Perspectives onConsumer Behavior
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Information search Perception
Postpurchase evaluation Learning
Purchase decision Integration
Alternative evaluation Attitude formation
Problem recognition Motivation
Purchase decision Integration
Consumer Decision Making
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Decision Stage Psychological Process
Alternative evaluation Attitude formation
Information search Perception
Problem recognition Motivation
Out of Stock
Sources of Problem Recognition
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DissatisfactionNew Needsor Wants
Related ProductPurchase
Market-InducedRecognition
NewProducts
Safety needs (security, protection)
Social needs (sense of belonging, love)
Esteem needs (self-esteem, recognition, status)
Self-actualization needs (self-development, realization)
Physiological needs (hunger, thirst)
Maslow’s Hierarchy of Needs
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Safety needs (security, protection)
Social needs (sense of belonging, love)
Esteem needs (self-esteem, recognition, status)
Physiological needs (hunger, thirst)
Stronginhibitions
Symbolicmeanings
SurrogatebehaviorsSurrogatebehaviors
Symbolicmeanings
Stronginhibitions
Complex and unclear motives
Freudian Psychoanalytic Approach
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SubconsciousMind
In-depth interviews
Association tests
Focus groupsProjective techniques
In-depth Interviews
Association tests
Focus groups
Probing the Minds of Consumers
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Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Critics of psychoanalytic theory believe any results from motivation research are unusable because:
A) results are unpredictable B) the theory is too responsive to external
environmental stimuli C) the research requires the use of very
large samples D) the theory is too vague E) the research is too structured
Highlights importance of
symbolic factors
Reveals hiddenfeelings, drives
and fears
Shifts attention from “what” to
“how” and “why”
Varying, subjective
interpretations
Qualitative results from very small
samples
Difficult or impossible to
verify or validate
Varying, subjective
interpretations
Qualitative results from very small
samples
Shifts attention from “what” to
“how” and “why”
Highlights importance of
symbolic factors
Reveals hiddenfeelings, drives
and fears
“MR” Not All Positive or All Negative
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Motivation Research
Pros Cons
Information Search
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Personalsources
Selective retention
Selective comprehension
Selective attention
Selective exposure
Selective comprehension
Selective attention
Selective exposure
The Selective Perception Process
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Evaluation of Alternatives
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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 I
Brand M
Brand F
ObjectiveObjective
Two Forms of Evaluative Criteria
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Evaluative Criteria
Price
Warranty
Service
Style
Appearance
Image
Subjective
Different Perspectives: Marketer’s View
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Enoughpower?
Traction okay?
Too pricy?
Product is seenas a bundle ofattributes orcharacteristics.
Product Is Seen As A Set of Outcomes
FunctionalFunctional
Different Perspectives: Consumer’s View
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How does it cutthe taller grass?
How close can Iget to the shrubs?
Will the neighborsbe impressed with
my lawn?
Is it going to be asfun to use later this
summer?
Will I enjoy havingmore time for golf?
Will it pull that
little trailer I saw at the
store?
Psychological
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
_____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond towards it.
A) A motive B) A need C) Perception D) An attitude E) A decision rule
Individuals Products
Brands
Companies
OrganizationsRetailers
MediaMedia
Retailers Organizations
Companies
Brands
ProductsIndividuals
Ads
Consumer Attitudes Focus on Objects
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Attitudes Toward:
Change perceptions or beliefs about a competing brand
Add a new attribute to the attitude formation mix
Change perceptions of the value of an attribute
Change beliefs about an important attribute
Add a new attribute to the attitude formation mix
Change perceptions of the value of an attribute
Change beliefs about an important attribute
Ways to Change Attitudes
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Purchase Decision and Evaluation
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Integration processes
Pre-evaluation
Heuristics
Affect referral
decision rule
Decision
Purchase intention
Brand loyalty
Post evaluation
Satisfaction
Cognitive dissonance
Dis-satisfaction
Conditioning
Based on
conditioning
through
association or
reinforcement
Thinking
Intellectual
evaluation
comparing
attributes with
values
ConditioningThinking
How Consumers Learn
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Modeling
Based on
emulation
(copying) of
respected
examples
Unconditionedstimulus(grapes)
Conditionedstimulus(Lancôme
moisturizer)
Unconditionedresponse
(fresh and moist)
Unconditionedstimulus(grapes)
Conditionedstimulus(Lancôme
moisturizer)
Unconditionedresponse
(fresh and moist)
Classical Conditioning Process
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Association develops throughcontiguity and repetition
Conditionedresponse
(fresh and moist)
Increase or decrease in probability of repeat behavior
(purchase)
Positive or negativeconsequences occur
(reward or punishment)
Positive or negativeconsequences occur
(reward or punishment)
Instrumental Conditioning Process
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Behavior(consumer uses
product or service)
Behavior(consumer uses
product or service)
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
A print ad for Chevy Ventura vans contains about ten times more copy than other ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories states that this is an appropriate way to shape consumer behavior?
A) psychoanalytical theory B) cognitive theory C) reinforcement theory D) affective modeling E) operant conditioning
Purposive behavior
Insight
Goal achievement
Goal
Insight
Purposive behavior
Goal
Cognitive Learning Process
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Culture
Subculture
Social class
Referencegroups
Situationaldeterminants
Culture
Subculture
Social class
Referencegroups
External Influences on Consumer Behavior
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