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02. Buyer Behaviour
Fichas del conjunto (10)
- 1Perception - In order to create effective marketing communications campaigns, marketers need to know:1) How consumers sense information (exposure): Person’s state of mind (stimulus in context)
Consider the mere exposure hypothesis (familiarity)
2) How they select information from different sources (attention): Types of attention include involuntary, non-voluntary, voluntary and no attention
Think about cognitive capacity! Information is best given as a summary
Consider selective attention: Stimulus intensity, novel stimuli, past experience, needs, expectation and values
3) How information is interpreted and given meaning (comprehension)
30% miscomprehension – interpreting stimuli involves selective attention
McGuire’s 8 Stages of information processing - 2McGuires 8-Stages of Information ProcessingExposure to information Selective attention Comprehension Agreement Retention in memory Retrieval Consumer decision-making Action
- 3Stages of information processing: Agreement and Retention / Retrieval4) Agreement: Credibility and value-alignment
5) And 6) Retention and retrieval: Atkinson & Shiffrin (1968) - 4Hierarchy of effects modelAwareness Knowledge (Cognitive stage) Liking Preference Conviction (Affective stage) Purchase (Conative stage)
1) Traditional learning hierarchy (high involvement): Cognition Affect Conation
2) Low involvement hierarchy: Minimal cognition Conation Affect - 5Learning • Types of learning- Classical conditioning: unconditioned stimulus unconditioned response, turns into conditioned stimulus conditioned response
- Operant conditioning: Changing consequences; reinforcement to stimulate behaviour - 6Learning • Improving the search and retrieval of information- Concretising: Examples
- Imagery: Visualisation
- Dual-coding theory: Pictures are represented in memory in verbal and visual form - 7Attitudes and their relevance to MarCommExpressions of inner feelings and opinions that reflect whether a person is favourably or unfavourably predisposed to some object
Relevance: Positive / negative inclination to product impacts marketing communication – either maintain or change attitude - 8• Process of changing attitudesChange beliefs about important attribute Change perceptions of the value of an attribute Add new attribute to mix Change perceptions about competing brand
- 9Theory on advertising and its use• Strong theory: Persuasion occurs by moving passive buyers toward a purchase by easing them through a series of steps, prompted by timely and suitable promotional messages
• Weak theory: Advertising is used to maintain awareness and provide assurance. This helps customers repeat their pattern of thinking and behaviour. Advertising reinforces existing attitudes and does not necessarily change them - 10Key challenges to communication- The message may not get through to the recipient
- The message may not be understood
- The message may not inspire the recipient to take action
- The effectiveness of the message can be influenced by noise
A MarComm programme (i.e. fundamental decisions and implementation decisions) should result in enhanced brand equity and affective behaviour.
MarComm effects: Unawareness Awareness Expectation Trial Beliefs, attitudes Belief reinforcement, attitude reinforcement Brand loyalty
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- MarComm Fichas sobre 02. Buyer Behaviour, creado por Nina Olsson el 12/05/2019.
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- Nina Olsson
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