3. 5-3
Chapter 5 Objectives
Define marketing & explain
advertising’s role in the market
Discuss various influences
on consumer behavior
Discuss product utility and the
relationship between utility and
consumer needs
Identify key participants
in the marketing process
Outline the consumer
perception process & explain
why “perception is everything”
Describe fundamental motives
behind consumer purchases
Explain how advertisers deal
with cognitive dissonance
10. 5-10
Consumer Behavior:
Consumer Decision Process
Insert ex. 5-1, p 146
Consumer decision flow chart
Position = center horiz., 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
e
11. 5-11
Consumer Behavior:
Consumer Perception Process
Insert ex. 5-2, p. 147
Consumer perception flow chart
Position = center horiz, 1.5” vertical
Size = 8.2” WIDE
Resolution = 300 dpi
12. 5-12
Consumer Behavior:
Consumer Perception Process
Harley Davidson
ad capitalizes on
the consumer’s
self-perception
Insert photo 5.9, p. 149
Harley temporary tattoo
Position = 2.9” horiz., 1.5”
vertical
Size = 4.6” TALL
Resolution = 300 dpi
13. 5-13
Consumer Behavior:
Learning and Persuasion
Theories of Learning
Cognitive Conditioning
Memory, thinking,
problem solving
Trial and error
Relevant to complex
purchases and
learning from other
people
Relevant to simple,
everyday purchases
16. 5-16
Consumer Behavior:
Consumer Perception Process
Ad for Columbia
sportswear aims
to build brand
interest
Insert photo 5.10, p. 152
Columbia, man holding
flowers
Position = 2.9” horiz, 1.5”
vertical
Size = 4.6” TALL
Resolution = 300 dpi
17. 5-17
Needs are basic & often instinctive
Wants are learned during lifetime
Maslow’s hierarchy of needs
Consumer Behavior:
Consumer Motivation Process
Motivation: underlying
forces driving decisions
Insert ex. 5-5, p. 154
Maslow’s Hierarchy table
Position = 0.35” horiz, 3.5” vertical
Size = 8.2” WIDE
Resolution = 300 dpi
18. 5-18
Consumer Behavior:
Consumer Motivation
Rossiter &
Percy’s
fundamental
motives
Negative Motives:
problem removal or
avoidance
Positive Motives:
benefit, bonus, or
reward
Insert ex. 5-6, p. 155
8 Purchase Motives
Position = 0.5” horiz, 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
21. 5-21
U.S. Army ad
focused on a
Spanish-
speaking
audience
Nonpersonal Influences on
Consumer Behavior
Insert photo 5.17, p. 160
U.S. Army ad in Spanish
Position = 2.9” horiz, 1.5”
vertical
Size = 4.6” TALL
Resolution = 300 dpi
23. 5-23
Purchase Decision and
Postpurchase Evaluation
Evoked Set:
mp3 Players
Evaluative
Criteria
Apple
Microsoft
Rio
SanDisk
Capacity
Durability
Battery life
Ease of
obtaining and
loading music
24. 5-24
Purchase Decision and
Postpurchase Evaluation
Evoked Set:
mp3 Players
Evaluative
Criteria
Cognitive
Dissonance
Apple
Microsoft
Rio
SanDisk
Capacity
Durability
Battery life
Ease of
obtaining and
loading music
Was it worth
the money?
Will it last as
long as my
old one?
Could I have
found a better
price?
25. 5-25
Purchase Decision and
Postpurchase Evaluation
Evoked Set:
mp3 Players
Evaluative
Criteria
Cognitive
Dissonance
Postpurchase
Evaluation
Apple
Microsoft
Rio
SanDisk
Capacity
Durability
Battery life
Ease of
obtaining and
loading music
Was it worth
the money?
Will it last as
long as my
old one?
Could I have
found a better
price?
It’s so small.
I like the
color.
It doesn’t take
long to put my
music on it.