Download Chapter 1 Consumer Behavior I asked Juan what were his major

Chapter 1 Consumer Behavior
I asked Juan what were his major economic concerns. He answered
very quickly, “food and clothes,” he said. “How about housing?” I
asked. “That is never a problem,” he said, “for I can always make a
house.” For Juan and the others, a house is not a prestige symbol but
simply a place to sleep, a place to keep dry in, a place for family privacy,
and a place in which to store things. It is not a place to live, as the word
is so meaningfully used in the United States.
 Our books:
Consumer behavior: building marketing strategy. Del J. Hawkins 机械
工业出版社
《消费者行为》,迈克尔·所罗门等，张莹等译经济科学出版
Our primary goal of this course is to help everybody here obtain a
usable managerial understanding of consumer behavior.
The key aspect of this objective is found in the phrase of usable
managerial understanding.
1,The key of marketing is the managing of consumer desires.
2,A more effective marketing managing is based on the consumer
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behavior.
Customer Value
Customer value is the difference between all the benefits derived
from a total product and all costs of acquiring those benefits.
For example, owning a car can provide a number of benefits
(depending on the person and the type of car), including flexible
transportation, image, status, pleasure, comfort, and even companionship.
However, securing these benefits requires paying for the car, gasoline,
adding to environmental pollution, and dealing with traffic jams and other
frustrations.
It is the difference between the total benefits and the total costs
that constitutes customer value.
Marketing strategy is formulated in terms of the marketing mix.
That is, it involves determining the product features, price, communications,
distribution, and services that will provide customers with superior value.
This entire set of characteristics is often referred to as the total product.
The total product is presented to the target market, which is
consistently engaged in processing information and making decisions
designed to maintain or enhance its lifestyle (individuals and households )
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or performance (businesses and other organizations).
Marketing Skills
Marketing skills would include new product development capabilities,
channel strength, advertising abilities, service capabilities, marketing
research abilities, market and consumer knowledge, and so forth.
A firm must fully understand its own ability to meet customer needs.
This involves evaluating all aspects of the firm, including its financial
condition, general managerial skills, production capabilities, research and
development capabilities, technological sophistication, reputation, and
marketing skills.
Consumer Behavior
The field of consumer behavior is the study of individuals, groups, or
organizations and the processes they to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts
that these processes have on the consumer and society.
Consumer behavior theory provides the manager with the proper
questions to ask.
 What they think of our products and those of our competitors.
 What they think of possible improvement on our products.
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 How they use our products.
 What attitudes they have about our products and our
advertising.
 What they feel about “roles” in the family and society.
 What their hopes and dreams are for themselves and their
families.
Consumer behavior is a complex, multidimensional process.
It is important to note that all marketing decisions and regulations are
based on assumptions about consume behavior.
It is impossible to think of a marketing decision for which this is not the
case.
Market Segmentation
Market segment is a portion of a larger market whose needs differ
somewhat from the larger market.
Since a market segment has unique needs, a firm that develops a total
product focused solely on the needs of that segment will be able to meet the
segment`s desires better than a firm whose product or service attempts to
meet the needs of multiple segments.
To be viable ,a segment must be large enough to be served profitably.
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To some extent, each individual or household has unique needs for most
products. The smaller the segment, the closer the total product can be to
that segment`s desires. Historically, the smaller the segment, the more it
costs go serve the segment. Thus, a tailor-made suit costs more than a
mass-produced suit.
However, flexible manufacturing and customized media are making it
increasingly cost effective to develop products and communications for
small segments or even individual consumers.
The steps of market segmentation
1. Identifying product-related need sets.
2. Grouping customers with similar need sets.
3. Describing each group.
4. Selecting an attractive segment to serve.
The first task of the firm is to identify need sets that the organization
is capable (or could become capable )of meeting .
Need set is used to reflect the fact that most products in developed
economies satisfy more than one need.
Thus, an automobile can meet more needs than just basic
transportation. Some customers purchase cars to meet transportation and
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status needs. Other purchase them to meet transportation and fun needs.
Still others purchase automobiles to meet status, fun, and transportation
needs.
The second step is to group consumers with similar need sets.
For example, the need for moderately priced, fun, sporty automobiles
appears to exist in many young single individuals, young couples with no
children, and middle-aged couples whose children have left home. These
consumers can be grouped into one segment as far as product features and
perhaps even product image are concerned despite sharply different
demographics.
This step generally involves consumer research: including focus group
interviews, surveys, and product concept tests.
The third, once consumers with similar need sets are identified, they
should be described in terms of their demographics, lifestyles, and media
usage. In order to design an effective marketing program, it is necessary to
have a complete understanding of the potential customers.
Thus, while many young single individuals, young couples with no
children, and middle-aged couples whose children have left home may
want the same features in an automobile, the media required to reach each
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group and the appropriate language and themes to use with each group
would undoubtedly differ.
Finally, Once we sure we have a thorough understanding of each
segment, we must select our target market.
Target market is that segments of the larger market on which we will
focus our marketing effort.
This decision is based on our ability to provide the selected segment
with superior customer value at a profit. Thus, the size and growth of the
segment, the intensity of the current and anticipated competition, the cost
of providing the superior value, and so forth are important considerations.
Marketing Communication
Marketing communication include advertising, the sales force, public
relations, packaging, and any other signal that the firm provides about itself
and its products. An effective communication strategy requires answers to
the following questions:
1. With whom, exactly, do we want to communicate?
While most messages are aimed at the target-market members, other
are focused on channel members or those who influence the target-market
members.
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Often it is necessary to determine who within the target market should
receive the marketing message. For a children`s breakfast cereal, should the
communications be aimed at the children or the parents or both?
2. what effect do we want our communication to have on the target
audience?
Often a manager will state that the purpose of advertising and other
marketing communications is to increase sales. While this may be the
ultimate objective, the behavioral objective for most marketing
communications is often much more immediate.
That is, it may seek to have the audience learn something about the
product, seek more information about the product, like the product,
recommend the product to others, feel good about having bought the
product, or a host of other communications effects.
3. What message will achieve the desired effect on our audience?
What words, pictures, and symbols should we use to capture attention
and produce the desired effect? Marketing messages can range from purely
factual statements to pure symbolism.
Developing an effective message requires a thorough understanding of
the meanings the target audience attaches to words and symbols, as a
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knowledge of the perception process.
4. What means and media should we use to reach the target audience?
Should we use personal sales to provide information? Can we rely on
the package to provide needed information? Should we advertise in mass
media, use direct mail, or rely on consumers to find us on the Internet? If
we advertise in mass media, which media( television, radio, magazines,
newspapers) and which specific vehicles (television programs, specific
magazines, and so forth) should we use?
5. When should we communicate with the target audience?
Should we concentrate our communications near the time that
purchases tend to be made or evenly throughout the week, month, or year?
Do consumers seek information shortly before purchasing our product? If
so, where?
Answering these questions requires an knowledge of the decision
process used by the target market for this product.
Chapter 2 Motivation Personality, and Emotion
Rapper: 敲击者，叩门者
Sauza Conmemorativo has built a strong product position: a smooth,
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somewhat irreverent（不尊敬的） tequila by using a long running
humorous campaign with the “Life is harsh（粗糙的）, your tequila
（龙舌兰酒） shouldn`t be.” tag line.
This chapter focuses on three closely related concepts: consumer
motivation, personality, and emotion.
Consumer motivation is the energizing force that activates(刺激)
behavior and provides purpose and direction to that behavior.
Personality reflects the common responses that individuals make to a
variety of recurring（重复的） situations.
Emotions are strong, relatively uncontrollable feelings that affect our
behavior.
The three concepts are closely interrelated and are frequently
difficult to separate.
Consumers do not buy products. Instead, they buy motive satisfaction
or problem solutions. Thus, a consumer does not buy a tequila (or a
chemical compound with certain odoriferous(有气味的) characteristics):
He buys “atmosphere and hope and the feeling he is something special.”
Managers must discover the motives that their products and
brands can satisfy and develop their marketing mixes around these
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motives.
As an example, consumers often buy products and services as a gift for
themselves, though they may feel some guilt at being self-indulgent(放纵
的). Motivation research has found that people make such purchases for a
variety of motives, including rewarding themselves for an accomplishment.
Discovering Purchase Motives
Suppose a marketing researcher interviewed you and asked why
you wear designer jeans (or own a mountain bike, or whatever). Odds
are you would offer several reasons such as “They`re in style,” “My friends
wear them,” “I like the way they fit,” or “They look good on me.”
However, there may be other reasons that you are reluctant to admit or
perhaps are not even aware of: “They show that I have money,” “They
make me sexually desirable,” or “They show I am still young.”
All or any combination of the above motives could influence the
purchase of a pair of designer jeans.
The first group of motive mentioned above were known to the
consumer and admitted to the researcher. Motives that are known and
freely admitted are called manifest (证明)motives. Any of the motives
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we have discussed can be manifest.
However, motives that conform to a society`s prevailing (主流
的)value system are more likely to be manifest than are those that are
in conflict with such values.
The second group of motives described above were either unknown to
the consumer or were such that the consumer was very reluctant to admit
them. Such motives are latent (潜在的)motives.
Manifest motives are relatively easy to determine. Direct questions
(Why did you buy a Cadillac?) will generally produce reasonably accurate
assessments of manifest motives.
Determining
latent
motives
is
substantially
more
complex.
Sophisticated analytical techniques such as multidimensional scaling can
sometimes provide insights into latent motives.
Marketing Strategies Based on Multiple Motives
Once a manager has isolated the combinations of motives influencing
the target market, the next task is to design the marketing strategy around
the appropriate set of motives. This task involves everything from product
design to marketing communications. The nature of these decisions is most
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apparent in the communication area.
First, to the extent that more than one motive is important, the product
must provide more than one benefits. Communicating manifest benefits is
relatively easy. For example, an advertisement for Cadillac states, “From
the triple-sanded finish (once with water and twice with oil) to that
superbly refined Cadillac ride, the quality comes standard on Cadillac.”
This is a direct appeal to a manifest motive for product quality.
Direct appeals are generally effective for manifest motives, since these
are motives that consumer are aware of and will discuss.
However, since latent motives often are less than completely socially
desirable, indirect appeals frequently are used. The bulk of the copy of the
Cadillac ad referred to above focused on the quality of the product.
However, the artwork (about 60 percent of ad) showed the car being driven
by an apparently wealthy individual in front of a luxurious club.
Marketing Strategies Based on Motivation Conflict
With the many motives we have and the many situations in which these
motives are activated, there are frequent conflicts between motives. The
resolution of a motivational conflict often affects consumption patterns.
In many instances, the marketer can analyze situations that are likely to
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result in a motivational conflict, provide a solution to the motivational
conflict. There are three types of motivational conflict of importance to
marketing managers: approach-approach conflict, approach-avoidance
conflict, and avoidance-avoidance conflict.
Approach-Approach Motivational Conflict
A consumer who must choose between two attractive alternatives faces
approach-approach conflict. The more equal this attraction, the greater the
conflict.
This conflict could be resolved by a timely advertisement designed to
encourage one or the other action. Or, a price modification(修正), such as
“fly now, pay later,” could result in a resolution whereby both alternatives
are selected.
Approach-Avoidance Motivational Conflict
A consumer facing a purchase choice with both positive and negative
consequences confronts approach-avoidance conflict.
A consumer who is concerned about gaining（开凿） weight yet likes
snack(小吃) foods faces this type of problem. The consumer wants the taste
and emotional satisfaction associated with the snacks but does not want to
gain weight (avoidance).
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Avoidance-Avoidance Motivational Conflict
A
choice
involving
only
undesirable
outcomes
produces
avoidance-avoidance conflict.
When a consumer`s old washing machine fails, this conflict may occur.
The person may not want to spend money on a new washing machine, or
pay to have the old one repaired, or go without one.
Advertisements stressing the importance of regular maintenance for
cars, such as oil filter changes, also use this type of motive conflict: “pay
me now, or pay me (more) later.”
Do Marketers Create Needs?
Marketers are often accused of creating a need for a product that would
not exist except for marketing activities, particularly advertising.
Mouthwash, deodorant, and jet skis are used as examples of products for
which there would be no need had not advertising created one.
Do marketers create needs? The answer depends on what is meant by
the term need. Of need is used to refer to a basic motive such as those
described earlier in this chapter, it is clear that marketers seldom of ever
create a need. Human motives are basically determined by human genetics
and the general experiences all humans encounter as they mature（成熟）.
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An analysis of literature and myths across cultures and centuries reveals a
remarkably consistent set of human motives.
Long before marketing or advertising appeared, individuals used
perfumes, clothing, and other items to gain acceptance, display status, and
so forth. Marketing and advertising are not the cause of these basic human
motives.
However, marketers do create demand. Demand is the willingness to
buy a particular product or service. It is caused by a need or motive, but it
is not the motive.
For example, advertising has helped create a demand for mouthwash.
One way some firms did this was to indicate that without mouthwash, one
would have bad breathe, and if you had bad breathe, people would not like
you. This massage ties mouthwash to the need for affiliation or
belongingness. It does not create the need for affiliation but using a certain
brand of mouthwash is essential for satisfying this need. In so doing, the
marketer hopes to create demand for the brand.
Personality
While motivations are the energizing and directing force that makes
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consumer behavior purposeful and goal directed, the personality of the
consumer guides and directs the behavior chosen to accomplish goals in
different situations.
Personality is an individual`s characteristic response tendencies across
similar situations.
We can easily (though perhaps not always accurately) describe our own
personality or the personality of a friend. For example, you might say that
one of your friends is “fairly aggressive(好斗的), very opinionated（武断
的）, competitive, outgoing, and witty（机智的）.” What you have described
are the behaviors your friend has exhibited over time across a variety of
situations. These characteristic ways of responding to a wide range of
situations should, of course, also include responses to marketing strategies.
Personality theories can be categorized as being either individual
theories or social leaning theories. Understanding these two general
approaches to personality will provide an appreciation of the potential uses
of personality in marketing decisions.
Individual Personality Theories.
All individual personality theories have two common assumptions:
(1) that all individuals have internal characteristics or traits（特征） and
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(2) that there are consistent and measurable differences between
individuals on those characteristics.
The external environment (situation) is not considered in these theories.
Most of these theories state that the traits or characteristics are formed at a
very age and are relatively unchanging over the years. Differences between
individual theories center around the definition of which traits or
characteristics are the most important.
Social Leaning Theories
Social leaning theories emphasize the environment as the important
determinant of behavior. Hence, there is a focus on external versus internal
facts. Also, there is little concern with variation between individuals in
terms of individual traits. Systematic differences in situations, in stimuli, or
in social settings are the major interest of social theorists — — not
differences on traits, needs, or other properties of individuals. Rather than
classifying individuals, the social theorists classify situations.
Social learning theories deal with how people learn to respond to the
environment and the patterns of responses they learn. As situations change,
individuals change their reactions. In the extreme case, every interpersonal
interaction may be viewed as a different situation, with the result being a
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different response pattern. Some people may can be accurate because
individuals express different aspects of their personalities to different
people.
A Combined Approach
Individual theorists see behavior as largely determined by internal
characteristics common to all persons but existing on differing amounts
within individuals. Social theories claim just the opposite——situations
that people face are the determinants of behavior and different behaviors
among people are the result of differing situations. We take the position that
behavior is a result of both individual traits or characteristics and situations
that people face.
While research seems indicate that individual traits are not good
predictors of behavior, our basic intuitions（直觉）disagree and we look for
and expect to see some basic stability in individual behavior across
situations.
For example, a person who is assertive (自信的)will probably tend to
exhibit assertive behaviors in a variety of situations. Certainly some
situations would result in less assertive behavior than others, but it seems
reasonable to assume that the assertive person will generally act on a more
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assertive way than a shy person would in the same situation. Thus, the
situation modifies（修正） the general trait and together they affect
behavior.
The Use of Personality In Marketing Practice
While we each have a variety of personality traits and become
involved in many situations that activate different aspects of our personality,
some of these traits or characteristics are more desirable than others and
some may be even be undesirable. That is, in some situations we may be
shy when we wish we were bold（大胆的）, or timid（胆小的） when we
would kike to be assertive. Thus, we can all find some areas of our
personality that need bolstering or improvement.
Many consumer products acquire a brand personality. One brand of
perfume may project youth, sensuality, and adventure, while another
perfume may be viewed as modest, conservative, and aristocratic. In this
example, each perfume has a distinct（明显的） personality and is likely to
be purchased by a different type of consumer or for a different situation.
Consumers will tend to purchase the product with the personality that most
closely matches their own or that strengthens an area in which the
consumer feels week.
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Marketers are paying increasing attention to brand personalities.
For example, Chrysler began trying to establish unique personalities
for each of its car brands with the 1997 models.
Brand Personalities:
Consumers readily assign human characteristics to brands even if the
brands are not managed or the characteristics are not wanted by the
marketers.
Brand personalities create expectations about key characteristics,
performance and benefits, and related services.
Brand personalities are often the basis for a long-term relationship
with the brand.
The difference in the personality consumers assign to these brands is
obvious. What type of target market will each appeal to?
An important point from this research is that brands acquire
personalities whether marketers want them to or not. These personalities
influence purchases. Therefore, marketers need to manage the personalities
of their brands.
Emotion
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Earlier, we defined emotion as strong, relatively uncontrolled feelings
that affect our behavior. All of us experience a wide array of emotions.
Think for a moment about a recent emotional experience. What
characterized this experience? All emotional experiences tend to have
several elements in common.
Emotions are generally triggered by environmental events. Anger, joy,
and sadness are most frequently a response to a set of external events.
However, we can also initiate emotional reactions by internal process such
as imagery. Athletes frequently use imagery to “psych” themselves into a
desired emotional state.
Emotions are accompanied by physiological changes. Some
characteristic changes are (1) eye pupil dilation, (2) increased perspiration,
(3) more rapid breathing, (4) increased heart rate and blood pressure, and
(5)enhanced blood sugar level.
Another characteristic feature of an emotional experience is cognitive
thought. Emotions generally , though not necessarily, are accompanied by
thinking. The types of thoughts and our ability to think “rationally” vary
with the type and degree of emotion. Extreme emotional responses are
frequently used as an explanation for inappropriate thoughts or actions: “I
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was so mad I could`t think straight.”
Emotions also have associated behavior. While the behaviors very
across individuals and within individuals across time and situations, there
are unique behaviors characteristically associated with different emotions:
fear triggers（引发） fleeing response, anger triggers striking out, grief（忧
伤的） triggers crying, and so forth.
Finally, emotions involve subjective（主观的） feelings. In fact, it is
the feeling component we generally refer to when we think of emotions.
Grief, joy, anger, jealously, and fear feel very different to us. These
subjectively determined feelings are the essence （基本的）of emotion.
Emotions and Marketing Strategy
Marketing strategies focused on emotion arousal(激励) as a product
benefit, emotion reduction as a product benefit, and emotion arousal in the
context of adverting.
Emotion Arousal as Product Benefit
Emotions are characterized by positive or negative evaluations.
Consumers actively seek products whose primary or secondary benefit is
emotion arousal. While positive emotions are sought the majority of the
time, this is not always the case. (“The movie was so sad. I cried and cried.
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I loved it. You should see it.” )
Emotion Reduction as a Product Benefit
Few of us like to feel sad, powerless, humiliate, or disgusted.
Responding this, marketers design or position many products to prevent or
reduce the arousal of unpleasant emotions.
Emotion in Advertising
Emotion arousal is often used in advertising even when emotion
arousal or reduction is not a product benefit.
Emotional content in advertisements enhances their attention
attraction and maintenance capabilities. Advertising messages that trigger
the emotional reactions of joy, warmth, or even disgust are more likely to
be attended to than are more neutral ads.
Emotions are characterized by a state of heightened physiological
arousal. Individuals become more alert and active when aroused. Given this
enhanced level of arousal, emotional messages may be processed more
thoroughly than neutral messages. More effort and increased elaboration
activities may occur in response to the emotional state.
Emotional advertisements that trigger a positively evaluated emotion
enhance liking of the ad itself. For example, “warmth” is a positively
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valued emotion that is triggered by experiencing directly or vicariously a
love, family, or friendship. Ads high in warmth, such as the McDonald`s ad
showing
father-daughter
and
father-son
relationships,
trigger
the
psychological changes.
Chapter 3 Attitudes and Influence Attitudes
An attitude is an enduring organization of motivational, emotional,
perceptual, and cognitive processes with respect to some aspect of our
environment. It is “a learned predisposition to respond on a consistently
favorable or unfavorable manner with respect to a given object.” Thus, an
attitude is the way we think, feel, and act toward some aspect of our
environment such as a retail store, television program, or product.
Attitudes serve four key functions for individuals:
Knowledge function
Some attitudes serve primarily as a means of organizing beliefs about
objects or activities such as brands and shopping. These attitudes may be
accurate or inaccurate with respect to “objective” reality, but the attitude
will often determine subsequent behaviors rather than “reality”.
For example, a consumer`s attitude toward cola drinks may be “they
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will taste the same.” This consumer would be likely to purchase the least
expensive or most convenient brand. This would be true even if, in a taste
test, the consumer could tell the brands apart and would prefer one over the
others.
Value-expressive function
Other attitudes are formed and serve to express an individual`s central
values and self-concept. Thus, consumers who value mature and the
environment are likely to develop attitudes about products and activities
that are consistent with that value. These consumers are likely to express
support for environment protection initiatives, to recycle, and to purchase
and use “green” products.
Utilitarian(功利，实用) function
This function is based on operant conditioning. We tend to form
favorable attitudes toward objects and activities that are rewarding and
negative attitudes toward those that are not. Marketers frequently promise
rewards in advertising and conduct extensive product testing to be sure the
products are indeed rewarding.
Ego-defensive function
Attitudes are often formed and used to defend our egos and images
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against threats and shortcomings. Products promoted as very macho (男子
气 的 )may be viewed favorably by men who are insecure in their
masculinity. Or, individuals who feel threatened in social situations may
form favorable attitudes toward products and brands that promise success
or at least safety in such situations. These individuals would be likely to
have favorable attitudes toward popular brands and styles of clothes and to
use personal care products such as deodorants（除臭剂）, dandruff （去屑）
shampoo, and mouthwash.
Any given attitude can perform multiple functions, though one may
predominate. Marketers need to be aware of the function that attitudes
relevant to the purchase and use of their brands fulfill or could fulfill for
their target markets.
ATTITUDE COMPONENTS
Cognitive component
The cognitive component consists of a consumer`s beliefs about an
object. For most attitude objects, we have a number of beliefs. For example,
we may believe that Diet Coke:
Has almost no calories
Contains caffeine
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Is competitively priced
Is made by a large company
The total configuration of beliefs about this brand of soda represents
the cognitive component of an attitude toward Diet Coke. It is important to
keep in mind that beliefs need not be correct or true; they only need to
exist.
Many beliefs about attributes(属性) are evaluative in nature. That is,
high gas mileage, attractive styling, and reliable performance are generally
viewed as positive beliefs. The more positive beliefs that are associated
with a brand and the more positive each belief is, the more favorable the
overall cognitive component is presumed to be. And since all of the
components of an attitude are generally consistent, the more favorable the
overall attitude is.
A popular way of measuring importance weights is with a 100-point
constant-sumscale. For example, the importance weights shown below
express the relative importance of the four soft-drink attitudes such that the
total adds up to 100 points.
Attribute
Importance
Price
10
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Taste
30
Status
20
Calories
40
100 points
In this case, calories are considered the most important attribute, with
taste slightly less important. Price is given little importance.
An attitude index is a relative measure, so in order to fully evaluate it,
we must compare it to the segment`s attitudes toward competing products
or brands. However, if Diet Coke were perceived ad their ideal soft drink,
then all their beliefs and ideals would be equal and an attitude index of zero
would be computed. Thus, the closer an attitude index calculated in this
manner is to zero, the better.
Affective component of the Attitude
Our feeling or emotional reactions to an object represent the affective
component of an attitude. A consumer who states, “I like Diet Coke,” or
“Diet Coke is a terrible soda,” is expressing the results of an emotional or
affective evaluation of the product. This overall evaluation may be simply a
vague, general feeling developed without cognitive information or beliefs
about the product. Or, it may be the result of several evaluations of the
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product`s performance on each of several attributes.
Due to unique motivations and personalities, past experience, reference
groups, and physical conditions, individuals may evaluate the same belief
differently. Some individuals may have a positive feeling toward the belief
that “Diet Coke is made by a large multinational firm,” while other could
respond with a negative reaction.
Despite individual variations, most individuals within a given culture
react in a similar manner to beliefs that are closely associated with cultural
values. For example, beliefs and feelings about a restaurant with respect to
cleanliness are likely to be very similar among individuals in the most
country, since this value is important in our culture.
Behavioral Component of the Attitude
The behavioral component of an attitude is one`s tendency to respond
in a certain manner toward an object or activity. A series of decisions to
purchase or not purchase a soft drinking, such as Coco-cola, or recommend
it or other brands to friends would reflect the behavioral component of an
attitude.
Since behavior is generally directed toward an entire object, it is less
likely to be attribute specific than are either beliefs or affect. However, this
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is not always the case, particularly with respect to retail outlets.
As marketing managers, we are ultimately concerned with influencing
behavior. However, it is often difficult to influence behavior directly. That
is, we generally are unable to directly cause consumers to buy, use, or
recommend our products. However, consumers will often listen to our sales
personnel, attend to our advertisements, or examine our packages. We can,
therefore, indirectly influence behavior by providing information, music, or
other stimuli that influence a belief or feeling about the product if the three
components are indeed consistent with each other.
Measurement of Attitude Components
Cognitive Component (Measuring Beliefs about specific Attributes
Using the Semantic Differential Scale)
Coco-cola
Strong taste —
—
—
—
—
—
— — Mild taste
—
—
—
—
—
—
— — High priced
Caffeine free —
—
—
—
—
—
— — High in caffeine
Distinctive in taste—
—
—
—
—
—
Low Priced
—Similar in taste to most
Affective Component (Measuring Feelings about specific Attributes or the
Overall brand Using Liker Scale)
Neither
- 31 -
Agree
Strongly
nor
strongly
Agree
Agree
Disagree
Disagree
Disagree
I like the taste of Coco-cola.
—
—
—
—
—
Coco-cola is overpriced
—
—
—
—
—
Caffeine is bad for your health
—
—
—
—
—
I like Coco-cola
—
—
—
—
—
Behavior Component (Measuring Actions or intended Actions )
The last soft drink I consumed was a
I usually drink
.
soft drinks.
What is the likelihood you will buy Coco-cola
the next time you purchase a soft drink?
Definitely will buy
Probably will buy
Might buy
Probably will not buy
Definitely will not buy
Attitude Change Strategies
The attitude change induced by manipulating the marketing mix for
Marlboro as described in the opening vignette, is a classic in marketing
history. As this example illustrates, managers can form and change attitudes
toward products and brands. It also raise ethical questions concerning how
firms use this knowledge.
- 32 -
Change the Affective Component
It is increasingly common for a firm to attempt to influence
consumers` liking of their brand without directly influencing either beliefs
or behavior. If the firm is successful, increased liking will tend to lead to
increased positive beliefs, which could lead to purchase behavior should a
need for the product category arise. Or, perhaps more commonly, increased
liking will lead to a tendency to purchase the brand should a need arise,
with purchase and use leading to increased positive beliefs. Marketers use
three basic approaches to directly increase affect: classical conditioning,
affect toward the ad itself, and “mere exposure.”(仅仅是暴光)
Classical Conditioning
One way of directly influencing the affective component is through
classical conditioning. A stimulus (刺激) the audience likes, such as music,
is consistently paired with the brand name. over time, some of the positive
affect associated with the music will transfer to the brand. Other “liked”
stimuli, such as picture, are frequently used for this reason.
Affect toward the Ad
As we discussed, liking the advertisement increases the tendency to
like the product. Positive affect toward the ad may increase liking of the
- 33 -
brand through classical conditioning, or emotional appeals increases affect
toward the ad.
More Exposure
While controversial(争议), there is evidence that affect may also be
increased by mere exposure. That is, simply presenting a brand to an
individual on a large number of occasions might make the individual`s
attitude toward the brand more positive. Thus, the repetition of
advertisements for low-involvement products may well increase liking and
subsequent purchase of the advertised brands without altering the initial
belief structure.
Classical conditioning, affect toward the ad itself, and mere exposure
can alter affect directly and, by altering affect, indirectly alter purchase
behavior without first changing beliefs. This has a number of important
implications:
Ads designed to alter affect need not contain any cognitive (factual or
attribute) information.
Classical conditioning principles should guide such campaigns.
Attitudes toward the ad itself are critical for this type of campaign
(unless mere exposure is being used).
- 34 -
Repletion is critical for affect-based campaigns.
Traditional measures of advertising effectiveness focus the cognitive
component and are inappropriate for affect-based campaigns.
Change the Behavior Component
Behavior, specifically purchase or consumption behavior, may precede
the development of cognition and affect. Or, it may occur in contrast to the
cognitive and affective components.
For example, a consumer may dislike the taste of cola soft drinks and
believe that artificial sweeteners are unhealthy. However, rather than appear
rude, the same consumer may accept a cola drink when offered one by a
friend. Drinking the beverage 饮料 may alter her perceptions of its taste
and lead to liking; this in turn may lead to increased learning, which
changes the cognitive component. Evidence suggests that attitudes for- med
as a consequence of product trial (试验)are strongly held.
Behavior can lead directly to affect, to cognitive ， or to both
simultaneously. Consumers frequently try new brands or types of
low-cost items in the absence of prior knowledge or affect. Such
purchase are as much for information (Will I like this brand?) as for
satisfaction of some underlying need such as hunger.
- 35 -
Changing behavior prior to changing affect or cognition is based
primarily on operant conditioning. Thus, the key marketing task is to
induce people to purchase or consume the product while ensuring that
the purchase and consumption will indeed be rewarding.
Coupons, free samples, point-of –purchase displays, tie-in purchase,
and price reductions are common techniques for inducing trial behavior.
Chapter 4
Self-Concept and Lifestyle
In this chapter, we will discuss the meaning of lifestyle and the role it
plays in developing marketing strategies. Lifestyle is , in many ways, an
outward expression of one`s self-concept. That is, the way an individual
chooses to live, given the constraints of income and ability, is heavily
influenced by that person`s current and desired self-concept. Therefore, we
begin the chapter with an analysis of the self-concept.
Self-concept is defined as the totality of the individual`s thoughts and
feelings having reference to him-or herself as an object. It is our perception
of ourselves and our feelings toward ourselves. In other words, your
self-concept is composed of the attitudes you hold toward yourself.
- 36 -
The self-concept can be divided into four basic parts: actual versus
ideal, and private versus social. The actual/ideal distinction refers to your
perception of who I am now and who I would like to be. The private self
refers to how I am or would like to be to myself, while the social self is
how I am seen by others or how I would like to be seen by others.
One company discovered eight lifestyles of relevance（适当的） to
media usage. Three are briefly described below. How would you advertise
Internet services or direct digital television to each?
Dimensions（尺度） of a Consumer`s Self- Concept
Dimensions of Self-Concept
Private Self.
Social Self.
Actual Self-Concept
How I actually
see myself.
How others actually
see me.
Idea Self-Concept
How I would like to
see myself
How I would like others
to see me.
Using Self-Concept to Position Products
Attempts to obtain ideal self-concept (or maintain our actual
self-concept) often involve the purchase and consumption of products,
services, and media. The role of the self-concept is explained by the
following logical sequence:
An individual has a self-concept. The self-concept is formed through
- 37 -
interaction with parents, peers,亲人 teachers, and significant others.
One`s self-concept is of value to the individual.
Because the self-concept is valued, individuals strive to maintain or
enhance their self-concept.
Certain products as symbols serve symbols and communicate social
meaning about those who own or use such products.
The use of products as symbols communicates meaning to one self
and to others, causing an impact on the individual`s private and social
self-concepts.
As a result, individuals often purchase or consumer products, services,
and media to maintain or enhance a desired self-concept.
This suggests that marketers should strive to develop product images
that are consistent with the self-concepts of their target markets. While
everyone`s self-concept is unique, there is also significant overlap across
individuals.
For
example,
many
consumers
see
themselves
as
environmentalists. Companies and products that create an image as being
concerned about or good for the environment are likely to be supported by
these consumers.
It has been shown that consumers prefer brands that are similar to
- 38 -
their self-concepts, the degree to which they would be attracted to such a
brand varies with the symbolism and conspicuousness 显著 of that product
class. Furthermore, the interaction between self-concept and product image
is situation specific. That is, the situation may heighten of lesson the degree
to which a product or store would enhance an individual`s self-concept.
Possessions and the Extended Self
Some products acquire substantial 坚固的 meaning to us or are used
to signal particularly important aspects of ourselves to others. Some
theories called the extended self to explain this. The extended self consists
of the self plus possessions. That is, we tend to define ourselves in part by
our possessions. Thus, some possessions are not just a manifestation of our
self-concept, they are an integral part of our self-identity. We are, to some
extent, what we possess. If we lost key possessions, we would be somewhat
different individuals.
While these key possessions might be major items such as one`s home
or automobile, they are equally likely to be smaller items with unique
meaning such an old baseball glove, a photograph, or a pet. A scale has
been developed to measure the extent to which an item has been
- 39 -
incorporated into the extended self.
My
helps me achieve the identity I want to have.(PhD,
Doctor of Philosophy）
My
helps me narrow the gap between what I am and what I
try to be. (car)
My
is the central to my identity. (work or life)
My
is part of who I am. (daughter)
Understanding the role that various products play in the extended self
of groups of individuals is a key fully understanding the group. It also
allows marketers to develop and position products that will reinforce and
enhance the identities of their consumers.
Marketing Ethics and the Self-Concept
The self-concept contains many dimensions. Marketers have been
criticized for focusing too much attention on the importance of being
beautiful, with beautiful being defined as young and slim with a fairly
narrow range of facial features. While virtually all societies appear to
define and desire beauty, the intense exposure to products and
advertisements focused on beauty in America and some other countries are
unique.
- 40 -
There is a young woman said:
I never felt that I looked right. The styles that I always want to wear, I
always feel like I look fat. I always have to wear like a long skirt or sweater
or at least baggy pants and a tight shirt. Like I can see outfits that I`d love
to wear, but I know that I could never wear them. I probably could wear
them and get away with it, but I`d be so self-conscious walking around that
I`d be like, “oh, my God.” Like I always try to look thinner and I guess
everybody does.
The ethic question is complex. No one ad or company has this type of
impact. It is the cumulative 累积的 impact of many ads across many
companies reinforced by the content of the mass media that presumably
causes some to be overly focused on their physical beauty. And, as stated
earlier, concern with beauty existed long before advertising.
The Nature of Lifestyle
As the figure indicates, our lifestyle is basically how we live. It is
determined by our past experiences, innate 先天的 characteristics, and
current situation. It influences all aspects of our consumption behavior,.
One`s lifestyle is a function of inherent individual characteristics that have
been shaped and formed through social interaction as one moves through
- 41 -
the life cycle. Thus, life style is influenced by the factors discussed in the
previous chapters——culture, values, demographics, subculture, social
class, reference groups, family, motives, emotions, and personality. It is
how we enact our self-concept.
Individuals and households both have lifestyles. While household
lifestyles are in part determined by the individual lifestyles of the
household members, the reverse 反面 is also true.
Our desired lifestyle influences our needs and desires and thus our
purchase and use behavior. It determines many of our consumption
decisions which, in turn, reinforce or alter our lifestyle.
Lifestyle analysis can be used by marketers with respect to specific
areas of consumers` lives, such as outdoor recreation 消遣. Many firms
have conducted lifestyle studies focused on those aspects of individual or
household lifestyles of most relevance to their product or service. A second
approach is to study the general lifestyle patterns of a population. This
approach is also widely used in practice.
Consumers are seldom explicitly aware of the role lifestyle plays in
their purchase decisions. For example, few consumers would think, “I`ll
have a Lining to maintain my lifestyle. ” However, individuals pursuing an
- 42 -
active, social lifestyle might purchase Lining in part because of its
convenience and the presence of others at China. Thus, lifestyle frequently
provides the basic motivation and guidelines for purchases although it
generally does so in an indirect, subtle 精细的 manner.
Measurement of Lifestyle
Attempts to develop quantitative measures of lifestyle were initially
referred to as psychographics. In fact, psychographics and lifestyle are
frequently used interchangeably. Psychographic research attempts to place
consumers on psychological——as opposed to purely demographic 人口统
计学——dimensions. The initial measurement instrument was an AIO
(activities, interests, and opinions) inventory. These inventories consist of
a large number of statements (often as many as 300) with large numbers of
respondents express degrees of agreement or disagreement.
While it is a useful addition to demographic data, marketers found the
original AIO inventories too narrow. Now, psychographics or lifestyle
studies typically include the following:
Attitude: evaluative, statements about other people, places, ideas,
products, and so forth.
Values: widely held beliefs about what is acceptable and /or desirable.
- 43 -
Activities and interests: non-occupational behaviors to which
consumers devote time and effort, such as hobbies, sports, public service,
and church.
Demographics: age, education, income, occupation, family structure,
ethnic(种族的) background, gender, and geographic location.
Media patterns: which specific media the consumers utilize.
Usage rates: measurements of consumption within a specified product
category. Often consumers are categorized as heavy, medium, light, or
nonusers.
A large number of individuals, often 500 or more, provide the above
information. Statistical techniques are used to place them into groups. Most
studies use the first two or three dimensions described above to group
individuals. The other dimensions are used to provide fuller descriptions of
each group. Other studies include demographics as part of the grouping
process.
Lifestyle measurements can be constructed with varying degrees of
specificity. At one extreme are very general measurements dealing with
general ways of living.
Lifestyle Analysis of the British Cosmetics Market
- 44 -
Cosmetic Lifestyle Segments
1.
Self-aware: concerned about appearance, fashion, and exercise.
2.
Fashion-direct: concerned about fashion and appearance, not about exercise
and sport.
3.
Green goddesses: concerned about sport and fitness, less about appearance.
4.
Unconcerned: neutral attitudes to health and appearance.
5.
Conscience-stricken 内疚的: no time for self-realization, busy with family
responsibilities.
6.
Dowdies(邋里邋遢的女人 ): indifferent to fashion, cool on exercise, and
dress for comfort.
The VALS LIFESTYLES
By far the most popular application of lifestyle and psychographic
research by marketing managers is SRI international`s Value and Lifestyle
(VALS) program. Introduced in 1978, VALS provided a systematic
classification of American adults into nine distinct value and lifestyle
patterns. Despite widespread use, many managers found it difficult to use.
For the reasons, SRI① introduced a new system called VALS2 in 1989.
VALS2 has more of a psychological base than the original, which was more
activity and interest based. The psychological base attempts to tap
①
SRI International is an independent, nonprofit research institute conducting client-sponsored research and
development for government agencies, commercial businesses, foundations, and other organizations. SRI also brings
its innovations to the marketplace by licensing its intellectual property and creating new ventures.
- 45 -
relatively enduring attitudes and values. It is measured by 42 statements
with which respondents state a degree of agreement or disagreement. The
follow are some examples:
I am often interested in theories.
I often crave excitement.
I liked most of the subjects I studied in school.
I like working with carpentry and mechanical tools.
I must admit that I like to show off.
I have little desire to see the world
I like being in charge of a group
I hate getting grease and oil on my hands
The questions are designed to classify respondents according to their
self-orientation, which serves as one of VALS2`s two dimensions. SRI has
identified three primary self-orientations.
Principle oriented. These individuals are guided in their choices by
their beliefs and principles rather than feelings, events, or desire for
approval.
Status-oriented. These individuals are heavily influenced by the
actions, approval, and opinions of others.
- 46 -
Actions-oriented. These individuals desire social or physical activity,
variety, and risk taking.
These three orientations determine the types of goals and behaviors
that individuals will pursue.
The VALS Segments
Actualizers
Actualizers are successful, sophisticated, active, “take-charge” people
with high self-esteem and abundant resources. They are interested in
growth and seek to develop, explore, and express themselves in a variety of
ways, sometimes guided by principle and sometimes by a desire to have an
effect, to make a change. Image is important to actualizers, not as evidence
of status or power but as an expression of their taste, independence, and
character.
Actualizers are among the established and emerging leaders in
business and government, yet they continue to seek challenges. They have
a wide range of interests, are concerned with social issues, and are open to
change. Their possessions and recreation reflect a cultivated taste for the
finer things in life.
- 47 -
Fulfilleds and Believers: Principle Oriented
Principle-oriented consumers seek to make their behavior consistent
with their views of how the world is or should is.
Fufilleds are mature, satisfied, comfortable, reflective, people who
value order, knowledge, and responsibility. Most are well educated, and in
professional occupations. They are well-informed about world and national
events and are alert to opportunities to broaden their knowledge. Content
with their careers, families, and station in life, their leisure activities tend to
center around the home.
Believers are conservative, conventional people with concrete beliefs
based on traditional, established codes: family, church, community, and the
nation. Many Believers express moral codes that are deeply rooted and
literally interpreted. They follow established routines, organized in large
part around their homes, families, and the social or religious organizations
to which they belong.
Achievers and strivers: Status Oriented
Status-oriented consumers have or seek a secure place in a valued
social setting. They make choices to enhance their position or to facilitate
their move to another, more desirable group. Strivers look to others to
- 48 -
indicate what they should be and do, whereas Achievers, more resourceful
and active, seek recognition and self-definition through achievements at
work and in their families.
Experiencers and Makers: Action Oriented
Action-oriented consumers like to affect their environment in tangible
ways. Makers do so primarily at home and with constructive activity,
Expriencers in the wider world through adventure and vivid experiences.
Expriencers are young, vital, enthusiastic, impulsive, and rebellious.
They seek variety and excitement, savoring the new, the offbeat, and the
risky. Still in the process of formulating life values and patterns of behavior,
they quickly become enthusiastic about new possibilities but are equally
quick to cool. At this stage of their lives, they are politically uncommitted,
uninformed, and highly ambivalent about what they believe.
Experiencers combine an abstract disdain for conformity with an
outsider`s awe of others` wealth, prestige, and power. Their energy finds an
outlet in exercise, sports, out-door recreation, and social activities.
Expriencers are avid consumers and spend much of their income on
clothing, fast food, music, movies, and video.
Makers are practical people who have constructive skills and value
- 49 -
self-sufficiency. They live within a traditional context of family, practical
work, and physical recreation and have little interest in that lies outside that
context. Makers experience the world by working on it, building a house,
raising children, fixing a car, or canning vegetables, and have sufficient
skill, income, and energy to carry out their projects successfully. Makers
are politically conservative suspicious of new ideas, respectful of
government authority and organized labor, but resentful of government
intrusion on individual rights. They are unimpressed by material
possessions other than those with a practical or functional purpose.
Strugglers
Strugglers` lives are constricted. Chronically poor, ill-educated,
low-skilled, without strong social bonds, elderly and concerned about their
health, they are often resigned and passive. Because they must struggle to
meet the urgent needs of the present moment, they do not show a strong
self-orientation. Their chief concerns are for security and safety. Strugglers
are cautious consumers. They represent a very modest market for most
products and services, and they are loyal to favorite brands.
- 50 -
Chapter 5 Consumer Decision Process
As we know, the purchase decision and consumption process always
occur in the context of 上下文的 a specific situation. Therefore, before
examining the decision process, we must first develop an understanding of
situations.
Types of Situations
The consumption process occurs within four broad categories of
situations: the communications situation, the purchase situation, the usage
situation, and the disposition（部署） situation.
The communication situation
The situation in which consumers receive information has an impact
on their behavior. Whether we are alone or in a group, in a good mood or
bad, in a hurry or not influences the degree to which we see and listen to
marketing communications. Is it better to advertise on a happy or sad
television program? A calm or an exciting program? These are some of the
questions managers must answer with respect to the communications
situation.
If we are interested in the product and are in a receptive
communications situation, a marketer is able to deliver an effective
- 51 -
message to us. However, finding high-interest potential （潜在的）buyers in
receptive communications situations is a difficult challenge. For example,
consider the difficulty a marketer would have in communicating to you in
the following communications situations:
Your favorite team just lost the most important game of the year.
Final exams begin tomorrow.
Your roommates only watch news programs.
You have the flu.流感
You are driving home on a cold night, and your car heater doesn`t
work.
The Purchase situation
Situations can also affect product selection in a purchase situation.
Mothers shopping with children are more apt（易于） to be influenced by
the product preferences of their children than when shopping without them.
A shortage of time, such as trying to make a purchase between classes, can
affect the store chosen, the number of brands considered, and the price you
are willing to pay.
Marketers must understand how purchase situations influence
consumers in order to develop marketing strategies that enhance the
- 52 -
purchase of their products.
For example, how would you alter your decision to purchase a
beverage 饮料 in the following purchase situation?
You are in a very bad mood.
A good friend says “That stuff 原料 is bad for you!”
You have an upset 混乱 stomach.
There is a long line at his checkout counter as you enter the store.
You are with someone you want to impress.
The Usage Situation
A consumer may use a different brand of wine to serve dinner guests
than for personal use in a nonsocial situation. A family may choose a
different vacation depending on who is going.
Marketers need to understand the usage situations for which their
products are, or may become, appropriate. Based on this knowledge,
marketers can communicate how their products can create consumer
satisfaction in each relevant usage situation.
The Disposition Situation
Consumers must frequently dispose of products and /or product
packages after or before product use.
- 53 -
Some consumers consider ease disposition of an important product
attribute. These consumers may only purchase items that can be easily
recycled. Often disposition of an existing product must occur before or
simultaneously 同时的 with the acquisition 获得 of the new product.
For example, most consumers must remove their existing bed before
using a new one. Marketers need to understand how situational influences
affect disposition decisions in order to develop more effective and ethical
products and marketing programs. Government and environmental
organizations need the same knowledge in order to encourage socially
responsible disposition decisions.
How would your disposition decision differ in these situations?
You have finished a soft drink in a can at a mall. There is a trash can
nearby, but there is no sign of a recycling container.
You have finished reading the newspaper after class, and you note that
you are running late for a basketball game.
You and two friends have finished soft drinks. Both your friends toss
投掷 the recyclable cans into a nearby garbage container.
A local charity will accept old refrigerators if they are delivered to the
charity. Your garbage service will haul one to the dump for $5. you just
- 54 -
bought a new refrigerator. You don`t (do) know anyone with a pickup or
van.
The Nature of Situational Influence
We define situational influence as all those factors particular to a time
and place of observation that do not follow from a knowledge of
personal( intra-individual) and stimulus ( choice alternative) attributes and
that have a demonstrable 可论证的 and systematic effect on current
behavior.
A situation is a set of factors outside of and removed from the
individual consumer as well as removed from the characteristics of the
primary stimulus object to which the consumer is reacting. Consumers do
not respond to stimuli such as advertisements and products presented by
marketers in isolation. Instead, they respond to marketing influences and
the situation simultaneously.
To integrate the influence of situation into marketing strategy, we must
first give careful attention to the degree that the situation interacts with a
given product and a given set of target consumers. Then we must evaluate
the situation more systematically in terms of when it occurs, the strength of
its influence, and the nature of its influence on behavior. For example, time
- 55 -
spent dong leisure activities is influenced by physical surroundings, social
influences, and a person`s mood. To be effective in marketing a particular
leisure activity, a marketer must understand how and when these situation
influences will impact a consumer`s decision to spend time on that activity.
Situational classification
A number of different approach to classifying situations have been
proposed. The most widely accepted scheme includes five types of
situational influences: physical surroundings, social surroundings, time
perspectives, task objectives, and antecedent states（前人评述）.
Physical Surroundings
Physical surroundings include decor, 装 饰 sounds, aromas, 气 味
lighting, weather, and visible configurations of merchandise 货物 or other
material surrounding the stimulus object. Physical surroundings are a
widely recognized type of situational influence. For example, store interiors
内部 are often designed to create specific feelings in shoppers that can
have an important cueing 提示 or reinforcing effect on purchase. A retail
clothing store specializing in extremely stylish, modern clothing would
want to reflect this to customers in the physical characteristics of the
purchase situation. The fixtures, furnishings, and colors should all reflect
- 56 -
an overall mood of style, flair,本领 and newness. In addition, the store
personnel should appear to carry this theme in terms of their own
appearance and apparel.
Evidence indicates that customers are more satisfied with services
acquired in an organized. Professional-appearing environment than with
those acquired in a disorganized environment.
Colors
The color red is effective at attracting consumers` attention and
interest. However, while physically arousing, red also perceived as tense
and negative. Softer colors such as blue are less attention-attracting and
arousing. They are perceived as calm, cool, and positive. Which color
would be best for store interiors? Researchers indicates that blue is superior
to red in terms of generating positive outcomes for both the retailer and the
consumer( satisfaction).
Aromas 芳香
While research is just beginning, there is increasing evidence that
odors 气味 can have positive effects on consumer shopping behaviors. One
study found that a scented 有香味的 environment produced a greater intent
to revisit the store, higher purchase intention for some items, and a reduced
- 57 -
sense of time spent shopping. Another study found that a floral-scented 植
物香味的 environment increased sales of Nike shoes.
Music
A study of the impact of music in a supermarket environment found
that the tempo 节拍 of the music (fast or slow) did not affect purchasing
behavior. However, the match between the music being played and the
customer`s music preference did.
Because of the impact that music can have on shopping behavior,
firms now exist to develop music programs to meet the unique needs of
specific retailers. This music is not like the stereotype of “elevator” or
background music such as that generally supplied by Muzak. Background
music is designed to mask general noises and to go unnoticed. The music
becomes part of the shopping experience.
Marketing Strategy and Physical Surrounding
In many instances, marketers have limited control over the physical
situation. For example, there are many forms of retailing, such as mail
order, door-to-door, and vending machines, where control is minimal. Still,
the marketer tries to account for the physical situation by carefully
selecting appropriate outlets and product mixes for vending machines, and
- 58 -
instructing door-to-door sales personnel to “control the situation” by
rearranging furniture, turning off televisions or radio, and bringing in
point-of-purchase displays.
An analysis of nonpurchase motivations for shopping found physical
activity and sensory stimulation to be two important motives. Enclosed
shopping malls offer clear advantages in providing a safe, comfortable area
for leisurely strolls. The sights and sounds of a variety of stores and
individuals also provide a high degree of sensory stimulation. Both these
factors play an important role in the overall success of shopping centers
and other shopping areas.
Social Surroundings
Social surroundings are the other individuals present during the
consumption process. Our actions are frequently influenced by those
around us. For example, Chinese-, Mexican-, and Anglo-Americans prefer
different types of food in situations where business associates are present
versus those where parents are present.
Social influence is a significant force acting on our behavior, since
individuals tend to comply with group expectations, particularly when the
behavior is visible. Thus, shopping, a highly visible activity, and the use of
- 59 -
many publicly consumed brands, are subject to social influences. Shopping
with others has been found to influence the purchase of such standard
products as meat, chicken, and cereal, while beer consumption changes
with the presence of guests, at parties, and during holidays.
Shopping can provide a social experience outside the home for
making new acquaintance, meeting existing friends, or just being near other
people. Some people seek status and authority in shopping since the
salesperson`s job is to wait on the customer. This allows these individuals a
measure of respect or prestige that may otherwise be lacking in their lives.
Thus, consumers, on occasion, shop for social situations rather than, or in
addition to, products.
Frequently, as a marketer manager, you will not have any control over
social characteristics of a situation. For example, when a television
advertisement is sent into the home, the advertising manager cannot control
who the viewer is with at the time of the reception. However, the manager
can utilize the knowledge that some programs are generally viewed alone
(weekday, daytime programs), some are viewed by the entire family
(prime-time family comedies), and others by groups of friends. The
message presented can be structured to these viewing situations.
- 60 -
Ritual 仪式 Situations
Ritual are receiving increasing attention by marketing scholars and
practitioners. A ritual situation can be described as a set of interrelated
behaviors that occur in a structured format, that have symbolic meaning,
and that occur in response to socially defined occasions. Ritual situations
can range from completely private to completely public. A completely
private ritual situation would be an individual`s decision to drink a private
toast or say a private prayer on the anniversary of an event with special
meaning to the individual. A couple that celebrates their first date by
returning to the same opening vignette, tend to be even more public. Finally,
national and global holidays present very public ritual situations.
Ritual situations are of major importance to marketers because they
often involve prescribed consumption behaviors. Every major Chinese
holiday has consumption rituals associated with it.
Marketers also attempt to change or create consumption patterns
associated with ritual situations.
Situational Influences and Marketing Strategy
Individuals do not encounter situations randomly. Instead, most people
“create” many of the situations they face. Thus, individuals who choose to
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engage in physically demanding sports such as jogging, tennis, or
racquetball are indirectly choosing to expose themselves to the situation of
“being tired” or “being thirsty”. This allows marketers to consider
advertising and segmentation strategies based on the situations that
individuals selecting given lifestyles are likely to encounter.
After determining the influence of different situations on purchase
behavior for a product category, a marketer must determine which products
or brands are most likely to be purchased when that situation arises. One
method of dealing with this question is to jointly scale situations and
products.
Chapter 6 Consumer Decision Process and Problem Recognition
This chapter examines the nature of the consumer decision process
and analyzes the first step in that process, problem recognition. Tithing
problem recognition, we focus on (1) the process of problem recognition,
(2) the uncontrollable determinants of problem recognition, and (3)
marketing strategies based on the problem recognition process.
Types of Consumer decisions
The term consumer decision produces an image of an individual
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carefully evaluation the attributes of a set of products, brands, or services
and rationally selecting the one that solves a clearly recognized need for the
least cost. It has a rational, functional connotation. While consumers do
make many decisions in this manner, many others involve little conscious
effort. Further, many consumer decisions focus not on brand attributes but
rather on the feeling or emotions associated with acquiring or using the
brand or with the environment in which the product is purchased or used.
Thus, a brand may be selected not because of an attribute (price, style,
functional characteristics) but because “ It makes me feel good” or “My
friends will like it.”
While purchases and related consumption behavior driven by
emotional or environmental needs have characteristics distinct from the
traditional attribute-based model, we believe the decision process model
provides useful insights into all types of consumer purchases. As we
describe consumer decision making in this and the next four chapters, we
will indicate how it helps us understand emotion-, environment-, and
attribute-based decisions.
Before describing each type of decision process, the concept of
purchase involvement must be clarified. We define purchase involvement
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as the level of concern for, or interest in, the purchase process triggered by
the need to consider a particular purchase. Thus, purchase involvement is
a temporary state of an individual, product, and situational characteristics.
Note that purchase involvement is not the same as product
involvement or enduring involvement. You must be very involved with a
brand or a product category and yet have a very low level of involvement
with a particular purchase of that product because of brand loyalty, time
pressures, or other reasons. For example, think of your favorite brand of
soft drink or other beverage.饮料 You may be quite loyal to that brand,
think it is superior to other brands, and have strong, favorable feelings
about it. However, when you want a soft drink, you probably just buy your
preferred brand without much thought.
Nominal Decision Making
Nominal decision making, sometimes referred to as habitual decision
making in effect involves no decision per se.
A completely nominal decision does not even include consideration of
the “do not purchase” alternative. For example, you might notice that you
are nearly out of Heimei toothpaste and resolve to purchase some the next
time you are at the store. You don`t even consider not replacing the
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toothpaste or purchasing another brand. At the store, you scan the shelf for
Heimei and pick it up without considering alternative brands, its price, or
other potentially relevant factors.
Nominal decisions can be broken into two distinct categories: brand
loyal decisions and repeat purchase decisions.
Brand Loyal Purchases
At one time, you may have been highly involved in selecting any
toothpaste and, in response, used an extensive decision-making process.
Having selected Heimei as a result of this process, you may now purchase
it without further consideration, even though using the best available
toothpaste is still important to you. Thus, you are committed to Heimei
because you believe it best meets your overall needs and you have formed
an emotional attachment to it. You are brand loyal. It will be very difficult
for a competitor to gain your patronage.光顾
In this example, you have a fairly high degree of product involvement
but a low degree of purchase involvement because of your brand loyalty.
Should you encounter a challenge to the superiority of Heimei, perhaps
through a news article, you would most likely engage in a
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high-involvement decision process before changing brands.
Repeat Purchases
In contrast, you may believe that all catsup is about the same and you
may not attach much importance to the product chocolate or purchase.
Having tried M&M and found it satisfactory. You now purchase it
whenever you need chocolate. Thus, you are a repeat purchaser of M&M
chocolate, but you are not committed it.
Should you encounter a challenge to the wisdom of buying M&M the
next time you need chocolate, perhaps because of a point-of-sale price
discount.折扣 You would probably engage in only a limited decision
process before deciding on which brand to purchase.
Limited Decision Making
Limited decision making covers the middle ground between nominal
decision making and extended decision making. In this simplest form
(lowest level of purchase involvement), limited decision making is similar
to nominal decision making.
Limited decision making also occurs in response to some emotional or
environmental needs. For example, you may decide to purchase a new
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brand or product because you are “bored” with the current, otherwise
satisfactory, brand. This decision might involve evaluating only the
newness or novelty of the available alternatives. Or, you might evaluate a
purchase in terms of the actual or anticipated behavior of others.
Extended Decision Making
Extended decision making is the response to a high level of purchase
involvement. An extensive internal and external information search is
followed by a complex evaluation of multiple alternatives. After the
purchase, doubt about its correctness is likely and a thorough evaluation of
the purchase takes place. Relatively few consumer decisions reach this
level of complexity. However, products such as homes, personal computers,
and complex recreational items such as backpacks and tents are frequently
purchased via extended decision making.
Even decisions that are heavily emotional may involve substantial
cognitive efforts. For example, we may agonize over a decision to take a
cruise even though the need being met and the criteria being evaluated are
largely emotions or feelings rather than attributes per se, and are therefore
typically fewer in number with less external information available.
The Process of Problem Recognition
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A day rarely passed in which we do not face several consumption
problems. Routine problem of depletion, such as the need to get gasoline as
the gauge approaches empty, or the need of to replace a frequently used
food item, are readily recognized, defined, and resolved. The unexpected
breakdown of a major appliance such as a refrigerator creates an unplanned
problem that is also easily recognized but is often more difficult to resolve.
Recognition of other problems, such as the need for a laptop computer, may
take long, as they may be subtle and evolve slowly over time.
Feeling, such as boredom, anxiety, or the “blues,” may arise quickly
or slowly over time. Such feelings are often recognized as problems subject
to solution by purchasing behavior (I`m sad, I think I`ll go shopping/ to a
movie.) at other times, such feelings may trigger consumption behaviors
without deliberate decision making. A person feeling “restless” may eat
snack food without really thinking about it. In this case, the “problem”
remains unrecognized and the solutions tried are often inappropriate.
The Nature of Problem Recognition
Problem recognition is the first stage in the consumer decision process.
Problem recognition is the result of a discrepancy between a desired state
and an actual state that is sufficient to arouse and activate the decision
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process. For example, you probably don`t want to be bored on Friday night.
If you find yourself alone and becoming bored, you would treat this as a
problem because your actual state and your desired state were different.
You could then choose to consume a television program, rent a video, call a
friend, go out, or take a wide array of other actions.
Without recognition of a problem, there is no need for a decision.
Thus, if Friday night arrives and you find yourself engrossed in a novel,
your desire to be pleasantly occupied (desire state) and your condition of
enjoying a novel would be consistent and you would have no reason to
search for other activities.
On the other hand, when there is a discrepancy between a consumer
desire and the perceived actual state, recognition of a problem occurs. For
example, being pleasantly occupied (desired state) would generally exceed
being bored (actual state) and result in problem recognition. However, if
your roommate suddenly showed up with a rowdy party, you might find
yourself with more stimulation (actual state) than the medium level you
actually desire. This too would result in problem recognition.
Perceptions of the actual state are also determined by a consumer`s
lifestyle and current situation. Consumer`s lifestyles are a major
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determinant of their actual state because that is how they choose to live
given the constraints imposed by their resources. Thus, a consumer who
has chosen to raise a family, have significant material possessions, and
pursue a demanding career is likely to have little free time for outdoor
activities (actual state). The current situation, a day off work, a big project
计划 due, or a sick child also has a major impact on how consumers
perceive the actual situation.
The Desire to Resolve Recognized Problems
The level of one`s desire of to resolve a particular problem depends on
two factors:
(1)
the magnitude of the discrepancy between the desired and
actual states, and
(2)
the relative importance of the problem.
An individual could desire to have a car that averages at least 25
miles per gallon while still meeting certain size and power desires. If the
current car obtains an average of 24 miles per gallon, a discrepancy exists,
but it may not be large enough to motivate the consumer to proceed to the
next step in the decision process.
On the other hand, a large discrepancy may exist and the consumer
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may not proceed to information search because the relative importance of
the problem is small. Relative importance is a critical concept because all
consumers have budget likely to be solved. In general, importance is
determined by how critical the problem is to the maintenance of the
consumer`s desired lifestyle.
Uncontrollable Determinants of Problem Recognition
A discrepancy between what is desired by a consumer and what the
consumer has is the necessary condition for problem recognition. A
discrepancy can be the result if a variety of factors that influence consumer
desires, perceptions of the existing state, or both. These factors are often
beyond the direct influence of the marketing manager, for example, a
change in family composition.
Individual development causes many changes in the desired state. As
we age, our needs and desires evolve noticeably.
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