Download Conditioning

Perspectives on
Consumer Behavior
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Consumer Decision Making
Decision Stage
Psychological Process
Problem recognition
Motivation
Information search
Perception
Alternative evaluation
Purchase decision
Postpurchase evaluation
Attitude formation
Integration
Learning
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sources of Problem Recognition
Out of Stock
Dissatisfaction
New Needs
or Wants
Related Product
Purchase
Market-Induced
Recognition
New
Products
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Maslow’s Hierarchy of Needs
Self-actualization needs (selfdevelopment, realization)
Esteem needs (self-esteem, recognition,
status)
Social needs (sense of belonging, love)
Safety needs (security, protection)
Physiological needs (hunger, thirst)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Freudian Psychoanalytic Approach
Strong
inhibitions
Symbolic
meanings
Subconscious
Mind
Complex and
unclear motives
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Surrogate
behaviors
Probing the Minds of Consumers
In-depth
Interviews
interviews
Association
tests
Projective
techniques
Focus groups
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Test Your Knowledge
Critics of psychoanalytic theory believe any results
from motivation research are unusable because:
A)
results are unpredictable
B)
the theory is too responsive to external
environmental stimuli
C)
the research requires the use of very
large samples
D)
the theory is too vague
E)
the research is too structured
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
“MR” Not All Positive or All Negative
Pros
Cons
Reveals hidden
feelings, drives
and fears
Qualitative results
from very small
samples
Highlights
importance of
symbolic factors
Varying,
subjective
interpretations
Motivation
Research
Shifts attention
from “what” to
“how” and “why”
Difficult or
impossible to
verify or validate
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Information Search
Personal
sources
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Selective Perception Process
Selective exposure
Selective attention
Selective comprehension
Selective retention
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Two Forms of Evaluative Criteria
Evaluative Criteria
Objective
Subjective
Price
Style
Warranty
Appearance
Service
Image
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Different Perspectives: Marketer’s View
Enough
power?
Traction
okay?
Too
pricy?
Product is seen
as a bundle of
attributes or
characteristics.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Different Perspectives: Consumer’s View
How does it cut
the taller grass?
Will the neighbors
be impressed with
my lawn?
How close can I
get to the
shrubs?
Is it going to be as
fun to use later this
summer?
Will it pull
that
little trailer I
saw at the
store?
Functional
Will I enjoy having
more time for golf?
Product Is Seen As
A Set of Outcomes
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Psychological
Test Your Knowledge
_____ is a construct that represents an individual's
overall feelings or evaluation of an object and is
viewed as a learned predisposition to respond towards
it.
A)
A motive
B)
A need
C)
Perception
D)
An attitude
E)
A decision rule
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Consumer Attitudes Focus on Objects
Individuals
Products
Ads
Brands
Attitudes
Toward:
Media
Companies
Retailers
Organizations
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Purchase Decision and Evaluation
Preevaluation
Decision
Post
evaluation
Integration
processes
Purchase
intention
Satisfaction
Brand loyalty
Dissatisfaction
Heuristics
Affect
referral
decision rule
Cognitive
dissonance
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
How Consumers Learn
Thinking
Conditioning
Modeling
Intellectual
evaluation
comparing
attributes with
values
Based on
conditioning
through
association or
reinforcement
Based on
emulation
(copying) of
respected
examples
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Classical Conditioning Process
Unconditioned
stimulus
Unconditioned
response
(grapes)
(fresh and moist)
Association develops through
contiguity and repetition
Conditioned
stimulus
Conditioned
response
(Lancôme
moisturizer)
(fresh and moist)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Instrumental Conditioning Process
Behavior
(consumer uses
product or service)
Positive or negative
consequences occur
(reward or
punishment)
Increase or decrease
in probability of
repeat behavior
(purchase)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Test Your Knowledge
A print ad for Chevy Ventura vans contains about ten
times more copy than other ads in a recent issue of
Better Homes & Gardens magazine. Which of the
following theories states that this is an appropriate
way to shape consumer behavior?
A)
psychoanalytical theory
B)
cognitive theory
C)
reinforcement theory
D)
affective modeling
E)
operant conditioning
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Cognitive Learning Process
Goal
Purposive behavior
Insight
Goal achievement
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
External Influences on Consumer Behavior
Culture
Subculture
Social class
Reference
groups
Situational
determinants
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin