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