chapter 05 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 influences on consumer behavior
5-4 The Human Communication Process Source EncodingMessageChannel Decoding Receiver Feedback to be decoded 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 CognitiveConditioning 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 instinctiveWants 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 Purchase Motives Position = 0.5” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi
5-17 Influences on Consumer Behavior Interpersonal Family Culture Society: Reference Groups & Opinion Leaders
5-18 U.S. Army ad focused on a Spanish- speaking audience Cultural Influences on Consumer Behavior
5-19 Purchase Decision and Postpurchase Evaluation Evoked Set: mp3 Players Apple Microsoft Rio SanDisk
5-20 Purchase Decision and Postpurchase 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 and Postpurchase 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 and Postpurchase 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 from Different 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