tailieunhanh - Lecture Advertising (2e): Chapter 5 - Arens, Schaefer, Weigold
Chapter 5 - Communication and consumer behavior. After completing this chapter, students will be able to: Explain how advertising differs from the basic communication process, outline the consumer perception process and explain why advertising people say perception is everything, explain how a consumer’s level of involvement with a product influences the decision-making process and the advertising approach. | Chapter Five Communication and Consumer Behavior Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Explain how advertising differs from the basic communication process Outline the consumer perception process and explain why advertising people say perception is everything Explain how a consumer’s level of involvement with a product influences the decision-making process and the advertising approach Learning Objectives Describe the fundamental motives behind consumer purchases Discuss the various influences on consumer behavior Applying the Communication Process to Advertising Applying the Communication Process to Advertising Consumer Perception Process Perception: One’s personalized way of sensing and comprehending stimuli Stimulus: Physical data that can be received through the senses Perceptual screens: Physiological or psychological filters that messages must pass through Physiological screens: Use the senses to detect incoming data and measure the dimension and intensity of the stimulus Consumer Perception Process Cognition: Point of awareness and comprehension of a stimulus Self-concept: Images individuals carry in their minds of the type of person they are and who they desire to be Mental files: Stored memories in consumers’ minds Consumer Involvement and Persuasion Consumer involvement: Importance or relevance of a decision to a consumer Conditioning theory is applicable to low involvement purchases Cognitive theory is applicable to high involvement purchases Persuasion: Change in thought process or behavior caused by promotion communication Exhibit - The Elaboration Likelihood Model Exhibit - The Hierarchy of Needs Negatively Originated and Positively Originated Motives Interpersonal Influences on Consumer Behavior Social influences on the consumer decision-making process Categories Family influence . | Chapter Five Communication and Consumer Behavior Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Explain how advertising differs from the basic communication process Outline the consumer perception process and explain why advertising people say perception is everything Explain how a consumer’s level of involvement with a product influences the decision-making process and the advertising approach Learning Objectives Describe the fundamental motives behind consumer purchases Discuss the various influences on consumer behavior Applying the Communication Process to Advertising Applying the Communication Process to Advertising Consumer Perception Process Perception: One’s personalized way of sensing and comprehending stimuli Stimulus: Physical data that can be received through the senses Perceptual screens: Physiological or psychological .
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