advertising, integrated brand promotion and consumer behavior marketing 3344
TRANSCRIPT
Advertising, Integrated Brand Promotion and Consumer Behavior
Marketing 3344
Consumer Behavior: a wide spectrum of things that affect, derive from, or form the context of human consumption.
Consumer Behavior
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 Consumers are “meaning makers” in their
consumption
Consumer Decision-Making
The Consumer is: Logical Purposeful Acts in a “sequential” manner in making
decisions
The Consumer as a Systematic Decision Maker
The Consumer Decision-making Process1. Need recognition
Functional or Emotional benefits
2. Information Search and Evaluation Internal and External search Consideration Set Evaluative Criteria
3. Purchase4. Post-purchase use and
evaluation Customer satisfaction Cognitive dissonanceDoes this ad offer a functional
or emotional benefit?
Cognitive Dissonance
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
The feelings of doubt and concern after a purchase is made. Dissonance increases when:
Modes of Consumer Decision-Making
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
Vary by Involvement and Experience
Modes of Consumer Decision-MakingVary 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. Attitude Over 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
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
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Social classSocial class
Geo-politicsGeo-politics
RitualsRituals
FamilyFamily ValuesValues
ReferenceGroups
(membership/aspiration)
ReferenceGroups
(membership/aspiration)
Race /EthnicityRace /
Ethnicity
GenderGender
CultureCulture
CommunityCommunity
ObjectMeaningObject
Meaning
Consuming in the Real World
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
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Advertising as Social Text: How Ads Transmit Socio-cultural Meaning
Advertising Advertising //
fashion systemfashion systemAdvertising Advertising //
fashion systemfashion system FashionFashionsystemsystem
FashionFashionsystemsystem
PossessionPossessionritualritual
PossessionPossessionritualritual
ExchangeExchangeritualritual
ExchangeExchangeritualritual
GroomingGroomingritualritual
GroomingGroomingritualritual
DivestmentDivestmentritualritual
DivestmentDivestmentritualritual
Culturally constituted worldCulturally constituted worldCulturally constituted worldCulturally constituted world
Consumer goodsConsumer goodsConsumer goodsConsumer goods
Individual consumerIndividual consumerIndividual consumerIndividual consumer
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Factors Affecting Consumer Decision Making
SUBCULTURESSUBCULTURESSUBCULTURESSUBCULTURES
MEDIAMEDIAMEDIAMEDIA
NEWSNEWSMAGAZINESMAGAZINES
RADIORADIOTELEVISIONTELEVISION
DIRECT MEDIADIRECT MEDIABLOGSBLOGS
INTERNET INFOINTERNET INFO
NEWSNEWSMAGAZINESMAGAZINES
RADIORADIOTELEVISIONTELEVISION
DIRECT MEDIADIRECT MEDIABLOGSBLOGS
INTERNET INFOINTERNET INFO
NEEDSNEEDSNEEDSNEEDS
PRICEPRICEPACKAGINGPACKAGING
ADVERTISINGADVERTISINGPROMOTIONPROMOTION
PERSONAL SELLINGPERSONAL SELLING
PRICEPRICEPACKAGINGPACKAGING
ADVERTISINGADVERTISINGPROMOTIONPROMOTION
PERSONAL SELLINGPERSONAL SELLING
MARKETER-MARKETER-CONTROLLEDCONTROLLED
STIMULISTIMULI
MARKETER-MARKETER-CONTROLLEDCONTROLLED
STIMULISTIMULI
EDUCATIONEDUCATIONEDUCATIONEDUCATION
VALUESVALUES // ATTITUDESATTITUDESVALUESVALUES // ATTITUDESATTITUDES
PASTPASTEXPERIENCEEXPERIENCE
PASTPASTEXPERIENCEEXPERIENCE
PERSONALITYPERSONALITYPERSONALITYPERSONALITYPLEASUREPLEASUREPLEASUREPLEASURE
GENDERGENDERGENDERGENDER
CULTURECULTURECULTURECULTURE
LIFE-STYLELIFE-STYLELIFE-STYLELIFE-STYLE
SOCIALSOCIALCLASSCLASSSOCIALSOCIALCLASSCLASS
REFERENCEREFERENCEGROUPSGROUPS
REFERENCEREFERENCEGROUPSGROUPS
FAMILYFAMILYFAMILYFAMILY
SITUATIONALSITUATIONALFACTORSFACTORS
SITUATIONALSITUATIONALFACTORSFACTORS
CONSUMERCONSUMERDECISIONSDECISIONS
CONSUMERCONSUMERDECISIONSDECISIONS
PPT 5-17