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Perspectives on Consumer Behavior © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Perspectives onConsumer BehaviorPerspectives onConsumer Behavior
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Information Search Perception
Postpurchase Evaluation Learning
Purchase Decision Integration
Alternative Evaluation Attitude Formation
Problem Recognition Motivation
Purchase Decision Integration
Consumer Decision Making
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Decision StageDecision Stage Psychological ProcessPsychological Process
Alternative Evaluation Attitude Formation
Information Search Perception
Problem Recognition Motivation
Out of StockOut of Stock
Sources of Problem Recognition
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DissatisfactionDissatisfaction New Needsor Wants
New Needsor Wants
Related ProductPurchase
Related ProductPurchase
Market-InducedRecognition
Market-InducedRecognition
NewProducts
NewProducts
Ads Help Consumers Recognize Problems
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
Safety needs (security, protection)Safety needs (security, protection)
Social needs (sense of belonging, love)Social needs (sense of belonging, love)
Esteem needs (self-esteem, recognition, status)
Esteem needs (self-esteem, recognition, status)
Self-actualization needs (self-development, realization)
Self-actualization needs (self-development, realization)
Physiological needs (hunger, thirst)Physiological needs (hunger, thirst)
Maslow’s Hierarchy of Needs
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Safety needs (security, protection)Safety needs (security, protection)
Social needs (sense of belonging, love)Social needs (sense of belonging, love)
Esteem needs (self-esteem, recognition, status)
Esteem needs (self-esteem, recognition, status)
Physiological needs (hunger, thirst)Physiological needs (hunger, thirst)
Nurturance, Love and Belonging
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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StrongInhibitions
StrongInhibitions
SymbolicMeaningsSymbolicMeanings
SurrogateBehaviorsSurrogateBehaviorsSurrogateBehaviorsSurrogateBehaviors
SymbolicMeaningsSymbolicMeanings
StrongInhibitions
StrongInhibitions
Complex and Unclear Motives
Complex and Unclear Motives
Freudian Psychoanalytic Approach
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SubconsciousMind
SubconsciousMind
Depth Interviews
Depth Interviews
Association Tests
Association Tests
Focus GroupsFocus GroupsProjective Methods
Projective Methods
Depth Interviews
Depth Interviews
Association Tests
Association Tests
Focus GroupsFocus Groups
Probing the Minds of Consumers
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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”
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
Varying, Subjective
Interpretations
Varying, Subjective
Interpretations
Qualitative Results from Very
Small Samples
Qualitative Results from Very
Small Samples
Shifts Attention from “What” to
“How” and “Why”
Shifts Attention from “What” to
“How” and “Why”
Highlights Importance of
Symbolic Factors
Highlights Importance of
Symbolic Factors
Reveals HiddenFeelings, Drives
and Fears
Reveals HiddenFeelings, Drives
and Fears
“MR” Not All Positive or All Negative
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Motivation Research
Motivation Research
ProsPros ConsCons
Sexy Ads May Motivate Consumers
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
Sexy Ads Get Noticed
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Information Search
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PersonalSources
MarketSourcesPublicSources
PersonalExperience
Selective RetentionSelective Retention
Selective ComprehensionSelective Comprehension
Selective AttentionSelective Attention
Selective ExposureSelective Exposure
Selective ComprehensionSelective Comprehension
Selective AttentionSelective Attention
Selective ExposureSelective Exposure
The Selective Perception Process
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Combining Color With Black-and-White Is Intended to Gain Attention
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Evaluation of Alternatives
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
ObjectiveObjectiveObjectiveObjective
Two Forms of Evaluative Criteria
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Evaluative CriteriaEvaluative Criteria
Price
Warranty
Service
Price
Warranty
Service
Style
Appearance
Image
Style
Appearance
Image
SubjectiveSubjective
Different Perspectives: Marketer’s View
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Enoughpower?
Traction okay?
Too pricy?
Product is seenas a bundle ofattributes orcharacteristics.
Product Is Seen As Product Is Seen As A Set of OutcomesA Set of Outcomes
FunctionalFunctionalFunctionalFunctional
Different Perspectives: Consumer’s View
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
How does it cutthe taller grass?
How close can Iget to the shrubs?
Will the neighborsbe impressed with
my lawn?
Is it going to be asfun to use later this
summer?
Will I enjoy havingmore time for golf?
Will it pull that
little trailer I saw at the
store?
PsychologicalPsychological
IndividualsIndividuals ProductsProducts
BrandsBrands
CompaniesCompanies
OrganizationsOrganizationsRetailersRetailers
MediaMediaMediaMedia
RetailersRetailers OrganizationsOrganizations
CompaniesCompanies
BrandsBrands
ProductsProductsIndividualsIndividuals
AdsAds
Consumer Attitudes Focus on Objects
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Attitudes Toward: Attitudes Toward:
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
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
Ways to Change Attitudes
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Adding Attributes Changes Attitudes
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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ConditioningConditioning
Based on conditioning
through association or reinforcement
Based on conditioning
through association or reinforcement
ThinkingThinking
Intellectual evaluation comparing
attributes with values
Intellectual evaluation comparing
attributes with values
ConditioningConditioningThinkingThinking
How Consumers Learn
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ModelingModeling
Based on emulation
(copying) of respected examples
Based on emulation
(copying) of respected examples
Unconditionedstimulus(waterfall)
Unconditionedstimulus(waterfall)
Conditionedstimulus
(Brita waterfiltration pitcher)
Conditionedstimulus
(Brita waterfiltration pitcher)
Unconditionedresponse
(freshness, purity)
Unconditionedresponse
(freshness, purity)
Unconditionedstimulus(waterfall)
Unconditionedstimulus(waterfall)
Conditionedstimulus
(Brita waterfiltration pitcher)
Conditionedstimulus
(Brita waterfiltration pitcher)
Unconditionedresponse
(freshness, purity)
Unconditionedresponse
(freshness, purity)
Classical Conditioning Process
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Association develops throughAssociation develops throughcontiguity and repetitioncontiguity and repetition
Conditionedresponse
(freshness, purity)
Conditionedresponse
(freshness, purity)
Classical Conditioning for Cosmetics
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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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)
Positive or negativeconsequences occur
(reward or punishment)
Positive or negativeconsequences occur
(reward or punishment)
Instrumental Conditioning Process
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Behavior(consumer uses
product or service)
Behavior(consumer uses
product or service)
Behavior(consumer uses
product or service)
Behavior(consumer uses
product or service)
Purposive BehaviorPurposive Behavior
InsightInsight
Goal AchievementGoal Achievement
GoalGoal
InsightInsight
Purposive BehaviorPurposive Behavior
GoalGoal
Cognitive Learning Process
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Culture
Subculture
Social class
Referencegroups
Situations
Culture
Subculture
Social class
Referencegroups
External Influences on Consumers
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Subcultural Ads Appeal to Shared Beliefs, Values and Norms
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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