Advertising and Consumer Behavior Chapter 5 Advertising and Consumer Behavior

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

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

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

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

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

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-involvement products Ch 5: Consumer Behavior 7

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

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

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

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