BA323 Lecture 5 Consumer Behavior for Upload

8/6/2019 BA323 Lecture 5 Consumer Behavior for Upload

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Communication ObjectivesCommunication Objectives

4.Facilitating

Purchase

Behavior

2. Building

Brand Image

1. Creating

Brand

Awareness

3. Enhancing

attitudes and

influencing

intentions


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Behavioral Foundations ofBehavioral 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


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Consumer Processing Model (CPM)

Behavior is seen as rational, highly

cognitive, systematic,and reasoned


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Hedonic, Experiential Model (HEM)

Consumer behavior is driven by

emotions in pursuit of fun, fantasies,

and feelings


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The 8 Stages of ConsumerThe 8 Stages of Consumer

Information ProcessingInformation Processing

CPMCPMCPMCPM


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Consumer InformationConsumer Information

Processing: Stage 1Processing: Stage 1

Exposure to information

Consumers come in contact with themarketers 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


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CPMCPMCPMCPM


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Selective Attention: Stage 2Selective Attention: Stage 2

How to attract consumers attention:


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Illustration ofattention-getting

advertising


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Plays onselective attention


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Appeals to Cognitive andAppeals to Cognitive and

Hedonic NeedsHedonic Needs

Hedonic Needs

Needs that makeone feel good

and bring pleasure

Cognitive Needs

Immediatefunctional needs

of the consumer


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Hedonic appealto appetite


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Hedonic

sex appeal


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Hedonic AppealHedonic Appeal

Virginia Power

Company

The Martin

Agency


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Use of Novel StimuliUse of Novel Stimuli

Illustration

of novelty in

advertising


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Illustration

of novelty in

advertising


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Here milk is usedas a novel stimulus


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Maytag

Leo Burnett

Company, Inc.


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Use of Intense StimuliUse of Intense Stimuli

Use of intensity


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Use of Intense StimuliUse of Intense Stimuli

Use of intensity toattract attention


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CPMCPMCPMCPM


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CPMCPMCPMCPM


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Consumer InformationConsumer Information

Processing: Stage 4Processing: Stage 4

Agreement with what is comprehended

Whether consumers yield to (that is, agree

with) what they have comprehended


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Agreement: Stage 4Agreement: Stage 4

Comprehension by itself does not

ensure that the message influencesconsumers behavior

Agreement depends on:


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CPMCPMCPMCPM


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CPMCPMCPMCPM


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Retention and Search/Retrieval ofRetention 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


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When does Memory Matter?When does Memory Matter?

When information in memory is usedas:

When information in memory is useful

for:When information in memory is not:


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A Consumers KnowledgeA Consumers Knowledge

Structure for the Mini CouperStructure for the Mini Couper

Two-Seater

Cute

Fun to drive

British

Reliable Sophisticated

Small

Sports car

MiniCouper

Little luggage

space

Economical

Nostalgic

Sexy

British racinggreen Women


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CPMCPMCPMCPM


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

Decision heuristics for decision making:


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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

BA323 Lecture 5 Consumer Behavior for Upload

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