Ppt chapter 4

Promotional Strategy
MKT4230
Perspectives on
Consumer Behavior
Patricia Knowles, Ph.D.
Associate Professor
Clemson University
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Consumer Behavior
A marketer’s success in influencing purchase behavior depends on how well he or she
understands consumer behavior. One must know the specific needs consumers are trying to
satisfy and how those needs translate into purchase criteria.
For many products and services, purchase decisions are the result of a long, detailed process
that may include an extensive information search, brand comparisons and evaluations, and
so on. Other purchases are more incidental.
Textbook
Page 110
Consumer Behavior
It is the process and activities people
engage in when searching for, selecting,
purchasing, using, evaluating, and disposing
of products and services.

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Consumer Decision Making
Here are the stages in the consumer decision-making process and the relevant internal
psychological processes that relate to each:
Textbook
Page 111 / Figure 4 - 1
Decision Stage Psychological Process
Problem Recognition Motivation
Information Search Perception
Alternative Evaluation Attitude Formation
Purchase Decision Integration
Post-Purchase Evaluation Learning

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Marketing Strategy and Analysis
This various sources of problem recognition:
Textbook
Pages 112 - 113
Out of Stock Dissatisfaction New Needs
or Wants
Related Products,
Purchases
Market-Induced
Recognition
New
Products

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Ad Highlighting Consumer Dissatisfaction
This visual presents an ad by NicoDerm in which they offer to help those who want to quit
smoking. An ad can be used to highlight consumer dissatisfaction. In this case, the ad targets
consumers who are dissatisfied with the current state of affairs (their smoking habit) and
want to quit.
Textbook
Page 112 / Exhibit 4 - 2

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Marketer-Induced Problem Recognition
This visual presents an ad by Splat, which encourages consumers to rebel by changing their
hair color. Marketer’s actions can encourage consumers to be unhappy with their current
state or situation.
Textbook
Page 112 / Exhibit 4 - 3
Ads for personal hygiene
products, such as
mouthwash and
deodorant, are designed to
create insecurities that
consumers can supposedly
resolve through the use of
the marketer’s products.
Marketers also take
advantage of
consumers’ tendency
toward novelty-seeking
behavior, which leads
them to try new
products and different
brands.

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Maslow’s Hierarchy of Needs
This slide presents Maslow’s Hierarchy of Needs, which shows the reasons underlying
consumer purchase behavior.
Textbook
Pages 113 – 114 / Exhibit 4 - 2
Maslow’s Hierarchy of Needs theory suggests
five basic levels of human needs, arranged in a
hierarchy based on their importance.
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)
Esteem needs
(self-esteem, recognition, status)
Self-
actualization
needs
(self-development
and realization)
Marketers devote considerable attention to examining
motives, which are factors that compel a consumer to
take a particular action.

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To What Need is CHPA Appealing?
This ad by the Consumer Healthcare Products Association is designed to appeal to security
needs. Marketers appeal to different market segments.
Textbook
This ad was obviously
designed to appeal to
mothers or to families with
young children.
Would it be as effective
with a young male
audience?

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Freudian Psychoanalytic Approach
This visual represents the psychoanalytic theory pioneered by Sigmund Freud. According to
Sigmund Freud’s theory, the underlying motives for human behavior are complex and
unclear to both the casual observer and to persons themselves. Motivation research
attempts to root out deep motives by probing the subconscious mind.
Textbook
Page 115
Strong
inhibitions
Symbolic
meanings
Surrogate
behaviors
Complex and
unclear motives
Subconscious
Mind

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Probing the Minds of Consumers
Here are some of the methodologies used to gain insight into the underlying causes of
consumer behavior.
Textbook
Pages 115 - 116
• Consumers prefer large
cars because they believe
such cars protect them
from the “jungle” of
everyday living.
• A man buys a convertible
as a substitute mistress.
• Women like to bake cakes
because they feel like
they are giving birth to a
baby.
• When people shower,
their sins go down the
drain with the soap as
they rinse.
In-depth
interviews
Association
tests
Focus groups
Projective
techniques

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Sexy Ads Get Noticed
This is an ad for Joe’s Jeans. It is an example of the use of sexual appeals and symbols in
advertising. Although problematic, psychoanalytic theory has furthered our understanding
of consumer behavior. This ad by Joe’s Jeans uses both sex and symbolism to drive consumer
purchase decisions.
Textbook
Pages 116 - 117 / Exhibit 4 - 6

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Information Search
This visual shows the various sources consumers use in the information search stage of the
decision process.
Textbook
Pages 117 - 118

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Perceptions
Perception influences advertising. Knowledge about how consumers acquire and use
information from external sources is important to marketers in formulating communication
strategies.
Marketers want to know:
• How consumers sense external information
• How they select and use sources of information
• How information is interpreted and given meaning
Textbook
Page 118

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The Perception Process
Perception is the process by which an individual receives, selects, organizes, and interprets
information to create a meaningful picture of the world. It is an individual process and
depends on internal factors, such as a person’s beliefs, experiences, needs, moods, and
expectations. The process is also influenced by the characteristics of a stimulus, such as its
size, color, and intensity, and the context in which it is seen or heard.
Textbook
Page 119
Organize
Interpret
Receive
Select

This is an example of a creative tactic used to get the attention of the consumer.
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Gaining Attention with Color
Textbook
Pages 118 / Exhibit 4 - 7
WE CAN SUM IT UP IN TWO WORDS:
EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH
TASTE.
ADMITTEDLY, WE’RE BAD AT SUMMATION.
There just aren’t enough adjectives
to describe the
straight-from-the-orange taste of
Tropicana Pure Premium.®
Because the perceptual process is influenced by the
characteristics of a stimulus, companies often use color
in their ads to make a product stand out, thus grabbing
the attention of the consumer.
Tropicana uses color to focus attention on orange juice.

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What is Sensation?
It is important for marketers to understand consumers’ physiological reactions to marketing
stimuli. For example, the visual elements of an ad or package design must attract consumers’
favorable attention. This is the definition of a “sensation:”
Textbook
Page 118
Marketers sometimes increase the level of sensory input so their messages get noticed. A
common way to do this is with the use of scent strips.
Immediate,
direct response
of the senses
Taste
Smell
Sight
Touch
Hearing

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Appealing to the Senses
Here are some of the tactics marketers use to grab the attention of consumers:
• Bloomingdale’s New York store sprayed Donna Karan’s new perfume, DKNY, onto the
sidewalks in front of the store.
• Draft Foods promoted DiGiorno Garlic Bread Pizza with scent strip cards in stores.
• Avon uses scent strips for perfumes and bubble bath products in their catalogs.
Textbook
Page 118
Perfume on Sidewalks Scented Cards Product Samples

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The Selective Perception Process
The selective perception process occurs at the exposure, attention, comprehension, or
retention state of perception.
Textbook
Page 118
Consumers do not remember all the information they see,
hear, or read, even after paying attention to and
comprehending it.
Selective Exposure
Selective Attention
Selective Comprehension
Selective Retention
Consumers choose whether or not to make themselves
available to information. For instance, when changing
television channels.
The consumer chooses to focus on certain stimuli while
excluding others.
Interpreting information on the basis of attitudes, beliefs,
motives, and experiences.

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Selective Attention to Advertising
This ad reminds consumers of how advertising responds to their needs. People focus
attention on some things and ignore others.
Textbook
How much more attentive are you to ads for
personal computers, tires, or stereos when
you are in the market for one?

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Subliminal Perception
Advertisers know consumers use selective perception to filter out irrelevant or unwanted
advertising messages, so they sometimes use hidden, subliminal audio messages or visual
cues to influence consumers.
Textbook
Page 120
Perceiving Stimuli Below the Conscious Threshold of Perception

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Evaluation of Alternatives
“Evoked set” is merely a subset of all the brands or products that the consumer thinks can
solve a consumption problem or satisfy a need. The goal of most advertising and
promotional strategies is to increase the likelihood that a brand will be included in the
consumer’s evoked set and considered during alternative evaluation. Advertisers use top of
mind awareness and reminder advertising to help get their brands into the evoked set.
Textbook
Pages 120 - 122
All Available Brands
Brand A Brand B Brand C Brand D Brand E
Brand F Brand G Brand H Brand I Brand J
Brand K Brand L Brand M Brand N Brand O
Evoked Set of Brands
Brand B Brand E
Brand I
Brand M
Brand F

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Branding and Packaging Decisions
The visual shows the type of criteria used by consumers to evaluate purchase alternatives.
Evaluative criteria are the dimensions or attributes of a product or service that are used to
compare different alternatives.
Textbook
Page 123
Price
Warranty
Service
Style
Appearance
Image
Objective Subjective
Evaluative Criteria
Subjective
Based on abstract
attributes that are
intangible and more
subjective in nature,
such as style,
appearance, or
product image.
Subjective
Based on abstract
attributes that are
intangible and more
subjective in nature,
such as style,
appearance, or
product image.

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Different Perspectives: Marketer’s View
The visuals show how the manufacturer of a riding lawn mower might view the product in
terms of functional attributes. Many marketers view their products or services as a bundle of
attributes. They understand that consumers evaluate products differently, and often think
terms of the consequences or outcomes associated with using the product or service.
Textbook
Page 123
Enough
power?
Traction
okay?
Too
expensive?

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Pricing Decisions
This visual shows how a consumer’s view of products and services differs from that of the
marketer. The bubbles contain different thoughts consumers might have when evaluating a
riding lawn mower. Consumer thought processes differ from those of marketers. Consumers
tend to think of products or services in terms of consequences… specific events or outcomes
that consumers experience when they purchase and/or consume a product or service.
Textbook
Page 123
Functional
Will it cut
the taller grass?
How close can I get
to shrubs?
Will the neighbors
be impressed?
Will it be as
fun to use later this
summer?
Will I have
more time for golf?
Will it pull that trailer I
saw at the store?
Psychological

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Relating Price to Ads and Promotions
This visual shows how consumer attitudes can be directed toward a variety of objects and
individuals.
Textbook
Page 123
Individuals Products
Brands
Companies
OrganizationsRetailers
Media
Ads
Attitudes Toward

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Multi-Attribute Attitude Model
This is the analytical side of marketing research. According to the model on this slide,
consumers have beliefs about specific brand attributes, and they attach different levels of
importance to these attributes. To predict attitudes, one must know how much importance
consumers attach to each of these attributes (Ei). However, not all of these beliefs are
activated in forming an attitude. Beliefs concerning specific attributes or consequences that
are activated and form the basis of an attitude are called salient beliefs. Saliency varies
among different market segments, over time, and across different consumption situations.
Textbook
Page 124

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Measuring Components of Model
How beliefs and the importance attached to a product attribute contribute to a consumer’s
attitude toward the product; hence, the likelihood that they would purchase it.
Textbook
Page 124
• Beliefs
– How likely is it that Nike running shoes provide good cushioning?
Very likely _ _ _ _ _ _ _ _ _ _ Very unlikely
• Importance
– Good cushioning in a running shoe is:
Very important _ _ _ _ _ _ _ _ _ _ Not at all important
• Attitude Toward the Object
– How do you feel about purchasing Nike running shoes?
Very good _ _ _ _ _ _ _ _ _ _ Very bad

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Ways to Change Attitudes
These are ways in which marketers can influence consumer attitudes. By understanding the
beliefs that underlie consumers’ evaluations of a brand, and the importance of various
attributes or consequences, a marketer is better able to develop communication strategies
for creating, changing, or reinforcing brand attitudes. The multi-attribute attitude model
shown on a previous slide provides insights into how marketers can influence consumer
attitudes, including:
• Increasing or changing the strength or belief rating of a brand on a particular attribute.
For instance, AT&T has the fewest dropped calls.
• Changing consumers’ perceptions of the importance or value of an attribute. For
instance, demonstrating the safety of a Mercedes Benz.
• Adding a new attribute to the attitude formation process. For instance, Ragu’s
organically grown tomato sauce.
• Changing perceptions of beliefs ratings for a competing brand. For instance, Hyundai’s
ads show that their cars are reliable.
Textbook
Page 124

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Adding Attributes Changes Attitudes
This is an example of how a company adds a new attribute to a product as a way of
influencing consumer attitudes.
Textbook
Pages 124 - 125
In this ad, Michelin stresses higher gas
mileage, as well as safety, in order to give
consumers an additional attribute on
which to evaluate the brand.

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The Decision Process
These are the last three steps of the consumer decision-making process, which includes
integration processes and decision rules, the actual purchase decision, and post-purchase
evaluation.
Textbook
Pages 125 - 127
Pre-Evaluation
Integration Processes
Heuristics
Affect Referral
Decision Rule
Decision
Purchase Intention
Brand Loyalty
Post-Evaluation
Satisfaction
Dissatisfaction
Cognitive Dissonance

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Consumer Learning
Learning is the process by which consumers acquire consumption-related knowledge and
experience that they apply to future behavior.
The two basic approaches to learning are:
• The behavioral approach… emphasizes the role of external, environmental stimuli in
causing behavior, and minimizes the significance of internal psychological processes.
• The cognitive learning theory… assumes that humans are logical beings who make the
choices that make the most sense to them.
Textbook
Page 129

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How Consumers Learn
Learning occurs in one of three ways:
Textbook
Pages 130 - 131
Thinking
Based on intellectual
evaluation and
problem solving
Conditioning
Based on conditioning
through association or
reinforcement or
punishment
Modeling
Based on emulating
(copying) of behavior
of others

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Classical Conditioning Process (Association)
This diagram shows how the classical conditioning process might occur for Lollipop Bling.
Textbook
Pages 130 / Figure 4 - 7
Learning through classical conditioning plays an important role in marketing. Buyers can be
conditioned to form favorable impressions and images of various brands through this
associative learning process.
Unconditioned Stimulus
(Lollipop)
Unconditioned Response
(Sweetness)
Conditioned Stimulus
(Mariah’s Lollipop Bling)
Conditioned Stimulus
(Sweetness)

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Lollipop Bling Uses Classical Conditioning
Mariah Carey’s new perfume ad associates the perfume with the look and sweetness of
lollipops.
Textbook
Identify the target market for this ad. Best guess is that the target market is pre-teen girls, or
mothers and grandmothers of teens who would like them to be sweet and cute.

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Instrumental Conditioning Process
Instrumental Conditioning process is when the consumer is an active participant. His or her
response is instrumental in getting a positive reinforcement (reward) or avoiding negative
reinforcement (punishment). Instrumental conditioning is dependent on reinforcement. Two
concepts relevant to marketers are schedules of reinforcement and shaping.
• Schedules of reinforcement can be continuous or intermittent. Learning occurs rapidly
with continuous reinforcement, but the behavior is likely to cease when the
reinforcement stops. Learning occurs more slowly with intermittent reinforcement, but
the behavior lasts longer.
• Shaping is the reinforcement of successive acts that lead to a desired behavior pattern.
Textbook
Pages 130 - 132
Behavior (Consumer
uses product or
service)
Positive or negative
consequences occur
from use of product,
leading to reward or
punishment
Increase or decrease
in probability of
repeat behavior
(purchase)

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Kyocera Focuses on Negative Outcomes
A negative consequence can influence consumer behavior.
Textbook

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Shaping
This is the definition of “shaping”:
Textbook
Page 132
Shaping is the reinforcement of successive acts that lead
to a desired behavior pattern.

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The Shaping Process
In a promotional context, shaping procedures are often used as part of the introductory
program for new products.
Textbook

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Cognitive Learning Theory
Cognitive learning theory focuses on the more complex mental processes that underlie
consumer behavior, and it has dominated the field of consumer behavior in recent years.
Because consumer behavior typically involves choices and decision making, the cognitive
perspective has particular appeal to marketers.
Textbook
Pages 132 - 133 / Figure 4 - 10
Insight
Goal Achievement
Goal
Purposive Behavior

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External Influences on Consumer Behavior
Consumers do not make purchase decisions in isolation. Any number of external factors may
influence consumer decision making, including:
Textbook
Pages 133 - 137 / Figure 4 - 11
• Culture: Learned meanings, values, norms, and customs shared by a society. It is the
broadest and most abstract influence on buyer behavior.
• Subcultures: Smaller groups within cultures whose beliefs, values, norms, and patterns of
behavior set them apart from the larger cultural mainstream. Subcultures can be based
on age, geography, religion, and ethnicity.
• Social Class: Homogenous divisions in a society into which people sharing similar
lifestyles, values, norms, interests, and behaviors can be grouped.
• Reference Groups: A group whose presumed perspectives or values are being used by an
individual as the basis for his or her judgments, opinions, and actions. It is one of the
primary factors influencing our purchase decisions.
• Situational Determinants: Specific situation in which consumers make a purchase
decision or plan to use a product or service. Situational determinates include the usage
situation, the purchase situation, and the communications situation.

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Subculture Ads
The three largest subcultures in the United States are African-Americans, Hispanics, and
Asians. These subcultures are important to marketers because of their size, growth,
purchasing power, and distinct purchasing patterns. There are also three broad levels of
social classes in the U.S.:
• Upper class (14%)
• Middle class (70%)
• Lower class (16 %)
Textbook
Pages 134 - 135 / Figure 4 - 17
Consumers within each social class often have similar values, lifestyles, and buying behavior.

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Reference Groups
A group whose perspectives or values are being used as the basis for one’s…
• Judgments
• Opinions
• Actions
Types of reference groups:
• Associative
• Aspirational
• Disassociative
Textbook
Pages 135 - 136

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Situational Determinants
The specific situation in which consumers plan to use the product directly affects their
perceptions, preferences, and purchasing behaviors.
• Usage situation: The circumstance in which the product will be used (Private versus
public use, for example).
• Purchase situation: The environment at the time of purchase. Time constraints,
store environment, and other factors may all have an impact.
• Communications situation: The condition in which an advertising exposure occurs.
For example, listening to the radio with friends.
Textbook
Pages 136 - 137

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Alternative Approaches
Consumer researchers complement psychological approaches to understanding consumer
behavior with perspectives driven from scientific disciplines. These disciplines include
economics, sociology, anthropology, philosophy, semiotics, neuroscience, and history.
Textbook
Pages 137 - 138
Complimentary
Approaches
Participant
observation
Individual
interviews
Ethnographies
New
Methodologies
Cultural
influences
Social influences
Environmental
influences
New
Insights

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