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Perspectives on Consumer Behavior
McGraw-Hill/Irwin
2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
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 wants.
The Consumer Decision Process
Problem Recognition Information Search Alternative Evaluation Purchase Decision
Postpurchase Evaluation
Consumer Decision Process and Relevant Internal Psychological Processes
Decision Process Stages Psychological Processes
Problem Recognition
Motivation
Information Search
Perception
Alternative Evaluation
Attitude Formation
Purchase Decision
Integration
Postpurchase Evaluation
Learning
Sources of Problem Recognition
Out of stock Dissatisfaction New needs or wants
Related product purchase
Market-induced recognition New products
Maslows Hierarchy of Needs
Self-actualization needs
(self-development, realization)
Esteem needs
(self-esteem, recognition, status)
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)
Pampers appeals to needs for love and belonging in this ad
Probing the Minds of Consumers
Psychoanalytic Theory & Motivation Research
In-Depth Interviews
The consumer talks freely in an unstructured interview to obtain insights into his or her motives, ideas or opinions.
Projective Techniques
Methods allowing consumers to project values, motives, attitudes or needs on some external object.
Association Tests
Consumers respond with the first thing that comes to mind when presented with some verbal or pictorial stimulus.
Focus Groups
A group of consumers with similar backgrounds or interests discuss a product, idea or issue.
Information Search
Internal Search information stored in memory
External Search actively seeking information from various sources
Personal sources Friends, relatives, co-workers Market-controlled sources Ads, salespeople, in-store displays Public sources Print articles, news reports
Personal experience Handling, examining, testing, using
Perception
The process by which an individual receives, selects, organizes and interprets information Stages in the perception process: Sensation Attending to information
Interpreting information
Responding to information
The Selective Perception Process
Selective Exposure Selective Attention Selective Comprehension
Selective Retention
Evaluation of Alternatives
All available brands
Brand A Brand F Brand K Brand B Brand G Brand L Brand C Brand H Brand M Brand D Brand I Brand N Brand E Brand J Brand O
Evoked Set of Brands
Brand B Brand F Brand M Brand I Brand E
Evaluative Criteria
Criteria - Dimensions or attributes of a product or service used to compare various alternatives
Objective criteria - price, warranty, color, size Subjective criteria - style, appearance, image
Consequences outcomes that result from using a product or service
Functional consequences concrete and tangible Pyschosocial consequences abstract, intangible
This ad focuses on the favorable consequences of using Top Flite golf balls
Consumer Attitudes
Learned predispositions to respond toward an objectan individuals overall feelings toward or evaluation of an object.
Consumers may hold attitudes toward:
Individuals Brands Companies Organizations Product categories Retailers Advertisements Media
Multiattribute Attitude Model
Attitudes are a function of:
A = Bi X Ei A = Attitude Bi = Beliefs about brands performance on attribute i Ei = Importance attached to attribute i N = Number of salient attributes considered by consumer
Ways to Influence or Change Attitudes
Increase or change the strength or belief rating of a brand on an important attribute Change consumers perceptions of the importance or value of an attribute Add a new attribute to the attitude formation process Change perceptions of belief ratings for a competing brand
Integration Processes and Decision Rules
Integration processes are the way product knowledge, meaning, and beliefs are combined to evaluate alternatives
Types of decision rules: Heuristics simple rule of thumb rules that are easy to use and apply
Buy least expensive brand Buy brand on sale or for which I have a coupon
Affect referral rule make decision on basis of overall affective impression or feelings about the brand Compensatory rules evaluate the strengths and weaknesses of each brand
Market leaders such as Budweiser appeal to consumer affect in their advertising
Consumer Learning Processes
Cognitive Learning
Consumers learn through information processing and problem solving
Behavioral Learning
Learning via association (classical conditioning) Learning via reinforcement (instrumental cond.)
Modeling Processes
Based on observation of outcomes and consequences experienced by others
Cognitive Learning Process
Goal Purposive behavior
Insight Goal achievement
Classical Conditioning Process
Unconditioned stimulus
(waterfall)
Unconditioned response
(freshness, purity)
Association develops through contiguity and repetition
Conditioned stimulus
(Brita water filtration pitcher)
Conditioned response
(freshness, purity)
This Brita ad uses classical conditioning
Instrumental Conditioning Process
Behavior
(consumer uses product or service)
Positive or negative consequences occur
(reward or punishment)
Increase or decrease in probability of repeat behavior (purchase)
External Influences on Consumers
Culture
Subculture
Social class Reference groups Situations
The Hispanic subculture is a very important market in many parts of the U.S.
Variations in Consumer Decision Making
Types of Decision Processes:
Extended Problem Solving
Limited Problem Solving Routine Response Behavior
IMC Communications Task Grid
Decision Role
Role in Decision Marking Process Initiator Influencer Decider Purchaser User
Communication Task
Desired result or effect from communication
Target Audience
Where and IMC Options When
Primary Best way to Best IMC tool group to reach reach at each to accomplish at each stage stage communication task
