乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter04a.pptVIP

Perspectives onConsumer Behavior Consumer Behavior Appealing to an Active Lifestyle Consumer Decision Making Sources of Problem Recognition Ads help Consumers Recognize Problems What Prompts New Needs/Wants? “I’m in the woods” Maslow’s Hierarchy of Needs Huggies Appeals to Need for Love Freudian Psychoanalytic Approach Probing the Minds of Consumers Test Your Knowledge The Psychoanalytic Approach Sexy Ads Get Noticed Go Daddy Knows Sex Sells Information Search Perception Marketers want to know How consumers sense external information How they select and use sources of information How information is interpreted and given meaning The Perception Process Using Color to Focus Attention Sensory Advertising Selecting Information Interpreting Information Selective Perception Subliminal Perception Evaluation of Alternatives Evoked Set Evaluative Criteria Marketer’s Evaluative View Consumer’s Evaluative View Test Your Knowledge Multiattribute Attitude Model Changing Attitudes Adding Attributes Changes Attitudes Purchase Decision and Evaluation Behavioral Learning Classical Conditioning Operant (Instrumental) Conditioning Energizer Understands Operant Conditioning Test Your Knowledge Cognitive Learning Process External Influences on Consumer Behavior External Influences on Consumer Behavior Subculture ads appeal to shared beliefs, values, and norms Alternative Approaches Relation to textThis slide relates to the information found on page 119 of the text. Summary Overview This slide shows the process of perception, by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. Perception is an individual process; it depends on internal factors, such as a person’s beliefs, experiences, needs, moods, and expectations. The process is also influenced by the characteristics of a stimulus, such as its size, color, and intensity, and the context in which it is seen or heard. Use of this Slide Use this slide to introduce