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Brand Decision-Making Guide | PDF | Attitude (Psychology) | Persuasion
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Brand Decision-Making Guide

The document discusses the brand decision process and how brands must speak to both rational and emotional aspects. It outlines 3 factors that influence decisions: involvement level, customers vs prospects, and consumers vs businesses. Brand decision-making exists on a head-to-heart continuum. There are 3 approaches: cognitive, affective, and combined. Decision-making is also related to involvement level. The 5 basic decision-making steps are: problem recognition, information search, choice evaluation, action, and review. Brand messages must get attention and be relevant during information search. Risks are evaluated in choice evaluation. Attitudes and behaviors are linked but not always direct. Learning occurs from the review process. Persuasion models include AIDA and think

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Mudassir Karnolwal
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2K views23 pages

Brand Decision-Making Guide

The document discusses the brand decision process and how brands must speak to both rational and emotional aspects. It outlines 3 factors that influence decisions: involvement level, customers vs prospects, and consumers vs businesses. Brand decision-making exists on a head-to-heart continuum. There are 3 approaches: cognitive, affective, and combined. Decision-making is also related to involvement level. The 5 basic decision-making steps are: problem recognition, information search, choice evaluation, action, and review. Brand messages must get attention and be relevant during information search. Risks are evaluated in choice evaluation. Attitudes and behaviors are linked but not always direct. Learning occurs from the review process. Persuasion models include AIDA and think

Uploaded by

Mudassir Karnolwal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Brand Decision Process

Speaking to the Head and the Heart


To acquire, retain, and grow customers, companies need
to know how customers make brand decisions.
The brand decision can be primarily cognitive or
experiential depending on the product category and
situation.
Brand decision-making is partly rational and partly
emotional, so brands must speak to both the head and
the heart.

1
Factors That Influence
Brand Decisions

Three factors influence decision-


making:
 Level of involvement (high to low)

 Customers (retention) versus

Prospects (acquisition)
 Consumers versus Businesses

2
The Head to Heart
Decision-making Continuum

3
Three Approaches to
Making a Brand Decision

4
Relationship Between
Decision-making and Involvement

5
Basic Brand Decision-making
Steps
 Step 1: Problem and Opportunity Recognition
 Step 2: Information Search
 Step 3: Evaluation of Choices
 Step 4: Behavior and Action
 Step 5: Review of Buying Decision

6
Step 1:
Problem and Opportunity Recognition

What are the needs and wants?


Before brand messages can influence
customers or prospects, brand
messages must first get the attention of
these customers and prospects.
Selective perception is the process used
to decide what is worthy of attention.

7
Maslow’s Hierarchy of Needs

8
Safety and Security Needs
 We often see
marketers use the
safety need of
Maslow’s Hierarchy
of Needs in
automobile ads.

9
Safety and Security Needs
 In this ad,
Mercedes-Benz is
positioning a luxury
car on the Safety
Appeal.

10
Social Needs-Example

11
Esteem Need

12
Self Actualization

13
Step 2: Information Search

 During the search for information, customers usually focus


on the differences they perceive among competing brands.
 Brand awareness and brand knowledge are crucial here.
 Research shows that when customers see marketing
communication that is relevant to them, they are more likely
to pay attention and think about it.
 Two routes used in information searching:
 Central Route

 Peripheral Route

14
Step 3: Evaluation of Choices –
Cognitive Responses
A cognitive response involves reasoning, judgment, or
knowledge.
For both consumers and businesses, using an evoked set of
brands in frequently purchased product categories can greatly
simplify the process.
Six risks both consumers and businesses try to minimize:
 Financial risk

 Performance risk

 Physical risk

 Psychological risk

 Social risk

 Time-loss risk
15
Step 3: Evaluation of Choices
– Affective Responses

An affective response involves emotional


processing and results in preferring (or not
preferring) a brand and developing a
conviction about it.

16
Attitude Dimensions

17
Step 4: Behavior and Action

 Attitudes and behavior are linked, however


the links are not always direct or clear.
 People act according to their attitudes and
beliefs, as well as what they know.

18
Step 5: Review of Buying
Decision
Customers evaluate purchases consciously or subconsciously
and arrive at some level of satisfaction.
This leads to either a repeat purchase or a return to a search
for a different brand.
The review process involves learning.

Two theories of learning:


 Cognitive Learning

 Conditioned Learning

19
Persuasion:
Hierarchy-of-Effects-Models

Persuasion is the act of creating changes in


beliefs, attitudes, and behaviors.
A classic persuasion model is AIDA.

20
Think Feel/Do Model

21
The Response Wheel

22
Persuading People to
Persuade Themselves
 Marketing communication is a type of intervention
in a customer’s brand decision process.
 The intervention works only if the planner truly
understands the customer’s relationship to the
brand.
 From an IMC perspective, communication that
helps customers and responds to them in a
personal way is much more persuasive than
communication that tries to manipulate them.
23

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