chapter five
Communication
and Consumer
Behavior
McGraw-Hill/Irwin
Essentials of Contemporary Advertising
Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Objectives_1
 Explain how advertising differs from the
basic communication process
 Outline the consumer perception
process and explain why advertising
people say “perception is everything”
 Describe the fundamental motives
behind consumer purchases
5-2
Objectives_2
 Discuss the various influences on
consumer behavior
 Explain how advertisers deal with
cognitive dissonance
 Describe how a consumer’s level of
involvement with a product influences
the decision-making process and the
advertising approach
5-3
Consumer Behavior
HomeGrocer
sought to
change how
people
shopped
for groceries
5-4
Exhibit 5-1
The Human Communication Process
5-5
Perception is Reality
5-6
Exhibit 5-2 The Consumer Decision Process
5-7
Exhibit 5-3 Consumer Perception Process
5-8
Perceptual Screens
5-9
Consumer Self-Concept
Advertisers may
capitalize on
consumers’
concepts of
themselves
5-10
Theories of Learning
Cognitive Theory
Conditioning Theory
5-11
Exhibit 5-5 Elaboration Likelihood Model
5-12
Peripheral Processing
Typical when
consumers have
low involvement
with a product
category
5-13
Habits
What is a habit?
 The acquired
behavior pattern that
becomes nearly or
completely
involuntary
 A natural extension
of learning
What do advertisers
want consumers to
do about habits?
 Break habits
 Acquire habits
 Reinforce habits
5-14
Maslow’s Hierarchy of Needs
Physiological
Safety
Social
Esteem
Self-Actualization
5-15
Exhibit 5-7 Rossiter and Percy’s Fundamental
Purchase and Usage Motives
Negatively originated
Positively originated
 Problem removal
 Problem avoidance
 Incomplete
satisfaction
 Mixed approachavoidance
 Normal depletion
 Sensory gratification
 Intellectual
stimulation or
mastery
 Social approval
5-16
Interpersonal Influences
Family
Society
Culture
5-17
Societal Influences
Social Class
Reference
Groups
Opinion
Leaders
5-18
Culture
This ad from the Ai Sin Foot Reflexology Centre
capitalizes on the notion of
Asian expertise in holistic therapies
5-19
Postpurchase Evaluation
High involvement
purchases result in
highly involved
postpurchase
evaluations
People seek to
avoid cognitive
dissonance
5-20
Exhibit 5-9 The FCB Grid
High
Involvement
Thinking
Feeling
Informative
Affective
Low
Habit Formation
Involvement
Self-Satisfaction
5-21
Exhibit 5-10 The Kim-Lord Grid
5-22
Key Terms_1







Attitude
Brand interest
Brand loyalty
Central route
Channel
Cognition
Cognitive
dissonance
 Cognitive theory
 Conditioning theory
 Consumer behavior
 Consumer decision
process
 Culture
 Decode
 Elaboration
Likelihood Model
 Encoded
5-23
Key Terms_2
 Evaluation of
alternatives
 Evaluative criteria
 Evoked set
 FCB grid
 Feedback
 Habit
 Hierarchy of
Needs
 Informational
motives
 Interactive media
 Interpersonal
influences
 Kim-Lord grid
 Learning
 Mental files
 Message
 Motivation
5-24
Key Terms_3
 Needs
 Negatively
oriented motives
 Noise
 Nonpersonal
channels
 Nonpersonal
influences
 Opinion leader







Perception
Perceptual screens
Peripheral route
Personal channels
Personal processes
Persuasion
Physiological
screens
5-25
Key Terms_4
 Positively originated
motives
 Postpurchase
evaluation
 Psychological
screens
 Receiver
 Reference groups
 Selective perception
 Self-concept





Semiotics
Social classes
Source
Stimulus
Stimulus-response
theory
 Subculture
 Transformational
motives
 Wants
5-26