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TRANSCRIPT
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Perspectives onConsumer Behavior
Perspectives onConsumer Behavior
4
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Consumer Behavior
The process and activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services
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Appealing to an Active Lifestyle
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Consumer Decision Making
Postpurchase evaluation
Purchase decision
Alternative evaluation
Information search
Problem recognition
Decision-MakingDecision-Making
Learning
Integration
Attitude formation
Perception
Motivation
Psychological ProcessPsychological Process
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Sources of Problem Recognition
Out of StockOut of Stock DissatisfactionDissatisfaction New Needsor Wants
New Needsor Wants
Related Products, Purchases
Related Products, Purchases
Market-InducedRecognition
Market-InducedRecognition
NewProducts
NewProducts
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Ads help Consumers Recognize Problems
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What Prompts New Needs/Wants?
Financial ChangesFinancial Changes
Employment Status
Employment Status LifestyleLifestyle
KnowledgeKnowledge CultureCulture PersonalityPersonality
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“I’m in the woods”
*Click outside of the video screen to advance to the next slide
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Maslow’s Hierarchy of Needs
Self-actualization needs (self-development, realization)
Self-actualization needs (self-development, realization)
Physiological(hunger, thirst)Physiological
(hunger, thirst)
Safety (security, protection)
Safety (security, protection)
Social (sense of belonging, love)
Social (sense of belonging, love)
Esteem(self-esteem, recognition, status)
Esteem(self-esteem, recognition, status)
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Huggies Appeals to Need for Love
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Freudian Psychoanalytic Approach
Stronginhibitions
Stronginhibitions
SymbolicmeaningsSymbolicmeanings
SurrogatebehaviorsSurrogatebehaviors
Complex and unclear motives
Complex and unclear motives
SubconsciousMind
SubconsciousMind
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Probing the Minds of Consumers
In-depth interviewsIn-depth
interviewsAssociation
testsAssociation
tests
Focus groupsFocus groupsProjective techniquesProjective techniques
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Test Your Knowledge
Critics of psychoanalytic theory believe any results from motivation research are unusable because:
A) Results are unpredictable
B) External environmental stimuli exert too much influence
C) The research requires the use of very large samples
D) The theory is too vague
E) The research is too structured
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The Psychoanalytic Approach
Motivation Research
Motivation Research
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”
ProsPros
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
ConsCons
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Sexy Ads Get Noticed
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Go Daddy Knows Sex Sells
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Information Search
Market sources
Personal sources
Public sourcesPersonal experience
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Perception
• 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
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Using Color to Focus Attention
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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Sensory Advertising
Perfume on sidewalks
Perfume on sidewalks
Scented cards
Scented cards
MicrochipsMicrochips
Product SamplesProduct Samples
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Selecting Information
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Interpreting Information
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Selective Perception
Selective retentionSelective retention
Selective exposureSelective exposure
Selective attentionSelective attention
Selective comprehensionSelective comprehension
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Subliminal Perception
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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
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Evoked Set
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Evaluative Criteria
Objective AttributesObjective Attributes
Price
Features
WarrantyService
Price
Features
WarrantyService
Image
Style
Performance
Image
Style
Performance
Subjective AttributesSubjective Attributes
Brand EvaluationBrand Evaluation
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Marketer’s Evaluative View
Enoughpower?
Traction okay?
Too pricy?
The product is a bundle of
attributes orcharacteristics
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Consumer’s Evaluative View
Product Is Seen As Product Is Seen As A Set of OutcomesA Set of OutcomesFunctionalFunctional
How does it cuttall, thick grass?
How close can I get to shrubs?
Will the neighbors
be impressed with
my lawn?
Will it still be fun later this
summer?
Will I havemore time for
golf?
Will it pull that
trailer I saw at the store?
PsychologicalPsychological
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Test Your Knowledge
_____ is considered a learned response to an object, or an individual’s overall feelings toward, or evaluation of, an object.
A) A motive
B) A need
C) Perception
D) An attitude
E) A decision rule
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Multiattribute Attitude Model
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Changing Attitudes
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
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Adding Attributes Changes Attitudes
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Purchase Decision and Evaluation
Integration processes
Integration processes
Pre-evaluation
Pre-evaluation
HeuristicsHeuristics
Affect referral decision rule
Affect referral decision rule
DecisionDecision
Purchase intentionPurchase intention
Brand loyaltyBrand loyalty
Post evaluation
Post evaluation
SatisfactionSatisfaction
Cognitive dissonanceCognitive
dissonance
Dis-satisfaction
Dis-satisfaction
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Behavioral Learning
Classical Conditioning
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Operant (Instrumental) Conditioning
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)
Behavior(consumer uses
product or service)
Behavior(consumer uses
product or service)
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Energizer Understands Operant Conditioning
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Test Your Knowledge
A print ad for Chevy Ventura vans contains ten times more copy than other ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories states that this a way to shape consumer behavior?
A) Psychoanalytical theory
B) Cognitive theory
C) Reinforcement theory
D) Affective modeling
E) Operant conditioning
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Cognitive Learning Process
Purposive behaviorPurposive behavior
InsightInsight
Goal achievementGoal achievement
GoalGoal
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External Influences on Consumer Behavior
Culture
Subculture
Social Class
Reference Group
Situational determinants
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External Influences on Consumer Behavior
Subculture ads appeal to
shared beliefs, values, and
norms
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Alternative Approaches
Complimentary Approaches
Complimentary Approaches
Participant observationParticipant observation
Individual interviewsIndividual interviews
EthnographiesEthnographies
New New MethodologiesMethodologies
Cultural influencesCultural
influences
Social influencesSocial influences
Environmental influences
Environmental influences
New New InsightsInsights