Зар сурталчилгаа ба идэвхижүүлэлт дэх хэрэглэгчийн зан төлөв
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Зар сурталчилгаа ба идэвхижүүлэлт дэх хэрэглэгчийн зан төлөв
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Зар сурталчилгаа ба идэвхижүүлэлт дэх хэрэглэгчийн зан төлөв
- 1. Зар сурталчилгаа болон идэвхиж лэлт дэхүү хэрэглэгчийн зан т л вө ө
- 2. Хэрэглэгчийн зан т л вө ө Бүтээгдэхүүн, үйлчилгээг эрж хайх, сонгох, худалдан авах, хэрэглэх болон үнэлэх, хэрэглээнээс чөлөөлөх явц дах хүмүүсийн үйл ажиллагаа, үйл явцыг хэрэглэгчийн зан төлөв гэдэг.
- 3. Идэвхитэй амьдралын хэв маягт уриалах
- 4. Хэрэглэгчийн шийдвэр гаргалт Худалдан авсны дараах нэлгээү Худалдан авах шийдвэр Хувилбаруудыг нэлэхү Мэдээлэл хайх Хэрэгцээгээ мэдрэх Шийдвэр гаргалтШийдвэр гаргалт суралцах Зохицуулан нийц лэхүү Хандлага сэхүү ойлгох д лт, сэдэлӨ өө Сэтгэл з йн процессүСэтгэл з йн процессү
- 5. Хэрэгцээгээ мэдрэх эх свэрүү Дэлгүүрийн лангуун дээрх барааг харж Дэлгүүрийн лангуун дээрх барааг харж Сэтгэл дундуур байдлаас Сэтгэл дундуур байдлаас Шинэ хэрэгцээ, шаардлагаас Шинэ хэрэгцээ, шаардлагаас Холбогдох бүтээгдэхүүнийг худаддан авах Холбогдох бүтээгдэхүүнийг худаддан авах Зах зээлээр өгөөгдөн мэдрэх Зах зээлээр өгөөгдөн мэдрэх Шинэ б тээгдэх нү үү Шинэ б тээгдэх нү үү
- 6. Шинээр үүсэж буй хэрэгцээ шаардлага? Санх гийнүү рчл лтөө ө Санх гийнүү рчл лтөө ө Хөдөлмөр эрхлэлтийн байдал Хөдөлмөр эрхлэлтийн байдал Амьдралын хэв маяг Амьдралын хэв маяг МэдлэгМэдлэг СоёлСоёл Хувийн шинж чанар Хувийн шинж чанар
- 7. Маслоугын хэрэгцээний шатлал рийг таних х гж лэхӨө өө ө үү ( рийг х гж лэх, илэрхийлэхөө өө ө үү ) рийг таних х гж лэхӨө өө ө үү ( рийг х гж лэх, илэрхийлэхөө өө ө үү ) Физиологын хэрэгцээ (идэх, унтах)Физиологын хэрэгцээ (идэх, унтах) Аюулг йн хэрэгцээү (гэр орон, хамгаалалт) Аюулг йн хэрэгцээү (гэр орон, хамгаалалт) Нийгмийн хэрэгцээ (хайрлуулах, хайрлах, хамт олон, эвсэлд нэгдэх) Нийгмийн хэрэгцээ (хайрлуулах, хайрлах, хамт олон, эвсэлд нэгдэх) Эрхэмлэх хэрэгцээ ( рийг х ндэтгэх, х лээн з ш р хөө өө ү ү ө өө ө ) Эрхэмлэх хэрэгцээ ( рийг х ндэтгэх, х лээн з ш р хөө өө ү ү ө өө ө )
- 8. З.Фрэйдын сэтгэл з йн хандлагаү Х чтэйү дарангуйлдаг Х чтэйү дарангуйлдаг Билэгдлийн шинжтэй Билэгдлийн шинжтэй Орлогч, орлуулагч зан йлү Орлогч, орлуулагч зан йлү Иж б рэн баү тодорхой бус сэдэл Иж б рэн баү тодорхой бус сэдэл Ухамсарт оюун ухаанд Ухамсарт оюун ухаанд
- 9. Хэрэглэгчийн санал, бодлыг илрүүлэх Г нзгийр лсэнү үү (нарийвчилсан ) ярилцлага Г нзгийр лсэнү үү (нарийвчилсан ) ярилцлага Эвсэл, холбоо, нийгэмлэгийг шалгах Эвсэл, холбоо, нийгэмлэгийг шалгах Фокус б лэгүФокус б лэгү Хувь х ийгү шалгах арга барил Хувь х ийгү шалгах арга барил
- 10. Сэтгэл зүйн хандлага мотивацийн судалгаа мотивацийн судалгаа Билэгдлийн х чинү з йлсийн ачү холбогдлыг онцлох Билэгдлийн х чинү з йлсийн ачү холбогдлыг онцлох Далд мэдрэмж, зориг, айдсыг илчилэх Далд мэдрэмж, зориг, айдсыг илчилэх “Юу”-наас анхаарал “яагаад”, “хэрхэн” рчл гд хөө ө ө “Юу”-наас анхаарал “яагаад”, “хэрхэн” рчл гд хөө ө ө Давуу талДавуу тал Сувъектив тайлбар нь рөө рөө Сувъектив тайлбар нь рөө рөө Маш жижиг жишээнээс чанарын рү гаргах Маш жижиг жишээнээс чанарын рү гаргах Шалгаж баталгаажуулахад х ндрэлтэй,ү боломжг йү Шалгаж баталгаажуулахад х ндрэлтэй,ү боломжг йү Сул талСул тал
- 11. Мэдээлэл эрж хайх Зах зээлийн эх свэрүү Хувийн эх свэр үү Олон нийтийн эх свэр үү Хувийн туршлага
- 12. Ойлголт • Маркетерууд дараах з йл дийг заавалү үү мэдэх шаардлагатай: – Хэрэглэгчид гадаад мэдээллийг хэрхэн мэдэрдэг – Тэд мэдээллийн эх свэрийг хэрхэн сонгожүү хэрэглэдэг – Мэдээлэл ямар утгаар ойлгогдсон байна
- 13. Ойлголтын процесс Х лээн авахү сонгох Зохион байгуулах тайлбарлах
- 14. Мэдрэх йн сурталчилгааү Явган х ний замү дээрх нэртэй усү Явган х ний замү дээрх нэртэй усү Анхилуун нэртэй пиццаү Анхилуун нэртэй пиццаү Микросхемтэй чип Микросхемтэй чип Б тээгдэх нийү үү дээж Б тээгдэх нийү үү дээж
- 15. Ойлголтыг сонгох Сонголтоо хадгалах, идэвхитэй байлгахСонголтоо хадгалах, идэвхитэй байлгах Сонголтод рт хө өСонголтод рт хө ө Сонголтод анхаарал хандуулахСонголтод анхаарал хандуулах Сонголтоо ойлгох (таних)Сонголтоо ойлгох (таних)
- 16. Далд ухамсар
- 17. Хувилбаруудыг үнэлэх Б х боломжит брэнд дү үү Брэнд A Брэнд Б Брэнд В Брэнд Г Брэнд Д Брэнд Е Брэнд Ж Брэнд К Брэнд Л Брэнд Н Брэнд П Брэнд С Брэнд M Брэнд Ө Брэнд O Сэтгэлд нийцсэн брэндийн багц Брэнд Б Брэнд Д Брэнд Л Брэнд M Брэнд Е
- 18. Үнэлгээний шалгуур Объектив шинж тэмдэг Объектив шинж тэмдэг нэҮ Онцлог Баталгаа йлчилгээҮ нэҮ Онцлог Баталгаа йлчилгээҮ Имидж Хэв маяг (стиль) Г йцэтгэлү Имидж Хэв маяг (стиль) Г йцэтгэлү Субъектив шинж тэмдэг Субъектив шинж тэмдэг Брэндийн нэлгээүБрэндийн нэлгээү
- 19. Маркетерийн үнэлгээний харагдах байдал Ажиллах х чинү чадал? З тг рийнү үү чадал? Хэтэрхий нэтэйү ? Б тээгдэх нү үү бол шинж чанар, шинж тэмдэг дийнүү б рдэл юм.ү
- 20. Хэрэглэгчийн үнэлгээний харагдах байдал Б тээгдэх н бол рү үү үБ тээгдэх н бол рү үү ү д н, р дагаваруудынү үд н, р дагаваруудынү ү багц юм.багц юм. Чиг рэгүүЧиг рэгүү нд р ургасанӨ ө тг н всийг хэрхэнө ө ө тайрах бол? Бут с г нд хэрөө ө тохирох бол? Энэ з лэгж лэхү үү машин х рш дэдө үү маань таалагдах болов уу? Уг машин хойтон зун ч гэсэн сонирхолтой хэвээр байж чадах болов уу? Гольф тоглоход ил их цаг заржүү болохоор болов уу? Дэлг ртүү байсан тэр чирг лийг энэүү чирж чадах болов уу? Сэтгэл з йүСэтгэл з йү
- 21. Олон хүчин зүйлт хандлагын загвар
- 22. Хандлагын өөрчлөлт рс лд гч брэндийн талаарх ойлголт, итгэлӨ ө ө рчл гд хөө ө ө рс лд гч брэндийн талаарх ойлголт, итгэлӨ ө ө рчл гд хөө ө ө Хандлага сгэх иж б рдэлд шинэ шинжүү ү тэмдэг нэмэгдэх Хандлага сгэх иж б рдэлд шинэ шинжүү ү тэмдэг нэмэгдэх Шинж чанарын нэ цэнийн ойлголтү рл гд хөө ө ө Шинж чанарын нэ цэнийн ойлголтү рл гд хөө ө ө Чухал шинж чанарын талаарх итгэл рчл гд хөө ө ө Чухал шинж чанарын талаарх итгэл рчл гд хөө ө ө
- 23. Худалдан авах шийдвэр ба үнэлгээ Зохицуулан нийц лэх йл явцүү ү Зохицуулан нийц лэх йл явцүү ү Урьдчилсан нэлгээү Урьдчилсан нэлгээү мн хэрэглэсэнӨ ө туршлага мн хэрэглэсэнӨ ө туршлага Шийдвэрийн д рмийн шатлалынү н лө өө Шийдвэрийн д рмийн шатлалынү н лө өө ШийдвэрШийдвэр Худалдан авах зорилго Худалдан авах зорилго Брэндэд нэнч байдалү Брэндэд нэнч байдалү Дараах нэлгээү Дараах нэлгээү Сэтгэл ханамжтай Сэтгэл ханамжтай Танин мэдэх йнү з р лд нө ө өө Танин мэдэх йнү з р лд нө ө өө Сэтгэл дундуур Сэтгэл дундуур
- 24. Зан үйлд суралцах Сонгодог орчин, н хц лө ө
- 25. Зан үйлийн (хэмжих хэрэгслийн) нөхцөл, орчин Зан йл давтагдахү магадлалын с лт,ө ө бууралт (худалдан авах) Зан йл давтагдахү магадлалын с лт,ө ө бууралт (худалдан авах) Гарч болох эерэг ба с р г р дагварө ө ү (шагнал, шийтгэл) Гарч болох эерэг ба с р г р дагварө ө ү (шагнал, шийтгэл) Зан йлү (хэрэглэгч б тээгдэх н,ү үү йлчилгээгү хэрэглэх) Зан йлү (хэрэглэгч б тээгдэх н,ү үү йлчилгээгү хэрэглэх)
- 26. Танин мэдэхүйн суралцах үйл явц Зориудын буюу зорилтот зан үйл Зориудын буюу зорилтот зан үйл мэдрэхмэдрэх Зорилго амжилттай болох Зорилго амжилттай болох ЗорилгоЗорилго
- 27. Хэрэглэгчийн зан үйлд нөлөөлөх гадаад хүчин зүйл Соёл Дэд соёл Нийгмийн анги Н л л гч б лэгө өө ө ү Н хц лө ө байдал
- 28. Хандлагын хувилбарууд Магтан сайшаах хандлагууд Магтан сайшаах хандлагууд Оролцогчдын ажиглалт Оролцогчдын ажиглалт Ганцаарчилсан ярилцлага Ганцаарчилсан ярилцлага Угсаатны з йүУгсаатны з йү Шинэ арга з йүШинэ арга з йү Соёлын н лө өөСоёлын н лө өө Нийгмийн н лө өөНийгмийн н лө өө Орчны н лө өөОрчны н лө өө Шинэ ойлголтуудШинэ ойлголтууд
Editor's Notes
- Relation to textThis slide relates to page 111 of the text. Summary OverviewThis slide presents the definition of consumer behavior. Marketers’ success in influencing purchase behavior depends on how well they understand consumer behavior. They must know the specific needs consumers are trying to satisfy and how those needs translate into purchase criteria. Use of this slideThis slide can be used as part of a discussion of X
- Relation to textThis Summary Overview This Use of this Slide This
- Relation to textThis slide relates to material on p. 113 and Figure 4-1 of the text. Summary OverviewThis slide shows the stages in the consumer decision-making process and the relevant internal psychological processes that relate to each stage. These stages include: Problem recognition – consumer perceives a problem or need or want and becomes motivated to solve or satisfy it Information search – looking for information needed to make a decision Alternative evaluation – considering other brands or alternatives Purchase decision – actual purchase of the product or service Post-purchase evaluation – compares level of performance with expectations and results in consumer becoming satisfied or dissatisfied Also included in this slide are the relevant internal psychological processes that occur at each stage of the decision process. These include: Motivation – factors that compel a consumer to take a particular action Perception – the process by which consumers receive, select, organize, and interpret information to create a meaningful picture Attitude formation – overall feeling toward, or an evaluation of, an object Integration – the way product knowledge, meanings, and beliefs are combined to evaluate two or more alternatives Learning – process by which individuals acquire the purchase and consumption knowledge they apply to future related behavior Use of this slideThis slide can be used to introduce the consumer decision making process and the relevant internal psychological processes that occur during each stage of this process.
- Relation to textThis slide relates to material on pp. 113-114 of the text. Summary OverviewThe first stages of the decision-making process is problem recognition, which occurs when the consumer perceives a need and becomes motivated to solve the problem. Problem recognition is caused by a difference between what the consumer wants and what the consumer has. Recognition that there is a problem can be triggered by both internal and external factors. Some of the sources of problem recognition are: Out of stock – consumers use their existing supply and it must be replenished Dissatisfaction – consumers become dissatisfied with the current state of affairs and/or product being used New needs/wants – changes in consumers’ lives often result in new needs/wants Related products/purchases – other needs are stimulated by the purchase of a product Market-induced recognition – marketers encourage consumers to be dissatisfied with their current situation, and they try to create new needs and wants New products – innovative products are introduced and brought to the attention of consumers Use of this slideThis slide can be used to show the various sources of problem recognition. Advertisers attempt to respond to, as well as influence, problem recognition, as this is where the consumer purchase process begins.
- Relation to textThis slide relates to information found on page 114 of the text. Summary Overview This slide shows the changes in consumers’ lives that can trigger new needs and wants. For instance, when you graduate from college and begin a career, it may be necessary to change your wardrobe. Or, work hours may restrict or prohibit activities that you once enjoyed, such as watching a particular show at a particular time or taking a nap after lunch. Likewise, it may require moving to a new city or finding more reliable transportation. Use of this Slide Use this slide to discuss how changes in one’s life can trigger new needs and wants.
- Relation to textThis slide relates to material on pp. 115-116 and Figure 4-2 of the text. Summary OverviewTo better understand the reasons underlying consumer purchases behavior, marketers devote considerable attention to examining motives, which are factors that compel a consumer to take a particular action. One of the most popular approaches to understanding consumer motivation is based on the classical theory of human motivation by Abraham Maslow. His hierarchy of needs theory postulates five basic levels of human needs, arranged in a hierarchy based on their importance. There are several points regarding this theory of motivation that should be made. Lower-level needs are an ongoing source of motivation for consumer purchase behavior People are unlikely to move through the needs hierarchy in a stair-step manner. Because basic, lower level needs are met in most developed countries, marketers often target consumers’ higher-level needs in order to sell products. Advertising can be used to show how a brand can fulfill these needs. Use of this slideThis slide can be used to introduce Maslow’s hierarchy of needs and how marketers must determine which of those needs their product or service will meet to make a sale.
- Relation to textThis slide relates to material on page 116 of the text. Summary OverviewOne approach to the study of human motivation is psychoanalytic theory, which was pioneered by Sigmund Freud. This approach to motivation focuses on the deep-rooted motivations that underlie behavior and often lie in the subconscious. Some of the factors associated with psychoanalytic theory include: Strong inhibitions Symbolic meaning of products and brands Surrogate behaviors Complex and unclear motives Use of this slideThis slide can be used as part of a discussion of Freudian psychoanalytic theory and how it relates to studying motives that might influence consumer behavior.
- Relation to textThis slide relates to material on pp. 116-117 and Figure 4-3 of the text. Summary OverviewThose who relate psychoanalytic theory to consumer behavior believe that a consumer’s motivation for purchasing is often complex and unclear to the casual observer, and often to consumers themselves. Therefore, these motives can only be determined by probing the subconscious. This type of approach is called motivation research. Some of the research methods used to probe the consumers mind include: In-depth interviews – unstructured interviews where the participant is encouraged to speak freely. Designed to obtain insights into motives, ideas, and opinions. Projective techniques – projecting internal states upon external objects. Designed to gain insights into values, motives, attitude, or needs. Association tests – participant is asked to respond to the first thing that comes to mind when they are presented with a stimulus (picture, word) Focus groups – small groups brought together to discuss particular products, ideas, or issues. Use of slideThis slide can be used to show the various techniques that marketers can use to probe deeply into the motives that may underlie purchase decisions. Insights can be used as a basis for advertising messages aimed at buyers’ deeply rooted feeling, hopes, aspirations, and fears. Such strategies can often be more effective than rationally based appeals.
- Relation to textThis slide relates to material on pp. 117-118 of the text. Summary OverviewThis slide outlines the pros and cons of psychoanalytic theory and motivation research. Advantages of motivation research include: Reveals hidden feeling, drives, and fears Highlights importance of symbolic factors Shifts attention from what and to “how” and “why” Problems associated with motivation research include: Qualitative input often comes from small samples of consumers Varying and subjective interpretations that are made by researchers It can be difficult to verify or validate finding from motivation research studies Use of slideThis slide can be used to discuss the pros and cons of motivation research. Although it has its critics, motivation research can further our understanding of consumer behavior. Understanding the motives that underlie consumer purchases is valuable to the development of effective IMC programs.
- Relation to textThis slide relates to material on pp. 118-119 of the text. Summary OverviewThe second stage of the consumer decision making process is information search. Once consumers perceive a problem or need they begin to search for information needed to make a purchase decision. The various sources of information are shown on this slide. Personal sources – friends, relative, co-workers Market sources – information from advertisers, salespeople, in-store displays and the Internet Public sources, etc. – articles in magazines or newspapers Personal experience – handling, examining, or using the product Use of this slideThis slide can be used to show the various sources consumers use in the information search stage of the decision process. Determining how many and which sources of external information to use involves several factors, including the importance of the purchase decision, the effort needed to acquire information, the amount of past experience, the degree of perceived risk associated with the purchase, and the time available.
- Relation to textThis slide relates to the information on page 119 of the text. Summary Overview Knowledge about how consumers acquire and use information from external sources is important to marketers in formulating communication strategies. This slide shows the key information needed from and about consumers. Use of this Slide Use this slide to introduce the topic of perception and how it influences advertising.
- Relation to textThis slide relates to the information found on page 119 of the text. Summary Overview This slide shows the process of perception, by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. Perception is an individual process; it 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. Use of this Slide Use this slide to introduce the topic of perception.
- Relation to textThis slides relates to information on page 119 of the text. Summary Overview Sensation is an immediate, direct response of the senses to taste, smell, sight, touch, or sound. Marketers sometimes try to increase the level of sensory input so that their advertising messages will get noticed. For instance, Bloomingdale’s sprayed perfume on the sidewalks outside the store to introduce a new fragrance. Kraft Foods promoted DiGiorno Garlic Bread pizza with scent strip cards in stores. Avon uses scent strips for many products, and offers samples as well. Some advertisers have even inserted microchips into their print ads to play a song or deliver a message. Use of this Slide Use this slide to point out some of the tactics that marketers use to increase sensory responses.
- Relation to textThis slide relates to material on pp. 121-124 and Figure 4-5 of the text. Summary OverviewSelectivity occurs at all stages of the consumer’s perceptual process. It is a filtering process in which internal and external factors influence what is received and how it is processed and interpreted. The sheer volume and complexity of the marketing stimuli a person is exposed to in a day requires that this filtering occur. Selective perception occurs as: Selective exposure – occurs as consumers choose whether to make themselves available to information Selective attention – occurs when the consumer chooses whether to focus attention on certain stimuli while excluding others. Selective comprehension – occurs when consumers interpret information on the basis of their own attitudes, beliefs, motives, and experiences. Selective retention – occurs as consumers cannot recall all of the information they receive but may choose to retain information of particular relevance. Use of this slideThis slide can be used to discuss the selective perception process.
- Relation to textThis slide relates to the subliminal perception topic on page 122 and Ethical Perspective 4-1 on page 123. Summary Overview 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. Use of this Slide Use this slide to introduce the use and ethical implications of subliminal advertising messages.
- Relation to textThis slide relates to material on pp. 122-116 of the text, which discusses the alternative evaluation process. Summary OverviewAfter acquiring information during the information search stage the decision process, the consumer moves to alternative evaluation. In this stage, the consumer compares the various brands or products he or she has identified as being capable of solving the consumption problem or satisfying needs. The brands identified as potential purchase options are referred to as the consumer’s evoked set. The evoked set is usually a manageable number of brands which can be compared closely. 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. Use of this slideThis slide can be used to discuss the alternative evaluation process and the concept of the evoked set.
- Relation to textThis slide relates to material on p. 124 of the text. Summary OverviewEvaluative criteria are the dimensions or attributes of a product or service that are used to compare different alternatives. Two types of criteria are: Objective – based on concrete attributes that are tangible and can be directly judged or experienced by the consumer, such as price or warranty. Subjective – based on abstract attributes that are intangible and more subjective in nature, such as style, appearance, or product image. Use of this slideThis slide can be used to show the type of criteria used by consumers to evaluate alternatives.
- Relation to textThis slide relates to material on p. 124 of the text. Summary OverviewMany 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. Use of this slideUse this slide to explain a marketer’s perspective; the next slide shows the product from the consumer’s perspective.
- Relation to textThis slide relates to material on p. 124 of the text. Summary OverviewConsumers tend to think of products or services in terms of their consequences, which are specific events or outcomes that consumers experience when they purchase and/or consume a product or service. The slide shows what a consumer might think about a riding lawn mower in terms of various functional and psychological consequences associated with the product. Use of this slideThis slide can be used to show how the consumer’s view of products and services differs from that of the marketer, which was shown in the previous slide.
- Relation to textThis slide relates to the information found on page 125 of the text. Summary Overview 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. Use of this Slide Use this slide to introduce the analytical side of marketing research.
- Relation to textThis material relates to pp. 125-126 of the text, which discusses multiattribute attitude models. Summary OverviewThe multiattribute model shown in the 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 least 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. Use of this slideThis slide can be used to show ways marketers can influence consumer attitudes. By understanding the beliefs that underlie consumers’ evaluations of a brand and the importance of various attributes or consequences, the marketer is better able to develop communication strategies for creating, changing, or reinforcing brand attitudes.
- Relation to textThis slide relates to material on pp. 126-128. Summary OverviewThis slide shows 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. Use of this slideThis slide can be used as part of a discussion about how consumers make purchases based on decision rules, that a purchase decision is not the same as the actual purchase, and that the consumer decision process does not end with the purchase.
- Relation to textThis slide relates to pp. 130-131 of the text. Summary Overview 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. Use of this Slide Use this slide to introduce behavioral learning theory and classical conditioning.
- Relation to textThis slide relates to material on pp. 131-133 and Figure 4-8 of the text. Summary OverviewInstrumental 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. Use of this slide|This slide can be used to explain the concept of instrumental conditioning.
- Relation to textThis slide relates to p. 133 and Figure 4-10 of the text. Summary OverviewThis slide shows the 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. Use of this slideThis slide can be used to explain the cognitive learning theory, which focuses on the more complex mental processes that underlie consumer behavior.
- Relation to textThis slide relates to pp. 134-137 and Figure 4-11 of the text. Summary OverviewA number of external factors have been identified that may influence consumer decision making. This slide summarizes those influences. Culture – the 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 – the specific situation in which consumers make a purchase decision or plan to use the product or brand. Situational determinates include the usage situation, the purchase situation, and the communications situation. Use of this slideThis slide can be use to explain the external factors than affect consumers purchase decisions. Marketers consider all of these influences in developing advertising and promotional strategies.
- Relation to textThis slide relates to pp. 137-138 of the text. Summary Overview 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. (Global Perspective 4-1 demonstrates an effective utilization of cultural anthropology and IMC.) Use of this Slide Use this slide to compliment a discussion about alternative approaches to understanding consumer behavior.