Chapter 5 Advertising and Consumer Behavior Consumer Behavior

Chapter 5 Advertising and Consumer Behavior

Consumer Behavior: a wide spectrum of things that affect, derive from, or form the context of human consumption. Perspectives: 1. Consumers are Systematic decision makers – Maximize the benefits from purchases defines the response 2. Consumers are Active interpreters – Cultural/social membership defines response Ch 5: Consumer Behavior 2

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

The consumer decision-making process 1. Need recognition --Functional or Emotional benefits 2. Information Search and Evaluation --Internal and External search --Consideration Set --Evaluative Criteria 3. Purchase 4. Post-purchase use and evaluation Customer satisfaction Cognitive dissonance Ch 5: Consumer Behavior 4

Modes of Consumer Decision. Making 1. Extended problem solving 2. Limited problem solving 3. Habit or variety seeking 4. Brand loyalty Ch 5: Consumer Behavior 5

Psychological Aspects of Advertising 1. Brand Attitudes – Summary evaluations that reflect preferences for various products and services 2. Salient Beliefs – Five to nine salient beliefs typically form the critical determinants of attitude Ch 5: Consumer Behavior 6

Key Psychological Processes 1. Multi-Attribute Models (MAAMs) • Analysis components include evaluative criteria, importance weights, consideration set, and beliefs 2. Information processing and perceptual defense • Major obstacles include cognitive consistency and advertising clutter (selective attention) 3. The Elaboration Likelihood Model (ELM) 1. Central route persuasion in high involvement products 2. Peripheral cues rather than strong arguments shape attitudes toward lowinvolvement products Ch 5: Consumer Behavior 7

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

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

Ads Transmit Sociocultural Meaning Culturally constituted world Advertising / fashion system Fashion system Consumer goods Possession ritual Exchange ritual Grooming ritual Divestment ritual Individual consumer Ch 5: Consumer Behavior 10

Factors Affecting Decision Making VALUES / ATTITUDES REFERENCE GROUPS CULTURE NEEDS SITUATIONAL FACTORS EDUCATION CONSUMER DECISIONS PLEASURE PERSONALITY GENDER FAMILY NEWS MAGAZINES RADIO TELEVISION DIRECT MEDIA SOCIAL CLASS LIFE-STYLE MARKETERCONTROLLED STIMULI PAST EXPERIENCE SUBCULTURES PRICE PACKAGING ADVERTISING PROMOTION PERSONAL SELLING Ch 5: Consumer Behavior 11