Download Social needs - McGraw Hill Higher Education

4
Perspectives on
Consumer Behavior
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
Consumer Behavior
The process and activities people engage
in when searching for, selecting, purchasing,
using, evaluating, and disposing of
products and services
4-2
Consumer Decision Making
Decision Stage
Psychological Process
Problem recognition
Motivation
Information search
Perception
Alternative evaluation
Purchase decision
Post-purchase evaluation
Attitude formation
Integration
Learning
4-3
Sources of Problem Recognition
Out of Stock
Dissatisfaction
New Needs
or Wants
Related Products,
Purchases
Market-Induced
Recognition
New
Products
4-4
Ad Highlighting Consumer Dissatisfaction
4-5
Marketer-Induced Problem Recognition
4-6
Maslow’s Hierarchy of Needs
Selfactualization
needs
(self-development
and realization)
Esteem needs
(self-esteem,
recognition, status)
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)
4-7
To What Needs is CHPA Appealing?
4-8
Freudian Psychoanalytic Approach
Strong
inhibitions
Symbolic
meanings
Subconscious
Mind
Complex and
unclear motives
Surrogate
behaviors
4-9
Probing the Minds of Consumers
In-depth
interviews
Association
tests
Projective
techniques
Focus
groups
4-10
Sexy Ads Get Noticed
4-11
Information Search
4-12
Perceptions
• Marketers want to know
• How consumers sense external
information
• How they select and use sources of
information
• How information is interpreted and given
meaning
4-13
The Perception Process
Receive
Select
Organize
Interpret
4-14
Gaining Attention With Color
WE CAN SUM IT UP IN TWO WORDS:
EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH TASTE.
ADMITTEDLY, WE’RE BAD AT SUMMATION.
There just aren’t enough adjectives to describe the
straight-from-the-orange taste of Tropicana Pure Premium.®
4-15
What is a sensation?
Taste
Immediate,
direct response
of the senses
Smell
Hearing
Touch
Sight
4-16
Appealing to the Senses
Perfume on
sidewalks
Scented
cards
Product
Samples
4-17
The Selective Perception Process
Selective Exposure
Selective Attention
Selective Comprehension
Selective Retention
4-18
Selective Attention to Advertising
4-19
Subliminal Perception
Perceiving Stimuli Below the
Conscious Threshold of Perception
4-20
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
4-21
Two Forms of Evaluation Criteria
Evaluative Criteria
Objective
Subjective
Price
Style
Warranty
Appearance
Service
Image
4-22
Different Perspectives: Marketer’s View
Enough
power?
Traction
okay?
Too
expensive
?
4-23
Different Perspectives: Consumer’s View
Will it cut
the taller grass?
How close
can I get to
shrubs?
Will it pull
that trailer I
saw at the
store?
Functional
Will the neighbors
be impressed?
Will it be as
fun to use
later this
summer?
Will I have
more time
for golf?
Psychological
4-24
Consumers Have Many Attitudes
Individuals
Products
Ads
Brands
Attitudes
Toward
Media
Companies
Retailers
Organizations
4-25
Multi-Attribute Attitude Model
4-26
Measuring Components of Model
• Beliefs
• How likely is it that Nike running shoes provide
good cushioning?
Very likely _ _ _ _ _ _ _ _ _ Very unlikely
• Importance
• Good cushioning in a running shoe is:
Very important _ _ _ _ _ _ Not at all important
• Attitude Toward the Object
• How do you feel about purchasing Nike running
shoes?
Very good _ _ _ _ _ _ _ _ _ Very bad
4-27
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
4-28
Adding Attributes Changes Attitudes
4-29
The Decision Process
Preevaluation
Decision
Post
evaluation
Integration
processes
Purchase
intention
Satisfaction
Brand loyalty
Dissatisfaction
Heuristics
Affect referral
decision rule
Cognitive
dissonance
4-30
Consumer Learning
Learning is the process by which
consumers acquire consumptionrelated knowledge and experience
that they apply to future behavior
4-31
How Consumers Learn
Thinking
Conditioning
Modeling
Based on
intellectual
evaluation and
problem
solving
Based on
conditioning
through
association or
reinforcement/
punishment
Based on
emulation
(copying) of
behavior of
others
4-32
Classical Conditioning Process (Association)
Unconditioned stimulus
(lollipop)
Unconditioned response
(sweetness)
Conditioned stimulus
(Mariah’s Lollipop Bling)
Conditioned stimulus
(sweetness)
4-33
Lollipop Bling Uses Classical Conditioning
4-34
Instrumental Conditioning Process
Behavior (consumer
uses product or
service)
Positive or negative
consequences occur
from use of product,
leading to reward or
punishment
Increase or decrease in
probability of repeat
behavior (purchase)
4-35
Kyocera Focuses on Negative Outcomes
4-36
Shaping
Shaping is the reinforcement of
successive acts that lead to a desired
behavior pattern
4-37
The Shaping Process
4-38
Cognitive Learning Theory
Goal
Purposive behavior
Insight
Goal achievement
4-39
External Influences on Consumer Behavior
Culture
Subculture
Social Class
Reference Group
Situational
determinants
4-40
Subculture Ads
4-41
Reference Groups
• A group whose perspectives or values
are being used as the basis for one’s…
• Judgments
• Opinions
• Actions
• Types of reference groups
• Associative
• Aspirational
• Disassociative
4-42
Situational Determinants
Purchase
Situation
Usage
Situation
Communications
Situation
4-43
Alternative Approaches
New
Methodologies
New
Insights
Individual
interviews
Social influences
Participant
observation
Ethnographies
Complimentary
Approaches
Cultural
influences
Environmental
influences
4-44