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Communication and Consumer Behavior

Communication and Consumer Behavior. Chapter 5 Objectives. Explain how advertising differs from the basic communication process. Outline the consumer perception process & explain why “perception is everything”. Describe the fundamental motives behind consumer purchases.

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Communication and Consumer Behavior

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  1. Communication and Consumer Behavior

  2. Chapter 5 Objectives Explain how advertising differs from the basic communication process Outline the consumer perception process & explain why “perception is everything” Describe the fundamental motives behind consumer purchases Discuss various influenceson consumer behavior Describe how a consumer’s level of involvement with a product influences the decision-making process Explain how advertisers deal with cognitive dissonance

  3. Source Encoding Message Channel The Human Communication Process Decoding Receiver Feedback to be decoded by a receiver

  4. Source: The sponsor Message: The ad Channel: The medium Receiver: The consumer Applying the Communication Process to Advertising

  5. Evian ad that uses a symbol to encode its message Applying the Communication Process to Advertising

  6. Consumer Behavior:Consumer Decision Process e

  7. Personal Processes:Consumer Perception

  8. Harley Davidson ad capitalizes on the consumer’s self-perception Personal Processes:Consumer Perception Insert photo 5.9, p. 149 Harley temporary tattoo Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

  9. Personal Processes:Learning and Persuasion Theories of Learning

  10. Personal Processes:Elaboration Likelihood Model

  11. Personal Processes:Results of Learning Loyalty Habit Interest Attitude

  12. This ad for Keds aims to create a positive attitude so consumers will remember the brand Personal Processes:Consumer Perception

  13. Needs are basic & often instinctive Wants are learned during lifetime Personal Processes:Consumer Motivation Motivation: underlying forces driving decisions Maslow’s hierarchy of needs Insert ex. 5-5, p. 154 Maslow’s Hierarchy table Position = 0.35” horiz, 3.5” vertical Size = 8.2” WIDE Resolution = 300 dpi

  14. Personal Processes:Consumer Motivation Porsche ad hinting at several levels of needs

  15. Personal Processes:Consumer Motivation Insert ex. 5-6, p. 155 8 Purchase Motives Position = 0.5” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi Rossiter & Percy’s fundamental motives Negative Motives: problem removal or avoidance Positive Motives: benefit, bonus or reward

  16. Interpersonal Family Culture Society: Reference Groups & Opinion Leaders Influences onConsumer Behavior

  17. Cultural Influences onConsumer Behavior U.S. Army ad focused on a Spanish- speaking audience

  18. Purchase Decision andPostpurchase Evaluation

  19. Purchase Decision andPostpurchase Evaluation

  20. Purchase Decision andPostpurchase Evaluation

  21. Purchase Decision andPostpurchase Evaluation

  22. Different Responses fromDifferent Products Enhanced Kim-Lord grid Insert ex. 8.11, p. 256 Kim-Lord grid Position = 2.9” horizontal, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

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