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Chapter 4
Perspectives on Consumer Behavior
Last Class
Organization of the advertising agency
Today’s Objectives Consumer Behavior
Culture Subculture
Social Class Small groups Family Social roles & status
Personal Factors Life style Personality
Psychological Factors Motivation Perception Learning Beliefs & Attitudes
Types of Buying Behavior Consumer Decision Making Process
What is Consumer Behavior?
The process and activities people engage in when
searching for, selecting, purchasing, using, evaluating, and disposing of
products and services so as to satisfy their needs and desires
Why consumer behavior?
Markets have to be understood before strategies can be developed.
World consumer consists of more than 6 billion people. Consumers vary tremendously in: age,
income, education level and tastes. Consumer Behavior is influenced by
buyer’s decisions process.
Information Search Perception
Postpurchase Evaluation Learning
Purchase Decision Integration
Alternative Evaluation Attitude Formation
Problem Recognition Motivation
Purchase Decision Integration
Consumer Decision MakingDecision StageDecision Stage Psychological ProcessPsychological Process
Alternative Evaluation Attitude Formation
Information Search Perception
Problem Recognition Motivation
Out of StockOut of Stock
Sources of Problem Recognition
DissatisfactionDissatisfaction New Needsor Wants
New Needsor Wants
Related ProductPurchase
Related ProductPurchase
Market-InducedRecognition
Market-InducedRecognition
NewProducts
NewProducts
Ads Help Consumers Recognize Problems
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
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
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consumer's novelty-seeking behavior In saturated markets manufacturers should
come up with new offerings
Example -Honey Maid graham crackers /sticks
What Consumers Want?
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
No One Knows You Better
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
Motivation Research
Motivation Research
ProsPros ConsCons
Information Search
PersonalSources
MarketSourcesPublicSources
PersonalExperience
Perception
You can see a white vase as figure against a black background, or two black faces in profile on a white background
Do you see the flashing dots?
The flashing is all in your head.
What do you see?
Now what do you see?
Perception
Müller-Lyer Illusion– The two lines above are the same length, but the diagonals
extending outward from both ends of the lower line make it look longer than the upper line
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
Doing two things at a time
Pick a card
I’ve removed your card
YESIL
MAVI
SARI
KIRMIZI
MAVI
SARI
KIRMIZI
MAVI
YESIL
KIRMIZI
Tell me the colors?
TURUNCU
MAVI
YESIL
SARI
TURUNCU
YESIL
MOR
YESIL
SIYAH
SARI
Tell me the colors again?
ORANGE
BLAU
GRUN
GELB
ORANGE
GRUN
VIOLETT
GRUN
SCHWARZ
GELB
Tell me the colors now?
A memory test:
1. Please listen carefully to the following list of words.
2. Please DO NOT write the words down. Just listen carefully.
3. In a little while, I’ll ask you to remember the words.
Now count backwards with me slowly, by threes, from 45
to 3:
45, 42 … 3
1. Write down each word below:
ghost cake blanket sweet rabbit candy
2. Circle only the words you heard on the list.
3. If you VIVIDLY remember hearing a word, circle it twice.
sour candy sugar bitter good taste tooth nice honey soda chocolate
Now examine the list carefully:
TO THINK ABOUT OR DISCUSS : Should this make us worry about eyewitness testimony?
heart cake tart pie
Now we are going to do a simple activity involving letters of the alphabet.
Based on your gut feelings, quickly write down:
1.Your six FAVORITE letters
2.Your six LEAST FAVORITE letters
Look over each list and circle all of the letters that occur in your own first name. Count the number of circled letters in each list.
Which list included more of theletters from your own first
name??
The preference for the letters in one’sown name is the name letter effect.
TO THINK ABOUT: Would people bemore likely to purchase a product if the
product resembled his or her name?
Should the musician depicted here like M&Ms more than the average person does?
Can you spot the vertical white bar?
Can you spot the vertical white bar?
Can you spot the vertical white bar?
Pop Out Examples
Form: line orientation, length, width spatial orientation, added marks, numerosity (4)
Colour: hue, intensity
Motion: flicker, direction of motion
Spatial Position: stereoscopic depth, convex/concave shape
Color
Orientation
Motion
Simple shading
Combining Color With Black-and-White Is Intended to Gain Attention
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Memory
Try to remember the following words
First Group Recall Words Immediately
1. Vegetable2. Television3. Lampshade4. Statue5. Aluminium6. Picnic7. Comma8. Diary9. Photograph10 Bicycle11 Cabinet12 Tiger13 Window14 Medicine15 Factory
Serial Position for Presentation
Percentage of R
ecalled Words
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 150
10
20
30
40
50
60
70
80
90
100
Immediate Free Recall of words
Evaluation of AlternativesAll 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
Evaluative CriteriaEvaluative Criteria
Price
Warranty
Service
Price
Warranty
Service
Style
Appearance
Image
Style
Appearance
Image
SubjectiveSubjective
Different Perspectives: Marketer’s View
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 ViewHow 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
Heuristics
Depends on the consumer segment
Examples Never buy cat litter that does not contain a
deodorizing agent. Do not buy national brands of pet food. Use coupons for the purchase of all snack foods. Do not buy cake mixes that contain artificial color.
IndividualsIndividuals ProductsProducts
BrandsBrands
CompaniesCompanies
OrganizationsOrganizationsRetailersRetailers
MediaMediaMediaMedia
RetailersRetailers OrganizationsOrganizations
CompaniesCompanies
BrandsBrands
ProductsProductsIndividualsIndividuals
AdsAds
Consumer Attitudes Focus on Objects
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
Adding Attributes Changes Attitudes
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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
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
Association develops throughAssociation develops throughcontiguity and repetitioncontiguity and repetition
Conditionedresponse
(freshness, purity)
Conditionedresponse
(freshness, purity)
Classical Conditioning for Cosmetics
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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
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
Culture
Subculture
Social class
Referencegroups
Situations
Culture :the complexity of learned meanings, values, norms,
and customs shared by members of the society
Subculture
Social class
Referencegroups
External Influences on Consumers
Subcultural Ads Appeal to Shared Beliefs, Values and Norms
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BP
Ogilvy Awards 2003 $7 million on research $100 million on
promoting “connect” brand image.
Revenues were up by 23% (to $3.23 billion)
Great Advertising Can Strike a Responsive Chord with Consumers
Wendy’s 1984
Summary
Consumer Behavior Culture Social Class Personal Factors Psychological Factors
Types of Buying Behavior Consumer Decision Making Process