mkt 300 consumer behavior

8/16/2019 Mkt 300 consumer behavior

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Chapter 7 – ConsumerChapter 7 – Consumer

BehaviorBehavior 5-Step Decision-Making Process

– Evoked Set Model

– Consumer decision strategies

•Compensator vs! "on-compensator

•Multi-attri#ute$ con%unctive$ le&icographic

•Make sure ou can tell 'hich choice is

made 'ith each o( the decision models– Cognitive Dissonance


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Chapter 7 – ConsumerChapter 7 – Consumer

BehaviorBehavior )actors *n+uencing Purchase

– Social,re(erence groups

– Personal in+uences – li(estle,personalit

– Pschological

– Situational

heor o( .easoned /ction

– Belie(s and attitudes

– Central-route,peripheral-route processing– *nternal,e&ternal components

– .elationship o( 0./ varia#les


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)orgetting

Percentage retained1

23 minutes - 54!2

6 hour - !26 da - 88888

6 'eek - 888886 month - 88888


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/9ecting .etrieval/s marketers 'e can a9ect

retrieval #1

Characteristics o( the stimulusCongruenc :;ealth Choice,green<

888888888888888 e9ect

*( goal is rapid a'areness o(product$ then high (re=uenc o(ads over a short period o( time


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Consumer Behavior is the dnamic

interaction o( a9ect and cognition$

#ehavior$ and the environment in

'hich human #eings conduct the

e&change aspects :product and

service purchases< o( their lives!


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Consumer BehaviorConsumer Behavior

De>nitionDe>nition Descri#es ho' consumersmake 88888888 decisionsand ho' the 88888 and

88888 o( the purchasedgoods and services! *tincludes (actors thatin+uence purchasedecisions!


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Consumer Decision-Making ProcConsumer Decision-Making Proc

Cultural$ Social$Cultural$ Social$*ndividual and*ndividual andPschologicalPschological

)actors)actorsa9ecta9ect

all stepsall steps

Cultural$ Social$Cultural$ Social$*ndividual and*ndividual andPschologicalPschological

)actors)actorsa9ecta9ect

all stepsall steps


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Marketing PerspectiveMarketing Perspective

?People don@t

#u productsAthe #u

solutions topro#lems!

ed evitt

"eed to >nd out

;/ pro#lemspeople havetodaAand then

solve them!

Drive product/solutionDrive product/solution

developmentdevelopment


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6! "eed .ecognition6! "eed .ecognition

Marketing helps consumers recogniean im#alance #et'een present status

and pre(erred state

•Present state F 88888888888888888888888888888888888888888

•Pre(erred state F 88888888888888888888888888888888888888888

Can 'e as marketers create a di9erentideal stateG


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Consumer Decision-Making ProcessConsumer Decision-Making Process

How much information youhave

Ease of obtaininginformation

Value you place oninformation

Depends on:

6-1


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Evoked Set ModelEvoked Set Model

6-11


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!rocess varies with producttype

"areful#logical

$mpulse %ee& advice

'an& (rands)eigh attributes

6-1*


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H! Evaluation o( /lternativesH! Evaluation o( /lternatives

Consumers use criteria to evaluatealternatives

Criteria are #ased on internal and

e&ternal in(ormation search andmight not #e e=uall 'eighted


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Consumer DecisionConsumer Decision

StrategiesStrategies 888888888888888888 Models– Cost-#ene>t analsis

–hich one does the I@s mostout'eigh the -@sG

888888888888888888 Models– *mmediate re%ection #ased on

some (actor


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Consumer DecisionConsumer Decision

StrategiesStrategies6! Multi-/ttri#ute

2! Con%unctive

H! e&icographic


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Choice ModelsChoice Models

1 * +-1-*-+


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6!6! Multi-attri#uteMulti-attri#ute

ist outcomes$ rate eachoutcome on importance

;o' strong is #elie( that eachalternative can meet outcome

eighted total derived #

multipling importance rating# our evaluation


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2! Con%unctive .ule2! Con%unctive .ule

Set minimum standards (or oneor more attri#utes

.e%ect an #rands that do notmeet / minimum thresholds J/ndJ rule1 must meet standards

(or this attri#ute and the second

attri#ute and the third attri#uteA


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H! e&icographic .uleH! e&icographic .ule

.ank the attri#utes in order o( importance )ind the #rand:s< that is #est on the most

important attri#ute

*( there is a tie$ then >nd the #rand:s<among the survivors o( the >rst roundthat is #est on the second most importantattri#ute

Continue until ou have one 'inner ?Best on most important attri#ute


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Decision Making Models1Decision Making Models1

)our Kacation Choices)our Kacation Choices,ttribute

$mpor-

tance

inimu

m "uto.(ali Hawai

i

Europ

e

,las&a

Hot -* 0+ 0* -* -+

eat things to

do

1 0+ 0+ 0+ 0+ 0+

$ne2pensive 3 -* -+ -+ -1 -*

,ccommodatio

ns

+ 01 -1 0* 01 -1

)ife wants to

go

4 01 0* 0* 01 0+

5reat nightlife 1 -* 0* 01 -+


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6!6! Multi-attri#uteMulti-attri#ute

Determine 'eighted total (or eachoption # multipling the importancerating # attri#ute evaluation and

summing )or Bali1 :5&H< I :63&H< I:&-H< I:H&-6< I:7&2< I:6&2< F

;a'aii F Europe F

/laska F

C;0*CE1 8888888888888


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2! Con%unctive .ule2! Con%unctive .ule Set minimum standards,cuto9s

(or one or more attri#utesL re%ectan #rands that do not meet /minimum thresholds :J/ndJ rule<

C;0*CE1 8888888888888 as it is the onloption that meets,e&ceeds all si&

M*"*MM C0))S

8888888 is not ine&pensive enough and(ails in accommodations

888888888888888888888888 is not ine&pensive enough


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H! e&icographic .uleH! e&icographic .ule Best on most important attri#ute1

ie #et'een all (our on mostimportant attri#ute :?neat things todo<

Best on second most importantattri#ute :?'i(e 'ants to go<

C;0*CE1 88888888888888


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"hoice can still be altered

pinion ofothers

(rand to purchase selected#

but not bought

7ne2pected

6-*3


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Discomfort caused by a purchasedecision

"ognitiveDissonance:

8ow %atisfaction# !roduct 'eturns

6-*


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PrepurchasePhase

PurchasePoint

Post-PurchasePhase

P r e ( e r e n c e

Cognitive DissonanceCognitive Dissonance

;igh

o'

/

/

B B

!roduct!urchased

$ 9 i h "$ 9 i th "


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$n9uences in the "onsumer$n9uences in the "onsumer

Decision-a&ing !rocessDecision-a&ing !rocess


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1 %ocial $n9uences

'eference5roups

pinion 8eaders

6 Social


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'eference 5roups'eference 5roups

;ypes of ;ypes of 'eference'eference

5roups5roups

Direct

$ndirect

!rimary


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nited States Socialnited States SocialClassesClassespper class1 65Middle class

–/verage 'hite-collar1 HH

–orking class1 H2

o'er class

–orking Poor1 62

–nderclass1 4

6! Social*n+uences


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Determinants o( SocialDeterminants o( Social

ClassClass *ncome

0ccupation

Education anguage

ocation

Possessions )amil

6! Social*n+uences


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* !ersonal $n9uences


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i(estle1i(estle1

PschographicsPschographics Nuantitativeinvestigation o(a consumer@s1– Kalues

– Personalit

– i(estle

•/ctivities•*nterests

•0pinions

2! Personal*n+uences


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PersonalitPersonalit he consistent patterns o( #ehavior that

people sho' 'ith regard to socialsituations :e!g! cognitive stle<

Personalit re(ers to the 8internal8 char-acteristicsL li(estle re(ers to the E&ternalcharacteristics o( ho' one lives

*mage congruence hpothesis states that

the consumer selects products and storesthat correspond to their sel(-concept

2! Personal*n+uences


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E&amples o( Marketing-E&amples o( Marketing-

.elated Personalit raits.elated Personalit raits Dogmatism1 0pen,closed mindedness888 Sel(-monitoring1 /#ilit to look to others

(or clues on ho' to #ehave8

"eed (or cognition1 Pleasure (rom thinking

*nnovativeness1 ;ave to have latest

Materialism1 "eed to possess

Compulsive consumption1 ;ave to spend

it

Kariet,"ovelt seeking1 Di9erent

e&periences2! Personal*n+uences


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Personalit o( ColorPersonalit o( Color

• .espect$ authorit• "ovelt$ caution - ee-

catching• Secure$ natural - Canada Dr• ;ot$ strong - (ood smells

#etter• Po'er(ul$ in(ormal - #right•

.ela&ed$ masculine• Purit$ goodness - o'calories

• Po'er$ mster - high-tech

• ealth$ statel - premium2! Personal*n+uences


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+ %ituational$n9uences


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3 !sychological$n9uences


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Selectiveexposure

Selectivedistortion

Selective

retention

Consumer notices certain stimuliand ignores others

Consumer changes or distortsinformation that conflicts

with feelings or beliefs

Consumer remembers only

that information thatsupports personal beliefs

PerceptionPerception


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*mportant attri#utes

Price

Brand names Nualit and relia#ilit

hreshold level o( perception

Product or repositioning changes )oreign customer reception

Marketing *mplications o(

Perception


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Consumer Belie(sConsumer Belie(s

.epresent the kno'ledgea consumer has a#outo#%ects$ their attri#utes$and their #ene>ts

provided0#%ective,su#%ective


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/ttitudes/ttitudes

Consistent response to'ardan o#%ect

Enduring evaluation o( A /mount o( a9ect or (eeling

(or or against a stimulus

0ne dimensional1 I,-


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*mportance o( /ttitudes*mportance o( /ttitudes

Cognitive - 8guide our thoughts888

/9ective - 8in+uence our (eelings8

Connative – a9ect our actions888 Serve as ego-de(ense

mechanisms

Kalue-e&pressive :sel(-identit<


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/ttitude )ormation/ttitude )ormation

*( highl motivated,involved

:e9ort


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;igh E9ort Processing;igh E9ort Processing

/ttitudes #ased on1

– #elie(s,schema associations

– evaluation o( these #elie(s :e!g!'e #elieve it to #e o( good =ualit

and this is important to usL

resulting in a positive attitude<


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;igh E9ort Processing;igh E9ort Processing

heor o( .easoned /ction

–Can * predict our #ehavior#ased on our #elie(s andnormative in+uencesG

–/lso called the Behavioral*ntentions Model


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heor o( .easoned heor o( .easoned

/ction/ctionBehavior :B< results (rom the

(ormation o( speci>c intentions

to #ehave :B*< Predicts B*$ not BL #ased on

one@s attitude to'ard the act

:/act< and the in+uence o(others@ opinions :calledsu#%ective norms :S"


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The Theory of Reasoned Action


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/ction/ction B= B* F :/act< I :S"<

:/act< F :#elie( a#out conse=uences

:#i


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/ction/ction B= B* F :/act< I :S"<

:S"< F :#elie( o( important people

:"B %


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0./ E&ample 0./ E&ample

B F get a tattoo

B* F intention to get a tattoo

/act F our attitude to'ard gettingone

S" F 'hat in+uence others

have on ou


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0./ Scales 0./ Scales

#i F he likelihood that this outcome 'illoccur is :-H< ver lo' to :IH< ver high

ei F *( this outcome occurs$ it 'ill #e :-H<ver #ad to :IH< ver good

"B % F his person thinks * should :-H<not do it to :IH< do it

MC % F ;o' much do * care 'hat thisperson thinksG :-H< strongl don@t careat all to :IH< ver much


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/act F sum o( #i & ei all scales range (rom -H to IH /act F Oetting a tattoo

#i ei #i & ei

'ill hurt IH -H -

'ill #e cool I6 I2 I2

e&pensive I2 -2 -sel(-e&pression IH IH I

,act >


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S" F sum o( "B % & MC % all scales range (rom -H to IH

S" F *n+uence o( others "B % MC % "B % & MC %Parents -H -6 IH

S!0! -6 IH -H

Best (riend IH I2 IQ

H33 *nstructor IH 3 3% >

($ >


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/ttitude Change/ttitude Change

sing 0./$ 'e can see ho' 'emight a9ect attitudes

Can (ocus on changing e&isting#elie(s$ evaluations o( #elie(s$normative #elie(s

0.$ add ne' #elie(s$ normative#elie(s :introduce peer pressureG<


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Bottom line!!!Bottom line!!!

hen do attitudes predict#ehaviorG

*nvolvement,e9ort is high

Rno'ledge is high

Con>dence is high 88888888888888 is high

mkt 300 consumer behavior

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