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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