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

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

3. 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

4. Consumer Decision Process Problem Awareness/Recognition

5. Consumer Decision Process Problem Awareness/Recognition Motivation

6. Consumer Decision Process Information Search/ Knowledge of Alternatives Problem Awareness Motivation

7. Consumer Decision Process Information Search/ Knowledge of Alternatives Problem Awareness Perception Motivation

8. Consumer Decision Process Evaluation/ Preference Problem Awareness Search/ Knowledge of Alternatives Motivation Perception

9. Consumer Decision Process Evaluation/ Preference Problem Awareness Search/ Knowledge of Alternatives Motivation Perception Attitude formation

10. Consumer Decision Process Problem Awareness Purchase Decision Search/ Knowledge of Alternatives Evaluation/ Preference Attitude formation Perception Motivation

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

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

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

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

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

16. 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

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

18. Culture is the answer to the challenges of life. Carlos Fuentes