"Advertising and Consumer Behavior"
Chapter 5 Advertising and Consumer Behavior Factors Influencing the need for an Integrated Approach • Fragmentation of the media • Better audience assessment • Consumer empowerment • Increased advertising clutter • Database technology • Channel power • Accountability 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 – Maximize the benefits from purchases defines the response 2. Consumers are Active interpreters – Cultural/social membership defines response Ch 5: Consumer Behavior 3 1 Consumer Decision-Making: The Systematic Decision Maker I think, therefore I buy Ch 5: Consumer Behavior 4 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 Ch 5: Consumer Behavior 5 Modes of Consumer Decision- Making 1. Extended problem solving 2. Limited problem solving 3. Habit or variety seeking 4. Brand loyalty Ch 5: Consumer Behavior 6 2 Psychological Aspects of Advertising 1. Brand Attitudes – Summary evaluations that reflect preferences for various products and services 2. Salient Beliefs – Five to nine salient beliefs typically form the critical determinants of attitude Ch 5: Consumer Behavior 7 Key Psychological Processes 1. Multi-Attribute Models (MAAMs ) • Analysis components include evaluative criteria, importance weights, consideration set, and beliefs 2. Information processing and perceptual defense • Major obstacles include cognitive consistency and advertising clutter (selective attention) 3. The Elaboration Likelihood Model (ELM) • Central route persuasion in high involvement products • Peripheral cues rather than strong arguments shape attitudes toward low- involvement products Ch 5: Consumer Behavior 8 Consumer as Social Being I buy what I am Ch 5: Consumer Behavior 9 3 Sociocultural Consumption Values Object Family Meaning Social Rituals class Community Gender Culture Society Race / Reference Ethnicity Groups Ch 5: Consumer Behavior 10 Ads Transmit Sociocultural Meaning Culturally constituted world Advertising // Advertising Fashion Fashion fashion system fashion system system system Consumer goods Possession Possession Exchange Exchange Grooming Grooming Divestment Divestment ritual ritual ritual ritual ritual ritual ritual ritual Individual consumer Ch 5: Consumer Behavior 11 Factors Affecting Decision Making REFERENCE VALUES / ATTITUDES CULTURE SITUATIONAL GROUPS FACTORS NEEDS EDUCATION CONSUMER CONSUMER PLEASURE DECISIONS DECISIONS PERSONALITY GENDER MARKETER- MARKETER- CONTROLLED FAMILY MEDIA SOCIAL STIMULI CLASS PAST EXPERIENCE NEWS PRICE MAGAZINES PACKAGING RADIO ADVERTISING TELEVISION PROMOTION LIFE-STYLE LIFE- LIFE -STYLE SUBCULTURES PERSONAL SELLING DIRECT MEDIA Ch 5: Consumer Behavior 12 4