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ADVERTISING:
Consumer Behavior Decision Making
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Freud: the Subconscious
• Early 1900s:– ID, Superego, and Ego– People are driven by instincts
• not aware of these drives– They have self-protection devices:
• Rationalization, sublimation, etc• These HIDE their real desires
– Implications for Advertising ????
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Physiological needsPhysiological needs
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Maslow’s Hierarchy of Needs
Self-actualization needsself-development and realization
Esteem needsself-esteem, recognition, status
Social needssense of belonging, love
Safety needssecurity, protection
Physiological needshunger, thirst, sex
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Safety needsSafety needs
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Social needs?Social needs?
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Which needs?Which needs?
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Behaviorism
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Behaviorism: Classical Conditioning• Unconditioned stimulus
– Sex• Unconditioned Response
– Arousal• Conditioned stimulus
– Beer• Conditioned Response
– Arousal
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Alcohol and Sex
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Jewellery and Jewellery and SexSex
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Beer and nationalism
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• Problem recognition– Motivation
• Information search– Perception
• Evaluation of alternatives– Attitude formation
• Purchase decision– Integration
• Post-purchase evaluation– Learning
• [Return or complaints]
Cognitive Decision Making
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Discussion
• What was the last product you searched for information on before buying?
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Segmentation
• Identify most relevant variable• Product use or motivations differ• Divide into HOMOGENOUS segments
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Targeting• Targeting Criteria
– Segment size • (Substantial)
– Unique • (Differentiable)
– Cost of marketing• (Accesable)• (Actionable)
– Profitability• Competition• Growth
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Quote of the Day
Buy me and you will overcome the anxieties I have just reminded you of.
• Michael Schudson (Professor)