Chapter 4 The Consumer Audience

1. Chapter 4The Consumer Audience Outline • Consumer behavior • Social and cultural influences on consumers • Psychological influences on consumers • The decision process

2. Consumer Behavior • The implicit goal of advertising • The consumer audience • The target market Chapter 4: The Consumer Audience

3. Social and Cultural Influences on Consumers • Culture • Norms • values • Social class Chapter 4: The Consumer Audience

4. Social and Cultural Influences on Consumers • Reference groups • Family • Demographics • Age • Gender • Education • Occupation • Income • Race and ethnicity Chapter 4: The Consumer Audience

5. Social and Cultural Influences on Consumers • Geographic location Chapter 4: The Consumer Audience

6. PsychologicalInfluencesonConsumers • Perception • Selective perception • Selective exposure • Selective distortion • Selective retention • Cognitive dissonance Chapter 4: The Consumer Audience

7. Effects of Consumer Behavior • Learning • Habit • Motivation and needs • Attitudes • Combining all the personal factors: psychographics Chapter 4: The Consumer Audience

8. TheDecisionProcess • Low involvement decisions • High involvement decisions Chapter 4: The Consumer Audience

9. StepsintheDecisionProcess • Need recognition • Information search • Evaluation of alternatives • Purchase decision • Postpurchase evaluation Chapter 4: The Consumer Audience