Consumer Decision Making

and Beyond

Levels of Consumer Decision

Making
Extensive Problem Solving
A lot of information needed
Must establish a set of criteria for
evaluation

Limited Problem Solving

Criteria for evaluation established
Fine tuning with additional information

Routinized Response Behavior

Usually review what they already know

Models of Consumers: Four Views of

Consumer Decision Making

An Economic View
A Passive View
A Cognitive View
An Emotional View

Goal Setting and Pursuit

A Simple
Model of
Consumer
Decision
Making

The Process of Consumer

Decision Making
Need Recognition
Prepurchase Search
Evaluation of Alternatives

Need Recognition
Usually occurs when consumer has a
problem
Need recognition styles
Actual state
Desired state

Prepurchase Search
Begins with internal search and then
moves to external search
The impact of the Internet
Search may be personal or impersonal

A Purchase Can Involve a

Number of Decisions.
When purchasing car, the buyer is
involved in a number of decisions the
make, model, country of origin, the
dealer, the financing, and different
options.

Output of Consumer Decision

Making
Purchase behavior
Postpurchase evaluation

Purchase Behavior
Three types of behavior
Trial purchases
Repeat purchases
Long-term commitment

Postpurchase Evaluation
Actual Performance Matches Expectations
Neutral Feeling

Actual Performance Exceeds Expectations

Positive Disconfirmation of Expectations

Performance Is Below Expectations

Negative Disconfirmation of Expectations

Gifting Behavior
Gifting is an act of symbolic
communication, with explicit and implicit
meanings ranging from congratulations
and love, to regret, obligation, and
dominance.

A Simple Model of Consumption

Relationship
Marketing

Marketing aimed at
creating strong,
lasting relationships
with a core group of
customers by making
them feel good about
the company and by
giving them some
kind of personal
connection with the
business.