BA323 Lecture 5 Consumer Behavior for Upload
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Transcript of 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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Behavioral Foundations ofBehavioral Foundations of
Marketing CommunicationsMarketing Communications
Consumer Processing Model (CPM)
Behavior is seen as rational, highly
cognitive, systematic,and reasoned
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Behavioral Foundations ofBehavioral Foundations of
Marketing CommunicationsMarketing Communications
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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The 8 Stages of ConsumerThe 8 Stages of Consumer
Information ProcessingInformation Processing
CPMCPMCPMCPM
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Selective Attention: Stage 2Selective Attention: Stage 2
How to attract consumers attention:
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Selective Attention: Stage 2Selective Attention: Stage 2
Illustration ofattention-getting
advertising
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Selective Attention: Stage 2Selective Attention: Stage 2
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 NeedsHedonic Needs
Hedonic appealto appetite
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Hedonic NeedsHedonic Needs
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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Use of Novel StimuliUse of Novel Stimuli
Illustration
of novelty in
advertising
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Use of Novel StimuliUse of Novel Stimuli
Here milk is usedas a novel stimulus
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Use of Novel StimuliUse of Novel Stimuli
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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The 8 Stages of ConsumerThe 8 Stages of Consumer
Information ProcessingInformation Processing
CPMCPMCPMCPM
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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 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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The 8 Stages of ConsumerThe 8 Stages of Consumer
Information ProcessingInformation Processing
CPMCPMCPMCPM
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The 8 Stages of ConsumerThe 8 Stages of Consumer
Information ProcessingInformation Processing
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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The 8 Stages of ConsumerThe 8 Stages of Consumer
Information ProcessingInformation Processing
CPMCPMCPMCPM
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Consumer Decision Making: Stage 7Consumer Decision Making: Stage 7
Decision heuristics for decision making:
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The 8 Stages of ConsumerThe 8 Stages of Consumer
Information ProcessingInformation Processing
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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