Matakuliah
:G0492/ English for Advertising
Tahun
: 2005/2006
The Consumer Audience
Consumer Behavior
Cultural and Social Influences on consumers
Psychological Influence on Consumers
The Decision Process
1
Consumer Behavior
• The Consumer Audience
• The Target Market
2
Defining Consumer
People who by or use products to satisfy
needs and wants.
3
Scanning:
Figure 4.1. The Relationship Between Effective
Advertising and Consumer Behavior. Pg. 97
4
Cultural and Social Influences on
Consumers
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Culture
Social Class
Reference Groups
Family
Demographics
Geography
5
Scanning
• Figure 4.2. The Consumer Decision Process of
the Target Market. Pg. 98
6
Psychological Influences on
Consumers
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Perception
Learning
Motivation and Needs
Attitudes
Lifestyle
7
Scanning: Maslow’s Hierarchy of
Needs
• Figure 4.7. pg. 112
8
The Decision Process
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Need recognition
Information search
Evaluation of alternatives
Purchase decision
Post-purchase evaluation
9
LOW INVOLVEMENT
Need Recognition
Evaluation of Alternatives
Purchase Decision
Post-purchase Evaluation
10
HIGH INVOLVEMENT
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Evaluation
11