Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin
04
Perspectives on
Consumer Behavior
Consumer Decision Making
Decision Stage Psychological Process
Learning Post-purchase evaluation
Problem recognition Motivation
Information search Perception
Alternative evaluation Attitude formation
Purchase decision Integration
4-2
Sources of Problem Recognition
Out of Stock Dissatisfaction New Needs or Wants
Related Products, Purchases
Market-Induced Recognition
New Products
4-3
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)
4-4
Freudian Psychoanalytic Approach
Strong inhibitions
Symbolic meanings
Surrogate behaviors
Complex and unclear motives
Subconscious Mind
4-5
The Perception Process
Receive
Select
Organize
Interpret
4-6
What is a sensation?
Immediate,
direct response
of the senses
Taste
Smell
Sight
Touch
Hearing
4-7
The Selective Perception Process
Selective Retention
Selective Comprehension
Selective Attention
Selective Exposure
4-8
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
4-9
Two Forms of Evaluation Criteria
Evaluative Criteria
Objective
Price
Warranty
Service
Style
Appearance
Image
Subjective
4-10
Consumers Have Many Attitudes
Individuals Products
Brands
Companies
Organizations Retailers
Media
Ads
Attitudes Toward
4-11
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
4-12
The Decision Process
Integration processes
Pre-evaluation
Heuristics
Affect referral decision rule
Decision
Purchase intention
Brand loyalty
Post evaluation
Satisfaction
Cognitive dissonance
Dis-satisfaction
4-13
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
4-14
Situational Determinants
Usage
Situation
Purchase
Situation
Communications
Situation
4-15