Lecture Advertising and promotion (2/e) – Chapter 5: Starting with the consumer

Chapter 5 - Starting with the consumer: developing consumer insights. The goals of this chapter are: To understand the role consumer behaviour plays in the development and implementation of IMC programs; to understand the consumer decision-making process and how it varies for different types of purchases; to understand various internal psychological processes, their influence on consumer decision making, and implications for IMC;...

ed stimulus stimulus (grapes) (grapes) Unconditioned Unconditioned response response (fresh (fresh and and moist) moist) Association develops through contiguity and repetition Conditioned Conditioned stimulus stimulus (Lancôme (Lancôme moisturiser) moisturiser) Conditioned Conditioned response response (fresh (freshand andmoist) moist) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 5-46 Classical conditioning Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 5-47 Operant conditioning process Behaviour Behaviour (consumer (consumer uses uses product product or or service) service) Behaviour that is reinforced strengthens the bond between a stimulus and a response Positive Positive or or negative negative consequences consequences occur occur (reward (reward or or punishment) punishment) Increase Increase or or decrease decrease in in probability probability of of repeat repeat behaviour behaviour (purchase) (purchase) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 5-48 Shaping procedures in marketing Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 5-49 Cognitive learning process Goal Goal Purposive Purposive behaviour behaviour Insight Insight Goal Goal achievement achievement Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 5-50 Attitudes Integration Perceptions Motivation Consumer Decision-Making Models Culture Consumer Decision-Making Processes Learning Influences on Consumer Decision Processes Sub-Culture Behavioural Reference Groups Studying CB Cognitive Interpretive/ Post Modern Situational Determinants Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 5-51 Environmental influences on consumer behaviour Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 5-52 Subcultures Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 5-53 Reference groups Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 5-54 Situational determinants Types Types of of structural structural determinants determinants Usage Usage situation situation Purchase Purchase situation situation Communications Communications situation situation Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 5-55 ... conditioning process Behaviour Behaviour (consumer (consumer uses uses product product or or service) service) Behaviour that is reinforced strengthens the bond between a stimulus and a response... conclusions  This presentation provides an overview of consumer behaviour and some of the methods used to conduct consumer research  A five-stage model of consumer decision making consists of problem... post-purchase evaluation  The consumer decision process model views consumer behaviour primarily as a cognitive orientation  Behavioural learning can also shed light on consumer decision making