Advertising

and Integrated
Brand Promotion 8th Edition
O’Guinn • Allen • Close Scheinbaum • Semenik

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accessible website, in whole or in part.
 Chapter 5
Advertising, Integrated Brand
Promotion, and Consumer
Behavior
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 Ch. 5 Framework
2 Perspectives of The Consumer

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 Learning Objectives (1 of 2)
1. Describe the four basic stages of consumer
decision making.
2. Explain how consumers adapt their decision-
making processes as a function of involvement
and experience.
3. Discuss the role of memory and emotion in how
advertising may influence consumer behavior.
4. Discuss the role of culture on consumer
behavior and in creating good advertising.

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 Learning Objectives (2 of 2)
5. Discuss the role of social class, taste, and cultural
capital in consumer behavior and advertising.
6. Discuss the role of family, identity, gender and
community on consumer behavior and
advertising.
7. Describe and then discuss cultural branding. Give
an example.
8. Discuss how effective advertising uses
sociocultural meaning in order to sell things.

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IBP In Action: Target

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 Consumer Behavior
All things related to how humans operate as
consumers.
• Process for buying decision:
• Need recognition.
• Information search and alternative evaluation.
• Purchase.
• Postpurchase use and evaluation.

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Consumer Decision-Making Process

1. Need Recognition.
2. Information Search and Alternative Evaluation.
3. Purchase.
4. Postpurchase Use and Evaluation.

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 Perspective One:
The Consumer as Decision Maker
• Consumer decision-making process.
• Need recognition:
• Need state: Arises when one’s desired state of
affairs differs from one’s actual state of affairs.
• Accompanied by a mental discomfort or anxiety that
motivates action.

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 Information Search (1 of 2)
• Options available to consumers:
• Internal search: Based on considerable prior
experience with the products in question.
• Evoked set: Set of brands that come to mind when a
category is mentioned.
• Consideration set: Set of the brands the consumer will
consider for purchase.

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 Information Search (2 of 2)
• External search: Involves:
• Visiting retail or online stores.
• Seeking input from friends and relatives.
• Perusing professional product evaluations furnished.

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 Alternative Evaluation
• Structured by the consumer’s consideration
set and evaluative criteria.
• Evaluative criteria: Product attributes or
performance characteristics.

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 Purchase
• Consumer makes the decision and a sale is
made.
• Aim of advertisers:
• Trials.
• Conversion: Repeat purchases.
• Brand ambassadors: Users who will become
apostles for the brand.
• Consider post-purchase consumer behavior as well.

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Target Encouraging Purchasing

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Post-Purchase Use and Evaluation
• Customer satisfaction: Derives from a favorable
postpurchase experience.
• Cognitive dissonance: Anxiety or regret that
lingers after a difficult decision.
• Increases when:
• Purchase price is high.
• There are many close alternatives.
• Item is intangible .
• Purchase is important.
• Item purchased lasts a long time.

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Modes of Consumer Decision-Making
(1 of 2)

Involvement: Relevance and importance of a

purchase:
• Affected by:
• Interests and avocations.
• Risk of high price or long-term commitment.
• High symbolic meaning to purchase.
• Deep emotion attached to purchase.

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Four Modes of Consumer Decision Making

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Modes of Consumer Decision-Making
(2 of 2)

Extended problem solving:

•Deliberate, careful search.
Limited problem solving:
•Common products, limited search.
Habit or variety seeking:
•Variety seeking: Switch brands at random
•Habit: Buy single brand repeatedly.
Brand loyalty:
• Conscious commitment to find same brand each time
purchase is made.

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Advertising, Consumer Behavior, and Memory
(1 of 2)

• Semantic memory: Word memory.

• Beneficial for advertisers if it has greater
accessibility.
• Episodic memory: Memories of episodes or
events.
• Emotion:
• Consumers change the nature of incoming
information to favor emotional brand connection.

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Advertising, Consumer Behavior, and Memory
(2 of 2)

• Information overload and simplification.

• Consumers say that they want more information.
• May not always be true.
• Clutter and attention.
• Advertising clutter: Derives from the context in
which ads are processed.
• Is working against advertisers.

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 Perspective Two:
The Consumer as Social Being
• Meaning is the focus.
• Consumer behavior is meaningfully social.
• Consuming in the real world.
• Culture: What a people do, total life ways of
people.
• Social legacy the individuals acquires from their group.
• Surrounds the creation, transmission, reception, and
interpretation of ads.
• Rituals: Often-repeated formalized behaviors involving
symbols.

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Rituals and Meaning Transfer

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Example of Rituals in IBP: Target

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Consumers as Social Beings

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Role of Social Class in Consumer Behavior and
Advertising
• Stratification: Systematic inequalities in
wealth, income, education, power, and status.
• Members of the same social strata tend to
consume in similar ways.
• Reflected in a consumer’s taste and thus their
consumption.
• Affects the various ways advertising attempts to
link social status to brands.

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 Role of Taste in Consumer Behavior and
Advertising
• Taste: Generalized set or orientation to
consumer aesthetic preferences.
• Intertwined with social stratification.
• Related to the concept of cultural capital.
• Cultural capital: Value that cultures place on certain
consumption practices and objects.
• Ads try to emphasize the cultural capital, style,
and taste to be found in the product.

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Embedding Style or Cultural Capital Example:
Target

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IBP Example of Embedding Cultural Capital:
Doritos (1 of 4)

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IBP Example/ Cultural Capital: Doritos
(2 of 4)

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IBP Example/ Cultural Capital: Doritos
(3 of 4)

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IBP Example/ Cultural Capital: Doritos
(4 of 4)

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 Role of Family and Identity on Consumer
Behavior and Advertising (1 of 2)
Family:
•Different families:
• Have different needs.
• Buy different things.
• Are reached by different media.
•Advertisers focus on:
• Life-stage variable.
• Identity.

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IBP Example: Target Understanding Family
Change and Leaving for College

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 Role of Family and Identity on Consumer
Behavior and Advertising (2 of 2)
Race and ethnicity:
• Cultural effect.
• Affects social identity.
• Not a major focus for advertisers.

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 Role Politics, Gender, and Community on
Consumer Behavior and Advertising (1 of 2)
Politics:
• Brand-political associations are commonplace.
Gender:
• Matters in consumption.
• Advertising helps construct a social reality in which
gender is a predominant feature.
• Evolving gender roles affect advertising.

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 Role Politics, Gender, and Community on
Consumer Behavior and Advertising (2 of 2)
Community:
• Face-to-face, imagined or virtual.
• Brand communities: Groups of consumers who feel a
commonality and a shared purpose attached to a
consumer good or service.

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 Cultural Branding (1 of 2)
• Branding that leverages sociocultural forces to
create and maintain great brands.
• Basic idea is to find some rift or stress in the
seams of society and culture.
• Use this to offer a solution in the form of a
branded good.

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 Cultural Branding (2 of 2)
• Rebellion and advertising:
• Consumers sometimes use their consumption
choices to stake out a position in a revolution of
sorts.
• Markets provide costumes and consumable accessories
for these.
• Authenticity:
• Provided by advertising.
• Simple but very powerful brand statement.

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Advertising as Social Text: How Ads Transmit
Socio-Cultural Meaning

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Factors Affecting Consumer Decision Making

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Questions?

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