ADV 318J Lecture Notes - Lecture 5: A.D. Vision, Socioeconomic Status, Social Forces
Document Summary
Consumer behavior: all things related to how humans operate as consumers: complex and varied. Psychological, economic, social, cultural influences: successful ibp. Comes from understanding your (potential) consumers: psychological perspective. Approaches consumers as systematic decision makers who process information: sociocultural perspective. Approaching consumers as social beings whose behavior is largely directed by social forces: consumer behavior: 2 approaches. Cultural norms: the consumer as decision maker. Each person has needs, we consumer to fulfill these needs. Need recognition: consumption process begins with a need state (anxiety, mental anguish, adv tries to highlight these needs to motivate purchase, adv tries to connect the product benefits with the needs. Info search & evaluation: need recognition leads to extensive info search and alternative evaluation, there are many opportunities for the advertiser to influence the final purchasing decision. The consumer makes a decision and splashes the cash.
