Communication and Consumer Behavior chapter five Communication and Consumer Behavior McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Objectives_1 Explain how advertising differs from the basic communication process Outline the consumer perception process and explain why advertising people say “perception is everything” Describe the fundamental motives behind consumer purchases

Objectives_2 Discuss the various influences on consumer behavior Explain how advertisers deal with cognitive dissonance Describe how a consumer’s level of involvement with a product influences the decision-making process and the advertising approach

Consumer Behavior HomeGrocer sought to change how people shopped for groceries

Exhibit 5-1 The Human Communication Process

Perception is Reality Rolling Stone magazine attempts to address the perception that its readers are hedonistic dopeheads by offering a counterargument of what the reality really is.

Exhibit 5-2 The Consumer Decision Process The basic consumer decision process comprises a set of fundamental steps that the consumer experiences during and after the purchase process.

Exhibit 5-3 Consumer Perception Process The model of consumer perception process portrays how consumers perceive, accept, and remember an ad or other stimulus to buy.

Perceptual Screens Screens are physical and psychological barriers that advertisers must penetrate in order to gain notice and convey their message. This ad first grabs viewers’ attention with the natural beauty of the ad. However, the headline is completely random. The copy below brings it together with the statement, “Great photography can make you read anything.”

Consumer Self-Concept Advertisers may capitalize on consumers’ concepts of themselves

Theories of Learning Cognitive Theory Conditioning Theory

Exhibit 5-5 Elaboration Likelihood Model

Peripheral Processing Typical when consumers have low involvement with a product category

Habits What is a habit? The acquired behavior pattern that becomes nearly or completely involuntary A natural extension of learning What do advertisers want consumers to do about habits? Break habits Acquire habits Reinforce habits

Maslow’s Hierarchy of Needs Physiological Safety Social Esteem Self-Actualization

Exhibit 5-7 Rossiter and Percy’s Fundamental Purchase and Usage Motives Negatively originated Problem removal Problem avoidance Incomplete satisfaction Mixed approach-avoidance Normal depletion Positively originated Sensory gratification Intellectual stimulation or mastery Social approval

Interpersonal Influences Family Society Culture

Societal Influences Social Class Reference Groups Opinion Leaders Good marketing research is based on sound reasoning because reasoning is essential for producing scientific results. This slide introduces the scientific method and its essential tenets. The scientific method guides our approach to problem-solving. An important term in the list is empirical. Empirical testing denotes observations and propositions based on sensory experiences and/or derived from such experience by methods of inductive logic, including mathematics and statistics. Researchers using this approach attempt to describe, explain, and make predictions by relying on information gained through observation. The scientific method is described as a puzzle-solving activity.

Culture This ad from the Ai Sin Foot Reflexology Centre capitalizes on the notion of Asian expertise in holistic therapies

Postpurchase Evaluation High involvement purchases result in highly involved postpurchase evaluations People seek to avoid cognitive dissonance

Exhibit 5-9 The FCB Grid Informative Self-Satisfaction Affective Habit Formation Thinking Feeling High Involvement Low

Exhibit 5-10 The Kim-Lord Grid

Key Terms_1 Attitude Brand interest Brand loyalty Central route Channel Cognition Cognitive dissonance Cognitive theory Conditioning theory Consumer behavior Consumer decision process Culture Decode Elaboration Likelihood Model Encoded

Key Terms_2 Informational motives Evaluation of alternatives Interactive media Interpersonal influences Kim-Lord grid Learning Mental files Message Motivation Evaluation of alternatives Evaluative criteria Evoked set FCB grid Feedback Habit Hierarchy of Needs

Key Terms_3 Needs Negatively oriented motives Noise Nonpersonal channels Nonpersonal influences Opinion leader Perception Perceptual screens Peripheral route Personal channels Personal processes Persuasion Physiological screens

Key Terms_4 Positively originated motives Postpurchase evaluation Psychological screens Receiver Reference groups Selective perception Self-concept Semiotics Social classes Source Stimulus Stimulus-response theory Subculture Transformational motives Wants