6Consumer Decision Making

Dr. Close

Importance of Consumer Behavior• Why study consumer behavior?

– Complex: personality is a poor predictor of purchasing.

– Purchasing agent is variable (no longer wife, husband, etc…)

– May have + attitude without intent to buy (I like Jennifer Anniston v.s. I plan to see Anniston’s new movie; Mercedes)– Routine or involved decisions

An Involved Choice?

1. Time (convenience stores a good value vs grocery?)

3. Atmospherics (how stores makes you feel)

– What are some of the other things that makes you purchase a particular product?

2. Reason for purchase (gift vs personal use; restaurant choice)

• Previous experience, interest, risk, social visibility and purchase situation

• Purchase situation includes:

Purchase Situation by Gender

Decision Making Process

• Need recognition (vs want)• Information search (internal/external)• Evaluation of alternatives (evoked set)• Purchase (or not)• Post purchase behavior (cognitive

dissonance)

Cognitive Dissonance

Dissonance• Buyer’s remorse• Ex: Neiman Marcus, United Airlines, and

what else??

Other Influences• Social factors (reference groups, opinion leaders, family)• Cultural factors (values, subcultures, class)• Individual factors (demographics, psychographics)• Psychological factors (perception,

motivation, learning, and beliefs)

Social FactorsReference groups

– Those you look to for guidance. What are some reference groups that you can think of??

– Marketers: opinion leaders, influence others, usually type of product

– Most influential for visible products (car vs mattress – function)

Cultural Influences• Subcultures and values• Social Class is defined as people with

the same status in a society.• It is NOT simply a function of income

a. Factors U.S.: usually measuredi. Occupationii. Educationiii. Housing

b. U.S. is fluid (change)c. People over rank themselves

Individual Influences

1936

current

1965 1972

1980

1986

Betty Crocker pictures change as consumer attitudes and lifestyles also change.

• Demographic change

• Change in lifestyles and attitudes

Oil of Olay Ads

AfterBefore

People did not see the positive association between oil and beauty. As such, the second logo for Olay was changed and oil was taken out.

Psychological InfluencesPerception

– Gathering & interpreting of information from the world around us.

– The process involves:a. Selective exposure

– Seek what interests us, ignore others– Ex: political information and what else??

b. Selective distortion– Screen/modify ideas we disagree with– Ex: power of suggestion, Bugs Bunny, and what else??

c. Selective retention– Remember what you want– Ex: forget homework, photo memory

Selective Distortion

Hierarchy of Needs

• Physiological• Safety• Social

– Love, friendship, status, esteem– Interaction with others (Club Med)

• Personal– Need for personal satisfaction– Any examples??

Safety Ad Appeal

XBOX 360: Address what “needs?”

Summary

• Why study consumer behavior?• Involvement factors

– Social, cultural, individual, psychological• Hierarchy of needs• Any questions?