Transcript Consumer Behavior

Advertising, Integrated
Brand Promotion and
Consumer Behavior
Marketing 3344
Consumer Behavior
Consumer Behavior: a wide spectrum of things
that affect, derive from, or form the context of
human consumption.
Perspectives:
1.
Consumers are Systematic Decision
Makers

2.
Maximizing the benefits from purchases defines the
purchase—consumers are deliberate
Consumers are Active Interpreters


Cultural/social membership defines purchases
Consumers are “meaning makers” in their
consumption
Consumer DecisionMaking
The Consumer as a Systematic
Decision Maker
The Consumer is:
 Logical
 Purposeful
 Acts in a “sequential” manner in making
decisions
The Consumer Decisionmaking Process
1.
Need recognition
 Functional or Emotional benefits
2. Information Search and Evaluation
 Internal and External search
 Consideration Set
 Evaluative Criteria
3. Purchase
Does this ad offer a functional
or emotional benefit?
4. Post-purchase use and
evaluation
 Customer satisfaction
 Cognitive dissonance
Cognitive Dissonance
The feelings of doubt and concern after a
purchase is made. Dissonance increases when:





The purchase price is high
There are many close alternatives
The item is intangible (example?)
The purchase is important
The item purchased lasts a long time
Modes of Consumer
Decision-Making
Vary by Involvement and
Experience
1. Involvement
 Interests and avocations
 Risk—high price or long term commitment
 High symbolic meaning to purchase
 Deep emotion attached to purchase
2. Experience
 More experience, more astute consumer
Modes of Consumer
Decision-Making
Vary by Involvement and
Experience
1.
Extended Problem Solving

2.
Deliberate, careful search
Limited Problem Solving

Common products, limited search
3. Habit or Variety Seeking
 Variety seeking—switch brands at
random
 Habit—buy single brand repeatedly
4. Brand Loyalty
 Conscious commitment to find same
brand every time purchase is made
Key Psychological
Processes in Advertising
1.
Attitude

2.
Brand Attitude

3.
Over Overall evaluation of an object, person or
issue on continuum=like/dislike;
positive/negative
Summary evaluations that reflect preferences for
various products and services
Salient Beliefs

Small number of key beliefs. Five to nine salient
beliefs typically form the critical determinants of
attitude
Key Psychological
Processes

Multi-Attribute Models (MAAMs)

Evaluative Criteria: attributes consumers use to
compare brands

Importance Weights: priority assigned to
attributes

Consideration Set: group of brands that are
focal point of decision effort

Beliefs: knowledge and feelings consumer has
about various brands
Key Psychological
Processes
 Information Processing and Perceptual
Defense

Cognitive Consistency Impetus: Strongly held
beliefs to

make efficient decisions
Advertising Clutter: Large volume of ads causes
overload

Selective Attention: Most ads are ignored

Cognitive responses: Thoughts that occur to
because they do not fit consumer’s need state
consumer at moment when beliefs are challenged
by persuasive communication
Key Psychological
Processes
○ The Elaboration Likelihood
Model (ELM)
 “Central route” persuasion
when involvement is high
 “Peripheral route” with
peripheral cues rather than
strong arguments when
involvement is low
Perspective Two:
The Consumer as Social Being


Perspective One: Portrays the
consumer as a decision maker - tells
only part of the story.
Consumption can be a social and
cultural process as well
Consuming in the Real
World
Family
Social
class
Values
Object
Meaning
Rituals
Gender
Community
Geopolitics
Culture
Race /
Ethnicity
Reference
Groups
(membership/aspiration)
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Advertising, Social Rift and
Revolution
Advertisers see and seize the opportunity
to provide “costumes” and
“consumables”
 “Revolutions” require a certain “look”
 “Looks” signal political/social orientation
Advertising as Social Text: How Ads
Transmit Socio-cultural Meaning
Culturally constituted world
Advertising /
fashion system
Fashion
system
Consumer goods
Possession
ritual
Exchange
ritual
Grooming
ritual
Divestment
ritual
Individual consumer
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Factors Affecting Consumer
Decision Making
VALUES / ATTITUDES
REFERENCE
GROUPS
SITUATIONAL
FACTORS
CULTURE
NEEDS
EDUCATION
CONSUMER
DECISIONS
PLEASURE
PERSONALITY
GENDER
FAMILY
NEWS
MAGAZINES
RADIO
TELEVISION
DIRECT MEDIA
BLOGS
INTERNET INFO
MEDIA
MARKETERCONTROLLED
STIMULI
SOCIAL
CLASS
PAST
EXPERIENCE
LIFE-STYLE
PRICE
PACKAGING
ADVERTISING
PROMOTION
PERSONAL SELLING
SUBCULTURES
PPT 5-17
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