chapter 6 consumer behavior chapter 6 slides for marketing for pharmacists, 2nd edition
TRANSCRIPT
Chapter 6Consumer Behavior
Chapter 6Consumer Behavior
Chapter 6 slides for Marketing for Pharmacists, 2nd Edition
Learning ObjectivesLearning ObjectivesDescribe the steps associated with
consumer decision-making.Delineate how each step influences the
choices consumers make.Discuss how risk, involvement, control,
and expectations affect consumers’ decision-making.
Give a general description of the following models of health behavior: health belief model, theory of reasoned action, theory of planned behavior, transtheoretical model.
Consumer (Patient) BehaviorConsumer (Patient) Behavior
Understanding consumer behavior is necessary in pricing, merchandising, advertising, personal selling, designing services, and so on.
It helps in knowing who, what, when, where, and how to market.e.g., diabetes management clinic
The aim of marketing is to know The aim of marketing is to know and understand the customer so and understand the customer so well the product or service fits well the product or service fits
him and sells itself.him and sells itself.
The aim of marketing is to know The aim of marketing is to know and understand the customer so and understand the customer so well the product or service fits well the product or service fits
him and sells itself.him and sells itself.
Peter F. Drucker
Frameworks for Understanding Consumer Behavior
Frameworks for Understanding Consumer Behavior
Economic man
Social influences
Personal influences
Consumer Purchase SituationsConsumer Purchase Situations
Types ofConsumer Decisions
New Repeat
ExtendedProblem Solving
LimitedProblem Solving
ExtendedProblem Solving
LimitedProblem Solving
First ChoiceOf ImportantProduct or Service
Impulse Decisions Habitual Choices,Brand Loyalty
Variety Seeking,Dissatisfaction withCurrent Choice
Problem SolvingProblem Solving
Extended problem solvingNew, high-risk, complex
Limited problem solvingRoutine, low-risk
Determines attention and receptivity to information
Need RecognitionNeed Recognition
Information SearchInformation Search
Alternative EvaluationAlternative Evaluation
ChoiceChoice
EvaluationEvaluation
Consumer Decision Process
Consumer Decision Process
Need RecognitionNeed Recognition
Information SearchInformation Search
Alternative EvaluationAlternative Evaluation
ChoiceChoice
EvaluationEvaluation
PrepurchaseStage
ConsumptionStage
PostpurchaseEvaluation Stage
Consumer Decision Process
Consumer Decision Process
Consumer Decision ProcessConsumer Decision Process
Need recognition (arousal, interest, desire)CommercialSocialPhysical
Information searchInternal External
Consumer Decision ProcessConsumer Decision ProcessAlternative evaluation
Cognitive versus emotionalSalient (important) versus determinant
criteriaConsumption
Choice of vendor, channel of distribution, product
Decision rules: cutoffs, overall utilityPostpurchase
Satisfaction versus cognitive dissonance
Need Need Recognition
Information Search Search
Alternative Alternative Evaluation
Choice
Evaluation
PrepurchaseStage
ConsumptionStage
PostpurchaseEvaluation Stage
How might How might pharmacists pharmacists influence the influence the decision decision processprocessfor seeking for seeking treatment for treatment for diabetes?diabetes?
Variables Affecting Consumer DecisionsVariables Affecting
Consumer Decisions
Risk (e.g., diabetes)Risk (e.g., diabetes)
FinancialPerformancePhysicalSocialPsychological
Dimensions: severity andlikelihood
Dimensions: severity andlikelihood
Involvement (i.e., perceived importance)
Involvement (i.e., perceived importance)
Affects information search and processing and ability to be persuaded
Necessary for thoughtful behavior (extended problem solving)
Influenced byPersonal relevanceObject consideredSituation
Customizing services to patient involvement (e.g., diabetes)
Customizing services to patient involvement (e.g., diabetes)
Assess patient involvementFor highly involved, greater information can
be provided.For less highly involved, provide simple,
short, repetitive messages.
Enhance involvement through education and reducing distractions.
Tell me and I'll forget. Show me and I'll remember. Involve me and I'll understand.
- Confucius (famous Chinese marketer)
Perception of controlPerception of control
Lack of perceived control leads to stress and frustration.
Enhance feelings of controlProvide information about what is
going on.Give control through self-service
and choice.Make service experiences as consistent
and predictable as possible.
Health Behavior Models
Health Behavior Models
commonly used in
pharmacy practice
For counseling and intervention
strategies
For counseling and intervention
strategies
Health belief modelHealth belief model
• Patient health behaviors are determined by
• The degree to which a patient perceives a particular health threat
• Whether the patient believes the particular behavior will reduce the threat.
Kehoe WA, Katz RC. Health Behaviors and Pharmacotherapy. Ann Pharmacotherapy 1998;32:1076-1085.
Ried LD, Christensen DB. A Psychosocial Perspective in the Explanation of Patients’ Drug-Taking Behavior. Soc Sci Med 1988; 27(3): 277-285.
Health belief modelHealth belief model
Actions are directly related toA patient’s feelings of susceptibility to a diseaseConcern about worsening of the diseaseA belief that the disease will get better with
treatmentThe patient’s assessment of risks versus benefits
Stimulus that motivates the patientInternal: signs and symptoms of diseaseExternal: personal pressure from family or medical
professionals
Nagy VT, Wolfe GR. Cognitive Predictors of Compliance in Chronic Disease Patients. Med Care 1984; 22:912-921.
Kehoe WA, KatzRC. Health Behaviors and Pharmacotherapy. Ann Pharmaco 1998;32:1076-1085.
Health belief modelHealth belief model
Perceived Susceptibilityor Seriousness
Perceived Threat
Cues to Action•Education•Symptoms•Media
Age, Sex, Ethnicity Personality, Knowledge
Socioeconomics
Likelihood ofTaking Action
Theory of reasoned actionTheory of reasoned action
Beliefs,Importance
Expectations,,ImportanceImportance
IntentionsTo Act
ActualBehavior
SubjectiveNorm
AttitudeAttitude
Transtheoretical modelTranstheoretical modelStates that people progress through
five stages when changing a behavior.These stages identify one’s
motivational and behavioral readiness for change.
The success of behavior-changing strategies depends on what stage a person is in.
Stages of changeStages of change
Stage 1: PrecontemplationNo intention of changing in foreseeable
futureEfforts to get person to make immediate
change will likely meet resistance
Stage 2: Contemplation
Intention to change in foreseeable future but unwilling to act yet
Stages of changeStages of change
Stage 3: PreparationHave begun to take small steps toward
change in very near future
Stage 4: ActionHave successfully made change in past
6 months
Stage 5: MaintenanceChange more than 6 months ago
Decisional balanceDecisional balance
Pros (Benefits of change)
Cons (Negatives of change)
Pre-contemplators and Contemplators
Decisional balanceDecisional balance
Pros (Benefits of change)
Cons (Negatives of change)
, Action, Maintenance Preparation
Important pointsImportant points
On average, 40-60% of people in the process of change are in stage 1 or 2.
Many change efforts attempt to change behavior of people who are not ready to take action (stage 1 or 2). The result is resistance and relapse.
Making a changeMaking a change
In stages 1 and 2, focus is on negatives of change. Increasing the likelihood of change requiresIncreasing the perceived benefits of changeIncreasing people’s confidence that they are
able to change.Stages 3 to 5 consist primarily of
managing temptations to slide back into previous undesirable behavior.
SummarySummary
Understanding patient behavior is essential to influencing them.
Models of consumer behavior can help pharmacists increase medication adherence, change smoking behavior, communicate health messages, design services, and influence physician prescribing.
Questions?Questions?