1. Advertising and Consumer Behavior
Chapter 5
Advertising and Consumer Behavior

2. 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

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

4. 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

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

6. 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

7. 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

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

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

10. 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

11. 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