Communication and Consumer Behavior
description
Transcript of Communication and Consumer Behavior
chapter05
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Communication and Consumer Behavior
5-3
Chapter 5 Objectives
Explain how advertising differs from the basic communication
process
Outline the consumer perception process & explain why “perception is everything”
Describe how a consumer’s level of involvement with a
product influences the decision-making process
Describe the fundamental motives behind consumer
purchases
Explain how advertisers deal with cognitive dissonance
Discuss various influenceson consumer behavior
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The Human Communication Process
Source Encoding Message Channel
Decoding Receiver
Feedback to bedecoded by a receiver
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Applying the Communication Process to Advertising
Source:
Message:
Channel:
Receiver:
The sponsor
The ad
The medium
The consumer
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Applying the Communication Process to Advertising
Evian ad that uses a symbol to encode its message
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Consumer Behavior:Consumer Decision Process
e
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Personal Processes:Consumer Perception
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Personal Processes:Consumer Perception
Harley Davidson ad capitalizes on the consumer’s self-perception
Insert photo 5.9, p. 149
Harley temporary tattoo
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Personal Processes:Learning and Persuasion
Theories of Learning
Cognitive Conditioning Memory, thinking, problem solving
Trial and error
Relevant to complex purchases and learning from other people
Relevant to simple, everyday purchases
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Personal Processes:Elaboration Likelihood Model
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Personal Processes:Results of Learning
Attitude
Habit
Interest
Loyalty
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Personal Processes:Consumer Perception
This ad for Keds aims to create a positive attitude so consumers will remember the brand
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Needs are basic & often instinctive
Wants are learned during lifetime
Maslow’s hierarchy of needs
Personal Processes:Consumer Motivation
Motivation: underlying forces driving decisions
Insert ex. 5-5, p. 154
Maslow’s Hierarchy table
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Porsche ad hinting at several levels of needs
Personal Processes:Consumer Motivation
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Personal Processes:Consumer Motivation
Rossiter & Percy’s fundamental motives
Negative Motives: problem removal or
avoidance
Positive Motives: benefit, bonus or
reward
Insert ex. 5-6, p. 155
8 Purchase Motives
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Influences onConsumer Behavior
Interpersonal
Family
Culture
Society:Reference Groups & Opinion Leaders
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U.S. Army ad focused on a Spanish- speaking audience
Cultural Influences onConsumer Behavior
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Purchase Decision andPostpurchase Evaluation
Evoked Set:mp3 Players
Apple Microsoft Rio SanDisk
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Purchase Decision andPostpurchase Evaluation
Evoked Set:mp3 Players
Evaluative Criteria
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
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Purchase Decision andPostpurchase Evaluation
Evoked Set:mp3 Players
Evaluative Criteria
Cognitive Dissonance
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
Was it worth the money?
Will it last as long as my old one?
Could I have found a better price?
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Purchase Decision andPostpurchase Evaluation
Evoked Set:mp3 Players
Evaluative Criteria
Cognitive Dissonance
Postpurchase Evaluation
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
Was it worth the money?
Will it last as long as my old one?
Could I have found a better price?
It’s so small. I like the
color. It doesn’t take
long to put my music on it.
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Different Responses fromDifferent Products
Enhanced Kim-Lord grid Insert ex. 8.11, p.
256
Kim-Lord grid
Position = 2.9” horizontal, 1.5” vertical
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