Beginning of Part 2 The Planning Analyzing the Advertising and Integrated Brand Promotion Environment We have finished the Process phase of the text and moving on to Planning Our perspective changes from a broad view of advertising and IBP to a managerial view The Planning phase leads to the development of advertising and IBP materials Ch 5 Consumer Behavior 1 2006 Thomson South Western Chapter 5 Advertising and Consumer Behavior 2006 Thomson South Western 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 2 Consumers are Active Interpreters Cultural social membership defines purchases 2006 Thomson South Western Ch 5 Consumer Behavior 3 1 Consumer Decision Making The Systematic Decision Maker I think therefore I buy Ch 5 Consumer Behavior 4 2006 Thomson South Western The consumer decision making process 1 Need recognition Functional or Emotional benefits 2 Information Search and Evaluation Internal and External search Consideration Set Evaluative Criteria 3 Purchase 4 Post purchase use and evaluation Customer satisfaction Cognitive dissonance 2006 Thomson South Western Ch 5 Consumer Behavior 5 Cognitive Dissonance The feelings of doubt and concern after a purchase is made Dissonance increases when 1 2 3 4 5 The purchase price is high There are many close alternatives The item is intangible example The purchase in important The item purchased lasts a long time 2006 Thomson South Western Ch 5 Consumer Behavior 6 2 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 each time purchase is made Ch 5 Consumer Behavior 7 2006 Thomson South Western 1 Key Psychological Processes in Attitude Advertising Overall evaluation of an object person or issue on continuum like dislike positive negative 2 Brand Attitude Summary evaluations that reflect preferences for various products and services 3 Salient Beliefs Small number of key beliefs Five to nine salient beliefs typically form the critical determinants of attitude Ch 5 Consumer Behavior 8 2006 Thomson South Western 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 2006 Thomson South Western Ch 5 Consumer Behavior 9 3 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 2006 Thomson South Western Ch 5 Consumer Behavior 10 Key Psychological Processes The Elaboration Likelihood Model ELM Central route persuasion in high involvement products Peripheral cues rather than strong arguments shape attitudes in lowinvolvement products 2006 Thomson South Western Ch 5 Consumer Behavior 11 Consumer as Social Being I buy what I am 2006 Thomson South Western Ch 5 Consumer Behavior 12 4 Consuming in the Real World Object Meaning Values Family Social class Rituals Gender Community Society Culture Race Ethnicity Reference Groups membership aspiration Ch 5 Consumer Behavior 13 2006 Thomson South Western Advertising as Social Text How Ads Transmit Sociocultural Meaning Culturally constituted world Advertising fashion system Fashion system Consumer goods Possession ritual Exchange ritual Grooming ritual Divestment ritual Individual consumer Ch 5 Consumer Behavior 14 2006 Thomson South Western Factors Affecting Consumer Decision Making VALUES ATTITUDES REFERENCE GROUPS CULTURE NEEDS SITUATIONAL FACTORS EDUCATION CONSUMER DECISIONS PLEASURE PERSONALITY GENDER FAMILY NEWS MAGAZINES RADIO TELEVISION DIRECT MEDIA 2006 Thomson South Western MEDIA MARKETERCONTROLLED STIMULI SOCIAL CLASS PAST EXPERIENCE LIFE STYLE SUBCULTURES PRICE PACKAGING ADVERTISING PROMOTION PERSONAL SELLING Ch 5 Consumer Behavior 15 5
View Full Document
Unlocking...