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Consumers Use of ADV and PR.docx

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University of Texas at Austin
ANT 301
Chris Kirk

Consumers Use of ADV and PR Thursday, October 10, 2013 9:32 AM Consumers: One-on One •Understand how advertising/pr fits into the consumer decision-making process •Describe how consumers process and respond to advertising/pr •Explain how advertisers/pr do consumer research to identify the major methods Consumers •Skeptical Consumers •Mary Wells quoted for observing consumers as skeptical Consumer decision making process •Brand advertising/PR: create a "liking" or preference to use at some point in the future. •Direct-response advertising: tries to gain some immediate response. Consumer behavior •Marketer's own experience: about how they understood consumers' behavior in market place •Theoretical Models: Psychology of adv. Theoretical models of how consumers pay, what influenced purchase. •Psychological Theories: •Communication theories: combined psychological theories with communication. •Explanation of behavior • Prediction of behavior •Attribution modeling: web has generated organizations (Google) who can track a consumer's behavior •Even simple buying decisions are complicated o Toothpaste • Do you buy the same brand of toothpaste every time? • Do you buy the cheapest or most expensive brand? • How about those red, green and white stripes? • What about the ads? • Did you use a coupon? • The one your mother uses? High vs. Low Involvement • What's for dinner? : Low involvement •College choice? : High involvement Model of the consumer decision Process •Decision process: a series related stages lead to action •Help with understanding why? •Predict behavior •Basic Stages o Problem Recognition: when did you notice the problem? How long from results? o Search: Internal and External: what are your options? What's important? What details are you looking at? o Alternative Evaluation • Consideration set: what will you consider? What are your choices? • Evaluative criteria: what's important to you? Price, quality o Choice: What you decide? o Outcomes: what happened? • Influences o Cultural Influences • Culture and Subculture • Mainstream culture: collective values and beliefs of society • Subcultures: subgroups within a larger culture that keep distinctive lifestyles/values while adopting important features of the dominant culture. • Going from culture to subculture  Bagel  Mexican Food • Social Rank/Class: society's tendency to rank its members according to prestige  Top professions: Doctors, Scientists, Teachers, Clergy, Military officers  Least professions: Accountants, bankers, union leaders, journalist  Determinants of social class • Income • Occupation • Lifestyle • Associations • Influence • Parents o Interpersonal Influence • Family  Most important decisions are made in consolation w/family  Family important emotional influence • Peer groups: friends  Role Models  Product advice  Look to peer groups for reactions to socially visible products like clothes, car, watches, phones • Opinion Leaders  Have a deeper knowledge for products than "normal"  Considered experts in specific product categories  Two-step flow theory: Advertisers would only target opinion leaders. Then opinion leaders would transfer that info to the rest of the population within their social reach. o Individual Influences • Demographics: descriptive characteristics that help divide a "mass" market into smaller groups… age, gender, income, ethnicity  Gender makes a difference • Psychological Influences  Perception, learning/memory, attitude, motivation  Perception is reality  Perception: how consumers sense and interpret the world around them. Different consumers perceive same product and ads differently. • Physiological traits • Interpretations of band image • Can't pay attention to everything • Risk: "so what if I don't get it" • PERCEPTION IS TRUTH!!  Subliminal Perception • James Vicary: subliminal projection. "EAT POPCORN … DRINK COKE" • Vance Packard: Hidden Persuaders (book) • Wilson Brian Key**: Subliminal seduction (book) • Memory and Learning Memory : Retention of information over time   Learning: acquiring new behaviors  Marketers influence consumers by:  Reinforcing brand habits via learning • About their brands • Form pattern of brand loyalty… predisposition to prefer/buy one brand consistently over all the rest.  Increasing retention of messages 1. Reinforcing buying behavior • Attitude  Inclination to evaluate a product, person or idea in a certain way  Once formed attitudes are resistant to change  Three Components to Attitude (cats are awful) 1. Cognitive (thinking) 2. Affective
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