chapter 6 consumer behavior objectives bunderstand basic model of cb bunderstand decision making...
TRANSCRIPT
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Chapter 6
Consumer Behavior
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Objectives
Understand basic model of CBUnderstand decision making processAppreciate risk, choice criteria,
satisfaction, dissonanceRecognize influence of individual factorsUnderstand role of culture & subcultureIdentify social class influencesRecognize influence of reference groupsKey aspects of joint decision making
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Behavioral Fundamentals:
B = ƒ(P,E)
Personal interaction
Environment
+
Behavior
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Environmental ForcesEnvironmental Forces
Individual FactorsIndividual Factors
The Decision Making Process
CultureSub-
cultureSESReference
groups
MotivesPerceptionInformation
processing
FamilySocial values,
norms, rolesSituationsMarketing mix
LearningAttitudesPersonality
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Decision Making: Situations
LessInvolvement
MoreInvolvement
RoutineResponseBehavior
RoutineResponseBehavior
LimitedDecisionMaking
LimitedDecisionMaking
ExtensiveDecisionMaking
ExtensiveDecisionMaking
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Decision Making Process
Problemrecognition
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Decision Making: Problem Recognition &
InvolvementHigh Involvement
Low Involvement
Problemid
Infosearch
Eval Choice
Problemid
Limitedsearch
ChoiceConsumeLimited
Eval
No buy:Stop/Restart
Buy:Consume/Eval
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The Decision Making Process
Problemrecognition
Informationsearch
Level of perceived riskPerformance riskFinancial riskPhysical riskSocial riskTime-loss risk
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The Decision Making Process
Problemrecognition
Informationsearch
Information SearchInternal searchExternal search
TimeEffortMoney
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Decision Making Process
Problemrecognition
Informationsearch
Alternativeevaluation
Choice criteria FeaturesComplexity
PerformancePerformance
Lots of storageLots of storage
Variety ofVariety ofcolorscolors
SafetySafety
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Decision Making Process
Problemrecognition
Informationsearch
Alternativeevaluation
Purchasedecision
Post-purchaseconsumption &
evaluation
Purchase satisfaction and dissatisfaction
Cognitive dissonance
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Simple model of motivated behavior
Goal-directed
search forincentive
causing
SatisfactionDissatisfaction
yielding
Stimulus acts upon Basic need
creating Motive
resulting in
Responsebehavior
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Individual Factors: Maslow’s Hierarchy of
Needs
PhysiologicalPhysiological
SafetySafety
SocialSocial
EsteemEsteem
Self-ActualizationSelf-Actualization
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Individual Factors: Perception
Selective perceptionSelective exposureSelective attentionSelective interpretationStimulus factorContextIndividual factor
That fish was at least 8 pounds
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“Any change in behavior or cognition resulting from experience or interpretation of experience.”
Individual Factors:Learning
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Attitudes
Cognition Affect
Behavior
Attitude
TraditionalTraditional
ModernModern Cognition AffectBehavioralintentions
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Individual Influences on the Decision-making
Process
PersonalitySelf concept
the real selfthe ideal self
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Interpersonal Influences on the Decision-making
ProcessSocial values,
norms, roleCultureSubcultureSocial classReference
groupsFamilySocial situations
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Review
Understand basic model of CBUnderstand decision making processAppreciate risk, choice criteria,
satisfaction, dissonanceRecognize influence of individual factorsUnderstand role of culture & subcultureIdentify social class influencesRecognize influence of reference groupsKey aspects of joint decision making