Download Chapter 1

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
Illustrating the Decision-Making
Process
• This ad by the U.S.
Postal Service
presents a
problem,
illustrates the
decision-making
process, and
offers a solution.
Maslow’s Hierarchy of Needs
Nurturance, Love and Belonging
© 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
Conflict Between the Id and
Superego
• This ad focuses
on the conflict
between the
desire for hedonic
gratification
(represented by
the id) versus the
need to engage in
rational, taskoriented activities
(represented by
the superego).
Sexy Ads Get Noticed
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sexy Ads Get Noticed
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Probing the Minds of Consumers
In-depth
Interviews
interviews
Association
tests
Projective
techniques
Focus groups
© 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
Using Color to Focus Attention
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Perceptions of Color
This ad campaign by
the San Francisco
Ballet uses color
perceptions to get
urban
sophisticates to add
classical dance to
their
packed
entertainment
itineraries.
Advertisements Appeal to Our Sensory
Systems
• This ad for a luxury car emphasizes the
contribution made by all of our senses to
the evaluation of a driving experience.
Discussion Question
• First Heinz gave us
“Blastin’ Green”
ketchup in a squeeze
bottle. Now they
have introduced
“Funky Purple”
ketchup.
• What sensory
perception is Heinz
trying to appeal to?
Do you think this
product will be
successful? Why or
why not?
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
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
Adding Attributes Changes Attitudes
© 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
Heuristics Simplify Choices
• Consumers often
simplify choices
by using
heuristics such as
automatically
choosing a
favorite color or
brand.
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
• Ivan Pavlov’s Dogs
– Unconditioned stimulus (UCS) – Naturally
capable of causing a response.
– Conditioned stimulus (CS) – Does not
initially cause a response
– Conditioned response (CR) – Response
generated by repeated paired exposures
to UCS and CS. Eventually, through
learned association and repetition, the
CS will cause the CR.
Classical Conditioning in Advertising
• This American Airlines
ad points to classical
conditioning as an
explanation for why
their AAdvantage
Marketing Programs
will work.
• Can you identify the
UCS, CS, and the CR
in this example?
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
Classical Conditioning for Cosmetics
© 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
Positive Reinforcement
The power of positive reinforcement.
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
Subcultural Ads Appeal to Shared
Beliefs, Values and Norms
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin