chapter05

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Communication and Consumer Behavior

5-3

Chapter 5 Objectives

Explain how advertising differs from the basic communication

process

Outline the consumer perception process & explain why “perception is everything”

Describe how a consumer’s level of involvement with a

product influences the decision-making process

Describe the fundamental motives behind consumer

purchases

Explain how advertisers deal with cognitive dissonance

Discuss various influenceson consumer behavior

5-4

The Human Communication Process

Source Encoding Message Channel

Decoding Receiver

Feedback to bedecoded by a receiver

5-5

Applying the Communication Process to Advertising

Source:

Message:

Channel:

Receiver:

The sponsor

The ad

The medium

The consumer

5-6

Applying the Communication Process to Advertising

Evian ad that uses a symbol to encode its message

5-7

Consumer Behavior:Consumer Decision Process

e

5-8

Personal Processes:Consumer Perception

5-9

Personal Processes:Consumer Perception

Harley Davidson ad capitalizes on the consumer’s self-perception

Insert photo 5.9, p. 149

Harley temporary tattoo

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution = 300 dpi

5-10

Personal Processes:Learning and Persuasion

Theories of Learning

Cognitive Conditioning Memory, thinking, problem solving

Trial and error

Relevant to complex purchases and learning from other people

Relevant to simple, everyday purchases

5-11

Personal Processes:Elaboration Likelihood Model

5-12

Personal Processes:Results of Learning

Attitude

Habit

Interest

Loyalty

5-13

Personal Processes:Consumer Perception

This ad for Keds aims to create a positive attitude so consumers will remember the brand

5-14

Needs are basic & often instinctive

Wants are learned during lifetime

Maslow’s hierarchy of needs

Personal Processes:Consumer Motivation

Motivation: underlying forces driving decisions

Insert ex. 5-5, p. 154

Maslow’s Hierarchy table

Position = 0.35” horiz, 3.5” vertical

Size = 8.2” WIDE

Resolution = 300 dpi

5-15

Porsche ad hinting at several levels of needs

Personal Processes:Consumer Motivation

5-16

Personal Processes:Consumer Motivation

Rossiter & Percy’s fundamental motives

Negative Motives: problem removal or

avoidance

Positive Motives: benefit, bonus or

reward

Insert ex. 5-6, p. 155

8 Purchase Motives

Position = 0.5” horiz, 1.5” vertical

Size = 4.6” TALL

Resolution = 300 dpi

5-17

Influences onConsumer Behavior

Interpersonal

Family

Culture

Society:Reference Groups & Opinion Leaders

5-18

U.S. Army ad focused on a Spanish- speaking audience

Cultural Influences onConsumer Behavior

5-19

Purchase Decision andPostpurchase Evaluation

Evoked Set:mp3 Players

Apple Microsoft Rio SanDisk

5-20

Purchase Decision andPostpurchase Evaluation

Evoked Set:mp3 Players

Evaluative Criteria

Apple Microsoft Rio SanDisk

Capacity Durability Battery life Ease of

obtaining and loading music

5-21

Purchase Decision andPostpurchase Evaluation

Evoked Set:mp3 Players

Evaluative Criteria

Cognitive Dissonance

Apple Microsoft Rio SanDisk

Capacity Durability Battery life Ease of

obtaining and loading music

Was it worth the money?

Will it last as long as my old one?

Could I have found a better price?

5-22

Purchase Decision andPostpurchase Evaluation

Evoked Set:mp3 Players

Evaluative Criteria

Cognitive Dissonance

Postpurchase Evaluation

Apple Microsoft Rio SanDisk

Capacity Durability Battery life Ease of

obtaining and loading music

Was it worth the money?

Will it last as long as my old one?

Could I have found a better price?

It’s so small. I like the

color. It doesn’t take

long to put my music on it.

5-23

Different Responses fromDifferent Products

Enhanced Kim-Lord grid Insert ex. 8.11, p.

256

Kim-Lord grid

Position = 2.9” horizontal, 1.5” vertical

Size = 4.6” TALL

Resolution = 300 dpi