cb and how ad works

8/7/2019 CB AND HOW AD WORKS

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Consumer Behavior& IMCConsumer Behavior& IMC


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Information Search Perception

Postpurchase Evaluation Learning

Purchase Decision Integration

Alternative Evaluation Attitude Formation

Problem Recognition Motivation

Purchase Decision Integration

Consumer Decision Making

Decision StageDecision Stage Psychological ProcessPsychological Process

Alternative Evaluation Attitude Formation

Information Search Perception

Problem Recognition Motivation


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Motivation factors that compel a consumer to take aparticular actionPerception the process by which consumers receives,selects, organizes, and interprets information to createa meaningful picture of the worldAttitude formation overall feeling toward or anevaluation of an objectIntegration the way product knowledge, meanings,and beliefs are combined to evaluate two or morealternativesLearning process by which individuals acquire thepurchase and consumption knowledge they apply tofuture related behavior


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O ut of Stock

1. Sources of Problem Recognition

Dissatisfaction New Needsor Wants

Related ProductPurchase

Market-InducedRecognition

NewProducts


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Market Induced Problem Recognition


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New products


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Motives : which are factors thatcompel a consumer to take aparticular actionBetter understood by MaslowsTheory


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Safety needs (security, protection)

Social needs (sense of belonging, love)

Esteem needs (self-esteem, recognition,

status)

Self-actualization needs (self-development, realization)

Physiological needs (hunger, thirst)

Maslows Hierarchy of Needs

Safety needs (security, protection)

Social needs (sense of belonging, love)

Esteem needs (self-esteem, recognition,

status)

Physiological needs (hunger, thirst)


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O bservations :Lower-level needs are an ongoing source of motivation for consumer purchase behaviorIt is unlikely people move through the needshierarchy in a stair step manner

lower level needs are met in most developedcountries, marketers often sell products thatfill basic physiological needs by appealing toconsumers higher level needsAdvertising : used to show how a brand canfulfill these needs


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What need is this ad associatedwithWhat does the brand say

Social Need / Security need :Nurturance, Love and Belonging


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Motivation Research


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How do we probe a consumers

mind?

In-depth interviews unstructuredinterviews where the participant is

encouraged to speak freely. Designed to obtain insights into motives,

ideas, and opinions.

Projective techniques projectinginternal states upon external objects. Designed to gain insights into values,

motives, attitude, or needs.


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Association tests participant isasked to respond to the first thingthat comes to mind when they arepresented with a stimulus (picture,word)

Focus groups small groupsbrought together to discussparticular products, ideas, or

issues.


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2 . Information Search

PersonalSources


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P erception is the process bywhich individuals receives, selects,organizes, and interpretsinformation to create a meaningfulpicture of the world.

Does Selectivity occur here ?


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Selective exposure

Selective attention

Selective comprehension

Selective retention


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Selective exposure occurs as consumerschoose whether to make themselves availableto informationSelective attention occurs when theconsumer chooses whether to focus attention

on certain stimuli while excluding others.Selective comprehension occurs whenconsumers interpret information on the basisof their own attitudes, beliefs, motives, andexperiences.Selective retention occurs as consumerscannot recall all of the information theyreceive but may choose to retain informationof particular relevance


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Evaluation of Alternatives

A ll available brands

Brand A Brand B Brand C Brand D Brand E

Brand F Brand G Brand H Brand I Brand J

Brand K Brand L Brand M Brand N Brand O

Evoked Set of Brands

Brand B Brand E

Brand I

Brand M

Brand F


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O bjectiveO bjective

Two Forms of Evaluative Criteria

Evaluative Criteria

Price

WarrantyService

Style

Appearance

Image

Subjective

Differentiation Factor


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Different Perspectives: Marketers View

Enoughpower?

Tractionokay?

Toopricy?

Product is seenas a bundle of attributes orcharacteristics.


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P roduct Is Seen A sP roduct Is Seen A sA Set of OutcomesA Set of OutcomesFunctionalFunctional

Different Perspectives: Consumers View

How does it cutthe taller grass?

How close can Iget to the

shrubs?

Will the neighbors

be impressed withmy lawn?

Is it going to be asfun to use later this

summer?

Will I enjoy havingmore time for golf?

Will it pullthat

little trailer Isaw at the

store?

Psychological


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Ways to Change Attitudes

Change Beliefs on an importantattributeChange the value of an attributeAdd an another attribute


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Adding Attributes Changes Attitudes


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Cell Phone : Features

Nutrition drink : More benefits


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Classical Conditioning for Cosmetics


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U nconditionedstimulus(waterfall)

Conditionedstimulus(Brita water

filtration pitcher)

U nconditionedresponse

(freshness, purity)

U nconditionedstimulus(waterfall)

Conditionedstimulus(Brita water

filtration pitcher)

U nconditionedresponse

(freshness, purity)

Classical Conditioning Process

Conditionedresponse

(freshness, purity)


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Culture

Subculture

Social class

Referencegroups

Situations

Culture

Subculture

Social class

Referencegroups

External Influences on Consumers


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