Communication Objectives
1. Creating
Brand
Awareness
2. Building
Brand Image
3. Enhancing
attitudes and
influencing
intentions
4.Facilitating
Purchase
Behavior
Behavioral Foundations of
Marketing Communications
• How consumers process and respond to
marketing communications stimuli and
make choices among brands
• Two models of consumer behavior
» CPM and HEM
• Consumer behavior is too complex and
diverse to be explained by two extreme
models
Behavioral Foundations of
Marketing Communications
Consumer Processing Model (CPM)
Behavior is seen as rational, highly
cognitive, systematic,and reasoned
Behavioral Foundations of
Marketing Communications
Hedonic, Experiential Model (HEM)
Consumer behavior is driven by
emotions in pursuit of “fun, fantasies,
and feelings”
CPM
The 8 Stages of Consumer
Information Processing
Consumer Information
Processing: Stage 1
Exposure to information
• Consumers come in contact with the
marketer’s message
• Gaining exposure is a necessary but
insufficient for communication success
• A function of key managerial decisions
regarding the size of the budget and the
choice of media and vehicles
CPM
The 8 Stages of Consumer
Information Processing
Selective Attention: Stage 2
How to attract consumers attention:
Selective Attention: Stage 2
Illustration of
attention-getting
advertising
Selective Attention: Stage 2
Plays on
selective attention
Appeals to Cognitive and
Hedonic Needs
Cognitive Needs
Immediate
functional needs
of the consumer
Hedonic Needs
Needs that make
one feel good
and bring pleasure
Hedonic Needs
Hedonic appeal
to appetite
Hedonic Needs
Hedonic
sex appeal
Hedonic Appeal
Virginia Power
Company
The Martin
Agency
Use of Novel Stimuli
Illustration
of novelty in
advertising
Use of Novel Stimuli
Illustration
of novelty in
advertising
Use of Novel Stimuli
Here milk is used
as a novel stimulus
Use of Novel Stimuli
Maytag
Leo Burnett
Company, Inc.
Use of Intense Stimuli
Use of intensity
Use of Intense Stimuli
Use of intensity to
attract attention
CPM
The 8 Stages of Consumer
Information Processing
CPM
The 8 Stages of Consumer
Information Processing
Consumer Information
Processing: Stage 4
Agreement with what is comprehended
Whether consumers yield to (that is, agree
with) what they have comprehended
Agreement: Stage 4
• Comprehension by itself does not
ensure that the message influences
consumers’ behavior
• Agreement depends on:
CPM
The 8 Stages of Consumer
Information Processing
CPM
The 8 Stages of Consumer
Information Processing
Retention and Search/Retrieval of
Stored Information
These two information processing stages,
retention and information search and
retrieval, both involve memory factors
related to consumer choice
When does Memory Matter?
When information in memory is used
as:
When information in memory is useful
for:
When information in memory is not:
A Consumer’s Knowledge
Structure for the Mini Couper
Little luggage
space
Two-Seater
Small
Cute
Economical
Sports car
Fun to drive
Nostalgic
British
Reliable
Mini
Couper
Sophisticated
Sexy
British racing
green
Women
CPM
The 8 Stages of Consumer
Information Processing
Consumer Decision Making: Stage 7
Decision heuristics for decision making:
The 8 Stages of Consumer
Information Processing
Action: Stage 8
Action on the basis of the decision
• People do not always behave in a manner
consistent with their preferences due to the
presence of events, or situational factors
• Situational factors are especially prevalent in
low-involvement consumer behavior