Summary - Marketing Communication
Part B: the Consumer
Belch, G. E., & Belch M. A. (2015). Chapter 4: Perspectives on consumer behaviour, pp 108-
138. Chapter 5: The communication process, pp. 141-178/ pp. 143-179.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice.
Science, 211(4481), 453-458.
Wang, C.-L., Siu, N. Y. M., & Hui, A. S. Y. (2004). Consumer decision-making styles on
domestic and imported brand clothing. European Journal of Marketing 38(1/2), 239 – 252.
Liu, Y., & Shrum, L. J. (2009). A dual-process model of interactivity effects. Journal of
Advertising, 38(2), 53-68.
Lang, A. (2000). The limited capacity model of mediated message processing. Journal of
Communication, 50(1), 46-70.
Chartrand, T. L. (2005). The role of conscious awareness in consumer behavior. Journal of
Consumer Psychology, 15(3), 203-210.
Häfner, M., & Trampe, D. (2009). When thinking is beneficial and when it is not: The effects
of thin and round advertising Journal of Consumer Psychology, 19, 619-628.
Strick, M., Van Baaren, R. B., Holland, R. W., & Van Knippenberg, A. (2009). Humor in
advertisements enhances product liking by mere association. Journal of Experimental
Psychology: Applied, 15(1), 35-45.
Additional Information From the Meetings
, Chapter 4 – Belch & Belch
Consumer behaviour = the process and activities people engage in when searching for,
selecting, purchasing, using, evaluating, and disposing of products and services to satisfy
their needs/desires.
Consumer Decision-Making Process
Problem recognition = occurs when the consumer perceives a need and becomes
motivated to solve the problem. It is caused by the difference between consumers’ ideal
state and actual state. Causes:
o Out of stock = replenish their stock, simple/routine, choosing a familiar brand.
o Dissatisfaction = with the current state/product/service (e.g. no longer stylish enough)
o New needs/wants = changes in consumer’s life (e.g. financial situation) results in
new needs/wants. It is not all about essential needs, it is also about desires: a want
is a desire for something one does not have.
o Related products/purchases = purchase of iPhone may lead to recognition of a need
for accessories.
o Marketer-induced problem recognition = marketers’ action that encourage
consumers not to be content with their current state/situation. E.g. ads for
mouthwash may be designed to create insecurities that consumers can resolve
through the use of these products. Also takes advantage of consumers’ tendency
toward novelty seeking behaviour.
o New products = introducing new products/services and telling consumers about the
types of problems they solve.
Motivation = those factors that compel a consumer to take a particular action. Through
the hierarchy of needs theory (Maslow) you can understand consumer motivations.
These are the 5 basic levels of human needs, based on importance:
2
Part B: the Consumer
Belch, G. E., & Belch M. A. (2015). Chapter 4: Perspectives on consumer behaviour, pp 108-
138. Chapter 5: The communication process, pp. 141-178/ pp. 143-179.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice.
Science, 211(4481), 453-458.
Wang, C.-L., Siu, N. Y. M., & Hui, A. S. Y. (2004). Consumer decision-making styles on
domestic and imported brand clothing. European Journal of Marketing 38(1/2), 239 – 252.
Liu, Y., & Shrum, L. J. (2009). A dual-process model of interactivity effects. Journal of
Advertising, 38(2), 53-68.
Lang, A. (2000). The limited capacity model of mediated message processing. Journal of
Communication, 50(1), 46-70.
Chartrand, T. L. (2005). The role of conscious awareness in consumer behavior. Journal of
Consumer Psychology, 15(3), 203-210.
Häfner, M., & Trampe, D. (2009). When thinking is beneficial and when it is not: The effects
of thin and round advertising Journal of Consumer Psychology, 19, 619-628.
Strick, M., Van Baaren, R. B., Holland, R. W., & Van Knippenberg, A. (2009). Humor in
advertisements enhances product liking by mere association. Journal of Experimental
Psychology: Applied, 15(1), 35-45.
Additional Information From the Meetings
, Chapter 4 – Belch & Belch
Consumer behaviour = the process and activities people engage in when searching for,
selecting, purchasing, using, evaluating, and disposing of products and services to satisfy
their needs/desires.
Consumer Decision-Making Process
Problem recognition = occurs when the consumer perceives a need and becomes
motivated to solve the problem. It is caused by the difference between consumers’ ideal
state and actual state. Causes:
o Out of stock = replenish their stock, simple/routine, choosing a familiar brand.
o Dissatisfaction = with the current state/product/service (e.g. no longer stylish enough)
o New needs/wants = changes in consumer’s life (e.g. financial situation) results in
new needs/wants. It is not all about essential needs, it is also about desires: a want
is a desire for something one does not have.
o Related products/purchases = purchase of iPhone may lead to recognition of a need
for accessories.
o Marketer-induced problem recognition = marketers’ action that encourage
consumers not to be content with their current state/situation. E.g. ads for
mouthwash may be designed to create insecurities that consumers can resolve
through the use of these products. Also takes advantage of consumers’ tendency
toward novelty seeking behaviour.
o New products = introducing new products/services and telling consumers about the
types of problems they solve.
Motivation = those factors that compel a consumer to take a particular action. Through
the hierarchy of needs theory (Maslow) you can understand consumer motivations.
These are the 5 basic levels of human needs, based on importance:
2
