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Consumer Communication Channel

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Persuasiveness of Communication Source and Mode on Consumer Adoption of Innovations – A Slice of literature Term Paper by Chandramohan Karthikeyan Abstract : The recent advances in technology have made available a plethora of communication channels through which consumers can be reached. Each communication channel has its pros and cons. The channel along with the source of the message can act as a very powerful persuader. An attitudinal change can lead to behavior. This paper brings together the literature on the communication channel and the communication source. INTRODUCTION Communication is defined as the “the imparting or exchange of information by speaking, writing or using some other medium”. A model of communication was first formulated …show more content…

Extant literature on consumer information search helps to identify the types of consumer communication sources that might be related to the adoption of technological innovations. Although a variety of external information sources have been introduced in the consumer behavior literature, the three major societal sources of information have been identified as marketer-provided (e.g., corporation, industry), independent third-party (e.g., government, independent agencies), and inter-personal (e.g.. family, friends)(J. Lee & Hogarth, 2000; Mazis, Staelin, Beales, & Salop, 1981; Newman & Staelin, …show more content…

Thomas Crawford (1974) in his studies showed that only 10 percent of people recollected the sermons from a church after attending it. In another experiment Raymond Paloutzian (1979), found that persuading people to “Keep city clean” through posters and print ads had very little impact on persuasion. In presidential primaries, those who spend the most usually get the most votes (Grush, 1980; Secrets, 2005). Mere repetition can make things believable (Moons, Mackie, & Garcia-Marques, 2009). Mere repetition of a statement also serves to increase its fluency – the ease with which it spills of ones tongue – which increases believability (McGlone & Tofighbakshsh,

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