JOJO VITO, ADVERTISING 2

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Advertising and Consumer Behavior : 

1 Advertising and Consumer Behavior

Consumer Behavior : 

2 Consumer Behavior Perspectives: Consumers are Systematic Decision Makers Maximizing the benefits from purchases defines the purchase—consumers are deliberate Consumers are Active Interpreters Cultural/social membership defines purchases Consumer Behavior: a wide spectrum of things that affect, derive from, or form the context of human consumption.

Consumer Decision-Making: The Systematic Decision Maker : 

3 Consumer Decision-Making: The Systematic Decision Maker I think, therefore I buy

The Consumer Decision-Making Process : 

4 The Consumer Decision-Making Process Need recognition Functional or Emotional benefits Information Search and Evaluation Internal and External search Consideration Set Evaluative Criteria Purchase 4. Post-purchase use and evaluation Customer satisfaction Cognitive dissonance

Cognitive Dissonance : 

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

Modes of Consumer Decision-Making (Vary by involvement and experience) : 

6 Modes of Consumer Decision-Making (Vary by involvement and experience) Extended Problem Solving Deliberate, careful search 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

Key Psychological Processes in Advertising : 

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

Key Psychological Processes : 

8 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.

Key Psychological Processes : 

9 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 consumers at moment when beliefs are challenged by persuasive communication .

Key Psychological Processes : 

10 Key Psychological Processes The Elaboration Likelihood Model (ELM) Central route persuasion in high involvement products Peripheral cues rather than strong arguments shape attitudes in low-involvement products.

Consumer as Social Being : 

11 Consumer as Social Being I buy what I am

Consuming in the Real World : 

12 Consuming in the Real World

Advertising as Social Text: How Ads Transmit Sociocultural Meaning : 

13 Advertising as Social Text: How Ads Transmit Sociocultural Meaning Culturally constituted world Consumer goods Individual consumer

Factors Affecting Consumer Decision Making : 

14 Factors Affecting Consumer Decision Making CONSUMER DECISIONS

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