PBB Chap 2

Industry level

- relationship of companies and its competitors

marketing promoting a new concern for health and fitness

-Cognitive: medical research -Affect: beliefs about how to live longer -Behavior: eating healthier -Environment: promotion of health foods, exercise equipment and apparel

EXAMPLE: Relationship among Affect, Cognition, Behavior, and Environment

-Consumer sees an ad for a new detergent that promises to clean better than Tide -This ad changes what the consumer thinks about the new brand and leads to a purchase. -Ad led to a change in environment which led to a change in thinking.

Consumer Affect responses

-can vary in intensity -can be favorable or unfavorable 1. intense emotion 2. less strong emotion

Society level

-changes in what a society believes and how its members behave can be analyzed with the wheel of consumer analysis - also can be applied to other societies to help explain their structures and practices

Cognition

-mental structures and processes involved in thinking, understanding, and interpreting stimuli and events -knowledge -meanings -beliefs that consumers have developed from their experiences and stored in memory -aspects of cognition are conscious and automatic

Industry level changes in consumer cognition, affect, and behavior can..

-threaten existing products -offer opportunities to develop products more consistent with new values and behaviors

Role of Consumer Research and Analysis in Marketing Strategy

1. Consumer Research and analysis 2. marketing strategy development 3. marketing strategy implementation 4. consumers: affect and cognition behaviors environments

5 implications of the relationship among affect, cognition, behavior, and the environment

1. all 3 elements and their relationships must be considered in a comprehensive analysis 2. any may be the starting point for consumer analysis 3. this view is dynamic; recognizes that consumers can continuously change 4. consumer analysis can be applied at several levels 5. highlights the importance of consumer research and analysis in developing marketing strategies

3 Elements for consumer analysis

1. consumer affect and cognition 2. consumer behavior 3. consumer environment

Reciprocal system

Any of the elements cane either a cause or an effect of a change at and particular time -use product A not Product B

Society marketing example

Change in health and fitness - healthier means longer life - healthy people are more attractive

marketing strategy- consumer's view

a set of stimuli placed in consumers' environments designed to influence their affect, cognition, and behavior

marketing strategies should be designed not only to influence consumers

but also to be influenced by them

The wheel of consumer analysis

consumer affect an cognition- consumer behavior - consumer environment = marketing strategy

Social stimuli

cultures, subcultures, social classes, reference groups

Relationship among Affect, Cognition, Behavior, and Environment

each can be either a cause or an affect on a change in one or more of the other elements

Consumer Environment is important b/c...

it is the medium in which stimuli are placed to influence consumers -commercials -coupons -catalogs

Consumer affect and Cognition

mental responses consumers exhibit toward stimuli and events in their environment

overt behavior

out in the open actions

Marketing Stimuli

products, brands, packaging, ads, coupons, stores, credit cards, price tags, salespeople communication

consumer environment

refers to everything external to consumers that influences what they think, feel, and do -social stimuli -physical stimuli

Consumer Affect

refers to feelings about stimuli and events

Consumer Behavior

refers to the physical actions of consumers that can be directly observed and measured by others -critical for marketing strategy b/c only though behavior can sales be made and profits earned

Consumer Cognition

refers to thinking

physical stimuli

stores, products, advertisements, and signs

Market Segment Level

used to analyze groups of consumers who have some similarity in cognition, affect, behavior, and environment -market to: senior adults, college students, golfers, football fans

Individual Consumer level

used to analyze the consumption history, a single purchase, or some aspect of a purchase for a specific consumer

levels of consumer analysis

wheel of CA is a flexible tool that can aid in understanding the different levels: - societies - industries - market segments - individual consumers