4550 Consumer Processing: Models of Consumer Response

1. 4550Consumer Processing:Models of Consumer Response Professor Campbell 1/27/05

2. Today’s Plan • Review of what we’ve covered so far • Models of stages of consumer response to marketing communications

3. What is Consumer Behavior? Consumer behavior is “the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. Belch & Belch, 2004

4. Consumer Decision Process Problem Awareness/Recognition

5. Consumer Decision Process Information Search/ Knowledge of Alternatives Problem Awareness

6. Consumer Decision Process Evaluation/ Preference Search/ Knowledge of Alternatives Problem Awareness

7. Consumer Decision Process Purchase Decision Evaluation/ Preference Search/ Knowledge of Alternatives Problem Awareness

8. Consumer Decision Process Post Purchase Decision Evaluation/ Preference Search/ Knowledge of Alternatives Problem Awareness

9. Consumer Decision Process Learning Post Integration Purchase Decision Attitude formation Evaluation/ Preference Perception Search/ Knowledge of Alternatives Motivation Problem Awareness

10. Factors that Influence Consumers • Culture/subculture • Social Class • Reference groups • Situation • Media

11. The Communications Process Message Encode NOISE in Decode Media Noise Marketer/ Sender Target/ Receiver Response Feedback

12. Summary • There are typically stages in consumer acceptance of any product/service/concept, etc. • Understanding where your target customers are in the acceptance process is an important component of successful communication • Gear marketing communications to your target’s level of acceptance

13. Next Class… • Read BB Ch. 22 • Think of the societal impacts of advertising • Due: • Jif Positioning Statement