1 Matakuliah:G0492/ English for Advertising Tahun: 2005/2006 The Consumer Audience Consumer Behavior Cultural and Social Influences on consumers Psychological Influence on Consumers The Decision Process

2 Consumer Behavior The Consumer Audience The Target Market

3 Defining Consumer People who by or use products to satisfy needs and wants.

4 Scanning: Figure 4.1. The Relationship Between Effective Advertising and Consumer Behavior. Pg. 97

5 Cultural and Social Influences on Consumers Culture Social Class Reference Groups Family Demographics Geography

6 Scanning Figure 4.2. The Consumer Decision Process of the Target Market. Pg. 98

7 Psychological Influences on Consumers Perception Learning Motivation and Needs Attitudes Lifestyle

8 Scanning: Maslow’s Hierarchy of Needs Figure 4.7. pg. 112

9 The Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Post-purchase evaluation

10 LOW INVOLVEMENT Need Recognition Evaluation of Alternatives Purchase Decision Post-purchase Evaluation

11 HIGH INVOLVEMENT Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-purchase Evaluation