Perspectives onConsumer Behavior

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Information search Perception

Postpurchase evaluation Learning

Purchase decision Integration

Alternative evaluation Attitude formation

Problem recognition Motivation

Purchase decision Integration

Consumer Decision Making

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Decision Stage Psychological Process

Alternative evaluation Attitude formation

Information search Perception

Problem recognition Motivation

Out of Stock

Sources of Problem Recognition

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DissatisfactionNew Needsor Wants

Related ProductPurchase

Market-InducedRecognition

NewProducts

Safety needs (security, protection)

Social needs (sense of belonging, love)

Esteem needs (self-esteem, recognition, status)

Self-actualization needs (self-development, realization)

Physiological needs (hunger, thirst)

Maslow’s Hierarchy of Needs

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Safety needs (security, protection)

Social needs (sense of belonging, love)

Esteem needs (self-esteem, recognition, status)

Physiological needs (hunger, thirst)

Stronginhibitions

Symbolicmeanings

SurrogatebehaviorsSurrogatebehaviors

Symbolicmeanings

Stronginhibitions

Complex and unclear motives

Freudian Psychoanalytic Approach

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SubconsciousMind

In-depth interviews

Association tests

Focus groupsProjective techniques

In-depth Interviews

Association tests

Focus groups

Probing the Minds of Consumers

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Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Critics of psychoanalytic theory believe any results from motivation research are unusable because:

A) results are unpredictable B) the theory is too responsive to external

environmental stimuli C) the research requires the use of very

large samples D) the theory is too vague E) the research is too structured

Highlights importance of

symbolic factors

Reveals hiddenfeelings, drives

and fears

Shifts attention from “what” to

“how” and “why”

Varying, subjective

interpretations

Qualitative results from very small

samples

Difficult or impossible to

verify or validate

Varying, subjective

interpretations

Qualitative results from very small

samples

Shifts attention from “what” to

“how” and “why”

Highlights importance of

symbolic factors

Reveals hiddenfeelings, drives

and fears

“MR” Not All Positive or All Negative

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Motivation Research

Pros Cons

Information Search

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Personalsources

Selective retention

Selective comprehension

Selective attention

Selective exposure

Selective comprehension

Selective attention

Selective exposure

The Selective Perception Process

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Evaluation of Alternatives

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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

ObjectiveObjective

Two Forms of Evaluative Criteria

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Evaluative Criteria

Price

Warranty

Service

Style

Appearance

Image

Subjective

Different Perspectives: Marketer’s View

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Enoughpower?

Traction okay?

Too pricy?

Product is seenas a bundle ofattributes orcharacteristics.

Product Is Seen As A Set of Outcomes

FunctionalFunctional

Different Perspectives: Consumer’s View

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How does it cutthe taller grass?

How close can Iget to the shrubs?

Will the neighborsbe impressed with

my lawn?

Is it going to be asfun to use later this

summer?

Will I enjoy havingmore time for golf?

Will it pull that

little trailer I saw at the

store?

Psychological

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

_____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond towards it.

A) A motive B) A need C) Perception D) An attitude E) A decision rule

Individuals Products

Brands

Companies

OrganizationsRetailers

MediaMedia

Retailers Organizations

Companies

Brands

ProductsIndividuals

Ads

Consumer Attitudes Focus on Objects

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Attitudes Toward:

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

Add a new attribute to the attitude formation mix

Change perceptions of the value of an attribute

Change beliefs about an important attribute

Ways to Change Attitudes

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Purchase Decision and Evaluation

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Integration processes

Pre-evaluation

Heuristics

Affect referral

decision rule

Decision

Purchase intention

Brand loyalty

Post evaluation

Satisfaction

Cognitive dissonance

Dis-satisfaction

Conditioning

Based on

conditioning

through

association or

reinforcement

Thinking

Intellectual

evaluation

comparing

attributes with

values

ConditioningThinking

How Consumers Learn

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Modeling

Based on

emulation

(copying) of

respected

examples

Unconditionedstimulus(grapes)

Conditionedstimulus(Lancôme

moisturizer)

Unconditionedresponse

(fresh and moist)

Unconditionedstimulus(grapes)

Conditionedstimulus(Lancôme

moisturizer)

Unconditionedresponse

(fresh and moist)

Classical Conditioning Process

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Association develops throughcontiguity and repetition

Conditionedresponse

(fresh and moist)

Increase or decrease in probability of repeat behavior

(purchase)

Positive or negativeconsequences occur

(reward or punishment)

Positive or negativeconsequences occur

(reward or punishment)

Instrumental Conditioning Process

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Behavior(consumer uses

product or service)

Behavior(consumer uses

product or service)

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A print ad for Chevy Ventura vans contains about ten times more copy than other ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories states that this is an appropriate way to shape consumer behavior?

A) psychoanalytical theory B) cognitive theory C) reinforcement theory D) affective modeling E) operant conditioning

Purposive behavior

Insight

Goal achievement

Goal

Insight

Purposive behavior

Goal

Cognitive Learning Process

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Culture

Subculture

Social class

Referencegroups

Situationaldeterminants

Culture

Subculture

Social class

Referencegroups

External Influences on Consumer Behavior

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