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Chapter 8
Introduction to
Behavior
McGraw-Hill/Irwin
Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved.
What is Overt Consumer Behavior?
• Overt consumer behavior is
– The observable and measurable responses or
actions of consumers
– Distinct from affect and cognition because it is
external and can be observed directly
– Problems with studying overt consumer
behavior include
• Determining the appropriate level of analysis
8-3
What is Overt Consumer Behavior?
cont.
• Deciding whether individual consumers or the entire
world market is the appropriate level
• The linkages between it and affect and cognition are
not well developed at a theoretical level
• The importance of overt consumer behavior
– Problems with studying over consumer behavior
• Many cases influencing affect and cognition may
lead to overt behavior, but this linkage often does not
hold
8-4
What is Overt Consumer Behavior?
cont.
• Behavior precedes and causes affect and cognition
in some cases
• Most marketing strategies cannot be successful
without influencing overt consumer behavior
8-5
A Model of Overt Consumer Behavior
• Traditional views and model
8-6
A Model of Overt Consumer Behavior
cont.
• Consumer behavior sequence model
8-7
A Model of Overt Consumer Behavior
cont.
• Consumer behavior sequence model
qualifications
– Consumers commonly perform many other
combinations of behavior
– Model is intended to illustrate only one type of
behavior sequence for retail purchases
8-8
A Model of Overt Consumer Behavior
cont.
– The time it takes for a consumer to perform the
behaviors depends on a variety of factors
– Members of the channel of distribution usually
vary in their emphasis on encouraging particular
behaviors
– Although the consumer behavior chain exhibits
logical and useful categories of behavior, other
labels or breakdowns could also be useful
8-9
A Model of Overt Consumer Behavior
cont.
• Information contact
– When and how does it occur?
– What behaviors are involved?
– Factors affecting information search by
consumers
•
•
•
•
Market characteristics
Product characteristics
Consumer characteristics
Situational characteristics
8-10
A Model of Overt Consumer Behavior
cont.
– Five common information sources
•
•
•
•
•
Internal
Personal
Marketing
Public
Experiential
– Types of marketing strategies employed to bring
about attentive behaviors
8-11
A Model of Overt Consumer Behavior
cont.
• Funds access
– Primary marketing issues
• Methods used by consumers to pay for particular
purchases
• Marketing strategies to increase the probability that
consumers can access funds for purchase
• Store contact
– Locating the outlet
– Traveling to the outlet
– Entering the outlet
8-12
A Model of Overt Consumer Behavior
cont.
• Product contact
– Push strategies
– Pull strategies
– Three behaviors are usually necessary for a
purchase to occur
• Locate the product or brand in the store
• Physically obtain the product or brand
• Take the product or brand to the point of exchange
8-13
A Model of Overt Consumer Behavior
cont.
• Transaction
• Consumption and disposition
• Communication
– Marketers want consumers to communicate
with two basic audiences
• Provide the company with marketing information
• Tell other potential consumers about the product and
encourage them to purchase it
8-14
A Model of Overt Consumer Behavior
cont.
– From consumers to marketers
• Marketers want at least three types of information
from consumers
– Information about the consumer
– Names of other potential buyers
– Information about defective products
– From consumers to consumers
8-15
Marketing Implications
• Marketing managers need to consider
carefully precisely what behaviors are
necessary for consumers to purchase and
use particular products and brands
• Marketing strategies and tactics are
designed to change overt consumer
behavior by changing one or more aspects
of the environment
8-16
Summary
• Introduced topic of overt consumer behavior
and discussed its importance to marketing
• Sequential model of overt consumer
behavior was developed for use in analyzing
and increasing responses
8-17
Summary cont.
• Seven behaviors were described in terms of
a variety of marketing strategies and tactics
to increase the chances that the behavior
will occur or that the frequency of it will
increase
8-18