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

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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

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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

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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