Consumer

Behavior
Rizal
Alfisyahr, SE,
MM

Business Department
Faculty of Administrative
Science

Introduction to
Consumer Behavior

Solomon Ch01 9

Perception, learning &

memory
Motivation ,
values &
involvement
Attitude, Attention,
Intention &
Consumer Decision Making
Behavior in Marketing
Strategy

Solomon Ch02; 10
Ch03
Solomon Ch04 11

3
4
5

Environment in
Marketing Strategy
Culture, sub culture, social
class, group influence &
opinion leadership
Influencing Consumer Behavior

Market
Segmentation &
Product Positioning
Consumer Behavior &
Promotional Strategy
Consumer Behavior &
Product Strategy

Olson Ch 15

Consumer Behavior &

Pricing
Strategy
Consumer Behavior &
Channel Strategy

Olson Ch 18

Kardes Ch 14

Olson Ch05;
Ch06; Ch07

12

Olson
Ch08;
Ch09;
Ch10
Olson Ch 11,
12,
13, 14;
Solomon
Ch 10

13

14

Consumer Behavior &

Contemporary
Strategy in
Marketing

Olson Ch10

15

Wrap-Up

Olson Ch 16
Olson Ch 17

Olson Ch 19

Perceptio
n
1st
Meeting

Sensation and Perception

Sensation:
The immediate response of our sensory receptors (eyes, ears,
nose, mouth, fingers) to basic stimuli such as light, color, sound,
odors, and textures

Perception:
The process by which sensations are selected, organized, and
interpreted

The Study of Perception:

Focuses on what we add to raw sensations to give them meaning

An Overview of the Perception Process

Sensory Systems
External stimuli, or sensory inputs, can be
received on a
number of diferent channels.
Inputs picked up by our fve senses are
the raw data that begin the perceptual
process.
Hedonic Consumption:

Advertisements Appeal to Our Sensory Systems

This ad for a luxury car emphasizes the contribution made by all of

our senses to
the evaluation of a driving experience.

Sensory Systems - Vision

Marketers rely heavily on visual elements in
advertising,
store design, and packaging.
Meanings are communicated on the visual
channel
through a products color, size, and styling.
Colors may influence our emotions more
directly.

This ad targets which senses?

This Finnish ad emphasizes
the
sensual reasons to visit
the city
of Helsinki.

Sensory Perceptions - Vision

Some reactions to color come from learned
associations.
(e.g. Black is associated with mourning in the United States,
whereas white is associated with mourning in Japan.)

Some reactions to color are due to biological and

cultural
differences.
(e.g. Women tend to be drawn to brighter tones and are more
sensitive to
subtle shadings and patterns)

Perceptions of Color
This ad campaign by
the San Francisco
Ballet uses color
perceptions to get
urban sophisticates
to add
classical dance to
their
packed
entertainment

Sensory Perceptions - Vision

Color plays a dominant role in Web page design.
Saturated colors (green, yellow, orange, and cyan)
are considered
the best to capture attention.
Dont overdo it. Extensive use of saturated colors can overwhelm
people and cause visual fatigue.

Trade Dress:
Colors that are strongly associated with a corporation, for which the
company may have exclusive rights for their use.

Perceptions of Color
As this Dutch
detergent ad
demonstrates
(Flowery orange
fades without
Dreft), vivid colors
are often an
attractive product

Your Assignment
Select three to five advertisements
(in any format) that target
different sensory perceptions.
Present those advertisements in 5
to
10-minutes.

Sensory Perceptions - Smell

Odors can stir emotions or create a calming
feeling.
Some responses to scents result from early
associations that call up good or bad feelings.
Marketers are fnding ways to use smell:
Scented clothes
Scented stores
Scented cars and planes
Scented household products
Scented advertisements

Sensory Perceptions - Sound

Advertising jingles create brand awareness.
Background music creates desired moods.
Sound affects peoples feelings and behaviors.
Muzak uses a system it calls stimulus progression
to increase the normally slower tempo of workers
during midmorning and midafternoon time slots.
Sound engineering:
Top-end
automakers
are
using focus groups
of
consumers
to help
designers choose appropriate sounds to elicit the proper
response.

Sensory Perceptions - Touch

Relatively little research has been done on the
effects of tactile stimulation on the consumer, but
common observation tells us that this sensory
channel is important.
People associate textures of fabrics and other
surfaces with product quality.
Perceived richness or quality of the material in
clothing is
linked to its feel, whether rough or smooth.

Sensory Perceptions - Touch

Kansai engineering: A
philosophy that translates
customers feelings into
design elements.
Mazda Miata designers
discovered that making the
stick shift (shown on the
right) exactly
9.5 cm long conveys the
optimal feeling of

Tactile Quality Associations

Tactile Oppositions in Fabrics
Perception

Male

Female

High class

Wool

Silk

Low class

Denim

Cotton

Heavy

Light

Fine

Coarse

Sensory Perceptions - Taste

Taste receptors contribute to our
experience of many
products.
Specialized companies called flavor
houses are constantly developing new
concoctions to please the changing palates
of consumers.
Changes in culture also determine the
tastes we fnd

Exposure
Exposure:
Occurs when a stimulus comes within the range of someones
sensory receptors

Consumers concentrate on some stimuli, are

unaware of others,
and even go out of their way to ignore some
messages.

Sensory Tresholds
Psychophysics:
The science that focuses on how the physical environment is
integrated into our
personal
subjective
world.

Absolute
Threshold:
The minimum amount of stimulation that can be detected on a
given sensory
channel
.

Subliminal Perception
Subliminal perception:
Occurs when the stimulus is below the level of the consumers
awareness.

Subliminal techniques:
Embeds: Tiny figures that are inserted into magazine:
advertising by using
high-speed photography or airbrushing.

Does subliminal perception work?

There is little evidence that subliminal stimuli can bring about
desired
behavioral changes.

Semiotics: The Symbols Around Us

Semiotics: Field of study that examines the correspondence between signs and
symbols and their role in the assignment of meaning.
A message has 3 components:
1)Object: the product that focuses the message
2)Sign: the sensory imagery that represents the intended meanings of
the object
3)Interpretant: the meaning derived

Semiotic Components

Figure

Semiotic (Cont.)
Signs are related to objects in one of three ways:
1)Icon: a sign that resembles the product in some way
2)Index: a sign that is connected to some object because they
share some property
3)Symbol: a sign that is related to a product through
conventional or agreedupon associations

Hyperreality: The becoming real of what is initially simulation or

hype

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Perceptual Positioning
Positioning Strategy
A fundamental part of a companys marketing efforts as it uses
elements of the marketing mix to influence the consumers
interpretation of its meaning.
Many dimensions can establish a brands position in the
Lifestyle
Competitors
marketplace:

Price Leadership
Attributes
Product Class

Occasions
Users
Quality

Perceptual
Map
Figure 2.3:
HMV
Perceptual
Map

Perceptual
Map
Figure 2.3:
HMV
Perceptual
Map

Learning &
Memory
1st Meeting

Opening Vignette: Quisp

How was Quisp brand cereal saved from product
extinction?
How can companies capitalize on products that
have been previously retired?
What makes vintage products so successful in the
marketplace?
Can you think of a product from your youth that
you would buy if it became available?

The Learning Process

Learning:
A relatively permanent change in behavior caused by experience

Incidental Learning:
Casual, unintentional acquisition of knowledge

Learning is an Ongoing Process:

Constantly being revised
Can be either simple association (logo recognition) or complex
cognitive activity
(writing an essay)

Learning is a Process
Our tastes are
formed as a result of
a learning process,
sometimes with
painful results.

Behavioral Learning Theories

Assume that learning takes place as the result of
responses to
external events.
View is represented by two major approaches to
learning:
1)Classical Conditioning
2)Instrumental Conditioning

Peoples experiences shaped by feedback they

receive as they go through life
Actions result in rewards and punishments, which

The Consumer as a Black Box

A Behaviorist Perspective on Learning

Figure

Classical Conditioning
Ivan Pavlovs Dogs
Unconditioned stimulus (UCS) Naturally capable of causing a
response.
Conditioned stimulus (CS) Does not initially cause a response
Conditioned response (CR) Response generated by
repeated paired exposures to UCS and CS. Eventually,
through learned association and repetition, the CS will
cause the CR.

Discussion Question
In the 1980s, the Lacoste
crocodile was an exclusive logo
symbolizing casual elegance.
When it was repeated on baby
clothes and other items, it lost its
cache and began to be replaced
by contenders such as the Ralph
Lauren Polo Player.
Can you think of other logos that
have lost their prestige due to
repetition?

Classical Con d itioning in Advertising

This American
Airlines ad points to
classical conditioning
as an explanation for
why their
AAdvantage
Marketing Programs
will work.
Can you identify
the UCS, CS, and
the CR in this
example?

Classical Con d itioning (cont.)

Stimulus generalization:
Tendency of a stimulus similar to a CS to evoke similar,
conditioned
responses
Masked branding: Deliberately hiding a products true
origin

Stimulus discrimination:
Occurs when a UCS does not follow a stimulus similar to a
CS.

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Marketing A pplications o f Behavior Learnin g Principles

Brand Equity:
A brand has strong positive associations in a consumers
memory and commands loyalty.

Applications of Repetition
Applications of Conditioned Product
Associations:
Semantic
associations

Loyalty t o Brands
Rewarding
consumers with
frequent flyer
miles is an
effective way to
reinforce them and
build brand loyalty.

Marketing A p plications o f
Behavior Learning Principles (cont.)
Applications of Stimulus Generalization:
Family branding
Product line
extensions
Licensing
Look-alike
packaging

Applications of
Stimulus
Discrimination:
Consumers learn to differentiate a brand from its

Instrumental Conditioning
Occurs as the individual learns to perform behaviors
that
produce positive outcomes and avoid behaviors that
yield negative outcomes
Occurs one of three ways:
Positive reinforcement
Negative reinforcement
Punishment

Positive Reinforcement

The power of positive

reinforcement.

Instrumental Conditioning (cont.)

Extinction: When a positive outcome is no longer
received, the
learned stimulus-response connection will not be maintained.
Reinforcement Schedules:
Fixed-interval
reinforcement Variableinterval reinforcement
Fixed-ratio reinforcement
Variable-ratio
reinforcement

Four Types of Learning Outcomes

CONDITION
APPLIED

EVEN
T

POSrTNE

REINFORCEMENT

POSfTIVE
BEHAVIOR

Effect: Positive event

strengthens
responses preceding
occurrence .

Learning Process:
Consumer leams to
perform responses that
produce positive outcome.

CONDITION
REMOVED
EXTIN CTlON
Effect: Removal of
positive event weake ns
responses preceding
occurrence.
Learning Process :
Consumer leams that
responses no longer
produce positive
outcome.

BEHAVIOR

PUNISHMENT

NEGATIVE
BEHAVIOR

Effect: Negative event

weakens responses that
are followed by negaUve
outcome.

Learning Process:
Consumer leams not to
perform responses
leading to punishment.

Figure 3.2

NEGATIVE
REINFORCEMENT
Effect : Removal of
negative
eventsuengthensresponse
s that allow avoidance of
negative outcome.

Learning Process:
Consumer learns to
perform responses that
allow him or her to avoid
negative outcome.

A p plications of Instrumental Conditioning

Principles
Reinforcement of Consumption:
Thank
you
Rebates
Followup
phone
calls

Freque
ncy
Marketi

Cognitive Learning Theory

Is learning cognitive or not?
Trigger feature
A stimulus that cues an individual toward a particular pattern and
activates a reaction

Observational learning:
Occurs when people watch the actions of others and note
reinforcements
received for their behaviors
Learning occurs as a result of vicarious, rather than direct, experience.

Components of Observational Learning

ATTENTO
IN
The
consumer
focuses on
a model's
behavior.

RETENTO
I
Ne
Th
consumer
behavi
retainsor
thiins
memory.

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I
N
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hS
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to
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abi
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T
hebehavi
or
the
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OBSERVATO
I NAL
LEARNN
IG
The consumer acquires
and performs the
behavior earlier
demonstrated by a
model
. 3.3
Figure

MOTIVATIO
ANsituation
arises wherein
usefulorto
theisbehavi
theconsumer
.

Applications o f Cognitive
Learning Principles
Consumers learn vicariously by seeing
others
receive reinforcement for their
behaviors.
Marketers can reinforce or punish
consumers indirectly by showing
what happens to desirable models
who do or do not use their products.
Consumers evaluations of models
are not limited to stimulusresponse connections.
Attractiveness can be based on several
components (e.g. physical attractiveness,

The Role of M e m or y in Learning

Memory
A process of acquiring and storing information such
that it will be available when needed.

Stages of Memory
Encoding stage
Information entered in a recognizable way

Storage stage
Knowledge integrated into what is already there and
warehoused

Retrieval stage
The person accesses the desired information

The M e m o ry Process

Figure

M e m o r y and Advertising

This Brazilian ad illustrates that external memory

aids like
Post-Its can help us to remember many of the

Encoding Information
for Later Retrieval
Types of meaning:
Sensory meaning (e.g. color or shape)
Sense of familiarity (e.g. seeing a food that we have tasted)
Semantic meaning: Symbolic associations (e.g. rich people
drink
champagne)

Personal relevance:
Episodic memories: Relate to events that are personally
relevant
Flashbulb memories: Especially vivid associations
Narrative: An effective way of persuading people to construct
a mental representation of the information that they are
viewing

M e m o r y Systems
Sensory Memory:
Very temporary storage of information we receive from our senses

Short-Term Memory (STM):

Limited period of time & limited capacity
Working memory (i.e., holds memory we are currently processing)

Long-Term Memory (LTM):

Can retain information for a long period of time
Elaboration rehearsal is required: Process involves thinking about a
stimulus and relating it to information already in memory

Storing Information in M e m o ry
Multiple Store Models of Memory:
Traditional perspective which assumes that STM & LTM are separate
systems.

Activation Models of Memory:

Argues that different levels of processing occur depending on the
nature of the
processing task.
The more effort it takes to process information, the more likely that
information will be placed in LTM.

Storing Info r m a t ion in M e mo r y (cont.)

Associative Networks:
Contains many bits of related information organized according to
some set of relationships
Knowledge structures: Complex spider webs filled with pieces
of data
Hierarchical processing model: Message is processed in a
bottom-up fashion (i.e., starts at a basic level and is subject to
increasingly complex processing which requires increased
cognitive capacity)
Node: A concept related to a category
An associative network is developed as links form between
nodes.

An Associative N e t wo r k for
Perfumes

Figure

Storing Info r m a t ion in M e mo r y (conc.)

Spreading Activation:
A process which allows consumers to shift back and forth
between levels of meaning

Levels of Knowledge:
Knowledge is coded at different levels of abstraction and
complexity.
Proposition (a.k.a. belief): A larger unit of meaning (i.e.,
formed by combinations of nodes)
Schema: A cognitive framework (comprised of
propositions) developed
through experience

Retrieving Information for

Purchase Decisions
Factors Influencing
Retrieval: Physiological
Factors (e.g. age) Situational
Factors:
Pioneering brand: First brand to
enter a market.
Is generally
easier to retrieve from memory.
Descriptive brand names easier to recall than names
that do no provide cues to what the product is.

Viewing environment: Commercials shown first

in a series
of ads are recalled better than those shown last.
Postexperience advertising effects:

Retrieving Information for

Purchase Decisions (cont.)
State-Dependent Retrieval:
(a.k.a. mood congruence effect) A process by which consumers are
better able to access info if their mood is the same at the time of
their recall as when the info was learned.
A few marketing researchers use hypnosis to dredge up past
memories of experiences with products.

Familiarity and Recall:

Prior familiarity enhances recall.

Salience and Recall:

Salience: The prominence or level of activation of stimuli in
memory
Von Restorff Effect: Any technique that increases the novelty of a

Pictorial versus Verbal Cues

There is some evidence
for the superiority of visual
memory over verbal
memory.
Pictorial ads may enhance
recall, but do not
necessarily improve
comprehension.
How many of these Ad icons
can you remember from the
picture alone?

Factors Influencing
Forgetting
Decay:
Structural changes in the brain produced by learning
simply go away.

Retroactive Interference:
Consumers forget stimulus-response associations
when new responses to the same or similar stimuli
are learned.

Proactive Interference:
As new responses are learned, a stimulus loses its
effectiveness in
retrieving the old response.

Part-list Cueing Efect:

Products as M e m o ry
Markers
Products and ads can serve as powerful retrieval cues.
Autobiographical memories: Consumer memories related to their own
past.
Mnemonic qualities: Aspects of a consumers possessions that serve
as a form of
external memory which prompts the retrieval of episodic memories.

The Marketing Power of Nostalgia

Spontaneous recovery: The ability of a stimulus to evoke a response
years after it
is initially perceived.

Memory and Aesthetic Preferences

Ads and products that remind consumers of their past also help to

Nostalgia Appeal

Fossils product designs evoke memories of

earlier classic
designs

Measuring M e m ory for Marketing Stimuli

Recognition Versus Recall:
Two basic measures of impact.
Typical recognition test: Subjects are shown ads and
asked if
they have seen them before.
Typical recall test: Subjects are asked to
independently think of what they have seen without
being prompted first.

The Starch Test

A widely used commercial measure of advertising
recall for magazines.

Discussion Question
Ads with celebrities
like Britney Spears
tend to have very high
recall rates.
Name some ads with
celebrities that you can
recall easily. Why does
the celebrity association
with the ad aid your
recall?

Problems w i t h M e m or y Measures
Response Biases
A contaminated result due to the instrument or the respondent,
rather than the object that is being measured.

Memory Lapses
Unintentionally forgetting information:
Omitting: Leaving facts out
Averaging: Normalizing memories by not reporting extreme cases
Telescoping: Inaccurate recall of time

Memory for Facts Versus Feelings

Recall is important but not sufficient to alter consumer
preferences
More sophisticated attitude-changing strategies are needed.

Motivation &
Values
3rd Meeting

Basil &

Opening Vignette:
Paula
What are Paulas motivations for
being a vegetarian?
How is vegetarianism being
promoted and
who is promoting it?
How is the beef industry
responding to this movement
toward a meatless diet?
How are values influencing

The M o tivation Process

Motivation:
The processes that lead people to behave as they do. It
occurs when a need arises that a consumer wishes to satisfy.
Utilitarian need: Provides a functional or practical benefit
Hedonic need: An experiential need involving emotional
responses or
fantasies

Goal:
The end state that is desired by the consumer.

The M o tivation Process

Drive:
The degree of arousal present due to a discrepancy
between the consumers present state and some ideal
state

Want:
A manifestation of a need created by personal and
cultural factors.

Motivation can be described in terms of:

Strength: The pull it exerts on the consumer
Direction: The particular way the consumer attempts
to reduce motivational tension

Ads
Reinforce
Desired
States
This ad for exercise
shows men a
desired state (as
dictated by
contemporary
Western culture),
and suggests a
solution (purchase
of equipment) to

Motivational Strength
Biological vs. Learned Needs:
Instinct: Innate patterns of behavior universal in a species
Tautology: Circular explanation (e.g. instinct is inferred from the
behavior it is supposed to explain)

Drive Theory:
Biological needs produce unpleasant states of arousal.
motivated to reduce tension caused by this arousal.
Homeostasis: A balanced state of arousal

We are

Expectancy Theory:
Behavior is pulled by expectations of achieving desirable
outcomes positive incentives rather than pushed from
within

Motivational Direction
Needs Versus Wants:
Want: The particular form of consumption used to satisfy a
need.

Types of Needs
Biogenic needs: Needs necessary to maintain life
Psychogenic needs: Culture-related needs (e.g. need for
status, power, affiliation, etc.)
Utilitarian needs: Implies that consumers will emphasize the
objective,
tangible aspects of products
Hedonic needs: Subjective and experiential needs (e.g.

Instan t Gratification of Needs

We expect todays technical products to

satisfy
our needs instantly.

Motivat ional Conflicts

Figure

Approach
Approach
M o t i v a tion

Maslows Hierarchy of Needs

Figure

Criticisms of Maslows Hierarchy

The application is too simplistic:
It is possible for the same product or activity
to satisfy
every need.

It is too culture-bound:
The assumptions of the hierarchy may be
restricted to Western culture

It emphasizes individual needs

over group needs
Individuals in some cultures place more value
on the welfare of the group (belongingness

Criticisms of Maslows Hierarchy

The application is too simplistic:
It is possible for the same product or activity
to satisfy
every need.

It is too culture-bound:
The assumptions of the hierarchy may be
restricted to Western culture

It emphasizes individual needs

over group needs
Individuals in some cultures place more value
on the welfare of the group (belongingness

Consumer Involve m e n t
Involvement:
A persons perceived relevance of the object based
on his/her inherent needs, values, and interests.
Object: A product or brand

Levels of Involvement: Inertia to Passion

Type of information processing depends on the
consumers level of involvement
Simple processing: Only the basic features of the
message are
considered
Elaboration: Incoming information is linked to
preexisting knowledge

Conceptualizing Involvement

Figure

Increasing Involvement t hrough Ads

The Swiss Potato
Board is trying to
increase
involvement with its
product.The ad
reads, Recipes
against boredom.

Consumer Involvement (cont.)

Involvement as a Continuum:
Ranges from disinterest to obsession

Inertia (Low involvement consumption):

Consumer lacks the motivation to consider
alternatives

Flow State (High involvement

consumption):
Consumer is truly involved with the product, ad or
web site

Cult Products:
Command fierce consumer loyalty and perhaps

The Many Faces of Involve m e n t

Product Involvement:
Related to a consumers level of interest in a particular
product

Message-Response Involvement:
(a.k.a. advertising involvement) Refers to a consumers
interest in processing marketing communications

Purchase Situation Involvement:

Refers to the differences that may occur when buying
the same product for different contexts

Emotions versus Cognitions

Many marketing
messages, such as
this ad for a cosmetic
company in Taiwan,
focus on emotions
rather than
cognitions.

Customizing for Pro d u ct

Involvement

Measuring Involvement
Teasing out the Dimensions of
Involvement:
Involvement Profile:
Personal interest in a product category
Risk importance
Probability of making a bad purchase
Pleasure value of the product category
How closely the product is related to the self

Zaichkowskys Personal Involvement Inventory

Scale

Segmenting by Involvement Levels:

Involvement is a useful basis for market

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Strategies t o Increase Involvement

Appeal to hedonic needs
e.g. using sensory appeals to generate
attention

Use novel stimuli

e.g. unusual cinematography, sudden
silences, etc.

Use prominent stimuli

e.g. larger ads, more color

Include celebrity
endorsers Build a bond

Attitudes,
Attention, Intention
&
Consumer Decision
Making

Consumer Behavior on the Couch:

Freudian Theory
Freudian Systems:
Id: Oriented toward immediate gratification (unconscious drives)
Pleasure principle: Behavior is guided by the primary desire to maximize
pleasure and avoid pain
The id is selfish, illogical, and ignores consequences

Superego: A persons conscience (conscious rational thinking)

Ego: The system that mediates between the id and the superego
(unconscious, morals)
Reality principle: The ego finds ways to gratify the id that will be acceptable to
the outside world

Sometimes a Cigar is Just a Cigar

Phallic symbols: Male-oriented symbolism

Neo- Freudian Theories

Karen Horney:
compliant (seeking love, affection, approval)
detached (seeking power, ability to
manipulate)
aggressive (seeking independence, selfreliance)
Carl Jung:
Disciple of Freud but did not accept Freuds
emphasis on sexual aspects of personality
Analytical psychology: Jungs own method of
psychotherapy
Collective unconscious: A storehouse of memories
inherited from our ancestral past
Believed people are shaped by cumulative

Trait Theory
Trait Theory:
An approach to personality that focuses on the
quantitative measurement of personality traits

Personality Traits:
Identifiable characteristics that define a person.
Extroversion: Trait of being socially outgoing
Extrovert: A person that possesses the trait of
extroversion

Introversion: Trait of being quiet and reserved

Introvert: A person that possesses the trait of
introversion

Traits Specific t o Consumer Behavior

Innovativeness:
The degree to which a person likes to try new things

Materialism:
Amount of emphasis placed on acquiring and owning
products

Self-consciousness:
The degree to which a person deliberately monitors and
controls the image of the self that is projected to others

Need for cognition:

The degree to which a person likes to think about things
(i.e., expend the necessary effort to process brand
information)

Frugality:
Deny short-term purchasing whims and resourcefully use

Are You an Innie or an Outie?

David Reisman:
Sociologist who introduced the terms inner-directed and outerdirected

Power of Conformity:
The impact of shaping ones behavior to meet the expectations
of a group

Need for Uniqueness

Degree to which a person is motivated to conform to the
preferences of others versus standing apart from the crowd

Problem s w ith Trait Theory in CB

Explanations for the inability of traits
to predict
consumer behaviors in research:
Scales which are not valid or reliable.
Scales misapplied to the general population
Tests not administered under the proper conditions
Ad hoc changes to the measures dilute the
validity of the measures
Generalized trait measures used to make
predictions about specific behaviors
Shotgun approach using a number of scales

Brand Personality
Brand personality:
The set of traits people attribute to a product as if
it were a person

Brand equity:
The extent to which a consumer holds strong,
favorable, and unique associations with a brand in
memory

Advertisers are keenly interested in how

people think
about brands.

Linking Products t o Lifestyles

Figure

Psychographics
Psychographics:
Use of psychological, sociological, and anthropological factors for
market
segmentation

The Roots of Psychographics:

Developed in the 1960s and 70s to address the shortcomings of
motivational research and quantitative survey research

Forms of Psychographic Studies:

Lifestyle profile
Product-specific profile
General lifestyle segmentation
profile Product-specific

AIOs
AIOs:
Psychographic research groups consumers according to activities,
interests, and opinions (AIOs)

80/20 Rule:
Only 20 percent of a products users account for 80 percent of the
volume of product sold
Researchers attempt to identify the heavy users of a product
Heavy users can then be subdivided in terms of the benefits they
derive from the product or service.

AIOs and Lifestyle Dimensions

Uses of Psychographic Segmentation

Psychographic segmentation can
be used:
To define the target market
To create a new view of the
market To position the
product
To better communicate product
attributes To develop overall

Psychographic Segmentation Typologies

Segmentation Typologies:
Developed by companies and advertising agencies to identify
groups of consumers with common lifestyles
Similarities in segmentation typologies:
Respondents answer a battery of questions
Researchers classify them into clusters of lifestyles
Each cluster is given a descriptive name
A profile of the typical member is provided to the client

Proprietary Systems:
Information is developed and owned by the company and the
company will not release the info to outsiders

ATTITUDES

The ABC Model of Attitudes

Affect:
The way a consumer feels about an attitude object

Behavior:
Involves the persons intentions to do something with
regard to
an attitude object

Cognition:
The beliefs a consumer has about an attitude object

Hierarchy of Efects:
A fixed sequence of steps that occur en route to an
attitude

Attitudes as ABC
ATTITUDE BASED
ON :
belief
s
belief
s

affec
t

affec
t
behavi
or
behavi
or

behavi
or
affec
t
belief
s

informatio
cognitive
n
processin
g
behavior
al
learning
process
hedonic
consumptio
n

Strategic Applications of the

M u l t iattribu t e Model
Capitalize on Relative Advantage
Strengthen Perceived Product/Attribute
Linkages
Add a New Attribute
Influence Competitors Ratings

Using A t t i tudes t o Predict Behavior

In many cases, knowledge of a persons
attitude
is not a very good predictor of behavior
Questionable link between attitude and
behavior
Consumers love a commercial, but dont buy the
product

The Extended Fishbein Model

Called the Theory of Reasoned Action
Contains several important additions to the
original, which improve its ability to predict

The Traditional Communications Model

Figure

Behavior in Marketing
Strategy
5th Meeting

Tra d i t i o n a l l \ l o d e l s of t h e Adoption!Pu .r c h a s e
Pr oc ess
Awarenes
s

Awareness

Attentio
n

Awarenes
s

Comprehensio
n

Knowledge

Interest

Interest

Conviction

liking

Desire

Evaluatio
n

Preference

Action

Action

Convictio
n

Purchase

Trial

Adoptio
n

Con stun e r Goods P ur ch ase

Consumption
Stage

Types of
Behavior

Prepurcha
se

l'nformation
contact

Funds
access
- - - - - ] , . .' . .
Purchas
e

Store
contact

Examples of
Behaviors
Readfobserve
newspaper, magazine,
billboard ads
Listen to radio commerdals
Listen tof.Natch TV oommerda ls
Withdraw
castl from bank
or cash
Listen to salespersollS,
friends
maohine
. Obtain
Wlite aa credit card, loan,or
other nne
cl1eck
of credtt
Locate
outlet
Travel to
outlet
EnterouUet

Locate product in
store Obtain
product
Take product to
oheckout
counter
Exchange funds
for
pro<tuct Take product to
use location

Product
contact

Tnmsactio
n

Postpurchas
e

Consumption and
Disposition

Communicati
- - - on
- - - - - - . . .
the firm

COnsume/use product
Dispose of paokag[ngfused
product
Repurcl1ase
Tell others of product
experience
other mformation to
All Provide
out warranty

cards

on stu n e r Goods P lucb a se

Consumption
Stage

Types of
Behavior

Prepurchas
e

Information
contact

Ex amples of
Behaviors
Read/observe
newspaper, magazine,
billboard ads
Listen to rndio commercials
Listen to/Watch TV commeroials
Wit:ll
cash from bank
or cash
Listendraw
to salespersons
, friends
maohine Write a meek
Obtain a credit card, loon,or other
line
of credit

Funds
access

Purchas
e

---+ ,...
s

Product
tor e
contact

ntaot

Transactio
n

Postpurchas
e

...I.

Consumption and
Disposition

Communicati
- - - on
- - - - - - . .
the firm

Locate outlet
rravel to
outlet Enter
Locate prodl.lct in store
ouue
Obtain product
Take product to checkout
counter
Exchange funds for
product
Take product to use
location
ConsumeJuse product
Dispose of paokagillg/used
prodl.lct
Repurdlase
Tell others of product
expenence
olller infonnation to
AllProvide
oill warranty

cards

Infonnation about
consumersaffect,
....._"""."...... cognitions,
behaviors

.
Marketing m1x

stimuli p1aced

inthe
environment
Consumer research
Sales.
data market share
data

lnnuence
consumers
affect and
cognitions

Influence
overt
consumer
behaviors

Type
o,f
Strategy

Affective
Cognitive

Behavioral

Combined

Description
of
Strateg,y
Strategies designed
to
influence
consumers'
affective
responses
Strategies designed
to
influence
consumers'
cognit
ive
responses
Strategies designed
to
influence
consumers!
behavioral
responses
Strategies designed
to
influence
mukiple
consumer
responses

Strategic
Focus

Consumers!
emotions,
moods. feelings.
evaluations
Consumers!
knowledge.
Consumers'
meanings, beliefs
overt behaviors
More than one of
the above

Sampl
e
Strategie
s
Classically
conditioning emotions
to products
Providing information
highIighting competitive
advantages
Positive
reinforcement;
modeling desired
behaviors
Information about
product
benefits with
emotional
tie-ins and rebates

Ultimate Object
ive
of
Strategy
Influence overt
consumer behaviors

Influence overt
consumer behaviors
Influence overt
consumer behaviors
Influence overt
consumer behaviors

Exhibit 1 0..4
E x a m p les
O v e rt

or tUeU1o d

, IT e d l o :Ue-asut,e

on sm n e r Bel un'io rs

Types of
Behavior

Measu-ement

lnfonnafi on contact

Day-ai:Ef
Sca:nner daia
ielsen data

scores

Loon appications

Funds acress

Product contad

Transootio
n

II

Conswnption

Credit can:! d!!

bi".s Scallner
daia
L ..aborala}.- s1ore srudies.
IPI\)'Sic.al o o t Bf shoppers Vi!
leG1.ape:s I f shopping behJ'Iior
Scallner daia
"Hits" an a Web p.agE'

Sfore contact

Ched:bool Efllrie;s

lrwen:DIY
analysis
PI\)'Sic.al o o t
o5 items removed
from
display or
o1her Jbca:ions
C Q rner llalles
or [).".hef vema
reports
Scallner daia

and

disposition
COII'IITiunicatio
n

\4'onitor eash register tapes

Credit card r!!CE!ip'is
ColtSllrner J=t rcl\ase
Ef.aries. Scallner da"!ai
-horne in'IE!rt!IIY and use
resl!'arch After" i J u r d l a t:feJ:flone
S-llrvE-)'S C Q rner llarres
.Re]Mirch.ase ra. e- resean:h

Scanner da'ia
Garoology

Environment in
Marketing Strategy
Culture, sub culture, social
class, group influence & opinion
leadership

11s tme r Beb avi

1s

nfonnation about
consumers! affect,
cognitions.
behaviors

Marketing

-------il=l -

.
stimuli p1am
ced
in the 1x
environment

...
..
.

Consumer research
Sales,
data market share
data

Influence
consumers
affect and
cognitions

...

mJuence
overt
consumer
behavi
ors

Exhibit 1'0.3

tep s in Develo pin g Con stun e r Beb a ,rio r

I n flu e n c e
Measure current levels of
consumer affect. cognition, and
behavior

Analyze consumers and ma

kets

Select and implement influence

strategy

Measure strategic
effects

n
o

Desired influence
occur?

yes
Evaluate for perfonnance
improvement

h at egies

Exh ibit '11.1

F lolcl'S o f In fl u e n c e i n
tbe

ociial E nv ii " 'ttt-:Jleo t

Culture

Subcuttur
e

Socia1
dass

Organization
s

family

Individua1
consumers

Medi
a

S[kJatJon
s

lrbmalion
acquisition

Generllc
Behaviors
Information
contact
Comml!
at a weekend race
lnication

Shopping

Store
contact
Product
contact

Purcha
se

Funds
Transactio
access
n

Consumpoo
n
Dispositio
n

Use

Disposa
l

Spe if c
nme ts
a nor m d
c
i Beh v s 1 EmrU.r n
o

Reading a bi Iboard while

driving
Discussing running shoes with a
friend
Watching a TV commercial at
Window-shopping in a
home
mall
Browslngthroughan l . L. Bean
catalog
in
a
restaurant
Comparing brands of shirts in
ODtaining
a
store a Visa card at a
ba nk at tfle counter at
Paying
Starllucks
Calling in an order to Lands' End
from home Eating a taco at Taco Bell
Using a refrigerator for 15 years
Recycling aruminum cans
Throwing away a hot dog wrapper at
a
hockey game

Exh:ibit 12.3
l o d e I of t h e Ctd h t ra l
Process,

t
t

Cultural meaning insociaJ

and physical
environment

Marketing
strategies

t
Fashio

Other
institution
s

n
system

CulturaJ meaning in products and

services

Acquisition
Possessio
n
Exchange
Grooming

Ritucal
s

Nurturing
Personaliza
ion DJvestment

Social

Cultural meaning in
consumers

I
I

Intent
int e

rac t io n

- '"io n

T .'. es o f
r

,,

d t Ir e

Demcgra;phi Ch racte stl:

a r c
c
Age
Religio
n Race
Income
level
Nationality
Gender
Family

type
Occupatio
n
Geographi
c re on

Examples of
Subru:lhlres
Adolescen sJ you g adults, middle
aged, elderly JewishJ Catholic,
Mormon. Buddhist Muslim BlacK.
Caucasian, Asian
Amuent middle income. pooL destitute
French, MalaysianJ AustralianJ
Canadian
FemaleJ rnale
Sing[e paren , divon:edlno kids. two
pa.rentslkids Mecharf c, aa:ountant
priest. professor, clerk New
England. Southwest, Midwest
Rurat small town. suburb, c[ty

..................................................................................................................................................................... u..LLI..LI...I... . . . . .. . . .. . . . . . . . . . . . . . . . . . . . . . . .

ComiTI.Irity

...... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . .. . . . . . . . . . . .

Eigbt " Nations " of tbe uited tat es

New England
Capital: Bosfoo

Poorest nation bU1

"higf) tech" influx
OOnging it b.Jc2.;

politica..."y divB"Se.
caulioos, brand loyal

E
c
o
t
o
p
ilncMir3izecl. Ulban,
alosing populabon and

"H\gh-:edl interest
ra:e--based economy;
qu-a[')' at life
impor'lilllt;
mo:tos : ba ve m
alooe,
Sma is bE.'au:ifut;
YOOr'liJ,
ell.u:a.:E<I, aF.:UEfll

The
En.,tyQuarter
eaptal: Denver
Witle-<Jpen spaces.
energy rich, mirera!
rich; largi!Sl area.
srn.Lest
population; 'ronlia
elhic;
ma;or !!<XInomic growtfl
for5eetl; hard-woriing,
conserva::ive, bWe-a>lar.

Mexamerica
Capita: los AAI}eles

Breadbaske l
H avy Kspanic
cutue; mix o{ oeleducaied and poa!y
educate<t
hankaking. Efllrepll!
fleurial spirit; iJIOwthorrerr.E<I. Beccm'ng
most intvEflbal rraliol\.

Capital:Kansas Cify

AgricUJtu-al
economy;
mains:reamAmerica
; sl<llle. atiJeacewi".h
ilself

popula:ion ;
COI!Sa'lali'fe .

Dixie
Capital: Allanf
a
TryW!g to catch up;
sma:J-toMI way of
e; undergoing rapid
social and I!<XInomic
dlangt=.
I!<XImxny mrniled.

Cjobs; heavy unionism;

aold llechlology; WO!l
porientl!d Olllhe decline
but will bolllce bact
ibecause atwilb!r
tfMOIReS_
a
l
:
S
a
n
The Islands
Capital:
F Miam
n
rCaribbean and Laiin
1Amencan rtlluence. he.1v)
drug tracl!!. yotmiJ
c
and Did live- heA!; has
ilittle 11 common with res1
sat Florida and Dixil!;
rlfo.oerse
o
population .

Reference group

ForrnaViriorma
I
Prirnary/secomar
y

Membersti

Aspiralion
aI
Dissociativ
e

Formal reference groups have a clearly specified

structure;
informaI groups do not.
Primary reference groups involve direct face-toface
i teractfons; secondary g oups do not.
People becomeformal members of membership
reference g oups.
Poople aspire to join or em late aspira ional
reference
g oups.
People seek to avoid or reject dssoclalive
reference
g oups.

Effects of Pt1blic-Prirva t e a11d tiXIJII, - Ne essilv

rO
l R e f e e o e _ ,,.o 1 p l t10t1 a c e or P o d tJ.,t a n d Bra
D litneits.ioos
nd
Public

Necess
ty
PUblic necessities

Reference group influence

Product:We
ak Brand:
Strong
Examples:
Wristwatch.a
utomobile.
jea ns

,
b o ic e

Luxur
y

PUblic luxuries

Reference group influence

Product:Sb"
ong
Brand:Stron
g
Examples:Gol
f clubs, snow
skjs.
sailboat
Private necessities
Private
Private luxuries
Reference group influence
Reference group
influence
Product:We
.
Product:Strong
ak
......................
Braoo:Weak
Braoo
SouFice:
Ada pted from
WUfiam 0 . Bearden and Michael J_ Etze
. '"Refer ence Group lnlluences
......................
Examples:Plasma
:Weak
on
Prou uct artd Br and Purchase Decisio nsj'"" Journal of Consuu1er Research,Tv.
SeptembBr
...........
1982 P- 185 . Copyr
ght 1982 Jo ur nal of Consumer Researoh.
Repr
n ed w il h ice
perm iss fo n of
Examples:
b"ash
compactor,
the pubIisher
Mattress.floor
maker
lJniversity
of
Chicago
..............................................
Iamp.
Press_
..............................................
retrigerator

Exhibit 14.3
ix Conun.o.n Types o Fa nJily IoOnen ee t r a t e gie s
Expert influence is reflected by a spouse providing specific information concerning
the various alternatives. For example. one spouse can try to convince the other
that shellle is more knowledgeable concerning the products under consideration
by presenting detailed information about various aspects of these products.
legitimate influence deals with one spouse 's attempts to draw upon the other's
feelings of sharoo
values concerning their role expectations.Therefore, the spouse's influence is
based on the shared
belief that she/he should makie the decision because shellle is the wife/husband.
For example. tile husband can argue that since he is theman of the house. he
should make a partioular decision. Bargaining involves attempts by one spouse to
turn thej oint decision into an autonomous one in r urn for some favor granted to the
other spouse. For example. in return for autonomy in a particular decision, one
spouse may agree to give the other autonomy In another decision wllen sheJhe had
previously refused to do so."If you do this. 1"11 do thar is a common type of
bargaining attempt
RewMdlreferent influence is based on a combination of the reward and referent
powernnnuence strategies. Reward inflUence is based onan individual's ability to
reward anolher by doing something that tile other would enjoy. Referent influence is
the innuence based on the identification or feeling of oneness (or desire for such an
identity) of one person with another. Referent influence in marriage
stems from the desire of spouses to oo like their concepts of tileideal" husband or
vme.
Emotional influence attempts involve displaying some emotion-laden reaction. For
example. one spouse may get angry at the other.These attempts are often

Noninfluencers. This group. which characterizes 22 percent of the individuals in

the sample. is substantially lowest in reported use of all the influence types.
When the people in this group do attempt to innuence their spouses, they are most
likely to use the expertise type of inftuence.
Light lnnuencers. This was the largest ubgroup inthe sample (36 percent) .The
mean scores on all the influence types are substantially higher than the scores for
Noninnuencers but relatively low compared to aIIthe other groups.Their relative
use of the various influence strategies is wry similar to (although higher than) the
Noninfluencers. with the exception of their use ot impression management.Light
Influencer individuals are more likely to use some impression management as well
as ""expert influence.
Subtle lnfluencers. This mix characterizes 18.8 percent of tlhe sample. Relative to
their use of other strategies. these people rely heavily on the rewardlreferen
strategy and secondly onthe expert strategy. Apparently, they attempt to put their
partners in a favorablemoodn (by being very nice. buttering upu) before a
decision is made.
Emotional lnfluencers. Tlhis category represents one of the two smallest groups (6.6
percent of the sample). yet its profile is quite distinctive.This profile displays the
widest variations in the extent to which the different types ot influence are
used.These people report a high use of emotional influem:e and almost as high a
use of reward/referent influence, a low use of legitimate and impression
management. and a moderate use of both e_X pert and bargaining strategies.
Combination Influences. Thls mix (10 percent of the sample) is generally characteri!
ZOO by moderate use of aII the influence strategies. In fact the strategy usoo leastlegitimate--and the strategy used most frequently-expert-were usoo almost equally.
Heavy lnfluencers. The final group (6.6 percent of the sample) uses each of the six
types of influence much more tlhan any of the other groups.The people in this

Exhibit 14..5

1\l o d e tn Fa ntilly Life Cycle

Middle-11ged
divorced without
vhUdren
I

Young
divorced
without
children

Young
single

Middle-itged
married without
vhildren
I

'

married
Young
without
childre
n

Young
married
with
childre
n

Young divorced
with vhUdren

--'I.I....
_

Middlemarrie
itged
dwith
children

tMiddle ged
wWh
divorced
children

Middlemarried
11ged without
dependent
childre
n

Older
married

Older
unmarrie
d

Middle-11ged
divorced
without
dependent children

Usual How
....., Recycle flow
Traditional family life cycle

Soul'ice : From Patrick IE. Murphy .and William A. Stapres. "A Modernized FamilY Life Cyde.n Journal of Consumer
Researc h, June 1979, pp. 12- 22. Cv pyright 1979 Journa l of Consumer Researc h. Reprinted with permission of the
puf jisher, University of Chicago Press_

Market Segmentation
& Product Positioning
8th Meeting

Task in Marketing Segmentation

6. Action &
Evaluate

1. Analyze
Consumer- Produc t
Relationship

2. Investigate
Segmen t a tion
Based

5. Design
M arketing M ix
Str ategy

3. Develop Produc t
Positioning

4. Select
Segmentat ion
Str ategy

ANALYSIS OF THE AFFECT AND COGNITION, BEHAVIOR, AND ENVIRONMENTS

INVOLVED IN THE PURCHASE/CONSUMPTION PROCESS

First, marketing
managers may
brainstorm the product
concept and consider
what types of
consumers are likely to
purchase and use the
product and how they
differ from those less
likely to buy

Second, focus groups

and other types of
primary research can
be used for identifying
differences in
attributes, benefits,
and values of various
potential markets.

Third, secondary
research may further
investigate differences
in potential target
markets, determine the
relative sizes of those
markets, and develop a
better understanding of
consumers of this or
similar products.

Porsche Marketing Mix Strategy

Porsche
911
4560
>$225,0
00
$72,00
0

Cayman
S
35 60
$225k$150k
$60,00
0

Boxst
er
3550
>$150,0
00
$55,00
0

Investigate Segmentation Base

Consumer Insight 15.2

Tar g e t M a r ke t s fo r
J CPenney's Women 's Ap[p a re l
1

Conservative

Tr d tio na
a J
J

Updat
e

Siz
e

.23% of population
16% of total sales

38% of population
40% of total sales

16% of population
24% of total sales

Age

35- 55 yea rs old

25- 49 years old

Values

Conservative va
lues
Satisfied with
Has
job. status
not career
present
Limited disposable
Income
Price driven. reacts to
sales Wants easy care
and comfort Not
interested in fashion
Defines value as
Price
Qualit
y
Fashio
n

25-49 years old

Traditional values
Active. busy. independent.
self-confident

ErJ1lklyment
Income
Benefits
sought

Famiy andj olllcareer

oriented Considerable
income
Quality driven. wiD pay a
litUe
more
Wants traditionaIstyling,
seeks clothes that last
lntereste<l in
newness Defines
value as
Quality

Contemporary
Acnve.
values bus
very selfmdependent
Family
andjob/career
confident
oriented Considerable
income
Fashion
driven. expresses self
through apparel
Wants newness irn color
and style
Shops often
Defines value
as
Fashio

Geographic
Demographic
Psychographic

Behavior
al

Copyright
2009
Pearson
Education,
Inc.
Publishing as
Prentice Hall
8143

Segmenting Consumer Markets

Copyright
2009
Pearson
Education,
Inc.
Publishing as
Prentice Hall
8144

Demographic Segmentation

Age: Under 6; 612; 1319; 2029; 3039; 4049; 5059; 60+

Gender: Male; female
Family size: 12; 34; 5+ persons
Family life cycle: Young, single; young, married, no children; young,
married, youngest child under 6; young, married, youngest child 6
or over; older, married with children; older, married, no
children under 18; older, single; other

Demographic Segmentation
Income:

Under $10,000; $10,000$14,999; $15,000$24,999; $25,000

$34,999; $35,000$49,999; $50,00059,999;60,00069,999;
70,000+

Occupation:

Professional and technical; managers, officials, and

proprietors; clerical, sales; craftspeople, foremen; operatives;
farmers; retired; students; homemakers; unemployed

Education:

Grade school or less; some high school; graduated from high

school; some college; graduated from college; some graduate
work; graduate degree

Marital
status:

Single; married; divorced; widowed

Decision
Roles
Initiator
Influencer
Decider
Buyer
User

Behavioral
Variables
Occasion
s
Benefits
User
Status
Usage
Rate
Buyer-

Copyright
2009
Pearson
Education,
Inc.
Publishing as
Prentice Hall
8146

Behavioral Segmentation

Copyright
2009
Pearson
Education,
Inc.
Publishing as
Prentice Hall
8147

Affective and Cognitive

Segmentation

Knowledge Expert; novice

Involvement High; low
Attitude Positive; neutral; negative
Benefits sought Convenience, economy; prestige
Innovativeness Innovator; early adopter; early majority;
late majority;
laggard; nonadopter
Readiness stage: Unaware; aware; interested; desirous;
plan to
purchase
Perceived risk: High; moderate; low

Positioning Strategy

Positioning By Use
Or A pp lication

Positioning By
Produ c t User

Positioning By
Produ ct Class

Positioning By
Compet itors

Luxurious
Lexu
s,
Mercedes
Cadillac
Uncoln

Traditional
-------

BM
W

Chry
ler
Aoura
--------- - -- - - - - -
Sporty
Bu1ok
Mercury
Ford

l
n
f
i
nit
i
Ch e v r o
l et Nissan
Toyota
Dodge

Honda
Saturn
Ka
V
W

Functiona
l

Simple Positioning Map

1.Defne X & Y by Using Important
Attributes
2.Defne 8 Most Dominant Brand /
Player
3.Rank by using X & Y Attributes

Consumer Behavior &

Promotional Strategy
9th Meeting

TYPES OF AFFECTIVE RESPONSE

TYPES OF PROM O TION

ADVERTISING

PERSONAL
SELLING

PUBLICITY

SALES
PROMOTION

General M odel o f the C o m m u nication Process

for Promotions
FEEDBACK

SOURCE

Manufacturer

Pro m o t i o n
m anager
Ad agency

Salesperso
n
nage Pro m o t i o n
Ma
Spokesper
Strategy
son
Analyze consum er
product relat ionship
Determ ine prom otion
objec tives and b udget
Design and im p lem ent
prom otion strat egy
Evaluat e prom otion
strat egy

MESSAGE
S

Advertisem ents
Sales
p ro m o t i o ns
Personal selling
Pub licity

TRANSMISSION

Media: TV,
m agazines
Direct m ail; in - sto re
In- ho m e; te lep h one
News paper articles
W eb site

RECEIVER

ACTION

Consumer

Consumer

Encode p ro m o t i o n
co m m unication

Transmit p ro m o t i o n
co m m unication

Decode
p ro m o t i o n
co m m unication

Design pro m o t ion

t o co m m unicate
ap p ropriate
m eanings

Select m e dia or
d ist rib u t ion m e t ho d
t o exp o se pro m o t ion
m essage t o
ap p ropriate aud ience

A tt end t o m essage
Int erp re t p ro m o tion
Int egra te m eanings
t o f orm Aact and
behavioral int ent ion

Take action

Purchase prod uct

Store co n t act
W ord - o f- m o u t h
co m m unicatio n

Goals o f Promotion C o m m unications

Recognized need for the prod uc t
cate gory or p ro duct form .
Aw are o f the b rand .
Favorable b rand attitude.
Inte ntion t o pu rchase the brand.
Perfor m various behaviors t o p urchase
the bran d (such as travel t o t he store, find
the bran d in t he store, t alk t o
salespeople).

COGNITIVE

AFFECTIVE

BEHAVIOR

Goals o f Promotion C o m m unications

BRAND AWARENESS

COGNITIVE

BRAND ATTITUDES

AFFECTIVE

BRAND PURCHASE
INTENTION

BEHAVIOR

Elaboration Likelihood Model

Higher
involvenent with
product or
message
Exposure to,
persuasive
oonmu
nication
(adI

Attentio
n
Focus on
"centraJ productrelated
information

Compre:lmens
ion
Deeper
thoughts about
product
attributes and
consequences
More
elaboration

Persuasio
n
Product
beliefs
8rand
attitude

'

'

Purohase intentio
n

Attentio
n
Focus on
Lower invo
ement with
product or
message

"pert
pheral,"
nonproduot
information

Conprehensio
n
Shanow thoughts
about
nonproduct
jnformatton
Low elaboration

rl

Nonprod
beliefs

Attitude toward

Brand
attitude

ad

MANAGING PROMOTION STRATEGIES

Analyze ConsumerProduct Relationships

MANAGING PROMOTION STRATEGIES

Determine Promotion Objectives and Budget

To influence behaviors. Change or maintain consumers

specific behaviors concerning the p ro d uct or bran d
usually purchase behaviors.

To inform. Create new knowledge, m eanings, or beliefs

abou t the produc t or b rand in consumers m e m o ries.

To transform affective responses. M odify the images, feelings,

and em ot io n s t h at are activated w h en consumers consider
the product or b rand .

To rem ind. Increase the activation pot e n t ial of t he brand

nam e or som e other p ro duct meaning in consumers
m e m o ries.

MANAGING PROMOTION STRATEGIES

Design and Implement a Promotion Strategy

MANAGING PROMOTION STRATEGIES

Evaluate Promotion Strategy
5% Use

20% Trial

25% Preference

40% Liking

70%
Knowle d g e / C o m p r ehension

90% Awareness