1. Advertising, Integrated Brand Promotion and Consumer Behavior
Marketing 3344

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
Maximizing the benefits from purchases defines the purchase—consumers are deliberate
Consumers are Active Interpreters
Cultural/social membership defines purchases
Consumers are “meaning makers” in their consumption

3. Consumer Decision-Making
The Consumer as a Systematic Decision Maker
The Consumer is:
Logical
Purposeful
Acts in a “sequential” manner in making decisions

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
Does this ad offer a functional or emotional benefit?
4. Post-purchase use and evaluation
Customer satisfaction
Cognitive dissonance

5. Cognitive Dissonance
The feelings of doubt and concern after a purchase is made. Dissonance increases when:
The purchase price is high
There are many close alternatives
The item is intangible (example?)
The purchase is important
The item purchased lasts a long time

6. Modes of Consumer Decision-Making
Vary by Involvement and Experience
Involvement
Interests and avocations
Risk—high price or long term commitment
High symbolic meaning to purchase
Deep emotion attached to purchase
Experience
More experience, more astute consumer

7. Modes of Consumer Decision-Making
Vary by Involvement and Experience
Extended Problem Solving
Deliberate, careful search
Limited Problem Solving
Common products, limited search
3. Habit or Variety Seeking
Variety seeking—switch brands at random
Habit—buy single brand repeatedly
4. Brand Loyalty
Conscious commitment to find same brand every time purchase is made

8. Key Psychological Processes in Advertising
Attitude
Over Overall evaluation of an object, person or issue on continuum=like/dislike; positive/negative
Brand Attitude
Summary evaluations that reflect preferences for various products and services
Salient Beliefs
Small number of key beliefs. Five to nine salient beliefs typically form the critical determinants of attitude

9. Key Psychological Processes
Multi-Attribute Models (MAAMs)
Evaluative Criteria: attributes consumers use to compare brands
Importance Weights: priority assigned to attributes
Consideration Set: group of brands that are focal point of decision effort
Beliefs: knowledge and feelings consumer has about various brands

10. Key Psychological Processes
Information Processing and Perceptual Defense
Cognitive Consistency Impetus: Strongly held beliefs to make efficient decisions
Advertising Clutter: Large volume of ads causes overload
Selective Attention: Most ads are ignored because they do not fit consumer’s need state
Cognitive responses: Thoughts that occur to consumer at moment when beliefs are challenged by persuasive communication

11. Key Psychological Processes
The Elaboration Likelihood Model (ELM)
“Central route” persuasion when involvement is high
“Peripheral route” with peripheral cues rather than strong arguments when involvement is low

12. Perspective Two: The Consumer as Social Being
Perspective One: Portrays the consumer as a decision maker - tells only part of the story.
Consumption can be a social and cultural process as well

13. Consuming in the Real World
Values
Family
Object
Meaning
Social class
Rituals
Gender
Community
Geo-politics
Culture
Race /
Ethnicity
Reference
Groups (membership/aspiration)

14. Advertising, Social Rift and Revolution
Advertisers see and seize the opportunity to provide “costumes” and “consumables”
“Revolutions” require a certain “look”
“Looks” signal political/social orientation

15. Advertising as Social Text: How Ads Transmit Socio-cultural Meaning
Culturally constituted world
Advertising /
fashion system
Fashion
system
Consumer goods
Possession
ritual
Exchange
Grooming
Divestment
Individual consumer

16. Factors Affecting Consumer 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
BLOGS
INTERNET INFO
GENDER
LIFE-STYLE
SOCIAL
CLASS
PRICE
PACKAGING
ADVERTISING
PROMOTION
PERSONAL SELLING
MARKETER-
CONTROLLED
STIMULI
PERSONALITY
PPT 5-17