Consumer Behavior

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Advertising, Integrated

Brand Promotion and

Consumer Behavior

Marketing 3344

2.

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

 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 Decision-

Making

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

 Deliberate, careful search

2.

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.

2.

3.

Attitude

 Over Overall evaluation of an object, person or issue on continuum=like/dislike; positive/negative

Brand Attitude

 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 because they do not fit consumer’s need state

Cognitive responses: Thoughts that occur to 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 Values

Object

Meaning

Social class

Rituals

Community

Culture

Race

/

Ethnicity

Gender

Geopolitics

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

Possession ritual

Consumer goods

Exchange ritual

Grooming ritual

Divestment ritual

Individual consumer

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Factors Affecting Consumer

Decision Making

REFERENCE

GROUPS

VALUES / ATTITUDES

CULTURE

SITUATIONAL

FACTORS

NEEDS

EDUCATION

PLEASURE

CONSUMER

DECISIONS

PERSONALITY

GENDER

FAMILY

NEWS

MAGAZINES

RADIO

TELEVISION

DIRECT MEDIA

BLOGS

INTERNET INFO

MEDIA SOCIAL

CLASS

LIFE-STYLE

PAST

EXPERIENCE

MARKETER-

CONTROLLED

STIMULI

PRICE

PACKAGING

ADVERTISING

PROMOTION

PERSONAL SELLING

SUBCULTURES

PPT 5-17

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