attitude (anamika sharma)
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8/14/2019 Attitude (anamika sharma)
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Consumer Behavior
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Factors influencing
Consumer Behavior
Psychological variables
Problem-solving processes
Social influences
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Psychological Variables
Motivation
Needs
Wants
Drives
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Psychological Variables
Learning
Behavioral learning
drive
cue
response
reinforcement
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Psychological Variables
Learning (cont’d)
Cognitive learning
problem identification
information search
evaluation of alternatives
purchase postpurchase evaluation
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Psychological Variables
Perception
Selective exposure
Selective distortion
Selective retention
Perceived risk
Just noticeable difference
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Psychological Variables
Evaluating alternatives
Evaluative criteria
Evoked set
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Psychological Variables
Beliefs vs attitudes
Beliefs
What a person thinks about something
Relatively easy to change
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Psychological Variables
Beliefs vs. attitudes (cont’d)
Attitudes
enduring points of view
slow to change
formed by:
a consumer’s beliefs about productattributes
the importance the consumer attaches tothose attributes
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Psychological Variables
Beliefs vs. attitudes (cont’d)
Brand loyalty
favorable attitude toward andconsistent purchase of a brand overtime
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Psychological Variables
Lifestyles
activities
interests opinions
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Problem-Solving Processes
Involvement
High
Low
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Problem-Solving Processes
Significant
differences
between brands
High
Involvement
Low
Involvement
Few differences
between brands
Complex Buying
Behavior
Variety-seeking
buying behavior
Dissonance-
reducing
BuyingBehavior
Habitual Buying
Behavior
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Problem Solving Processes
Complex Buying Behavior
Beliefs
Attitudes
Purchase Decision
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Problem Solving
Processes (cont’d)
Dissonance-Reducing Behavior
Purchase
Dissonance
New Beliefs
Attitude
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Problem-Solving
Processes (cont’d)
Habitual Buying Behavior
beliefs
passive learning
purchase behavior
evaluation (sometimes)
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Problem-Solving Processes
Variety-seeking buying behavior
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Problem-Solving Processes
Relationship betweeninvolvement, learning, and
buying behavior High involvement
cognitive learning
complex buying behavior dissonance-reducing buying behavior
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Problem-Solving Processes
Relationship betweeninvolvement, learning, and
buying behavior (cont’d) Low involvement
behavioral learning
habitual buying behavior variety-seeking buying behavior
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Problem-Solving Processes
Strategic Implications
To sell products under conditions of
complex buying behavior anddissonance-reducing buyingbehavior:
present fact-based information use rational arguments
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Problem-Solving Processes
Strategic Implications (cont’d)
To sell products under conditions of
habitual buying behavior, increaseinvolvement by:
high repetition of messages
focus on an involving issue (bad breath,dandruff)
use strong emotions in messages
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Problem-Solving Processes
Strategic Implications (cont’d)
To sell products under conditions of
variety-seeking buying behavior: offer multiple brands
use sales promotions to encourage
switching
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Social Influences
Word-of-mouth communication
Family influences
Social class
Reference groups
Opinion leadership
Culture
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