Exhibit 5-2: Model of Influences on Consumer

Behavior
Exhibit 5-3: Possible Needs Motivating a
Person to Some Action
Exhibit 5-4: The PSSP Hierarchy of Needs
Exhibit 5-5: The Learning Process
Exhibit 5-6: Lifestyle Dimensions (and some
related demographic dimensions)
Exhibit 5-7: Stages in Modern Family Life
Cycles
Exhibit 5-8: An Expanded Model of Consumer
Behavior
Exhibit 5-9: Consumer Problem Solving
Exhibit 5-10: Problem-Solving Continuum
Economy of purchase or use
Convenience
Efficiency in operation or use
Dependability in use
Improvement in earnings
Examples of Economic Needs
Simplified Buyer Behavior Model
Motivation
Perception
Learning
Attitudes and beliefs
Personality
Lifestyle (psychographics)
Psychological (intra-personal) Variables
Selective
Processes
Selective Exposure
Selective Retention
Selective Perception
Selective Processes
Family
Reference groups
Social class
Culture and subculture
Social (intra-personal) Influences on
Consumers
Relative size Group Some (abbreviated) characteristics
Upper-class
Upper-middle
class
Lower-middle
class*
Upper-lower
(working) class*
Lower-lower
class
1.5%
12.5%
32%
38%
16%
People from old wealthy families and
socially prominent new rich...
Small business people, teachers,
office workers, technicians--the
typical white collar workers...
The blue collar workers--factory
workers, skilled laborers, and service
peoplemost earn good incomes...
Unskilled laborers and people in
very low status occupations
* Americas mass market
Successful professionals and
managers, community minded and
ambitious for their children
Characteristics and Relative Size of Different
Social Class Groups in the United States
Middle classes
Plan and save for the
future
Analyze alternatives
Understand how the
world works
Feel they have
opportunities
Willing to take risks
Confident about
decision making
Want long-run quality
or value
Lower classes
Live for the present
Feel what is best
Have simplistic ideas
about how things work
Feel controlled by the
world
Play it safe
Want help with
decision making
Want short-run
satisfaction
Characteristics and Attitudes of Middle and
Lower Classes
Relation of Decision-Making Process, Adoption
Process, and Learning (given a problem)