Perspectives onConsumer Behavior

Perspectives onConsumer Behavior

4

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Consumer Behavior

The process and activities people engage in when searching for, selecting, purchasing,

using, evaluating, and disposing of products and services

Appealing to an Active Lifestyle

Consumer Decision Making

Postpurchase evaluation

Purchase decision

Alternative evaluation

Information search

Problem recognition

Decision-MakingDecision-Making

Learning

Integration

Attitude formation

Perception

Motivation

Psychological ProcessPsychological Process

Sources of Problem Recognition

Out of StockOut of Stock DissatisfactionDissatisfaction New Needsor Wants

New Needsor Wants

Related Products, Purchases

Related Products, Purchases

Market-InducedRecognition

Market-InducedRecognition

NewProducts

NewProducts

Ads help Consumers Recognize Problems

What Prompts New Needs/Wants?

Financial ChangesFinancial Changes

Employment Status

Employment Status LifestyleLifestyle

KnowledgeKnowledge CultureCulture PersonalityPersonality

“I’m in the woods”

*Click outside of the video screen to advance to the next slide

Maslow’s Hierarchy of Needs

Self-actualization needs (self-development, realization)

Self-actualization needs (self-development, realization)

Physiological(hunger, thirst)Physiological

(hunger, thirst)

Safety (security, protection)

Safety (security, protection)

Social (sense of belonging, love)

Social (sense of belonging, love)

Esteem(self-esteem, recognition, status)

Esteem(self-esteem, recognition, status)

Huggies Appeals to Need for Love

Freudian Psychoanalytic Approach

Stronginhibitions

Stronginhibitions

SymbolicmeaningsSymbolicmeanings

SurrogatebehaviorsSurrogatebehaviors

Complex and unclear motives

Complex and unclear motives

SubconsciousMind

SubconsciousMind

Probing the Minds of Consumers

In-depth interviewsIn-depth

interviewsAssociation

testsAssociation

tests

Focus groupsFocus groupsProjective techniquesProjective techniques

Test Your Knowledge

Critics of psychoanalytic theory believe any results from motivation research are unusable because:

A) Results are unpredictable

B) External environmental stimuli exert too much influence

C) The research requires the use of very large samples

D) The theory is too vague

E) The research is too structured

The Psychoanalytic Approach

Motivation Research

Motivation Research

Highlights importance of

symbolic factors

Highlights importance of

symbolic factors

Reveals hiddenfeelings, drives

and fears

Reveals hiddenfeelings, drives

and fears

Shifts attention from “what” to

“how” and “why”

Shifts attention from “what” to

“how” and “why”

ProsPros

Varying, subjective

interpretations

Varying, subjective

interpretations

Qualitative results from very small

samples

Qualitative results from very small

samples

Difficult or impossible to

verify or validate

Difficult or impossible to

verify or validate

ConsCons

Sexy Ads Get Noticed

Go Daddy Knows Sex Sells

*Click outside of the video screen to advance to the next slide

Information Search

Market sources

Personal sources

Public sourcesPersonal experience

Perception

• Marketers want to know– How consumers sense external

information– How they select and use sources of

information– How information is interpreted and

given meaning

The Perception Process

Receive

Select

Organize

Interpret

Using Color to Focus Attention

WE CAN SUM IT UP IN TWO WORDS:EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH TASTE.

ADMITTEDLY, WE’RE BAD AT SUMMATION.

There just aren’t enough adjectives to describe thestraight-from-the-orange taste of Tropicana Pure Premium.®

Sensory Advertising

Perfume on sidewalks

Perfume on sidewalks

Scented cards

Scented cards

MicrochipsMicrochips

Product SamplesProduct Samples

Selecting Information

Interpreting Information

Selective Perception

Selective retentionSelective retention

Selective exposureSelective exposure

Selective attentionSelective attention

Selective comprehensionSelective comprehension

Subliminal Perception

Evaluation of Alternatives

All Available Brands

Brand A Brand B Brand C Brand D Brand E

Brand F Brand G Brand H Brand I Brand J

Brand K Brand L Brand M Brand N Brand O

Evoked Set of Brands

Brand B Brand E

Brand I

Brand M

Brand F

Evoked Set

Evaluative Criteria

Objective AttributesObjective Attributes

Price

Features

WarrantyService

Price

Features

WarrantyService

Image

Style

Performance

Image

Style

Performance

Subjective AttributesSubjective Attributes

Brand EvaluationBrand Evaluation

Marketer’s Evaluative View

Enoughpower?

Traction okay?

Too pricy?

The product is a bundle of

attributes orcharacteristics

Consumer’s Evaluative View

Product Is Seen As Product Is Seen As A Set of OutcomesA Set of OutcomesFunctionalFunctional

How does it cuttall, thick grass?

How close can I get to shrubs?

Will the neighbors

be impressed with

my lawn?

Will it still be fun later this

summer?

Will I havemore time for

golf?

Will it pull that

trailer I saw at the store?

PsychologicalPsychological

Test Your Knowledge

_____ is considered a learned response to an object, or an individual’s overall feelings toward, or evaluation of, an object.

A) A motive

B) A need

C) Perception

D) An attitude

E) A decision rule

Multiattribute Attitude Model

Changing Attitudes

Change perceptions or beliefs about a competing brand

Change perceptions or beliefs about a competing brand

Add a new attribute to the attitude formation mix

Add a new attribute to the attitude formation mix

Change perceptions of the value of an attribute

Change perceptions of the value of an attribute

Change beliefs about an important attributeChange beliefs about an important attribute

Adding Attributes Changes Attitudes

Purchase Decision and Evaluation

Integration processes

Integration processes

Pre-evaluation

Pre-evaluation

HeuristicsHeuristics

Affect referral decision rule

Affect referral decision rule

DecisionDecision

Purchase intentionPurchase intention

Brand loyaltyBrand loyalty

Post evaluation

Post evaluation

SatisfactionSatisfaction

Cognitive dissonanceCognitive

dissonance

Dis-satisfaction

Dis-satisfaction

Behavioral Learning

Classical Conditioning

Operant (Instrumental) Conditioning

Increase or decrease in probability of repeat behavior

(purchase)

Increase or decrease in probability of repeat behavior

(purchase)

Positive or negativeconsequences occur

(reward or punishment)

Positive or negativeconsequences occur

(reward or punishment)

Behavior(consumer uses

product or service)

Behavior(consumer uses

product or service)

Energizer Understands Operant Conditioning

Test Your Knowledge

A print ad for Chevy Ventura vans contains ten times more copy than other ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories states that this a way to shape consumer behavior?

A) Psychoanalytical theory

B) Cognitive theory

C) Reinforcement theory

D) Affective modeling

E) Operant conditioning

Cognitive Learning Process

Purposive behaviorPurposive behavior

InsightInsight

Goal achievementGoal achievement

GoalGoal

External Influences on Consumer Behavior

Culture

Subculture

Social Class

Reference Group

Situational determinants

External Influences on Consumer Behavior

Subculture ads appeal to

shared beliefs, values, and

norms

Alternative Approaches

Complimentary Approaches

Complimentary Approaches

Participant observationParticipant observation

Individual interviewsIndividual interviews

EthnographiesEthnographies

New New MethodologiesMethodologies

Cultural influencesCultural

influences

Social influencesSocial influences

Environmental influences

Environmental influences

New New InsightsInsights