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Transcript
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