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Belch: Advertising and
Promotion, Sixth Edition
II. Integrated Marketing
Program Situation Analysis
4. Perspectives on
Consumer Behavior
Masius Benton & Bowles of Los Angeles conducted
focus groups of hypnotized consumers. In the groups,
participants were asked to discuss their experiences
and feelings about the first time they drank champagne
and/or sparkling wine. According to Chandon
and D’Arcy, traditional focus groups lead to “surface”
discussions whereas drinking champagne involves
more of an “inside”-driven and emotional response. By
hypnotizing the participants, they felt they could get
behind the barriers set up in conscious minds. The
approach apparently worked; as noted by Diane Dreyer,
senior VP at D’Arcy, some participants revealed romantic
and sexual experiences that “I’m sure they wouldn’t
share in the waking state.” The input from the groups
was used in the development of a new advertising campaign
that featured a sexual and passionate appeal, as
well as a new logo. Essentially, the research led to a
whole new positioning for the brand, with ads placed
on billboards and in travel and epicurean magazines,
as well as a move into e-commerce.
In his book Why We Buy: The Science of Shopping,
retail consultant Paco Underhill attempts to explain
Summary
This chapter introduced you to the
field of consumer behavior and
examined its relevance to
promotional strategy. Consumer
behavior is best viewed as the
process and activities that people
engage in when searching for,
selecting, purchasing, using, evaluating,
and disposing of products
and services to satisfy their needs
and desires. A five-stage model of
the consumer decision-making
process consists of problem recognition,
information search, alternative
evaluation, purchase, and
postpurchase evaluation. Internal
psychological processes that influ-
ence the consumer decisionmaking
process include motivation,
perception, attitude formation and
change, and integration processes.
The decision process model
views consumer behavior primarily
from a cognitive orientation. The
chapter considered other perspectives
by examining various
approaches to consumer learning
and their implications for advertising
and promotion. Behavioral
learning theories such as classical
conditioning and operant (instrumental)
conditioning were discussed.
Problems with behavioral
learning theories were noted, and
© The McGraw−Hill
Companies, 2003
why consumers buy. With a degree in Chinese history,
Underhill shifted his emphasis to environmental psychology
and, like Rapaille, found the consulting world
much more lucrative. Equating the modern-day shopper
with the “hunter-gatherer” mentality of the past,
he sees men as shopping because of an obsession with
a single item. Women, on the other hand, look upon
shopping as a social occasion that provides a sense of
liberation. At the mall they can escape their husbands
and families, exercise their judgments, and see and be
seen. Is this what women did in the caveman days?
Traditional or not, millions of dollars are now being
invested in previously unheard-of techniques. Billions
more are riding on the results. Are you willing to take
the risk?
Sources: Phil Patton, “Car Shrinks” Fortune, March 18, 2002, pp.
187–190; Alice Z. Cuneo, “Domain Chandon Looks beyond the Celebrations,”
Advertising Age, July 19, 1999, p. 9; Abigail Goldman,
“Expert Offers Retailers Glimpse into Shoppers’ Minds,” Los Angeles
Times, June 3, 1999, p. C5; Jeffrey Ball, “But How Does It Make
You Feel?” The Wall Street Journal, May 3, 1999, p. B1.
the alternative perspective of cognitive
learning was discussed.
The chapter also examined relevant
external factors that
influence consumer decision making.
Culture, subculture, social
class, reference groups, and situational
determinants were
discussed, along with their implications
for the development of
promotional strategies and
programs. The chapter concluded
with an introduction to alternative
perspectives on the study of consumer
behavior (also called interpretive,
postmodern, or
postpositivist perspectives).
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