Lecture Advertising and promotion (2/e) – Chapter 5: Starting with the consumer

ed
stimulus
stimulus
(grapes)
(grapes)

Unconditioned
Unconditioned
response
response
(fresh
(fresh and
and moist)
moist)

Association develops through
contiguity and repetition
Conditioned
Conditioned
stimulus
stimulus

(Lancôme
(Lancôme moisturiser)
moisturiser)

Conditioned
Conditioned
response
response

(fresh
(freshand
andmoist)
moist)

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Classical conditioning

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Operant conditioning process
Behaviour
Behaviour
(consumer
(consumer uses
uses
product
product or
or service)
service)

Behaviour that is reinforced
strengthens the bond between
a stimulus and a response

Positive
Positive or
or negative
negative
consequences
consequences occur
occur
(reward
(reward or
or
punishment)
punishment)

Increase
Increase or
or decrease
decrease
in
in probability
probability of
of repeat
repeat
behaviour
behaviour (purchase)
(purchase)

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Shaping procedures in marketing

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Cognitive learning process
Goal
Goal
Purposive
Purposive behaviour
behaviour
Insight
Insight
Goal
Goal achievement
achievement
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Attitudes

Integration

Perceptions
Motivation
Consumer
Decision-Making
Models

Culture

Consumer
Decision-Making
Processes
Learning

Influences on
Consumer Decision
Processes

Sub-Culture

Behavioural

Reference
Groups

Studying

CB

Cognitive
Interpretive/
Post Modern

Situational
Determinants

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Environmental influences on
consumer behaviour

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Subcultures

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Reference groups

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Situational determinants
Types
Types of
of structural
structural
determinants
determinants

Usage
Usage situation
situation

Purchase
Purchase situation
situation

Communications
Communications
situation
situation

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New methodologies in
consumer research
Traditional
Traditional
approach
approach

New
New approaches
approaches

Psychology
Psychology

Sociology,
Sociology, anthropology,
anthropology,
history,
history, semiotics,
semiotics,
linguistics
linguistics

Experimental
Experimental
design,
design, surveys
surveys

Field
Field work,
work, ethnographic
ethnographic
studies
studies

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Summary and conclusions
 This presentation provides an overview of consumer
behaviour and some of the methods used to conduct
consumer research.
 A five-stage model of consumer decision making
consists of problem recognition, information search,
alternative evaluation, purchase and post-purchase
evaluation.
 The consumer decision process model views
consumer behaviour primarily as a cognitive
orientation.

 Behavioural learning can also shed light on
consumer decision making and purchasing activity.
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