Download Analyzing Advertising and IBP Environment

Analyzing Advertising
and IBP Environment
Chapter 5 with Duane Weaver
Outline
Consumer as Decision Maker
 Four Modes of Consumer Decision Making
 Key Psychological Processes
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– Consumer as Social Being

Culture
Consumer as Decision Maker

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Consumer Behavior:
“…the entire broad spectrum of things
that affect, derive from, or for the
context of human consumption.”
Decision Process
1.
2.
3.
4.
Need Recognition
Info Search
Purchase
Post-purchase use and evaluation
Four Modes of Consumer Decision
Making
Involvement
 Extended Problem Solving
 Limited Problem Solving
 Habit or Variety Seeking – Brand Opp.
 Brand Loyalty

Key Psychological Processes

Attitude:
“…overall evaluation of any object, person, or
issue that varies along a continuum…(e.g.:
neg. to pos. or unfav. to fav.)
Beliefs:
“…the knowledge and feelings a person has
accumulated about an object or issue.”
Evaluation Tools

MAAMS
Multi-attribute models … framework for
collecting information about beliefs and attitudes
about competitive brands
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–
–
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Evaluative criteria
Importance weights
Consideration set
Beliefs
ELM
Elaboration Likelihood Model…looks at low and
high involvement levels relative to motivation
and ability and the likelihood that a persuasive
communication may affect the decision process.
Culture
“what people do, or ‘the total life ways of
a people, the social legacy the individual
acquires from his (her) group.’ ”
 Values
 Rituals

Stratification

a.k.a.: Social Class
“…a person’s relative standing in a social
system as produced by systematic
inequalities in things such as wealth,
income, education, power and status.”
Thanks

Get into Groups and analyze the following
questions. Be prepared to summarize and
present your findings in class.

P. 207, Questions