Perspectives onConsumer BehaviorPerspectives onConsumer Behavior

Information search Perception

Postpurchase evaluation Learning

Purchase decision Integration

Alternative evaluation Attitude formation

Problem recognition Motivation

Purchase decision Integration

Consumer Decision Making

Decision StageDecision Stage Psychological ProcessPsychological Process

Alternative evaluation Attitude formation

Information search Perception

Problem recognition Motivation

Ads Help Consumers Recognize Problems

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Safety needs (security, protection)Safety needs (security, protection)

Social needs (sense of belonging, love)Social needs (sense of belonging, love)

Esteem needs (self-esteem, recognition, status)

Esteem needs (self-esteem, recognition, status)

Self-actualization needs (self-development, realization)

Self-actualization needs (self-development, realization)

Physiological needs (hunger, thirst)Physiological needs (hunger, thirst)

Maslow’s Hierarchy of Needs

Safety needs (security, protection)Safety needs (security, protection)

Social needs (sense of belonging, love)Social needs (sense of belonging, love)

Esteem needs (self-esteem, recognition, status)

Esteem needs (self-esteem, recognition, status)

Physiological needs (hunger, thirst)Physiological needs (hunger, thirst)

Nurturance, Love and Belonging

Stronginhibitions

Stronginhibitions

SymbolicmeaningsSymbolicmeanings

SurrogatebehaviorsSurrogatebehaviorsSurrogatebehaviorsSurrogatebehaviors

SymbolicMeanings &

Sex Drive

SymbolicMeanings &

Sex Drive

Id, Ego, Superego / Ethos-Thanatos

Id, Ego, Superego / Ethos-Thanatos

Complex and unclear motives

Complex and unclear motives

Freudian Psychoanalytic Approach

SubconsciousMind

SubconsciousMind

Go Daddy: Does “sex sell?”

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Selective retentionSelective retention

Selective comprehensionSelective comprehension

Selective attentionSelective attention

Selective exposureSelective exposure

Selective comprehensionSelective comprehension

Selective attentionSelective attention

Selective exposureSelective exposure

The Selective Perception Process

Evaluation of Alternatives

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

Kelly is All the Tire You Need

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ObjectiveObjectiveObjectiveObjective

Two Forms of Evaluative Criteria

Evaluative CriteriaEvaluative Criteria

Price

Warranty

Service

Price

Warranty

Service

Style

Appearance

Image

Style

Appearance

Image

SubjectiveSubjective

Change perceptions or beliefs about competing brand and their attributesChange perceptions or beliefs about competing brand and their attributes

Add a new attribute to the attitude formation mix

Add a new attribute to the attitude formation mix

Change perceptions of the value of an attribute

Change perceptions of the value of an attribute

Change beliefs about an important attributeChange beliefs about an important attribute

Add a new attribute to the attitude formation mix

Add a new attribute to the attitude formation mix

Change perceptions of attribute valuesChange perceptions of attribute values

Change beliefs about attribute levelsChange beliefs about attribute levels

Ways to Change Attitudes

Adding Attributes Changes Attitudes

Purchase Decision and Evaluation

Integration processes

Integration processes

Pre-evaluation

Pre-evaluation

HeuristicsHeuristics

Affect referral

decision rule

Affect referral

decision rule

DecisionDecision

Purchase intentionPurchase intention

Brand loyaltyBrand loyalty

Post evaluation

Post evaluation

SatisfactionSatisfaction

Cognitive dissonanceCognitive

dissonance

Dis-satisfaction

Dis-satisfaction

Unconditionedstimulus(grapes)

Unconditionedstimulus(grapes)

Conditionedstimulus(Lancôme

moisturizer)

Conditionedstimulus(Lancôme

moisturizer)

Unconditionedresponse

(fresh and moist)

Unconditionedresponse

(fresh and moist)

Unconditionedstimulus(grapes)

Unconditionedstimulus(grapes)

Conditionedstimulus(Lancôme

moisturizer)

Conditionedstimulus(Lancôme

moisturizer)

Unconditionedresponse

(fresh and moist)

Unconditionedresponse

(fresh and moist)

Classical Conditioning Process

Association develops throughAssociation develops throughcontiguity and repetitioncontiguity and repetition

Conditionedresponse

(fresh and moist)

Conditionedresponse

(fresh and moist)

Classical Conditioning for Cosmetics

Personality & Consumer Behavior

The Big 5 (OCEAN)

Openness to ExperienceConscientiousness

ExtraversionAgreeablenessNeuroticism

Inner-Directed vs. Outer-Directed Types

Emotion in Advertising

What role does emotion play in influencing consumers?

What is the role of emotion in advertising?