Integrated Advertising, Promotion,

and Marketing Communications

Eighth Edition, Global Edition
Week 3
Chapter 3
Buyer Behaviors

Copyright © 2018 Pearson Education Ltd. All Rights Reserved 1

 Chapter Objectives

1. Explain the Internal and External Information

search by consumers

2. Explain the three models of how individuals

evaluate purchasing alternatives

3. Identify new trends in the Consumer Buying

Environment

2
 Consumer Decision-Making Process
phithids

"
eg sleepy
事
.

" ” 州明 "
n

Cansoue ?

Two steps that are the most important to the IMC Program are:
1. Information Search
2. Evaluation of Alternatives

Copyright © 2018 Pearson Education Ltd. All Rights Reserved 3

Problem Recognition

4
 Internal Information Search
• An internal search takes place when the consumer
mentally recalls images of products that might
fulfil or meet the need.
• Degree of internal search varies
• Recall only a small subset of stored information

• A major objective is to build Brand Equity so that

consumer recall your brand during an internal
search.

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 Internal Information Search –
What are recalled
1. Recall of Brands: evoke set; top of mind brands,
affected by 5 factors
⼀想買平板電腦 iPad →

• Prototypicality: recalls brands closest to the prototype

(e.g. tablet computer, Apple’s iPad recalled first)
Apple on Xiaomi

• Brand Familiarity:时
easier to recall well-known brands
• Goals and Usage situations: associate products with
certain goals / usage situations McDouald
' Cola
;→

Linked ,

• Brand Preference: certain positive attributes recalled

more easily positive seasytorecalattributes
(
image )

• Retrieval Cues: e.g. brand / product logo

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 Quick Exercise

By associating their product with the UEFA Champions

League, Heineken is utilizing the gouls fusage factor.
Sifuation ,

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 Internal Information Search –
What are recalled
2. Recall of Attributes:
tend to be simplified version, a small portion of
memories. (e.g. price, design… of smart watch)
3. Recall of Evaluations: Braud A / 1 B Lotta
?

overall evaluation (i.e. like / dislike) are easier to

remember and tend to form strong associative link
with the brand.
4. Recall of Experience: ⼀光彩
take the form of specific vivid images and the effect
associated with them are more likely to be recalled.

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 External Information Search
• After an internal search, the consumer makes a
mental decision regarding an external search.
External information comes from many sources,
including the following:

Retailer Search Media and Social Media Search

(via visit or calls) (e.g. online ads, facebook, IG)

Interpersonal Search Independent Search less howaday

(VOM from friends, colleagues, (e.g. books, non brand-sponsored
relatives via phone/text message) websites, govt. pamphlets)

Internet
Experiential Search
(via keyboard or mobile to search
(e.g. using samples, trials services)
online co. websites)
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 Quick Exercise

Reading the CHOICE magazine published by Consumer

Council is an example of independtsemd.
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 External Information Search
• The amount of time a consumer spends on an external search
depends on:
1. Ability: person’s educational level combined with specific
knowledge of the product category and the brands being offered
2. Motivation: greater the motivation, the greater the extent of
external search. Motivation is determined by
• level of involvement (HIGH if expensive & complex product)
• need for cognition (low versus high)
• level of shopping enthusiasm (low versus high)

3. Cost: consists of actual cost of product, time cost of search,

opportunity cost of forgoing other activities, etc.

4. Perceived Benefits: the higher the benefit, the greater tendency

to conduct search

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 Quick Exercise

Doing external information search for an automobile

is considered a HIGH-level involvenaf
,
purchase.
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 Three Models of Evaluating Alternatives

Copyright © 2018 Pearson Education Ltd. All Rights Reserved 13

 Evoked Set Approach
• A person’s Evoked Set consists of the brands that are
considered in a purchasing situation. Two additional
concepts are part of the evaluation of purchase
alternatives:
1. The Inept Set consists of the brands that are part of a
person’s memory, which are not considered because
they elicit negative feelings.
2. The Inert Set holds the brands that the consumer is
aware of but the individual has neither negative nor
positive feelings about the products.
• Key is trying to place the brand in one’s Evoked Set.
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 Multi-attribute Approach
• Consumers often examine sets of attributes across sets of
products or brands. The Multi-attribute model assumes
that a consumer’s attitude, which is an overall evaluation
of how much consumer like / dislike a product or brand, is
determined by the following:
− The consumer’s beliefs about a brand’s performance
on each attribute
− The importance of each attribute to the consumer

• The higher a brand is rated on attributes that are

important to the consumer, the more likely it becomes
that the brand will be purchased.
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 feeling )
Affect Referral Method
• Consumer chooses the brand that he or she likes the best.
The individual does not evaluate the other brands and
often does not even think about which.
(e.g. purchase of tooth paste)

• Two things explain why consumers rely on affect referral:

1. It saves mental energy.
2. The Multi-attribute model may have been utilized
previously. Thus, the person has already spent a great
deal of time considering various product attributes,
deciding which attributes were most critical, and
reaching a decision. 7

2nd
purchase

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 Trends in Consumer Buying
Environment
1. Demographic
− Age Complexity
− Gender Complexity

2. Lifestyles
− Active Busy Lifestyle
− Diverse Lifestyle

3. Communication Revolution
4. Experience Pursuits
5. Health Emphasis
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 1. Demographic
• Age Complexity
− There are shifting of value at a cultural level
include those associated with the following:
− Young people “growing up” more quickly
− Older people refusing to “grow old”

• Gender Complexity 「
發展展開

− Roles of males and females continue to evolve

− Father staying home to take care of children, while
mother going to work

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 2. Lifestyles
• Active, Busy Lifestyles
− Many people would prefer more time to more money
and possessions. ( delivaoo 7 Sane tome )
− Convenience items are in higher demand.

• Diverse Lifestyles
− Percentage of young people following the traditional
path decline. More & more people delayed marriage,
living with roommates with mixed gender, etc.
− Divorce and remarriage alter many family units.
Divorcees, or second chancers, tend to develop a new
outlook on life. They have higher incomes and are
more content with life.
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 3. Communication Revolution
• Advances in telecommunications, primarily social
media and smartphones, have impacted
consumers all over the world and have created
significant changes in the way individuals
communicate with each other, with brands, and
with companies.
• These technologies have changed the way brands
and firms are influenced by word-of-mouth
communication and can be used to engage
consumers and stimulate positive endorsements.

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 ⼀追擊
4. Experience Pursuits
• Indulgences, such as
expensive dinners or get-
away weekends, bring
feelings of comfort and
reassurance.
chimgy the mind set in Gusmmphr
,

• Self-rewarding activities
make the consumer feel
that all the work and
effort is “worth it.”
⾦錢管理兩年代不同
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 5. Health Emphasis
• Two outcomes
1. A blossoming interest
in health products
2. The desire to maintain
a youthful appearance

• Marketers can create

messages about the
healthy aspects of
products.

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 Review Question 1
The two components of the consumer decision-
making process that are most critical to developing
an IMC program are: .

A) problem recognition and information search.

B) information search and evaluation of
alternatives.
C) evaluation of alternatives and purchase decision.
D) problem recognition and evaluation of
alternatives.
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 Review Question 2
A person's educational level combined with
specific knowledge about a product category
determines the .

0
A) ability to search.
B) desire to search.
C) need for cognition.
D) involvement level.

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 Review Question 3
Individuals who engage in and enjoy mental
activities have a: .

A) low need for cognition.

B) high need for cognition.
C) low level of shopping enthusiasm.
D) high level of shopping enthusiasm.

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 Review Question 4
The perceived cost of a purchase decision
includes each of the following except:

A) the actual price or cost of the product.

B) the subjective costs associated with the
search.
C) the economic conditions of the area.
D) the opportunity costs of foregoing other
activities to make the search.
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 Tutorial Exercise 2
Identify a local restaurant in Hong Kong that is
not well-known. Discuss with specific
suggestions how you can build it to a powerful
brand. (Chapter 2 slide 26)

Write down the answer with one-minute oral

presentation in class

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