Lecture 3

almondpitterpatterIA et Robotique

23 févr. 2014 (il y a 3 années et 4 mois)

73 vue(s)

chapter five


Communication
and Consumer
Behavior

McGraw
-
Hill/Irwin

Essentials 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

HomeGrocer

sought to

change how

people

shopped

for groceries

5
-
5

Exhibit 5
-
1

The Human Communication Process

5
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6

Perception is Reality

5
-
7

Exhibit 5
-
2 The Consumer Decision Process

5
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8

Exhibit 5
-
3 Consumer Perception Process

5
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9

Perceptual Screens

5
-
10

Consumer Self
-
Concept

Advertisers may
capitalize on
consumers’
concepts of
themselves

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-
11

Theories of Learning

Cognitive Theory

Conditioning Theory

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-
12

Exhibit 5
-
5 Elaboration Likelihood Model

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13

Peripheral Processing

Typical when

consumers have

low involvement

with a product
category

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-
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

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-
15

Maslow’s Hierarchy of Needs

Physiological

Safety

Social

Esteem

Self
-
Actualization

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-
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

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17

Interpersonal Influences

Family

Society

Culture

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-
18

Societal Influences

Social Class

Reference

Groups

Opinion

Leaders

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-
19

Culture

This ad from the Ai Sin Foot Reflexology Centre

capitalizes on the notion of

Asian expertise in holistic therapies

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-
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

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-
22

Exhibit 5
-
10 The Kim
-
Lord Grid

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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


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-
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
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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