Wells05_Basic 英文版《广告学：原理与 及实务》课件.ppt

The Consumer Audience Part 2: Planning and Strategy Chapter 5 Chapter Outline Chapter Key Points How Does Consumer Behavior Work? Cultural and Social Influences on Consumer Decisions Psychological Influences that Motivate Consumers Behavioral Influences on Consumer Decisions The Consumer Decision Process Segmenting and Targeting Key Points Assess cultural and social influences on consumer responses Demonstrate how psychological influences motivate customers Explain the behavioral characteristics that describe consumer responses Describe how the consumer decision process works Differentiate between segmenting and targeting and trace these tools to their sources How Does Consumer Behavior Work? Consumer behavior Describes how individuals or groups select, purchase, use, or dispose of products – as well as describing the needs that motivate these behaviors Consumer audience People who buy or use products to satisfy their needs and wants Customers People who buy a particular brand or patronize a specific store Cultural and Social Influences Culture Tangible items and intangible concepts that together define a group of people or a way of life Social Class The position a person and his/her family hold within society Psychological Influences Perception/State of Mind Affects how people perceive information as well as determines the particular pattern of consumer behavior Motivations Internal forces that stimulate people to behave in a particular manner Produced by the tension caused by an unfulfilled need Psychological Influences Attitudes and Values Attitudes impact motivations Influence how consumers evaluate products, institutions, retail stores, and advertising Personality Distinctive characteristics that make people or brands individual Brand personalities make them distinctive from their competitors Psychological Influences Psychographic Influences Lifestyle and psychological characteristics that have a bearing on how people make decisions Psychographics Lifestyles Lo