Communication ObjectivesCommunication Objectives

4.Facilitating Purchase Behavior

2. Building Brand Image

1. Creating Brand

Awareness

3. Enhancing attitudes and influencing intentions

Behavioral Foundations of Behavioral Foundations of Marketing CommunicationsMarketing Communications

• How consumers process and respond to marketing communications stimuli and make choices among brands

• Two models of consumer behavior» CPM and HEM

• Consumer behavior is too complex and diverse to be explained by two extreme models

Behavioral Foundations ofBehavioral Foundations of Marketing Communications Marketing Communications

Consumer Processing Model (CPM)

Behavior is seen as rational, highly cognitive, systematic,and reasoned

Behavioral Foundations of Behavioral Foundations of Marketing CommunicationsMarketing Communications

Hedonic, Experiential Model (HEM)

Consumer behavior is driven byemotions in pursuit of “fun, fantasies,

and feelings”

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPM

Consumer Information Consumer Information Processing: Stage 1Processing: Stage 1

Exposure to information

• Consumers come in contact with the marketer’s message

• Gaining exposure is a necessary but insufficient for communication success

• A function of key managerial decisions regarding the size of the budget and the choice of media and vehicles

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPM

Selective Attention: Stage 2Selective Attention: Stage 2

How to attract consumers attention:

Selective Attention: Stage 2Selective Attention: Stage 2

Illustration ofattention-getting

advertising

Selective Attention: Stage 2Selective Attention: Stage 2

Plays on selective attention

Appeals to Cognitive andAppeals to Cognitive andHedonic NeedsHedonic Needs

Hedonic NeedsNeeds that make

one feel good and bring pleasure

Cognitive Needs

Immediate functional needs of the consumer

Hedonic NeedsHedonic Needs

Hedonic appeal to appetite

Hedonic NeedsHedonic Needs

Hedonic sex appeal

Hedonic AppealHedonic AppealVirginia Power

Company

The Martin Agency

Use of Novel StimuliUse of Novel Stimuli

Illustrationof novelty inadvertising

Use of Novel StimuliUse of Novel Stimuli

Illustrationof novelty inadvertising

Use of Novel StimuliUse of Novel Stimuli

Here milk is used as a novel stimulus

Use of Novel StimuliUse of Novel StimuliMaytag

Leo Burnett Company, Inc.

Use of Intense StimuliUse of Intense Stimuli

Use of intensity

Use of Intense StimuliUse of Intense Stimuli

Use of intensity to attract attention

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPM

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPM

Consumer Information Consumer Information Processing: Stage 4Processing: Stage 4

Agreement with what is comprehended

Whether consumers yield to (that is, agree with) what they have comprehended

Agreement: Stage 4Agreement: Stage 4

• Comprehension by itself does not ensure that the message influences consumers’ behavior

• Agreement depends on:

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPM

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPM

Retention and Search/Retrieval of Retention and Search/Retrieval of Stored InformationStored Information

These two information processing stages, retention and information search and retrieval, both involve memory factors

related to consumer choice

When does Memory Matter?When does Memory Matter?

When information in memory is used as:

When information in memory is useful for:

When information in memory is not:

A Consumer’s Knowledge A Consumer’s Knowledge Structure for the Mini CouperStructure for the Mini Couper

Two-Seater

Cute

Fun to drive

British

Reliable Sophisticated

Small

Sports car

MiniCouper

Little luggagespace

Economical

Nostalgic

Sexy

British racinggreen Women

The 8 Stages of ConsumerThe 8 Stages of ConsumerInformation ProcessingInformation Processing

CPMCPM

Consumer Decision Making: Stage 7Consumer Decision Making: Stage 7

Decision heuristics for decision making:

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

Action: Stage 8Action: Stage 8

Action on the basis of the decision

• People do not always behave in a manner

consistent with their preferences due to the

presence of events, or situational factors

• Situational factors are especially prevalent in

low-involvement consumer behavior