Communication ObjectivesBehavioral Foundations of Marketing CommunicationsSlide 3Slide 4The 8 Stages of Consumer Information ProcessingConsumer Information Processing: Stage 1Slide 7Selective Attention: Stage 2Slide 9Slide 10Appeals to Cognitive and Hedonic NeedsHedonic NeedsSlide 13Hedonic AppealUse of Novel StimuliSlide 16Slide 17Slide 18Use of Intense StimuliSlide 20Slide 21Slide 22Consumer Information Processing: Stage 4Agreement: Stage 4Slide 25Slide 26Retention and Search/Retrieval of Stored InformationWhen does Memory Matter?A Consumer’s Knowledge Structure for the Mini CouperSlide 30Consumer Decision Making: Stage 7Slide 32Action: Stage 8Communication ObjectivesCommunication Objectives4.Facilitating Purchase Behavior2. Building Brand Image1. Creating Brand Awareness3. Enhancing attitudes and influencing intentionsBehavioral Foundations of Behavioral Foundations of Marketing CommunicationsMarketing 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 modelsBehavioral Foundations ofBehavioral Foundations of Marketing Communications Marketing CommunicationsConsumer Processing Model (CPM)Behavior is seen as rational, highly cognitive, systematic,and reasonedBehavioral Foundations of Behavioral Foundations of Marketing CommunicationsMarketing CommunicationsHedonic, Experiential Model (HEM)Consumer behavior is driven byemotions in pursuit of “fun, fantasies,and feelings”The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMConsumer Information Consumer Information Processing: Stage 1Processing: Stage 1Exposure 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 vehiclesThe 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMSelective Attention: Stage 2Selective Attention: Stage 2How to attract consumers attention:Selective Attention: Stage 2Selective Attention: Stage 2Illustration ofattention-getting advertisingSelective Attention: Stage 2Selective Attention: Stage 2Plays on selective attentionAppeals to Cognitive andAppeals to Cognitive andHedonic NeedsHedonic NeedsHedonic NeedsNeeds that make one feel good and bring pleasure Cognitive NeedsImmediate functional needs of the consumerHedonic NeedsHedonic NeedsHedonic appeal to appetiteHedonic NeedsHedonic NeedsHedonic sex appealHedonic AppealHedonic AppealVirginia Power CompanyThe Martin AgencyUse of Novel StimuliUse of Novel StimuliIllustrationof novelty inadvertisingUse of Novel StimuliUse of Novel StimuliIllustrationof novelty inadvertisingUse of Novel StimuliUse of Novel StimuliHere milk is used as a novel stimulusUse of Novel StimuliUse of Novel StimuliMaytagLeo Burnett Company, Inc.Use of Intense StimuliUse of Intense StimuliUse of intensityUse of Intense StimuliUse of Intense StimuliUse of intensity to attract attentionThe 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMThe 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMConsumer Information Consumer Information Processing: Stage 4Processing: Stage 4Agreement with what is comprehendedWhether consumers yield to (that is, agree with) what they have comprehendedAgreement: Stage 4Agreement: Stage 4•Comprehension by itself does not ensure that the message influences consumers’ behavior•Agreement depends on:The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMThe 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingCPMCPMCPMCPMRetention and Search/Retrieval of Retention and Search/Retrieval of Stored InformationStored InformationThese two information processing stages, retention and information search and retrieval, both involve memory factorsrelated to consumer choiceWhen does Memory Matter?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 A Consumer’s Knowledge Structure for the Mini CouperStructure for the Mini CouperTwo-SeaterCuteFun to driveBritishReliable SophisticatedSmallSports carMiniCouperLittle luggagespaceEconomicalNostalgicSexyBritish racinggreenWomenThe 8 Stages of ConsumerThe 8 Stages of ConsumerInformation ProcessingInformation ProcessingCPMCPMCPMCPMConsumer Decision Making: Stage 7Consumer Decision Making: Stage 7Decision heuristics for decision making:The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation ProcessingAction: Stage 8Action: Stage 8Action 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