《广告学 Advertising》课件-CH05_V97.ppt

Lecture Presentation Series Perspectives of Consumer Behavior The Consumer Decision-Making Process Consumer Decision-Making Modes of Consumer Decision-Making Psychological Aspects of Advertising Key Psychological Processes The Consumer as Social Being Sociocultural Consumption Ads Transmit Sociocultural Meaning Factors That Affect Decision-Making Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter Five OH 5-1 Systematic Decision-Makers Maximize the benefits derived from purchases 1 Active Interpreters Cultural/Social membership defines response 2 1. Need recognition 2. Information search and alternative evaluation 3. Purchase 4. Postpurchase use and evaluation OH 5-2 OH 5-3 I think, therefore I buy 1. Extended problem solving 2. Limited problem solving 3. Habit or variety seeking 4. Brand loyalty OH 5-4 OH 5-5 Salient Beliefs Five to nine salient beliefs typically form the critical determinants of attitude Brand Attitudes Summary evaluations that reflect preferences for various products and services 1. Multi-Attribute Models (MAAMs) Analysis components includes Evaluative Criteria, Importance Weights, Consideration Set, and Beliefs 2. Information Processing Perceptual Defense Major obstacles include cognitive consistency and advertising clutter 3. Shaping Attitudes via Peripheral Routes Peripheral cues such as a talking Mexican Chihuahua help form attitudes toward low-involvement products OH 5-6 OH 5-7 I buy what I am OH 5-8 Social class Society Rituals Family Values Reference Groups Race / Ethnicity Gender Culture Community Object Meaning OH 5-9 Advertising / fashion system Fashion system Possession ritual Exchange ritual Grooming ritual Divestment ritual Culturally constituted world Consumer goods Individual consumer