ADV 318J Study Guide - Midterm Guide: Fast-Moving Consumer Goods, Sslc, A.D. Vision

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17 May 2016
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Chapter 5: Consumer Behavior
Q: What is Consumer Behavior?
A: All things related to how humans operate as consumers and it is complex and varied: psychological,
economic, social, cultural influences
Where does successful IBP come from?
A: Advertisers and marketers understand their potential consumers
Consumer Packaged Goods (CPG)
Low involvement goods: memory and habit (mindshare brands)- Tide
oEX: Trash bags, papers, towels
Q: What are the two consumer behavior perspectives create effective advertising and brand
promotion?
A: Physiological and Sociocultural
Q: Which consumer behavior perspective is used for low-cost/involvement and what is it called?
A: Psychological; mindshare marketing
Q: What consumer behavior perspective does adv and brand marketing play a big role in and what is it
called?
A: Sociocultural; cultural branding
Physiological – mindshare: AMDC
What happens in the consumer’s head- it portrays consumers as systematic informational
seekers, processors and decision makers.
Useful to both low and high involvement goods- more typically used for low-cost/ involvement
goods
Attitudes/beliefs, memories and personal experiences, decision rules, cognitive ability
Sociocultural- cultural branding: SSLC
Consumers are social beings who operate in their societies and cultures and behave largely as a
function of social circumstances and cultural forces.
Advertising and brand marketing play a role in this
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Used for higher involvement
oCoca-cola is an exception
Socio economic status, social class, living conditions, cultural norms
The Consumer As Decision Maker NIPP
Individuals are purposeful decision makers who either weigh the decision or are heuristics-
mental shortcuts (trial and error)- each person has needs we fulfill these needs
oNeed recognition
Need state: mental discomfort and anxiety (EX: car breaking down/no
toothpaste
Advertising activates needs to motivate consumers to buy product or service
EX: Privacy ad on computer
ADV tries to connect the product benefits with the needs
Consumers thinks it’s a need than it’s a need
Functional (Oakley functional) and Emotional (Oakley running)
oInformation search and alternative evaluation
Need recognition leads the way for information search
Internal search: personal experience and prior knowledge (evoked set: what
comes in your mind when a category is mentioned)
ADV can influence the final decision process
Consideration set: the consumer will consider purchasing (related to
evoke set)
“Top of the Mind”: CPG (low –cost)
Primary function: to establishing the brands existence and generate
favorable brand recognition
External Search: internal is not enough sometimes (visiting retail stores/looking
online, asking family and friends – consumer reports)
Consumers may be receptive to FUNCTIONAL ads
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Stage 2 Alternative Evaluation: structured by the consideration search and
evaluation criteria – adv should understand this
Narrowing down choices by having a consideration set
Evaluation criteria: characteristics and attribution of the brand
oEX: price, texture, warranty terms, service support, color ect
oPurchase: consumer made a decision $$
Adv care greatly about repurchase! CBB
Conversion: repeated purchase
Brand Loyalty
Brand Ambassadors
oPost purchase use and evaluation: adv and marketers must have satisfied and loyal
consumers (65% business satisfied consumers/ 91% dissatisfied-“buycott”)
Consumer satisfaction (gardener): generates repurchase/ make them feel good
for the purchase aka Cognitive dissonance (EX: Dudo’s car decision) – fulfill
brand expectations.
Q: What are the two types of consumer decision makers?
A: Rational (make cognitive decisions) and Heuristics (use mental short cuts)
Q: How do you create ads that resonate to the consumers?
A: You need to understand what needs your consumer wants fulfilled and how to align your product
with those needs.
Q: Are Consumers behaviors always systematic and logical?
A: NO!
4 modes of consumer decision making
Vary by involvement
Extended Problem Solving: Cars- using need rec/research steps
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