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4
Perspectives on
Consumer Behavior
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Consumer Behavior
The process and activities people engage in
when searching for, selecting, purchasing,
using, evaluating, and disposing of
products and services
Appealing to an Active Lifestyle
Consumer Decision Making
Decision-Making
Psychological Process
Problem recognition
Motivation
Information search
Perception
Alternative evaluation
Attitude formation
Purchase decision
Integration
Postpurchase evaluation
Learning
Sources of Problem Recognition
Out of Stock
Dissatisfaction
New Needs
or Wants
Related Products,
Purchases
Market-Induced
Recognition
New
Products
Ads help Consumers Recognize Problems
What Prompts New Needs/Wants?
Financial
Changes
Employment
Status
Lifestyle
Knowledge
Culture
Personality
“I’m in the woods”
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Maslow’s Hierarchy of Needs
Self-actualization needs (selfdevelopment, realization)
Esteem
(self-esteem, recognition, status)
Social
(sense of belonging, love)
Safety
(security, protection)
Physiological
(hunger, thirst)
Huggies Appeals to Need for Love
Freudian Psychoanalytic Approach
Strong
inhibitions
Symbolic
meanings
Subconscious
Mind
Complex and
unclear motives
Surrogate
behaviors
Probing the Minds of Consumers
In-depth
interviews
Association
tests
Projective
techniques
Focus groups
Test Your Knowledge
Critics of psychoanalytic theory believe any results
from motivation research are unusable because:
A) Results are unpredictable
B) External environmental stimuli exert too
much influence
C) The research requires the use of very
large samples
D) The theory is too vague
E) The research is too structured
The Psychoanalytic Approach
Pros
Cons
Reveals hidden
feelings, drives
and fears
Qualitative results
from very small
samples
Highlights
importance of
symbolic factors
Varying,
subjective
interpretations
Shifts attention
from “what” to
“how” and “why”
Motivation
Research
Difficult or
impossible to
verify or validate
Sexy Ads Get Noticed
Go Daddy Knows Sex Sells
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Information Search
Perception
• Marketers want to know
– How consumers sense external
information
– How they select and use sources of
information
– How information is interpreted and
given meaning
The Perception Process
Receive
Select
Organize
Interpret
Using Color to Focus Attention
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.®
Sensory Advertising
Perfume on
sidewalks
Microchips
Scented
cards
Product
Samples
Selecting Information
Interpreting Information
Selective Perception
Selective exposure
Selective attention
Selective comprehension
Selective retention
Subliminal Perception
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
Evoked Set
Evaluative Criteria
Brand Evaluation
Objective
Attributes
Subjective
Attributes
Price
Features
Warranty
Service
Image
Style
Performance
Marketer’s Evaluative View
Enough
power?
Traction
okay?
Too
pricy?
The product is a
bundle of
attributes or
characteristics
Consumer’s Evaluative View
How does it cut
tall, thick grass?
How close can
I get to
shrubs?
Will it still be
fun later this
summer?
Will it pull
that
trailer I saw
at the store?
Functional
Will the
neighbors
be impressed
with
my lawn?
Will I have
more time for
golf?
Product Is Seen As
A Set of Outcomes
Psychological
Test Your Knowledge
_____ is considered a learned response to an object,
or an individual’s overall feelings toward, or evaluation
of, an object.
A) A motive
B) A need
C) Perception
D) An attitude
E) A decision rule
Multiattribute Attitude Model
Changing 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
Adding Attributes Changes Attitudes
Purchase Decision and Evaluation
Preevaluation
Decision
Post
evaluation
Integration
processes
Purchase
intention
Satisfaction
Brand loyalty
Dissatisfaction
Heuristics
Affect referral
decision rule
Cognitive
dissonance
Behavioral Learning
Classical Conditioning
Operant (Instrumental) Conditioning
Behavior
(consumer uses
product or service)
Positive or negative
consequences occur
(reward or
punishment)
Increase or decrease
in probability of
repeat behavior
(purchase)
Energizer Understands Operant Conditioning
Test Your Knowledge
A print ad for Chevy Ventura vans contains ten times
more copy than other ads in a recent issue of Better
Homes & Gardens magazine. Which of the following
theories states that this a way to shape consumer
behavior?
A) Psychoanalytical theory
B) Cognitive theory
C) Reinforcement theory
D) Affective modeling
E) Operant conditioning
Cognitive Learning Process
Goal
Purposive behavior
Insight
Goal achievement
External Influences on Consumer Behavior
Culture
Subculture
Social Class
Reference Group
Situational
determinants
External Influences on Consumer Behavior
Subculture ads
appeal to
shared beliefs,
values, and
norms
Alternative Approaches
New
Methodologies
New
Insights
Individual
interviews
Social influences
Participant
observation
Ethnographies
Complimentary
Approaches
Cultural
influences
Environmental
influences