Marketing and Consumer Behavior:

The Foundations of Advertising

Chapter Overview

The relationship
between marketing
activities and
consumer behavior

5-2
Chapter Objectives
Define marketing &
Identify key participants
relate consumer needs
in the marketing process
and product utility
Explain why consumer
Describe motives behind
behavior is to IMC
consumer purchases
strategy
Outline the psychological Discuss interpersonal
processes in human influences
behavior on consumer behavior

Explain nonpersonal influences

on consumer behavior
5-3
Marketing Context of Advertising

Marketing

Conception Pricing Promotion Distribution

Advertising

5-4
Customer Needs / Product Utility

Need Satisfaction
Functional
Needs

Utility
Psychological
Wants

5-5
Goal of Marketing & Advertising

Perception Exchange Satisfaction

5-6
Marketing Participants: Customers
Current
customers

Prospective
customers

Centers of
influence
Total
Market
5-7
Market Types

Consumer
Business

Government
Local
Regional or National
Transnational or Global

5-8
Marketing Participants: Market

Customers

Markets Marketers

5-9
Know the Consumer

Consumer behavior the

mental and emotional
processes and the physical
activities of people who
purchase and use goods to
satisfy needs and wants

5-10
Consumer Decision Process

5-11
Consumer Perception Process

5-12
Persuasion

Persuasion change in belief, attitude,

or behavioral intention is caused by
promotion communication

5-13
Elaboration Likelihood Model

5-14
Results of Learning

Loyalty

Habit

Interest

Attitude

5-15
Consumer Motivation Process

Motivation:
underlying forces
driving decisions

Needs, basic &

instinctive

Wants, learned
during lifetime

5-16
Maslows Hierarchy of Needs

5-17
Consumer Motivation

Rossiter & Percys

Fundamental
Motives

Negative Motives:
problem removal or
avoidance

Positive Motives:
benefit, bonus, or
reward

5-18
Influences on Consumer Behavior

Interpersonal

Family
Reference
Groups
& Opinion Leaders

Society

5-19
Influences on Behavior

U.S. Army ad
focused on a
Spanish- speaking
audience

5-20
Influences on Consumer Behavior

Nonpersonal

Time

Place of Sale

Environment

5-21
Influences on Behavior

Red Cross ad
focused on its
presence during
an earthquake
disaster

5-22
Purchase Decision

Evoked Set: Evaluative Criteria

Smart Phones Features
iPhone Style
Android Cost
Blackberry Service

Cognitive Dissonance
Was it worth the money?
Does the data plan work for me?
Could I have found a better price?
5-23