ADVERTISING: Insights from Consumer Behavior

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ADVERTISINGInsights from Consumer Behavior
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Freud the Subconscious

• Early 1900s
• ID, Superego, and Ego
• People are driven by instincts
• People arent normally aware of these drives
• They have a number of self-protection devices
• Rationalization, sublimation, etc
• These HIDE their real desires and wants
• Implications for Advertising ????

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Maslows Hierarchy of Needs

• Self-actualization needs
• self-development and realization
• Esteem needs
• self-esteem, recognition, status
• Social needs
• sense of belonging, love
• Safety needs
• security, protection
• Physiological needs
• hunger, thirst, sex

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Physiological needs
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Safety needs
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Social needs
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Esteem needs
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Which needs?
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Behaviorism Classical Conditioning

• Unconditioned stimulus
• Sex
• Unconditioned Response
• Arousal
• Conditioned stimulus
• Beer
• Conditioned Response
• Arousal

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Beer and Sex
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Beer and Sex
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Alcohol and sex
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Alcohol and Sex
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Jewellery and Sex
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Jewellery and Sex
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Gum and Sex
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Juice and Sex
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Beer and Nationalism
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Beer and nationalism
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Cognitive Consumer Decision Making

• Problem recognition
• Motivation
• Information search
• Perception
• Evaluation of alternatives
• Attitude formation
• Purchase decision
• Integration
• Post-purchase evaluation
• Learning
• Return or complaints

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Traditional Response Hierarchy

• Hierarchy of effects (1961)
• awareness
• knowledge
• liking
• preference
• conviction
• purchase

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Alternative Response Hierarchies

• High Involvement
• learn feel do
• Medium Involvement
• do feel learn
• Low Involvement
• learn do feel

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Quote of the Day

• Buy me and you will overcome the anxieties I have
  just reminded you of.
• Michael Schudson
• (Professor)