advertising reminds consumers of how advertising responds to their needs. Whether a particular ad will be attended to and interpreted depends to a large degree on the consumer’s personality, needs, motives, expectations, and experiences.

1. Advertising/Promotion:
Perspectives on
Consumer Behavior
Seta A. Wicaksana
www.humanikaconsulting.com

2. Seta A. Wicaksana
0811 19 53 43
wicaksana@humanikaconsulting.com
• Managing Director of Humanika Amanah Indonesia – Humanika Consulting
• Managing Director of Humanika Bisnis Digital – hipotest.com
• Wakil Ketua Asosiasi Psikologi Forensik Indonesia wilayah DKI
• Business Psychologist
• Certified of Assessor Talent Management
• Certified of Human Resources as a Business Partner
• Certified of Risk Professional
• Certified of HR Audit
• Certified of I/O Psychologist
• Dosen Tetap Fakultas Psikologi Universitas Pancasila
• Pembina Yayasan Humanika Edukasi Indonesia
• Penulis Buku : “SOBAT WAY: Mengubah Potensi menjadi kompetensi” Elexmedia
Gramedia 2016, Industri dan Organisasi: Pendekatan Integratif menghadapi perubahan,
DD Publishing, 2020. Human Factor Engineering: Manusia dan Lingkungan Kerja. DD
Publishing, 2021, Psikologi Industri dan Organisasi, DD Publishing, 2021
• Organizational Development Expertise
• Sedang mengikuti tugas belajar Doktoral (S3) di Fakultas Ilmu Ekonomi dan Bisnis
Universitas Pancasila Bidang MSDM Disertasi Peran Utama Budaya Organisasi dalam
Agilitas Organisasi di Lembaga Pemerintah Non Kementrian XYZ
• Fakultas Psikologi S1 dan S2 Universitas Indonesia
• Mathematics: Cryptology sekolah ikatan dinas Akademi Sandi Negara

3. Consumer
Behavior
The process and activities
people engage in when
searching for, selecting,
purchasing, using, evaluating,
and disposing of
products and services

4. Appealing to
an Active
Lifestyle

5. Consumer Decision Making
Postpurchase evaluation
Purchase decision
Alternative evaluation
Information search
Problem recognition
Decision-Making
Learning
Integration
Attitude formation
Perception
Motivation
Psychological Process

6. Sources of Problem Recognition
Out of Stock Dissatisfaction New Needs or Wants
Related Products,
Purchases
Market-Induced
Recognition
New Products

7. Ads help
Consumers
Recognize
Problems
This ad is an example of
how an ad can be used to
create problem
recognition in consumers.

8. What Prompts New Needs/Wants
Financial Changes Employment Status Lifestyle
Knowledge Culture Personality

9. Problem Recognition

11. Burger Appeals to Need for Hunger

12. Strong inhibitions
Symbolic meanings
Complex and unclear motives
Surrogate behaviors

13. Probing the Minds
of Consumers

14. The Psychoanalytic Approach
Motivation
Research
Highlights importance
of symbolic factors
Reveals hidden
feelings, drives and
fears
Shifts attention from
“what” to “how” and
“why”
Pros
Varying, subjective
interpretations
Qualitative results
from very small
samples
Difficult or impossible
to verify or validate
Cons

15. Information Search

16. Perception
• Marketers want to know
• How consumers sense
external information
• How they select and
use sources of
information
• How information is
interpreted and
given meaning

18. Using Color
to Focus
Attention
Because the perceptual process is often
influenced by the characteristics of a
stimulus, companies often use color in
their ads to make the product stand
out, thus grabbing the attention of the
consumer.

19. Sensory Advertising
Perfume on sidewalks
Scented cards
Product Samples

20. Selecting Information

21. Interpreting Information
Once a consumer selects and attends to a stimulus, the perceptual process focuses on
organizing, categorizing, and interpreting the incoming information. This stage of the
perceptual process is highly individualized and is influenced by internal psychological
factors. For example, some ads are objective, and their message is clear and
straightforward. Other ads are ambiguous; their meaning is strongly influenced by the
consumer’s individual interpretation.

22. Selective Perception
Selective retention
Selective exposure
Selective attention
Selective comprehension

23. Subliminal
Perception
• Advertisers know consumers
use selective perception to filter
out irrelevant or unwanted
advertising messages, so they
sometimes appeal to consumers’
subconscious. Subliminal
perception is the ability to
perceive a stimulus that is below
the level of conscious
awareness.
• Using hidden, subliminal
audio message or visual cues to
influence consumers has strong
ethical implications.

24. Evaluation of Alternatives
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

25. Evoked
Set
an ad that Spokane produced to
entice businesses to locate there.
The ad presents the many
benefits of Spokane and
encourages prospective
businesses to consider it in their
evoked set of places to locate or
relocate.

26. Evaluative Criteria
Objective Attributes
Price
Features
Warranty
Service
Image
Style
Performance
Subjective Attributes
Brand Evaluation

27. Marketer’s Evaluative View
Enough
power?
Traction
okay?
Too
pricy?
The product is a
bundle of
attributes or
characteristics
Many marketers view their products or services as a bundle of attributes. Marketers must understand that when
consumers evaluate products they view them differently, and often think terms of the consequences or outcomes
associated with using the product or service. This slide shows how a manufacturer of a riding lawn mower might
view the product primarily in terms of functional attributes.

28. Consumer’s Evaluative View
Product Is Seen As
A Set of Outcomes
Functional
How does it cut
tall, thick grass?
How close can
I get to
shrubs?
Will the neighbors
be impressed with
my lawn?
Will it still be
fun later this
summer?
Will I have
more time for
golf?
Will it pull
that
trailer I saw
at the store?
Psychological

29. Multiattribute Attitude Model
Consumer researchers and marketers have been using this attitude model to study consumer attitudes for two
decades. According to this model, consumers have beliefs about specific brand attributes, and they attach
different levels of importance to these attitudes.
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.

30. Changing Attitudes
Change perceptions or beliefs about
a competing brand
Add a new attribute to the
attitude formation mix
Change perceptions of the
value of an attribute
Change beliefs about an important attribute

31. Adding
Attributes
Changes
Attitudes
This slide shows an ad for a Panasonic
wireless projector. It is a good example of
companies attempting to add a new
attribute to the attitude formation mix. In
this ad, Panasonic is showing that they
have added wireless feature to their
product, which makes it easier and more
convenient to use.

32. Purchase Decision and Evaluation
Integration processes
Pre-evaluation
Heuristics
Affect referral
decision rule
Decision
Purchase intention
Brand loyalty
Post evaluation
Satisfaction
Cognitive dissonance
Dis-satisfaction

33. Behavioral
Learning
Classical Conditioning
Classical conditioning assumes that learning is an
associative process, with an existing relationship
between a stimulus and a response. Pavlov noticed
that his dogs would salivate at the sight of food. The
connection between food and salivation was not
taught; it is an innate reflex action. The food is an
unconditioned stimulus, and salivation is an
unconditioned response. Similarly, but in an
opposite example, most children instinctively have a
negative response when offered onions, but eagerly
accept an ice cream cone.
Pavlov was able to prove that dogs can be taught to
salivate on command, simply by ringing a bell every
time the dogs were fed. Over time, the dogs would
salivate at the sound of the bell alone, because they
expected food to follow.
Two factors are important if one is to learn through
the associative process… contiguity and repetition. If
a bell rang every time this child was offered onions,
over time she would learn to show a negative
response when the bell was run but no onions were
offered.

34. Operant (Instrumental) Conditioning
Increase or decrease in
probability of repeat
behavior (purchase)
Positive or negative
consequences occur
(reward or punishment)
Behavior
(consumer uses
product or service)
Instrumental or operant conditioning views the consumer as an active participant for
learning to occur. It is often referred to as instrumental conditioning because the
individual’s response is instrumental in getting a positive reinforcement (reward) or
avoiding negative reinforcement (punishment). This concept applies to marketing as
companies attempt to provide their customers with products and services that
satisfy their needs, thus rewarding them and reinforcing the probability of repeat
purchase.
Instrumental conditioning is dependent upon reinforcement. Two concepts relevant
to marketers are schedules of reinforcement and shaping. Schedules of
reinforcement can either be continuous or intermittent. Learning occurs most
rapidly with continuous reinforcement, but the behavior is likely to cease when the
reinforcement stops. Learning occurs more slowly with intermittent reinforcement,
but lasts longer. Shaping is referred to as the reinforcement of successive acts that
lead to a desired behavior pattern.
Reinforcement in advertising can be seen in two ways:
Ads emphasize the benefits or rewards a consumer will receive from using the
product or service.
Ad encourages consumers to use a particular product or brand to avoid unpleasant
consequences.

35. Rinso
Understands
Operant
Conditioning

36. Cognitive Learning Process
Purposive behavior
Insight
Goal achievement
Goal
How cognitive theorists view the
learning process. Cognitive learning
theorists focus on mental processes,
such as perception, motivation,
thinking, evaluation, attitude
formation, integration and decision
making, as an important part of
learning. The cognitive approach to
studying learning and decision making
has dominated the field of consumer
behavior in recent years.

37. External Influences on Consumer Behavior
Culture
Subculture
Social Class
Reference Group
Situational
determinants

38. External
Influences on
Consumer
Behavior
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.

40. Alternative Approaches
Complimentary
Approaches
Participant
observation
Individual interviews
Ethnographies
New
Methodologies
Cultural influences
Social influences
Environmental
influences
New
Insights

41. Learning and
Giving for Better
Indonesia
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