This document provides an overview of key concepts in consumer behavior and marketing strategies. It discusses 1) the importance of understanding consumer behavior and purchase decision processes, 2) the stages of consumer decision making including problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation, and 3) how marketers can influence consumer attitudes through advertising by changing beliefs about product attributes or the importance of attributes. The document also covers consumer learning processes including conditioning, thinking and modeling behavior.
It is one of the presentations I have done during my Masters Degree( MBA) about different aspects of Advertising which discusses advertising message,types of appeals and department of advertising
It is one of the presentations I have done during my Masters Degree( MBA) about different aspects of Advertising which discusses advertising message,types of appeals and department of advertising
Assessment the impact of Sales promotion tools on increasing Consumers purcha...David mwakanyamale
This research paper aim to assess the impact of sales promotion on influencing consumer purchasing towards beverage companies in Tanzania. A case study of Tanzania breweries limited mwanza plant
This project gives you information on the types and modes of advertising.
Later on it focuses more on the advertising of bags and people's opinion on advertising and media.
The following slide describes Promotion Mix of Marketing Mix which is the Market Promotion consisting of Promotion strategy and its elements such as Personal selling, Sale promotion, Advertising, Publicity, Public relations, etc and it's meaning, merits and demerits. course - Agricultural Marketing, Trade and Prices of Agricultural Economics Department
This Presentation describes the fourth P of Marketing. The presentation discuss Promotion Definition, Integrated Marketing Communication Process, Promotion Mix, Marketing Communication, Marketing Communication Process, Objectives of Promotion, Advertising, Sales Promotion, Public Relation and Direct Marketing
Assessment the impact of Sales promotion tools on increasing Consumers purcha...David mwakanyamale
This research paper aim to assess the impact of sales promotion on influencing consumer purchasing towards beverage companies in Tanzania. A case study of Tanzania breweries limited mwanza plant
This project gives you information on the types and modes of advertising.
Later on it focuses more on the advertising of bags and people's opinion on advertising and media.
The following slide describes Promotion Mix of Marketing Mix which is the Market Promotion consisting of Promotion strategy and its elements such as Personal selling, Sale promotion, Advertising, Publicity, Public relations, etc and it's meaning, merits and demerits. course - Agricultural Marketing, Trade and Prices of Agricultural Economics Department
This Presentation describes the fourth P of Marketing. The presentation discuss Promotion Definition, Integrated Marketing Communication Process, Promotion Mix, Marketing Communication, Marketing Communication Process, Objectives of Promotion, Advertising, Sales Promotion, Public Relation and Direct Marketing
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
The Impact of Business Propaganda_ Understanding its Role and Effects on Cons...Stephen Taylor Propaganda
In the world of business, propaganda plays a significant role in shaping public opinion and influencing consumer behaviour. Business propaganda, also known as corporate propaganda, refers to the strategic dissemination of information or ideas by businesses to promote their products, services, or overall brand image.
The concept of business propaganda has a long history that dates back to ancient times. However, it gained prominence during the early 20th century with the rise of mass media and advertising. Since then, businesses have utilised various tactics and techniques to craft persuasive messages that appeal to consumers and advance their interests.
Business Case #5 Marketing Communications Marketing i.docxRAHUL126667
Business Case #5
Marketing Communications
Marketing is the process through which a firm creates value for its customers by delivering (place)
the goods and services (product) that meet their needs and wants. For this to be sustainable, the
firm must monetarily capture a portion of the value created (price). And for this exchange to occur,
the consumer must be aware of the product’s existence, its value proposition, its place of
availability, and its price. Advertising and sales promotions are the main communication tools by
which companies convey this information and further persuade current and prospective customers
to engage in a value exchange with the firm.
This note identifies the main issues involved in the effective management of the marketing
communication process. It first defines the purpose of communication. Then it classifies the tools
available to communicate with consumers. In the sequel, it elaborates on how consumers respond
to communication attempts. Finally, it lays out a framework for marketers to manage the entire
communication process.
Purposes of Communication
The ultimate purpose of marketing communication is to influence consumers to engage in a value
exchange with the firm. It does so by informing and persuading consumers. Marketing
communications inform consumers of the existence (awareness) and benefits of products, services,
and ideas. It also persuades consumers to change their attitudes and behaviors regarding goo ds and
services. There are, thus, four broad types of intermediary communication goals to be achieved:
Awareness: To capture one’s attention to a product, service, or idea.
Information: To convey factual information about a product, service, or idea.
Attitude (or image): To persuade consumers to change their attitude regarding a brand.
Call-to-action: To persuade consumers to act through specific behavior (e.g., purchase).
If done correctly, these intermediary goals of informing and persuading should eventually lead to
a value exchange. How this is achieved in practice can be understood by looking at the consumer’s
decision-making process (DMP).
Decision-Making Process
While the desired end result of all marketing activities, including communication, is typically an
exchange (often money for goods/services), there is a typical sequence of steps a consumer goes
through that lead up to this event. This sequence of steps or stages defines the consumer’s decision -
making process. A valid communication goal could be just to move the customer from one of these
early steps to the next. Determining the elements of a marketing communication strategy begins
with a careful analysis of the target consumers’ DMP.
Business Case #5
Figure 1 shows the types of responses—categorized as cognitive, affective, and behavioral—
required from consumers to move them along a typical DMP for a short lifecycle category (e.g.,
confectionary). In ...
Advertising, its role and importance in the marketing of consumer productResearchWap
The research will be carried out to find out the adverting philosophy in our industries.
The study is specifically undertaken to know the role and importance of global advertisement on consumers attitudes and preference in the firms products and also to know the reasons for recent increase in the advertisement both by the manufacturing and services of the company.
To study consumers reactions towards the product and as well to study consumers reaction the company advertisement.
The study will help to know the image that the company commands, generally in the market and the image it creates in consumers concerning certain products of the organization. The marketing activities are becoming complex as a result of increasing stiff competition from various manufacturers to support their existence in the market places.
A lot of product are now struggling for the few earned by consumer naira. One must focus more attention on the importance of advertising, which is to inform and persuade consumer towards products and attribute benefits.
Manufacturing organization are making serious effort to motivate people towards purchasing their products and at the same time protect goods image of the organization. While focusing attention on advertising it must be equally, borne in mind that consumers are often irrational, unpredictable and erratic in their behaviours.
Therefore, there is need to understand the behaviour of consumers. However another significance of this research work includes:
1. It creates mass markets that encourage economic of scale in production.
2. It reduce distribution costs by pre-selling goods
3. It contributes to the maintenance of high quality standard by making the public aware of the identify of the manufacturer.
4. It also provides information about old and new product.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
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2. Free Content writing
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4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
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In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Marketing Training In BangaloreHoney385968
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Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. 2
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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
Page 114 / Figure 4 - 5
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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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
15. This is an example of a creative tactic used to get the attention of the consumer.
15
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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
Pages 118 / Exhibit 4 - 8
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.
23. 23
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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?
24. 24
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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
26. 26
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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
Pages 130 / Exhibit 4 - 15
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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The Shaping Process
In a promotional context, shaping procedures are often used as part of the introductory
program for new products.
Textbook
Page 132 / Figure 4 - 9
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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