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Consumer
Behavior
Consumer Behavior
Chapter Four
Chapter Four
Chapter Four: Consumer Behavior
Objectives
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Identify elements of a consumer behavior model.
Address the five stages of the consumer decisionmaking process.
Describe consumer decision making in terms of
extensive, limited, or routine problem solving.
Describe psychological influences that impact
consumer behavior.
Describe the social influences that impact
consumer behavior.
A Consumer Behavior Model
• Social influences
- Culture and subculture
- Social class
- Role and status
- Reference groups
- Family and household
• Psychological influences
- Motivation
- Perception
- Beliefs
- Personality
- Lifestyle
• Situational influences
Consumer
Behavior
The Consumer Decision-Making Process
Stages
Post-Purchase
Processes
Purchase
Alternative
Evaluation
Information
Search
Problem
Recognition
The Consumer Decision-Making Process (cont.)
Problem
Recognition
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Information
Search
Alternative
Evaluation
Purchase
Post-Purchase
Processes
Problem recognition (creates need)
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Difference between actual and desired state
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“Cues”*
Information search (creates alternatives)
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Internal information search
External information search
“Evoked Set”*
The Consumer Decision-Making Process (cont.)
Problem
Recognition
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Information
Search
Alternative
Evaluation
Purchase
Post-Purchase
Processes
Alternative Evaluation (creates preferences)
Price
 Ease of use
 Performance
 Style
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e.g., Fishbein Model*
A = ∑ (biei) …
Where A is attitude,
b is belief, and
e is evaluative criterion
This step can be skipped if purchase
is habitual.
Consumers then rely on memory
of past purchases.
The Consumer Decision-Making Process (cont.)
Problem
Recognition
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Information
Search
Alternative
Evaluation
Purchase
Post-Purchase
Processes
Purchase (creates possession)
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Decision vs. Behavior
Purchase Intention
Actual Purchase
Intervening factors (“second thoughts”)
 Too expensive
 Impulses
 False information
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Decision Rule*
The Consumer Decision-Making Process (cont.)
Problem
Recognition
Information
Search
Alternative
Evaluation
Purchase
Post-Purchase
Processes
 Post-Purchase Processes (creates evaluation)
 Cognitive Consistency/Dissonance*
 e.g. Buyer’s Remorse
 Reduction Strategies/Tactics
 Expectations influence level of satisfaction
 Quality refers to overall product quality, reliability
and the extent to which it meets consumers’ needs.
Extended, Limited, and Routine
Consumer Decision Making
A Consumer Behavior Model
• Social influences
- Culture and subculture
- Social class
- Role and status
- Reference groups
- Family and household
• Psychological influences
- Motivation
- Perception
- Beliefs
- Personality
- Lifestyle
• Situational influences
Consumer
Behavior
Psychological Influences on Consumer Behavior
Motivation (and Involvement*)
Involvement/Lucky Charms
Unsatisfied need
or want
Drive or motive
= stimulus
Hunger
Go to Restaurant
Action, purchase good
Eat Food
Reduce need
or want
Not Hungry
Perception
Marketers Influence Perceptions
 Perception: The manner in which we collect,
organize, and interpret information
 Selective perception:
- Individuals pay attention to different stimuli, perceiving
them selectively.
 Selective distortion:
- Consumers adapt information to fit their own existing
knowledge or beliefs (cognitive assonance).
 Selective retention:
- Consumers only retain information about a good or service
that supports personal knowledge or beliefs (reduce
dissonance).
Learning
Cues
Drive
Stimuli
Example:
You see Jordan
drinking Sprite.
Response: an attempt to
satisfy an individual drive
You too,
want
Sprite.
You buy
Sprite.
Attitudes
Values*
and
Beliefs
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Attitudes: Relatively enduring and consistent feelings (affective
responses) about a good or service
Beliefs: Associations between a product and attributes of that product
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Fast food and smoking cause heart attacks.
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Intel processors only exist in quality computers.
Marketers are trying to create positive attitudes about their products and
create beliefs that their products have desirable attributes.
Personality and Lifestyles
Personality and Buying
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Personality: An individual’s unique
psychological characteristics leading to
specific response tendencies over time
Lifestyles: An individual’s style of living as
expressed through activities, interests, and
opinions
Psychographics: Classification of consumers
according to lifestyles and personality
Social Influences on Consumer Behavior
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Culture: “a society’s personality”
 A continuously changing totality of learned and shared meanings, rituals, norms, and
traditions among the members of an organization or society
Values
 Enduring beliefs about a specific mode of conduct or desirable end-state that guides the
selection or evaluation of behavior
Cultures are set apart by values, e.g. . . .
• Western Cultures stress success, achievement, and competitiveness.
• Eastern Cultures emphasize collective welfare.
Values
Terminal
Instrumental
Social Class, Role, and Status
Influences on Consumer Behavior
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Social Classes: Share similar values, attitudes, interests,
and opinions. Can be determined by a combination of
occupation, education, income, wealth, and values.
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Role: Behavior based on the activities people are expected to perform
according to individuals around them
 Role of women in the United States
 Role of women in Islamic countries
 Man in a marriage relationship
 Partners in a gay or lesbian relationship
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Status: The esteem that society bestows upon a particular role
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Soccer mom
Company president
Judge
Car salesperson
Family and Household Influences on
Consumer Behavior
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Influence on consumers purchasing behavior
Decision makers and influencers of decisions:
 Husband
 Wife
 Children
 Cleaning personnel
 Guests
 Roommates
Parents and grandparents (decision
makers) respond to children’s influence
in deciding which toys to purchase.
Reference Groups and Opinion Leaders
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Reference groups*: Any group that positively or
negatively affects a person’s values, attitudes or
behavior
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Associate reference groups:
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Dissociative reference groups:
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Groups people do not want to associate with
Aspirational reference groups:
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Groups an individual belongs to—the individual
adopts certain behavior patterns of these groups.
Groups an individual aspires to join or associate with
Opinion Leaders*: A reference group member who
provides information about a specific sphere that
interests reference group participants.
Situational Influences on
Consumer Behavior*
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Occasion
Time
Importance
Available Funds
Marketing Mix
Etc.