication - Consumer Behavior - Solved Quiz and more Exercises Consumer Behaviour in PDF only on Docsity!
MODULE 7.6: INTERPERSONAL COMMUNICATION AND INFLUENCE
LESSON – 37
FAQS (FREQUENTLY ASKED QUESTIONS):
Ques 1 Differentiate between marketing communication and interpersonal communication. Ans 1 As consumers, we are exposed to two kinds of communication, viz., marketing communication and interpersonal communication. Any form of communication that takes place between the marketer and the consumer, is referred to as marketing communication. The process is initiated by the marketer who through a communication program informs the public about his product/service offering, creates a favorable attitude and elicits action on the part of the
consumers. The marketers effort takes place through the communication mix or the promotion mix, be it advertising, sales promotion, publicity and public relations, personal selling and direct marketing. There is another kind of communication that takes place between consumers themselves; it operates interpersonally with family, friends, peers and colleagues, strangers and opinion leaders etc., who discuss about product and service offerings, brands, prices, stores etc. This is referred to as informal interpersonal communication. This is also called word-of-mouth (WOM) communication. Informal interpersonal communication is different from marketing communication in the sense that interpersonal communication takes place between individual consumers while marketing communication takes place between marketers and consumers.
Ques 2 Discuss advantages of WOM communication. Ans 2 Consumers prefer word-of-mouth communication over other marketing communication as they believe that while the latter have an ulterior interest in making sales, the former is more credible with no ulterior motives. The other advantages of word-of-mouth communication are:
- Word-of-mouth communication reduces the physical and cognitive effort that the consumer has to take to gather information, evaluate alternatives and take the right decision.
- It helps an individual seek advice from the right person who has interest, knowledge and experience with a product and service category; especially in cases of high involvement products, a person may be less knowledgeable and less involved and can take advice from someone who is more experienced and knowledgeable for that product category.
- Word-of-mouth communication also reduces the level of uncertainty associated with a purchase. People turn to informal sources for information so as to be able to be certain with respect to the purchase decision. This is particularly true for high involvement products, as also for products that need social approval and/or match social class and social status. People often turn to experts and opinion leaders for advice; They also look up to reference groups; While experts provide product knowledge and make consumers feel more certain about a product alternative, reference groups lead to an increase in
attitudes (favorable and unfavorable), and acts of behavior. As such, the opinion receiver is more likely to be influenced by the opinion leader than by the media. Thus the theory lays emphasis on the role played by the Opinion Leaders in information transmission, advice and opinion. However, with passage of time, the Two-Step Theory came to be regarded as inadequate and inaccurate on account of the following reasons:
- Opinion leaders are not generic in nature. They are specific to a product category and vary from product to product. An expert in one product category would not be an expert for another product category.
- Opinion leaders are also not a permanent elite.
- Different social groups have their own opinion leaders.
- As per the theory, information flow is one-way from the opinion leader to opinion receivers (or the masses). In reality, information does not flow one way; both parties exchange information. Also, communication need not always be forward one-way, initiated by the opinion leader. It could also be initiated by the masses (someone from the “opinion receiver”) who ask (seek) the “leader” for information and advice.
- Opinion leaders are not the only source of information for a consumer. The mass media influences both the opinion leaders as well as the consumers.
- Lastly, but importantly, marketers do not only and/or always communicate with consumers via an opinion leader. Marketers also communicate directly with consumers through the various tools of the promotion mix. In fact the integrated marketing communication programme calls for a perfect blend of the various tools. Consumers are always exposed to other means of communication and do not solely rely on opinion leaders. Thus, gradually it was realized that the Two-Step Flow of Communication Theory does not provide a very apt and accurate explanation about the manner in which consumers acquire information and use it in their decision making.
SELF EVALUATION TESTS/QUIZZES: Section A True/false:
- The credibility of the source is equally important in word-of-mouth communication.
- Word-of-mouth communication can be both positive and negative, with the former having a more profound and deeper effect.
- Opinion leaders are generic in nature.
Section B Fill up the blanks:
- Any kind of informal interpersonal communication that takes place between individuals as consumers is known as _________________ communication.
- The marketing message or information content can be classified into three types, viz., product news, advice and______________________.
- As per the Two-Step Flow of communication Theory, _______________act as middlemen in the entire process of communication.
- _______________________ are those among the masses who neither influence nor are influenced by others.
Section C Multiple choice questions:
- Consumers are more likely to seek information in which of the following cases: a) when the product is expensive, technically complex, risky and not purchased frequently. b) when the product is related to lifestyle, image and social class. c) both (a) and (b) d) neither (a) nor (b).
- According to the ________________ theory, Opinion Leaders can both influence and are influenced by Opinion Receivers. a) Two-step Flow of Communication b) Reference group c) Multistep Flow of Communication Theory d) Opinion Leadership Theory
Section D Short answers:
- Mention factors that impact word-of-mouth communication.
KEY Section A True/false:
- True 2. False 3. False
