The Brand Decision Process

The Head and Heart Decision-Making Continuum

Cognitive, rational decision making

Experiential, emotional decision making

Three Approaches to making a Brand Decision

Cognitive Model
Recognize problem or opportunity

Search for information

Evaluate choices

Make buying decision

Review decision

Experiential Model
Recognize problem or opportunity Evaluate feelings about choices, benefits Make buying decision Review decision

Habit/Repeat Model
Recognize problem or opportunity Make buying decision Review decision

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

Maslows Hierarchy of Needs

Level of Needs
Self-actualization: Self fulfillment, creative expression Esteem: Prestige, status, accomplishment , respect, recognition. Belongingness : love, friendship, acceptance Safety: Security, shelter, protection, order, discipline Physiological: water, sleep, food, shelter Marketing and IMC application
Promote the enriching experience of travel education, hobbies. Promote the status appeal of , furniture, upscale electronics, country clubs, liquor, first class Promote lifestyle product, clothing , grooming aids, restaurants and clubs. Promote insurance, alarm system, cavity protection, retirement, investment Promote survival necessities, staple, medicine , generic food products

Maslows Hierarchy of Needs

Self-actualization: Self fulfillment

Press Ad Aurora

BASIC BRAND DECISION-MAKING STEPS

Attention Factor

BASIC BRAND DECISION-MAKING STEPS cont

Step 2 : Information Search

-The Awareness factor -Relevance Factor -Central and Peripheral Routes

BASIC BRAND DECISION-MAKING STEPS

Information Search

The Awareness factor

Energizer

BASIC BRAND DECISION-MAKING STEPS

Information Search

The Awareness factor

And the ad is

BASIC BRAND DECISION-MAKING STEPS

Information Search

Peripheral Routes

Marlboro Press Ad

BASIC BRAND DECISION-MAKING STEPS cont

Step 3: Evaluation of Choices -Cognitive response: Involve reasoning , judgment and knowledge -Evoked Sets: A set of acceptable or liked brand within a category -Affective Response: A response that involves emotional processing and results in preferring (or not preferring) a brand and developing a conviction about it.-Deen Badal- Jeley

BASIC BRAND DECISION-MAKING STEPS

Evaluation of Choices continued.

-Attitude formation: Attitude direction ( Feeling is positive or negative) and Degree of conviction (How strong the feelings is)- Bachtey holey Jantey hobey.

BASIC BRAND DECISION-MAKING STEPS

Evaluation of Choices continued.
Likeability Liking the brand, liking the brand message Credibility Product publicity in print media Opinion leaders

BASIC BRAND DECISION-MAKING STEPS

Step 4: Behavior and Action Behavioral stage- the one in which a customer takes some type of action in response to a message. Step5:Review of Buying Decision Learning A change in the knowledge base that comes from exposure to new information or experience.

Review of Buying Decision cont

Learning as a mental process- Cognitive learning theory Learning as a trial and error process- Conditioned
learning theory

Cognitive Dissonance The contradiction between two or more believes or behaviors. When such a dissonance (or clashing) occurs during the review of a buying decision, customer generally search for more information

Persuasion: Hierarchy of Effect Model

Persuasion: The act of creating changes in belief, attitude and behaviors. Marketing communication messages are designed to affect how customers and prospects think about the brand, feel about a brand, and make a brand choice.

AIDA
A Classic Persuasion Model; an acronym derived from four persuasive steps or desired effects that a brand message should have on customers and prospects:

ATTENTION INTEREST DESIRE ACTION

This shows how the Think/Feel/Do model relates to the other decision models
Decision-Making Steps
Recognize problem or opportunity

Hierarchy of Effects
Attention THINK (cognitive) Interest

Search for information

Evaluate choices

Desire

FEEL (affective)

Make buying decision Review buying decision

Action

DO (behavioral)

Four Paths to a Brand Decision

Type of Decision Process Route Products

Cognitive processing

Think/feel/do

Car, new products, major appliances,

Snacks, Beverages, small household item featured at the checkout stand Restaurants, sporting events, Trade show BtB supplies, routine purchase, repeat purchase.

Experiential Processing- impulse

Do/feel/think

Experiential Processing-experiences Repeat/ habit / processing

Feel/do/think

Do/Think/Feel

The Response Wheel

Brand Decision Process

Try Buy Other action response Repurchase

DO

A Final Note
Persuade People to Persuade Themselves Communication that aids customers and responds to them in a personal way is much more persuasive than communication that tries to manipulate them.