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Communication and Consumer Behavior
chapter five Communication and Consumer Behavior McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © The McGraw-Hill Companies, Inc. All rights reserved.
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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
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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
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Consumer Behavior HomeGrocer sought to change how people shopped
for groceries
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Exhibit 5-1 The Human Communication Process
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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.
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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.
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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.
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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.”
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Consumer Self-Concept
Advertisers may capitalize on consumers’ concepts of themselves
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Theories of Learning Cognitive Theory Conditioning Theory
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Exhibit 5-5 Elaboration Likelihood Model
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Peripheral Processing
Typical when consumers have low involvement with a product category
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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
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Maslow’s Hierarchy of Needs
Physiological Safety Social Esteem Self-Actualization
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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
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Interpersonal Influences
Family Society Culture
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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.
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Culture This ad from the Ai Sin Foot Reflexology Centre
capitalizes on the notion of Asian expertise in holistic therapies
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Postpurchase Evaluation
High involvement purchases result in highly involved postpurchase evaluations People seek to avoid cognitive dissonance
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Exhibit 5-9 The FCB Grid Informative Self-Satisfaction Affective
Habit Formation Thinking Feeling High Involvement Low
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Exhibit 5-10 The Kim-Lord Grid
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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
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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
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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
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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
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