4

Perspectives on
Consumer Behavior

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

 Consumer Behavior

The process and activities people engage

in when searching for, selecting, purchasing,
using, evaluating, and disposing of
products and services
4-2
 Consumer Decision Making

Decision Stage Psychological

Problem recognition Process
Motivation

Information search Perception

Alternative evaluation Attitude formation

Purchase decision Integration

Post-purchase evaluation Learning

4-3
 Sources of Problem Recognition

New Needs
Out of Stock Dissatisfaction
or Wants

Related Products, Market-Induced New

Purchases Recognition Products
4-4
Ad Highlighting Consumer Dissatisfaction

4-5
Marketer-Induced Problem Recognition

4-6
Maslow’s Hierarchy of Needs

Self-
actualization
needs
(self-development
and realization)

Esteem needs
(self-esteem,
recognition, status)

Social needs
(sense of belonging, love)

Safety needs
(security, protection)

Physiological needs
(hunger, thirst)

4-7
To What Needs is CHPA Appealing?

4-8
Freudian Psychoanalytic Approach

Strong Symbolic
inhibitions meanings

Subconscious
Mind

Complex and Surrogate

unclear motives behaviors
4-9
 Probing the Minds of Consumers

In-depth Association
interviews tests

Projective Focus
techniques groups

4-10
Sexy Ads Get Noticed

4-11
 Information Search

l s o u rces
Per sona

Market so
urces

Pub
lic
sou
rce
s
Per
son
al e
xpe
rie
nce

4-12
 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

4-13
The Perception Process

Receive

Select

Organize

Interpret

4-14
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 the

straight-from-the-orange taste of Tropicana Pure Premium.®

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 What is a sensation?

Taste Immediate, Hearing

direct
response
of the
senses
Smell Touch

Sight

4-16
 Appealing to the Senses

Perfume on Scented Product

sidewalks cards Samples

4-17
The Selective Perception Process

Selective Exposure

Selective Attention

Selective Comprehension

Selective Retention
4-18
Selective Attention to Advertising

4-19
Subliminal Perception

Perceiving Stimuli Below the

Conscious Threshold of Perception

4-20
 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 F Brand I

Brand M
4-21
Two Forms of Evaluation Criteria

Evaluative Criteria

Objective Subjective

Price Style
Warranty Appearance
Service Image

4-22
Different Perspectives: Marketer’s View

Traction
Too
Enough okay?
expensive
power? ?

4-23
Different Perspectives: Consumer’s View
Will it cut Will the
the taller neighbors
grass? be impressed?

How close
Will it be as
can I get to
fun to use
shrubs?
later this
summer?

Will it pull
that trailer I Will I have
saw at the more time
store? for golf?

Functional Psychological
4-24
 Consumers Have Many Attitudes

Individuals Products

Ads Brands
Attitudes
Toward
Media Companies

Retailers Organizations

4-25
Multi-Attribute Attitude Model

4-26
 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
4-27
 Ways to Change Attitudes

Change beliefs about an important attribute

Change perceptions of the

value of an attribute

Add a new attribute to the

attitude formation mix

Change perceptions or beliefs about

a competing brand

4-28
Adding Attributes Changes Attitudes

4-29
 The Decision Process

Pre-evaluatio Post
Decision
n evaluation

Integration Purchase Satisfaction

processes intention

Dis-satisfactio
Heuristics
Brand loyalty n

Affect referral
decision rule Cognitive
dissonance
4-30
 Consumer Learning

Learning is the process by which

consumers acquire
consumption-related knowledge and
experience that they apply to future
behavior

4-31
 How Consumers Learn

Thinking Conditioning Modeling

Based on Based on Based on

intellectual conditioning emulation
evaluation and through (copying) of
problem association or behavior of
solving reinforcement/ others
punishment

4-32
Classical Conditioning Process (Association)

Unconditioned stimulus Unconditioned response

(lollipop) (sweetness)

Conditioned stimulus Conditioned stimulus

(Mariah’s Lollipop Bling) (sweetness)

4-33
Lollipop Bling Uses Classical Conditioning

4-34
 Instrumental Conditioning Process

Behavior (consumer Positive or negative

uses product or service) consequences occur
from use of product,
leading to reward or
punishment

Increase or decrease in
probability of repeat
behavior (purchase)

4-35
Kyocera Focuses on Negative Outcomes

4-36
 Shaping

Shaping is the reinforcement of

successive acts that lead to a desired
behavior pattern

4-37
The Shaping Process

4-38
Cognitive Learning Theory

Goal

Purposive behavior

Insight

Goal achievement

4-39
External Influences on Consumer Behavior

Culture

Subculture

Social Class

Reference Group

Situational
determinants

4-40
Subculture Ads

4-41
 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

4-42
 Situational Determinants

Purchas
e
Situation Commun
Usage
ications
Situation
Situation

4-43
 Alternative Approaches

New New
Methodologies Insights

Individual Social influences

interviews

Participant Complimentary Cultural

observation Approaches influences

Environmental
Ethnographies
influences

4-44