Advertising, Integrated Brand Promotion and Consumer Behavior Marketing 3344.

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  • Advertising, Integrated Brand Promotion and Consumer BehaviorMarketing 3344

  • Consumer Behavior: a wide spectrum of things that affect, derive from, or form the context of human consumption.Consumer BehaviorPerspectives:Consumers are Systematic Decision MakersMaximizing the benefits from purchases defines the purchaseconsumers are deliberate

    Consumers are Active InterpretersCultural/social membership defines purchasesConsumers are meaning makers in their consumption

  • Consumer Decision-MakingThe Consumer is:LogicalPurposefulActs in a sequential manner in making decisions

    The Consumer as a Systematic Decision Maker

  • The Consumer Decision-making ProcessNeed recognitionFunctional or Emotional benefits

    Information Search and EvaluationInternal and External searchConsideration SetEvaluative Criteria

    Purchase4. Post-purchase use and evaluationCustomer satisfactionCognitive dissonance

    Does this ad offer a functional or emotional benefit?

  • Cognitive DissonanceThe purchase price is highThere are many close alternativesThe item is intangible (example?)The purchase is importantThe 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

    InvolvementInterests and avocationsRiskhigh price or long term commitmentHigh symbolic meaning to purchaseDeep emotion attached to purchase

    ExperienceMore experience, more astute consumerVary by Involvement and Experience

  • Modes of Consumer Decision-MakingVary by Involvement and ExperienceExtended Problem SolvingDeliberate, careful search Limited Problem SolvingCommon products, limited search3. Habit or Variety SeekingVariety seekingswitch brands at randomHabitbuy single brand repeatedly4. Brand LoyaltyConscious commitment to find same brand every time purchase is made

  • Key Psychological Processes in Advertising

    AttitudeOver Overall evaluation of an object, person or issue on continuum=like/dislike; positive/negativeBrand AttitudeSummary evaluations that reflect preferences for various products and servicesSalient BeliefsSmall number of key beliefs. Five to nine salient beliefs typically form the critical determinants of attitude

  • Key Psychological ProcessesMulti-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 ProcessesInformation Processing and Perceptual DefenseCognitive 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 consumers need state

    Cognitive responses: Thoughts that occur to consumer at moment when beliefs are challenged by persuasive communication

  • Key Psychological ProcessesThe 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

  • *Consuming in the Real World

  • Advertising, Social Rift and RevolutionAdvertisers see and seize the opportunity to provide costumes and consumables Revolutions require a certain lookLooks signal political/social orientation

  • *Advertising as Social Text: How Ads Transmit Socio-cultural MeaningCulturally constituted worldConsumer goodsIndividual consumer

  • *Factors Affecting Consumer Decision MakingCONSUMERDECISIONSPPT 5-17

    *****

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