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Chapter 5
Advertising and Consumer Behavior
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Consumer Behavior
Consumer Behavior a wide spectrum of things that
affect, derive from, or form the context of human
consumption.

• Perspectives
• Consumers are Systematic decision makers
• Maximize the benefits from purchases defines the
  response
• Consumers are Active interpreters
• Cultural/social membership defines response

Ch 5 Consumer Behavior 2
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Consumer Decision-Making The Systematic Decision
Maker
I think, therefore I buy
Ch 5 Consumer Behavior 3
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The consumer decision-making process

• Need recognition
• --Functional or Emotional benefits

• Information Search and Evaluation
• --Internal and External search
• --Consideration Set
• --Evaluative Criteria

• Purchase

4. Post-purchase use and evaluation Customer
satisfaction Cognitive dissonance
Ch 5 Consumer Behavior 4
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Modes of Consumer Decision-Making

• Extended problem solving
• Limited problem solving
• Habit or variety seeking
• 4. Brand loyalty

Ch 5 Consumer Behavior 5
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Psychological Aspects of Advertising

• Brand Attitudes
• Summary evaluations that reflect preferences for
  various products and services
• Salient Beliefs
• Five to nine salient beliefs typically form the
  critical determinants of attitude

Ch 5 Consumer Behavior 6
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Key Psychological Processes

• Multi-Attribute Models (MAAMs)
• Analysis components include evaluative criteria,
  importance weights, consideration set, and
  beliefs
• Information processing and perceptual defense
• Major obstacles include cognitive consistency and
  advertising clutter (selective attention)
• The Elaboration Likelihood Model (ELM)
• Central route persuasion in high involvement
  products
• Peripheral cues rather than strong arguments
  shape attitudes toward low-involvement products

Ch 5 Consumer Behavior 7
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Consumer as Social Being
I buy what I am
Ch 5 Consumer Behavior 8
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Sociocultural Consumption
Ch 5 Consumer Behavior 9
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Ads Transmit Sociocultural Meaning
Culturally constituted world
Consumer goods
Ch 5 Consumer Behavior 10
Individual consumer
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Factors Affecting Decision Making
CONSUMER DECISIONS
Ch 5 Consumer Behavior 11