Needs Wants Drive Physiological needs Safety needs Social needs Personal needs Perception Selective exposure Selective perception Selective retention Learning Process Attitude Belief Psychographics Lifestyle analysis MKT 304: Chap 5 Key Terms Social class Reference group Opinion leader Culture Extensive problem solving Limited problem solving Routinized response behavior Low-involvement purchases High-involvement purchases Adoption process Dissonance A View Consumer Behavior Exhibit 5-2 Motivation: Maslows Hierarchy of Needs 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Process by which individuals select, organize, and interpret information Factors that shape perception: Stimuli (the five senses) Context (the background or setting) Consumer (experiences and knowledge) Perception The process of changing the content of long-term memory Learning Drive Cues Response Learning Determines What Response is Likely Reinforcement Attitude: a point of view Attitude: a point of view Belief: an opinion Attitude: a point of view Attitude: a point of view Belief: an opinion Ethical Issues May Arise Work With Existing Attitudes Need to Understand attitudes & Beliefs Need to Understand Attitudes & Beliefs Attitudes Influence Consumer Behavior Meeting Expectations Is Important Key Concepts Key Concepts Interests Activities Interests Personality and Lifestyle Analysis (Psychographics) Personality: how people see things Opinions Social Class Influences Consumer Behavior + Education Income Social Class Occupation SocialClass Reference Groups Opinion Leaders Culture Other Social Influences Purchase Reason Time Available Purchase Reason Time Available Purchase Situation Influences Consumer Behavior Physical Surroundings Social Influences Marketing Mixes Psychological Variables Purchase Situation All Other Stimuli Person Making Decision Social Influences Psychological Variables Purchase Situation Consumers Use Problem Solving Processes ( Need-want Awareness Information Search Set Criteria Decide on Solution Purchase Product Routinized Response Feedback of Information as Attitudes Postpurchase Evaluation Postpone Decision Response Consumer Problem Solving Process Problem Recognition Internal & External Search Alternative Evaluations Purchase Post Purchase Evaluation Recognize That A Need Exists Search for Products To Fill the Need Rank Available Products Select the Best Product Evaluate the Product