McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
4
Perspectives onConsumer Behavior
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Consumer Behavior
The process and activities people engagein when searching for, selecting, purchasing,
using, evaluating, and disposing ofproducts and services
4-3
Consumer Decision Making
Decision StageDecision Stage PsychologicalPsychological Process Process
LearningPost-purchase evaluation
Problem recognition Motivation
Information search Perception
Alternative evaluation Attitude formation
Purchase decision Integration
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Sources of Problem Recognition
Out of Stock Dissatisfaction New Needsor Wants
Related Products, Purchases
Market-InducedRecognition
NewProducts
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Ad Highlighting Consumer Dissatisfaction
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Marketer-Induced Problem Recognition
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Maslow’s Hierarchy of Needs
Social needs (sense of belonging, love)
Safety needs (security, protection)
Physiological needs (hunger, thirst)
Esteem needs (self-esteem,
recognition, status)
Self- actualization
needs (self-development
and realization)
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To What Needs is CHPA Appealing?
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Freudian Psychoanalytic Approach
Stronginhibitions
Symbolicmeanings
Surrogatebehaviors
Complex and unclear motives
SubconsciousMind
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Probing the Minds of Consumers
In-depth interviews
Association tests
Focus groups
Projective techniques
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Sexy Ads Get Noticed
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Information Search
Market sources
Personal sources
Public sourcesPersonal experience
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Perceptions
• Marketers want to know• How consumers sense external
information• How they select and use sources of
information• How information is interpreted and given
meaning
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The Perception Process
Receive
Select
Organize
Interpret
4-15
Gaining Attention With Color
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.®
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What is a sensation?
Immediate,direct responseof the senses
Taste
Smell
Sight
Touch
Hearing
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Appealing to the Senses
Perfume on sidewalks
Scented cards
Product Samples
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The Selective Perception Process
Selective Retention
Selective Comprehension
Selective Attention
Selective Exposure
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Selective Attention to Advertising
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Subliminal Perception
Perceiving Stimuli Below the Conscious Threshold of Perception
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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 BrandsBrand B Brand E
Brand I
Brand M
Brand F
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Two Forms of Evaluation Criteria
Evaluative Criteria
Objective
PriceWarrantyService
StyleAppearance
Image
Subjective
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Different Perspectives: Marketer’s View
Enoughpower?
Traction okay? Too
expensive?
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Different Perspectives: Consumer’s View
Functional
Will it cutthe taller grass?
How close can I get to
shrubs?
Will the neighborsbe impressed?
Will it be asfun to use later this summer?
Will I havemore time for golf?
Will it pull that trailer I saw at the
store?
Psychological
4-25
Consumers Have Many Attitudes
Individuals Products
Brands
Companies
OrganizationsRetailers
Media
AdsAttitudes Toward
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Multi-Attribute Attitude Model
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Measuring Components of Model
• Beliefs• How likely is it that Nike running shoes provide
good cushioning?Very likely _ _ _ _ _ _ _ _ _ Very unlikely
• Importance• Good cushioning in a running shoe is:
Very important _ _ _ _ _ _ Not at all important
• Attitude Toward the Object• How do you feel about purchasing Nike running
shoes?Very good _ _ _ _ _ _ _ _ _ Very bad
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Ways to Change Attitudes
Change perceptions or beliefs about a competing brand
Add a new attribute to the attitude formation mix
Change perceptions of the value of an attribute
Change beliefs about an important attribute
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Adding Attributes Changes Attitudes
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The Decision Process
Integration processes
Pre-evaluation
Heuristics
Affect referral decision rule
Decision
Purchase intention
Brand loyalty
Post evaluation
Satisfaction
Cognitive dissonance
Dis-satisfaction
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Consumer Learning
Learning is the process by whichconsumers acquire consumption-
related knowledge and experience that they apply to future behavior
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How Consumers Learn
Conditioning
Based on conditioning
through association or reinforcement/
punishment
Thinking
Based on intellectual
evaluation and problem solving
Modeling
Based on emulation
(copying) of behavior of
others
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Classical Conditioning Process (Association)
Unconditioned stimulus (lollipop)
Conditioned stimulus (Mariah’s Lollipop Bling)
Unconditioned response (sweetness)
Conditioned stimulus (sweetness)
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Lollipop Bling Uses Classical Conditioning
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Instrumental Conditioning Process
Behavior (consumer uses product or service)
Positive or negative consequences occur from use of product, leading to reward or
punishment
Increase or decrease in probability of repeat behavior (purchase)
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Kyocera Focuses on Negative Outcomes
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Shaping
Shaping is the reinforcement of successive acts that lead to a
desired behavior pattern
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The Shaping Process
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Cognitive Learning Theory
Purposive behavior
Insight
Goal achievement
Goal
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External Influences on Consumer Behavior
Culture
Subculture
Social Class
Reference GroupSituational
determinants
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Subculture Ads
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Reference Groups
• A group whose perspectives or values are being used as the basis for one’s…• Judgments• Opinions• Actions
• Types of reference groups• Associative• Aspirational• Disassociative
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Situational Determinants
UsageSituation
PurchaseSituation
CommunicationsSituation
4-44
Alternative Approaches
Complimentary Approaches
Participant observation
Individual interviews
Ethnographies
New Methodologies
Cultural influences
Social influences
Environmental influences
New New InsightsInsights