1. Beginning of Part 2
The Planning: Analyzing the Advertising and
Integrated Brand Promotion Environment
 We have finished the Process phase of the
text and moving on to Planning
 Our perspective changes from a broad view
of advertising and IBP to a managerial view.
 The Planning phase leads to the
development of advertising and IBP
materials
1
PPT 5-1

2. Chapter 5
Advertising, Integrated Brand
Promotion and Consumer
Behavior
2
PPT 5-2
© 2009 South-Western, a part of Cengage Learning

3. Consumer Behavior
Consumer Behavior: a wide spectrum of
things that affect, derive from, or form the
context of human consumption.
Perspectives:
2. Consumers are Systematic Decision Makers
 Maximizing the benefits from purchases defines the
purchase—consumers are deliberate
3. Consumers are Active Interpreters
 Cultural/social membership defines purchases
 Consumers are “meaning makers” in their consumption
3
PPT 5-3

4. Consumer Decision-Making: The
Consumer as a Systematic Decision
Maker
The Consumer is:
 Logical
 Purposeful
 Acts in a “sequential” manner in making
decisions
4
PPT 5-4

5. The Consumer Decision-
making Process
1. Need recognition
 Functional or Emotional benefits
1. Information Search and Evaluation
 Internal and External search
 Consideration Set
 Evaluative Criteria
1. Purchase
4. Post-purchase use and evaluation
 Customer satisfaction
 Cognitive dissonance
Does this ad offer a functional or
5
emotional benefit? PPT 5-5

6. Cognitive Dissonance
The feelings of doubt and concern after a purchase
is made. Dissonance increases when
1. The purchase price is high
2. There are many close alternatives
3. The item is intangible (example?)
4. The purchase in important
5. The item purchased lasts a long time
6
PPT 5-6

7. Modes of Consumer Decision-Making:
Vary by Involvement and Experience
2. Involvement
 Interests and avocations
 Risk—high price or long term commitment
 High symbolic meaning to purchase
 Deep emotion attached to purchase
3. Experience
 More experience, more astute consumer
7
PPT 5-7

8. 4 Modes of Consumer Decision-Making:
(Vary by involvement and experience)
1. Extended Problem Solving
 Deliberate, careful search
1. Limited Problem Solving
 Common products, limited search
3. Habit or Variety Seeking
 Variety seeking—switch brands at random
 Habit—buy single brand repeatedly
4. Brand Loyalty
 Conscious commitment to find same brand each
time purchase is made
8
PPT 5-8

9. Key Psychological Processes
in Advertising
2. Attitude
 Over Overall evaluation of an object person or
issue on continuum=like/dislike;
positive/negative
3. Brand Attitude
 Summary evaluations that reflect preferences
for various products and services
4. Salient Beliefs
 Small number of key beliefs. Five to nine
salient beliefs typically form the critical
determinants of attitude
9
PPT 5-9

10. Key Psychological Processes
Multi-Attribute Models (MAAMs)
 Evaluative Criteria: attributes consumers use to
compare brands
 Importance Weights: priority assigned to attributes
 Consideration Set: group of brands that are focal point
of decision effort
 Beliefs: knowledge and feelings consumer has about
various brands
10
PPT 5-10

11. Key Psychological Processes
Information Processing and Perceptual Defense
 Cognitive Consistency Impetus: Strongly held beliefs to
make efficient decisions
 Advertising Clutter: Large volume of ads causes overload
 Selective Attention: Most ads are ignored because they
do not fit consumer’s need state
 Cognitive responses: Thoughts that occur to consumer at
moment when beliefs are challenged by persuasive
communication
11
PPT 5-11

12. Key Psychological Processes
The Elaboration Likelihood Model (ELM)
 “Central route” persuasion when involvement is
high
 “Peripheral route” with peripheral cues rather
than strong arguments when involvement is low
12
PPT 5-12

13. Perspective Two:
The Consumer as Social Being
 Perspective One: The consumer as a
decision maker can tells only part of the
story.
 Consumption can be a social and cultural
process as well
13
PPT 5-13

14. Consuming in the Real World
Family Values Object
Meaning
Social
class Rituals
Gender
Community
Geo-
Culture politics
Race / Reference
Ethnicity Groups
(membership/aspiration)
14
PPT 5-14

15. Advertising, Social Rift and
Revolution
Advertisers see and seize the opportunity to
provide “costumes” and “consumables”
 “Revolutions” require a certain “look”
 “Looks” signal political/social orientation
15
PPT 5-15

16. Advertising as Social Text: How Ads
Transmit Socio-cultural Meaning
Culturally constituted world
Advertising /
Fashion
fashion system
system
Consumer goods
Possession Exchange Grooming Divestment
ritual ritual ritual ritual
Individual consumer
16
PPT 5-16

17. Factors Affecting Consumer
Decision Making
REFERENCE VALUES / ATTITUDES CULTURE SITUATIONAL
GROUPS FACTORS
NEEDS
EDUCATION
CONSUMER
PLEASURE DECISIONS
PERSONALITY
GENDER
MARKETER-
CONTROLLED
FAMILY MEDIA SOCIAL STIMULI
CLASS
NEWS PAST
MAGAZINES PRICE
RADIO
EXPERIENCE PACKAGING
TELEVISION ADVERTISING
DIRECT MEDIA PROMOTION
BLOGS PERSONAL SELLING
INTERNET INFO LIFE-STYLE SUBCULTURES
17
PPT 5-17