Chapter five Communication and Consumer Behavior McGraw-Hill/Irwin Essentials of Contemporary...
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Transcript of Chapter five Communication and Consumer Behavior McGraw-Hill/Irwin Essentials of Contemporary...
chapter five
Communication and Consumer
Behavior
McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
5-2
Objectives_1
Explain how advertising differs from the basic communication process
Outline the consumer perception process and explain why advertising people say “perception is everything”
Describe the fundamental motives behind consumer purchases
5-3
Objectives_2
Discuss the various influences on consumer behavior
Explain how advertisers deal with cognitive dissonance
Describe how a consumer’s level of involvement with a product influences the decision-making process and the advertising approach
5-4
Consumer Behavior
HomeGrocersought to
change how people
shoppedfor groceries
5-5
Exhibit 5-1 The Human Communication Process
5-6
Perception is Reality
5-7
Exhibit 5-2 The Consumer Decision Process
5-8
Exhibit 5-3 Consumer Perception Process
5-9
Perceptual Screens
5-10
Consumer Self-Concept
Advertisers may capitalize on consumers’ concepts of themselves
5-11
Theories of Learning
Cognitive Theory Conditioning Theory
5-12
Exhibit 5-5 Elaboration Likelihood Model
5-13
Peripheral Processing
Typical when consumers have low involvement
with a product category
5-14
Habits
What is a habit? The acquired
behavior pattern that becomes nearly or completely involuntary
A natural extension of learning
What do advertisers want consumers to do about habits?
Break habits Acquire habits Reinforce habits
5-15
Maslow’s Hierarchy of Needs
Physiological
Safety
Social
Esteem
Self-Actualization
5-16
Exhibit 5-7 Rossiter and Percy’s Fundamental Purchase and Usage Motives
Negatively originated
Problem removal Problem avoidance Incomplete
satisfaction Mixed approach-
avoidance Normal depletion
Positively originated
Sensory gratification Intellectual
stimulation or mastery
Social approval
5-17
Interpersonal Influences
Family
Society
Culture
5-18
Societal Influences
Social Class
Reference Groups
Opinion Leaders
5-19
Culture
This ad from the Ai Sin Foot Reflexology Centre capitalizes on the notion of
Asian expertise in holistic therapies
5-20
Postpurchase Evaluation
High involvement purchases result in highly involved postpurchase evaluations
People seek to avoid cognitive dissonance
5-21
Exhibit 5-9 The FCB Grid
Informative
Self-Satisfaction
Affective
Habit Formation
Thinking Feeling
High Involvement
Low Involvement
5-22
Exhibit 5-10 The Kim-Lord Grid
5-23
Key Terms_1
Attitude Brand interest Brand loyalty Central route Channel Cognition Cognitive
dissonance Cognitive theory
Conditioning theory Consumer behavior Consumer decision
process Culture Decode Elaboration
Likelihood Model Encoded
5-24
Key Terms_2
Evaluation of alternatives
Evaluative criteria Evoked set FCB grid Feedback Habit Hierarchy of
Needs
Informational motives
Interactive media Interpersonal
influences Kim-Lord grid Learning Mental files Message Motivation
5-25
Key Terms_3
Needs Negatively
oriented motives Noise Nonpersonal
channels Nonpersonal
influences Opinion leader
Perception Perceptual screens Peripheral route Personal channels Personal processes Persuasion Physiological
screens
5-26
Key Terms_4
Positively originated motives
Postpurchase evaluation
Psychological screens
Receiver Reference groups Selective perception Self-concept
Semiotics Social classes Source Stimulus Stimulus-response
theory Subculture Transformational
motives Wants