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ADV 319 Test 1 Lecture Notes
1/14/13 Lecture (CH.1)
• Consumer Behavior- The study of processes involved when individuals or groups select, purchase, use or
dispose of products, services, ideas, or experiences to satisfy needs or desires
o Ex of experience: movie/concert
• Consumers use products, services, ideas and experiences to define their identities
• Marketers need to understand the wants and needs of different consumer segments
• Consumer behavior is a process, involves individuals, groups organizations and society.
o MAY be positive or negative
• Objective of marketing- to create awareness that needs exist, NOT to create needs.
o Need- Basic biological motive vs. want- solution that society has taught us that need can be satisfied
• Are advertising and marketing necessary?
o Does Advertising foster materialism? (Ex: “Fat girl Six pack” cream)
• Do markets promise miracles?
o Advertisers simply do not know enough about people to manipulate them.
1/16/13 Lecture (Ch. 1 cont.)
Can use qualities/classifications for marketing:
• Demographics (age, income, race, sex)
• Psychographics deal with attitudes, political affiliation
o AIO: Attitudes, Interest, Opinion
• Two sides of Consumption Process are Consumer and Marketer
o Stages (see p. 5 of Ch. 1 presentation)
! Prepurchase- Peer pressure/recommendations, advertisements, gathering information
! Purchase: Issues to consider when buying product, stress levl of purchase
! Postpurchase: Satisfaction of function(s) of product, disposal or product, environmental
consequences of disposal
• EX: “Numi” toilet by Kohler (shows advertising fostering materialism)
1/23/13 Lecture (Ch. 2)
• Ex: iPotty for iPad
• Sensation is the immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic
stimuli (light, color, sound, odor, and texture).
• Perception is the process by which sensations are selected, organized, and interpreted.
• Advertising puts us at a perpetual sense of overload
o Cognitive capacity is how much we can process
• 3 steps process of perception: Sensory stimuli (sight, sound, etc.) goes to sensory receptors (eyes, ears, nose,
mouth, skin), as exposure goes to attention, which leads to interpretation
o Interpretation refers to the meaning we assign to sensory stimuli, which is based on a schema
• Attention is the extent to which processing activity is devoted to a particular stimulus
o Marketers get our attention through personal selection
! Experience
! Perceptual filters
• Perceptual vigilance
• Perceptual defense
! Adaptation
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o Marketers use stimulus selection (contrast, size, color, position, novelty)
EX: Food AD tricks about how to make burger bigger (perception)
EX: Vertical/Horizontal Line illusion and Liar/Face illusion
EX: How many passes does the white team make/did you see the moonwalking bear?
o Message: It’s easy to miss things you’re not looking for
Differential threshold is ability of sensory system to detect changes b/t 2 stimuli
o Ex: packaging updates must be subtle enough to keep customers but different enough to keep it
interesting
Semiotics helps us to understand how marketers use symbols to create meaning
1/28/13 Lecture (Ch. 3)
• Recently, women have a rose socially/politically (women’s mvmts in India, Hilary Clinton polit. Power,
women can now serve in war front)
1/30/13 Lecture (Ch. 3)
• Memory- Acquiring info and storing over time so that it will be available when needed
o External inputs (Advertisements) goes to
o encoding (Mentally program meaning)to
o storage to
o retrieval
• Types of meaning:
o Sensory Meaning: Literal color or shape of package
o Semantic meaning: symbolic associations of product
• Episodic memories relate to events that are personally relevant
• Narrative is a memory we store info in story form
• The memory process (see. P. 32/45 of Ch. 3 ppt)
• What makes us forget?
o State-dependent retrieval- If you’re in a good mood, you’re more likely to be able to remember
things
o Familiarity- If we’re extremely used to something, we’ll forget it’s there (ironically)
o Salience- If something’s not prevalent or prioritized in brain, we will forget
o Visual Memory vs. Verbal Memory- If we personally learn better from one sense or other, “less
important senses” are not as useful
• Why do we remember old songs lyrics and not where we’ve put our keys?
o Clip: What can music tell us about our brains?
! Can tell us about emotion, accuracy, encoding of knowledge
2/4/13 Lecture (Ch. 4)
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Motivation occurs when a need is aroused
Desired end state of a need is the goal
Degree of arousal is drive (magnitude of tension creates urgency)
Motivation is described in terms of strength and direction
Motivational strength is degree of willingness to expend energy to reach a goal
Drive theory: biological needs that product unpleasant states of arousal (hunger)
Expectancy theory: behavior pulled by expectations of achieving desirable outcomes (Ex: toothpaste for
white teeth)
Valence= value
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ADV 319 Test 2 Lecture Notes
2/20/13 Lecture (Ch. 7: Attitude)
• Clip: Dove YouTube ad to help teen girls feel better about themselves
• Attitudes are psychological construct of persuasion
o Can be powerful, can predict behavior, are formed in several ways (can be from parents, culture,
etc.)
o Can be very core and drive who we are, what we do (behavior)
• We have limited cognitive capacity and are trying to shortcut, people seek consistency in attitudes
(beliefs)/behaviors/
o If I say “I value life” and then go out and shoot people, there is inconsistency
• Attitude: A lasting, general evaluation of people, objects, advertisements of issues
o Attitude object (A0): Anything toward which one has an attitude
• Functional Theory of Attitudes (from Daniel Katz)
o Utilitarian: Relates to rewards/punishments
! Ex: Babies in roller-skates: Message is “Drink water, stay young”
o Value-Expressive Function: Expresses consumer’s values/self-concept
o Ego-Defensive Function: Protect ourselves from external threats/internal feelings
o Knowledge Function: Need for order, structure, or meaning
! Ex: Garadisal ad to be “one less” victim of cervical cancer
• ABC Model of Attitudes: An attitude has three Components:
1. Affect: Way a consumer feels about attitude object
2. Behavior: Person’s intentions to do something w/ regard to attitude object
3. Cognition: Beliefs (thoughts) a consumer has about attitude object
• Hierarchies of Effects:
o Standard Learning Hierarchy: Think-Feel-Do (CAB)
! High involvement
o Low-Involvement Hierarchy: Do-Feel-Think (BAC)
o Experiential Hierarchy: Feel-Think-Do (ACB)
! Hedonic Consumption
• We form attitudes toward objects other than the product that can influence our product selections
• We often form product attitudes from its ads
o Ad: Attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal
effects on consumer + viewing context
o If you hate the AD, you are unlikely to buy product; If you dislike advertiser (for w/e reason),
not likely to buy their product
• Complexity of Attitudes and Commitment:
o Lowest Level = Compliance (Consumer forms attitudes because they are required to)
o Mid-Level: Identification: Attitudes formed in order to conform to another person/group
o High-Level: Internalization (deep-seeded attitudes become part of consumer’s value system)
o Lowest level= Easiest to change
• Consistency Principle: We value/seek harmony among thoughts, feelings, behaviors
o We will change components to make them consistent
! Ex: Stout was animal advocate, became vegan as support of that
o Relates to Theory of Cognitive Dissonance- We take action to resolve dissonance when our
attitudes/behaviors are inconsistent (Don’t want to be hypocrite)
• Self-Perception Theory (Ch. 7, Slide 13)
o Foot in the Door technique: Customer will comply with larger request is he has first agreed to
comply with smaller request
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