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Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

Perspectives on
Consumer Behavior

Consumer Behavior

The process and activities people engage

in when searching for, selecting, purchasing,
using, evaluating, and disposing of
products and services
4-2

Consumer Decision Making

Decision Stage

Psychological Process

Problem recognition

Motivation

Information search

Perception

Alternative evaluation
Purchase decision
Post-purchase evaluation

Attitude formation
Integration
Learning
4-3

Maslows Hierarchy of Needs

Selfactualization
needs
(self-development
and realization)
Esteem needs
(self-esteem,
recognition, status)
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)

4-4

To What Needs is CHPA Appealing?

4-5

Freudian Psychoanalytic Approach

Strong
Strong
inhibitions
inhibitions

Symbolic
Symbolic
meanings
meanings

Subconscious
Subconscious
Mind
Mind

Complex and
unclear motives

Surrogate
Surrogate
behaviors
behaviors
4-6

Probing the Minds of Consumers

In-depth
In-depth
interviews
interviews

Association
Association
tests
tests

Projective
Projective
techniques
techniques

Focus
Focus
groups
groups
4-7

Information Search
ces
r
u
o
s
nal
Perso

Market so
urces

Pub
lic

sou
rce
s

Per
son
al
exp
eri
en
ce

4-8

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

4-9

The Perception Process

Receive
Select
Organize
Interpret

4-10

Gaining Attention With Color

WE CAN SUM IT UP IN TWO WORDS:

EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH TASTE.
ADMITTEDLY, WERE BAD AT SUMMATION.

There just arent enough adjectives to describe the

straight-from-the-orange taste of Tropicana Pure Premium.

4-11

What is a sensation?

Taste

Immediate,
direct response
of the senses

Smell

Hearing

Touch
Sight

4-12

Appealing to the Senses

Perfume
Perfume on
on
sidewalks
sidewalks

Scented
Scented
cards
cards

Product
Product
Samples
Samples

4-13

The Selective Perception Process

Selective
Selective Exposure
Exposure

Selective
Selective Attention
Attention

Selective
Selective Comprehension
Comprehension
Selective
Selective Retention
Retention
4-14

Selective Attention to Advertising

4-15

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 F

Brand I
Brand M
4-16

Two Forms of Evaluation Criteria

Evaluative
Evaluative Criteria
Criteria
Objective
Objective

Subjective
Subjective

Price
Price

Style
Style

Warranty
Warranty

Appearance
Appearance

Service
Service

Image
Image
4-17

Different Perspectives: Marketers View

Enough
power?

Traction
okay?

Too
expensive
?

4-18

Different Perspectives: Consumers View

Will it cut
the taller grass?
How close
can I get to
shrubs?

Will it pull
that trailer I
saw at the
store?

Functional
Functional

Will the neighbors

be impressed?
Will it be as
fun to use
later this
summer?

Will I have
more time
for golf?

Psychological
Psychological
4-19

Consumers Have Many Attitudes

Individuals
Individuals

Products
Products

Ads
Ads

Media
Media

Brands
Brands

Attitudes
Attitudes
Toward
Toward

Retailers
Retailers

Companies
Companies

Organizations
Organizations
4-20

Multi-Attribute Attitude Model

4-21

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
4-22

Ways to Change Attitudes

Change
Change beliefs
beliefs about
about an
an important
important attribute
attribute
Change
Change perceptions
perceptions of
of the
the
value
value of
of an
an attribute
attribute
Add
Add aa new
new attribute
attribute to
to the
the
attitude
attitude formation
formation mix
mix
Change
Change perceptions
perceptions or
or beliefs
beliefs about
about
aa competing
competing brand
brand
4-23

Adding Attributes Changes Attitudes

4-24

The Decision Process

PrePreevaluation
evaluation

Decision
Decision

Post
Post
evaluation
evaluation

Integration
Integration
processes
processes

Purchase
Purchase
intention
intention

Satisfaction
Satisfaction

Brand
Brand loyalty
loyalty

DisDissatisfaction
satisfaction

Heuristics
Heuristics
Affect
Affect referral
referral
decision
decision rule
rule

Cognitive
Cognitive
dissonance
dissonance
4-25

Consumer Learning

Learning is the process by which

consumers acquire consumptionrelated knowledge and experience
that they apply to future behavior

4-26

How Consumers Learn

Thinking
Thinking

Conditioning
Conditioning

Modeling
Modeling

Based
Based on
on
intellectual
intellectual
evaluation
evaluation and
and
problem
problem
solving
solving

Based
Based on
on
conditioning
conditioning
through
through
association
association or
or
reinforcement/
reinforcement/
punishment
punishment

Based
Based on
on
emulation
emulation
(copying)
(copying) of
of
behavior
behavior of
of
others
others

4-27

Classical Conditioning Process (Association)

Unconditioned stimulus
(lollipop)

Unconditioned response
(sweetness)

Conditioned stimulus
(Mariahs Lollipop Bling)

Conditioned stimulus
(sweetness)

4-28

Lollipop Bling Uses Classical Conditioning

4-29

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)

4-30

Kyocera Focuses on Negative Outcomes

4-31

Shaping

Shaping is the reinforcement of

successive acts that lead to a
desired behavior pattern

4-32

The Shaping Process

4-33

Cognitive Learning Theory

Goal
Goal
Purposive
Purposive behavior
behavior
Insight
Insight
Goal
Goal achievement
achievement
4-34

External Influences on Consumer Behavior

Culture
Subculture
Social Class
Reference Group
Situational
determinants

4-35

Subculture Ads

4-36

Reference Groups
A group whose perspectives or values
are being used as the basis for ones
Judgments
Opinions
Actions

Types of reference groups

Associative
Aspirational
Disassociative
4-37

Situational Determinants

Purchase
Situation
Usage
Situation

Communications
Situation

4-38

Alternative Approaches
New
Methodologies

New
Insights

Individual
Individual
interviews
interviews

Social
Social influences
influences

Participant
Participant
observation
observation

Ethnographies
Ethnographies

Complimentary
Complimentary
Approaches
Approaches

Cultural
Cultural
influences
influences

Environmental
Environmental
influences
influences

4-39