4550 Consumer Processing: Models of Consumer Response Professor Campbell 1/27/05

Today’s Plan Review of what we’ve covered so far Models of stages of consumer response to marketing communications

What is Consumer Behavior? Consumer behavior is “the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. Belch & Belch, 2004

Consumer Decision Process Problem Awareness/Recognition

Consumer Decision Process Information Search/ Knowledge of Alternatives Problem Awareness

Consumer Decision Process Evaluation/ Preference Problem Awareness Search/ Knowledge of Alternatives

Consumer Decision Process Problem Awareness Purchase Decision Search/ Knowledge of Alternatives Evaluation/ Preference

Consumer Decision Process Post Evaluation/ Preference Problem Awareness Search/ Knowledge of Alternatives Purchase Decision

Consumer Decision Process Post Evaluation/ Preference Problem Awareness Search/ Knowledge of Alternatives Purchase Decision Attitude formation Perception Motivation Integration Learning

Factors that Influence Consumers Culture/subculture Social Class Reference groups Situation Media

The Communications Process Encode Message in Media Target/ Receiver Decode Marketer/ Sender NOISE Response Feedback Noise

Summary There are typically stages in consumer acceptance of any product/service/concept, etc. Understanding where your target customers are in the acceptance process is an important component of successful communication Gear marketing communications to your target’s level of acceptance

Next Class… Read BB Ch. 22 Think of the societal impacts of advertising Due: –Jif Positioning Statement