perspectives on consumer behavior

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

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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

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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

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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

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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

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Alternative Approaches

Complimentary Approaches

Participant observation

Individual interviews

Ethnographies

New Methodologies

Cultural influences

Social influences

Environmental influences

New New InsightsInsights