chapter6 consumer behavior

8/12/2019 Chapter6 Consumer Behavior

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Chapter 6Consumer Behavior

Chapter 6 slides forMarketingfor Pharmacists,2nd Edition


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Learning Objectives

Describe the steps associated withconsumer decision-making.

Delineate how each step influences thechoices consumers make.

Discuss how risk, involvement, control,and expectations affect consumersdecision-making.

Give a general description of the followingmodels of health behavior: health beliefmodel, theory of reasoned action, theory ofplanned behavior, transtheoretical model.


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Consumer (Patient) Behavior

Understanding consumer behavioris necessary in pricing,merchandising, advertising,personal selling, designingservices, and so on.

It helps in knowing who, what,

when, where, and how to market.

e.g., diabetes management clinic


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The aim of marketing is to know

and understand the customer sowell the product or service fitshim and sells itself.

Peter F. Drucker


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Frameworks for Understanding

Consumer Behavior

Economic man

Social influences

Personal influences


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Consumer Purchase Situations

Types of

Consumer

Decisions

New Repeat

Extended

Problem Solving

Limited

Problem Solving

Extended

Problem Solving

Limited

Problem Solving

First Choice

Of Important

Product or Service

Impulse Decisions Habitual Choices,

Brand Loyalty

Variety Seeking,

Dissatisfaction with

Current Choice


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Problem Solving

Extended problem solving

New, high-risk, complex

Limited problem solving

Routine, low-risk

Determines attention and receptivityto information


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Need Recognition

Information Search

Alternative Evaluation

Choice

Evaluation

Consumer

DecisionProcess


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Need Recognition

Information Search


Choice

Evaluation

Prepurchase

Stage

Consumption

Stage

PostpurchaseEvaluation Stage

Consumer

DecisionProcess


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Consumer Decision Process

Need recognition(arousal, interest, desire)

CommercialSocial

Physical

Information searchInternalExternal


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Consumer Decision Process

Alternative evaluationCognitive versus emotional

Salient (important) versus determinant

criteriaConsumptionChoice of vendor, channel of distribution,

product

Decision rules: cutoffs, overall utilityPostpurchaseSatisfaction versus cognitive dissonance


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Need Recognition

Information Search


Choice

Evaluation

Prepurchase

Stage

Consumption

Stage

PostpurchaseEvaluation Stage

How mightpharmacistsinfluence the

decision processfor seekingtreatment fordiabetes?


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Variables AffectingConsumer Decisions


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Risk (e.g., diabetes)

Financial

Performance

Physical

Social

Psychological

Dimensions:

severity and

likelihood


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Involvement

(i.e., perceived importance)

Affects information search andprocessing and ability to be

persuadedNecessary for thoughtful behavior

(extended problem solving)

Influenced byPersonal relevance

Object considered

Situation


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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)


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Perception of control

Lack of perceived control leads tostress 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.


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Health Behavior Models

commonlyused in

pharmacypractice

For counseling

and intervention

strategies


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Health belief model

Patient health behaviors aredetermined by

The degree to which a patientperceives a particular health threat

Whether the patient believes theparticular 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.


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Health belief model

Actions are directly related toA patients feelings of susceptibility to a disease

Concern about worsening of the disease

A belief that the disease will get better withtreatment

The patients assessment of risks versus benefits

Stimulus that motivates the patientInternal: signs and symptoms of disease

External: personal pressure from family or medicalprofessionals

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.


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Health belief model

Perceived

Susceptibility

or Seriousness

Perceived

Threat

Cues to ActionEducation

Symptoms

Media

Age, Sex, Ethnicity

Personality, Knowledge

Socioeconomics

Likelihood of

Taking Action


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Theory of reasoned action

Beliefs,

Importance

Expectations,Importance

Intentions

To ActActual

Behavior

SubjectiveNorm

Attitude


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Transtheoretical model

States that people progress throughfive stages when changing a behavior.

These stages identify onesmotivational and behavioral readinessfor change.

The success of behavior-changing

strategies depends on what stage aperson is in.


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Stages of change

Stage 1: Precontemplation

No intention of changing in foreseeable

futureEfforts to get person to make immediate

change will likely meet resistance

Stage 2: ContemplationIntention to change in foreseeable future

but unwilling to act yet


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Stages of change

Stage 3: Preparation

Have begun to take small steps towardchange in very near future

Stage 4: Action

Have successfully made change in past6 months

Stage 5: Maintenance

Change more than 6 months ago


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Decisional balance

Pros

(Benefits of change)

Cons

(Negatives of change)

Pre-contemplators and Contemplators


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Decisional balance

Pros

(Benefits of change)

Cons

(Negatives of change)

, Action, Maintenance Preparation


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Important points

On average, 40-60% of people inthe 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 1or 2). The result is resistance andrelapse.


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Making a change

In stages 1 and 2, focus is on negativesof change. Increasing the likelihood ofchange requiresIncreasing the perceived benefits of change

Increasing peoples confidence that they areable to change.

Stages 3 to 5 consist primarily ofmanaging temptations to slide back intoprevious undesirable behavior.


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Summary

Understanding patient behavior isessential to influencing them.

Models of consumer behavior can helppharmacists increase medicationadherence, change smoking behavior,communicate health messages, designservices, and influence physicianprescribing.


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Questions?

chapter6 consumer behavior

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