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Advertising and Consumer Behavior

Chapter 5. Advertising and Consumer Behavior. Consumer Behavior. Perspectives: Consumers are Systematic decision makers Maximize the benefits from purchases defines the response Consumers are Active interpreters Cultural/social membership defines response.

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Advertising and Consumer Behavior

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  1. Chapter 5 Advertising and Consumer Behavior

  2. Consumer Behavior Perspectives: • Consumers are Systematic decision makers • Maximize the benefits from purchases defines the response • Consumers are Active interpreters • Cultural/social membership defines response Consumer Behavior: a wide spectrum of things that affect, derive from, or form the context of human consumption. Ch 5: Consumer Behavior 2

  3. Consumer Decision-Making: The Systematic Decision Maker I think, therefore I buy Ch 5: Consumer Behavior 3

  4. The consumer decision-making process • Need recognition --Functional or Emotional benefits • Information Search and Evaluation --Internal and External search --Consideration Set --Evaluative Criteria • Purchase 4. Post-purchase use and evaluation Customer satisfaction Cognitive dissonance Ch 5: Consumer Behavior 4

  5. Modes of Consumer Decision-Making • Extended problem solving • Limited problem solving • Habit or variety seeking 4. Brand loyalty Ch 5: Consumer Behavior 5

  6. Psychological Aspects of Advertising • Brand Attitudes • Summary evaluations that reflect preferences for various products and services • Salient Beliefs • Five to nine salient beliefs typically form the critical determinants of attitude Ch 5: Consumer Behavior 6

  7. Key Psychological Processes • Multi-Attribute Models (MAAMs) • Analysis components include evaluative criteria, importance weights, consideration set, and beliefs • Information processing and perceptual defense • Major obstacles include cognitive consistency and advertising clutter (selective attention) • The Elaboration Likelihood Model (ELM) • Central route persuasion in high involvement products • Peripheral cues rather than strong arguments shape attitudes toward low-involvementproducts Ch 5: Consumer Behavior 7

  8. Consumer as Social Being I buy what I am Ch 5: Consumer Behavior 8

  9. Values Object Meaning Family Social class Rituals Gender Community Culture Society Race/ Ethnicity Reference Groups Sociocultural Consumption Ch 5: Consumer Behavior 9

  10. Advertising / fashion system Fashion system Possession ritual Exchange ritual Grooming ritual Divestment ritual Ads Transmit Sociocultural Meaning Culturally constituted world Consumer goods Ch 5: Consumer Behavior 10 Individual consumer

  11. REFERENCE GROUPS SITUATIONAL FACTORS VALUES/ATTITUDES CULTURE NEEDS EDUCATION PLEASURE PERSONALITY GENDER MARKETER- CONTROLLED STIMULI SOCIAL CLASS MEDIA FAMILY PRICE PACKAGING ADVERTISING PROMOTION PERSONAL SELLING NEWS MAGAZINES RADIO TELEVISION DIRECT MEDIA PAST EXPERIENCE LIFE-STYLE SUBCULTURES Factors Affecting Decision Making CONSUMER DECISIONS Ch 5: Consumer Behavior 11

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