Introduction to Behavior

Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Chapter 8

8-3

• Overt consumer behavior is– The observable and measurable responses or

actions of consumers– Distinct from affect and cognition because it is

external and can be observed directly– Problems with studying overt consumer

behavior include• Determining the appropriate level of analysis

What is Overt Consumer Behavior?

8-4

• Deciding whether individual consumers or the entire world market is the appropriate level

• The linkages between it and affect and cognition are not well developed at a theoretical level

• The importance of overt consumer behavior– Problems with studying over consumer behavior

• Many cases influencing affect and cognition may lead to overt behavior, but this linkage often does not hold

What is Overt Consumer Behavior? cont.

8-5

• Behavior precedes and causes affect and cognition in some cases

• Most marketing strategies cannot be successful without influencing overt consumer behavior

What is Overt Consumer Behavior? cont.

8-6

A Model of Overt Consumer Behavior

• Traditional views and model

8-7

A Model of Overt Consumer Behavior cont.

• Consumer behavior sequence model

8-8

A Model of Overt Consumer Behavior cont.

• Consumer behavior sequence model qualifications– Consumers commonly perform many other

combinations of behavior– Model is intended to illustrate only one type of

behavior sequence for retail purchases

8-9

A Model of Overt Consumer Behavior cont.

– The time it takes for a consumer to perform the behaviors depends on a variety of factors

– Members of the channel of distribution usually vary in their emphasis on encouraging particular behaviors

– Although the consumer behavior chain exhibits logical and useful categories of behavior, other labels or breakdowns could also be useful

8-10

A Model of Overt Consumer Behavior cont.

• Information contact– When and how does it occur?– What behaviors are involved?– Factors affecting information search by

consumers• Market characteristics• Product characteristics• Consumer characteristics• Situational characteristics

8-11

A Model of Overt Consumer Behavior cont.

– Five common information sources• Internal• Personal• Marketing• Public• Experiential

– Types of marketing strategies employed to bring about attentive behaviors

8-12

A Model of Overt Consumer Behavior cont.

• Funds access– Primary marketing issues

• Methods used by consumers to pay for particular purchases

• Marketing strategies to increase the probability that consumers can access funds for purchase

• Store contact– Locating the outlet– Traveling to the outlet– Entering the outlet

8-13

A Model of Overt Consumer Behavior cont.

• Product contact– Push strategies– Pull strategies– Three behaviors are usually necessary for a

purchase to occur• Locate the product or brand in the store• Physically obtain the product or brand• Take the product or brand to the point of exchange

8-14

A Model of Overt Consumer Behavior cont.

• Transaction

• Consumption and disposition

• Communication– Marketers want consumers to communicate

with two basic audiences• Provide the company with marketing information• Tell other potential consumers about the product and

encourage them to purchase it

8-15

A Model of Overt Consumer Behavior cont.

– From consumers to marketers• Marketers want at least three types of information

from consumers– Information about the consumer– Names of other potential buyers– Information about defective products

– From consumers to consumers

8-16

Marketing Implications• Marketing managers need to consider

carefully precisely what behaviors are necessary for consumers to purchase and use particular products and brands

• Marketing strategies and tactics are designed to change overt consumer behavior by changing one or more aspects of the environment

8-17

Summary• Introduced topic of overt consumer behavior

and discussed its importance to marketing

• Sequential model of overt consumer behavior was developed for use in analyzing and increasing responses

8-18

Summary cont.• Seven behaviors were described in terms of

a variety of marketing strategies and tactics to increase the chances that the behavior will occur or that the frequency of it will increase