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For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

Consumer Response

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Consumer Behavior 

Consumer behavior:

How people think about, buy,and use products as a response

to MC messages

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Prospects Vs. Current Customers

Prospects: Those who have not 

bought the brand but who might 

be interested in it 

Customers: Those who have

 purchased the brand at least 

once within a designated period .

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 Buy for their own

personal or household

use

� Typically use more of anemotional approach

Consumers (B2C)Consumers (B2C)

 Buy on behalf of their 

organization

� Typically consult others

in the organization

� Typically buy larger 

quantities

� Often use a bidding

process

Business (B2B)Business (B2B)

 

Buy for their own

personal or household

use

� Typically use more of anemotional approach

Consumer Vs. Business Buyers

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 Sociocultural Factors

 Social Class

Social Class

 Sociocultural Factors

 All Consumers Are Human

Aff ected

By:

 Reference Groups

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Figure 5-3: Think/Feel/Do Response Wheel

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Figure 5-5: 4-Step Decision Process

+

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 Step 4: Evaluating the purchase decision

 Step 3: Take Action

 Step 2: Evaluating brand alternatives

 Step 1: Recognize a problem/opportunityStep 1: Recognize a problem/opportunity

How Does Brand Decision-Making Work?

 Step 2: Evaluating brand alternatives

 Step 3: Take Action

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Insight: A Perceptual Formula

Some marketers look at consumer 

satisfaction in terms of a formula:

Desire/Want/Need = Reality

For consumers to be satisfied, the left side

of the equation must equal the right side.MC can impact the left side by creating

consumer perceptions of how desirable the

brand really is.

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Insight: Mental Links

The more mental links (or cues) of a brand¶s

benefits that can be created within the target

audience¶s memory, the more likely the brandwill be recalled when a relevant problem or 

opportunity presents itself. The reality is,

however, most people are able to recall only a

very small percent of the brands that exist. This

is why companies continuously advertise²tohelp keep their brands top-of-mind and easily

recalled when a person (or company) is faced

with a problem or opportunity.

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Tales From the Real World

In the real world, marketers sometimes

straddle the ³emotional´ and ³cognitive´ paths in

the development of their MC materials.

For example, some TV commercials use

techniques such as likeable songs to attract

viewer attention and appeal to the ³emotional´

path, while visuals on the screen include rationalfacts, testimonials, or demonstrations that

appeal to the ³cognitive´ path.

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 Likeability strategy

How Do Messages Influence Decisions?

 Ways toPersuade

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An Ad That Tries to Get You to Like It

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 Likeability strategy

 Credibility and Trust

  Arguments and Reasons

 Credibility and Trust

 Likeability strategy

How Do Messages Influence Decisions?

 Ways ToPersuade

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Final Note:

Communication that aids

customers and communicates with

them in a personal way is much

more persuasive than

communication that tries to

manipulate them