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