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Perspectives on
Consumer Behavior

McGraw-Hill/Irwin Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

 Consumer Behavior

The process and activities people engage in

when searching for, selecting, purchasing,
using, evaluating, and disposing of
products and services
Appealing to an Active Lifestyle
 Consumer Decision Making

Decision Stage Psychological Process

Problem recognition Motivation

Information search Perception

Alternative evaluation Attitude formation

Purchase decision Integration

Post-purchase evaluation Learning

4-4
 Sources of Problem Recognition

New
New Needs
Needs
Out
Out of
of Stock
Stock Dissatisfaction
Dissatisfaction or
or Wants
Wants

Related
Related Products,
Products, Market-Induced
Market-Induced New
New
Purchases
Purchases Recognition
Recognition Products
Products

4-5
Advertisements help Consumers recognize problems
 What Prompts New Needs/Wants?

Employment
Employment
Financial
Financial Changes
Changes Status Lifestyle
Lifestyle
Status

Knowledge
Knowledge Culture
Culture Personality
Personality
Maslows Hierarchy of Needs

Self-
actualization
needs
(self-development
and realization)

Esteem needs
(self-esteem,
recognition, status)

Social needs
(sense of belonging, love)

Safety needs
(security, protection)

Physiological needs
(hunger, thirst)

4-8
Huggies Appeals to Need for Love
Freudian Psychoanalytic Approach

Strong
Strong Symbolic
Symbolic
inhibitions
inhibitions meanings
meanings

Subconscious
Subconscious
Mind
Mind

Complex and Surrogate

Surrogate
unclear motives behaviors
behaviors
4-10
 Probing the Minds of Consumers

In-depth
In-depth Association
Association
interviews
interviews tests
tests

Projective
Projective Focus
Focus groups
groups
techniques
techniques
 The Psychoanalytic Approach

Pros Cons

Reveals
Reveals hidden
hidden Qualitative
Qualitative results
results
feelings,
feelings, drives
drives from
from very
very small
small
and
and fears
fears samples
samples

Highlights
Highlights Varying,
Varying,
importance Motivation
Motivation subjective
importance ofof subjective
symbolic
symbolic factors
factors Research
Research interpretations
interpretations

Shifts
Shifts attention
attention Difficult
Difficult or
or
from
from what
what to
to impossible
impossible toto
how
how and
and why
why verify
verify or
or validate
validate
Sexy Ads Get Noticed
 Information Search

so u rces
nal
Perso

Market so
urces

Pub
lic
sou
r c es
Per
son
al
exp
eri
en
ce
 Perception

Marketers want to know

How consumers sense external
information
How they select and use sources of
information
How information is interpreted and
given meaning
The Perception Process

Receive

Select

Organize

Interpret

4-16
Using Color to Focus Attention

WE CAN SUM IT UP IN TWO WORDS:

EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH TASTE.

ADMITTEDLY, WERE BAD AT SUMMATION.

There just arent enough adjectives to describe the

straight-from-the-orange taste of Tropicana Pure Premium.
 What is a sensation?

Taste Hearing
Immediate,
direct response
of the senses
Smell Touch

Sight

4-18
 Sensory Advertising

Perfume
Perfume on
on Microchips
Microchips
sidewalks
sidewalks

Scented
Scented Product
Product
cards
cards Samples
Samples
The Selective Perception Process

Selective
Selective Exposure
Exposure

Selective
Selective Attention
Attention

Selective
Selective Comprehension
Comprehension

Selective
Selective Retention
Retention
4-20
Two Forms of Evaluation Criteria

Evaluative
Evaluative Criteria
Criteria

Objective
Objective Subjective
Subjective

Price
Price Style
Style
Warranty
Warranty Appearance
Appearance
Service
Service Image
Image

4-21
 Marketers Evaluative View

Tractio Too
n okay? pricy?
Enough
power?

The product is a
bundle of
attributes or
characteristics
 Consumers Evaluative View
Will the
How does it cut neighbors
tall, thick grass? be impressed
with
my lawn?

How close can

I get to Will it still be
shrubs? fun later this
summer?

Will it pull
that Will I have
trailer I saw more time for
at the store? golf?

Product Is Seen As
Functional
Functional Psychological
A Set of Outcomes Psychological
 Consumers Have Many Attitudes

Individuals
Individuals Products
Products

Ads
Ads Brands
Brands
Attitudes
Attitudes
Toward
Toward
Media
Media Companies
Companies

Retailers
Retailers Organizations
Organizations

4-24
 Ways to Change Attitudes

Change
Change beliefs
beliefs about
about an
an important
important attribute
attribute

Change
Change perceptions
perceptions ofof the
the
value
value of
of an
an attribute
attribute

Add
Add aa new
new attribute
attribute to
to the
the
attitude
attitude formation
formation mixmix

Change
Change perceptions
perceptions or
or beliefs
beliefs about
about
aa competing
competing brand
brand

4-25
Adding Attributes changes Attitudes
 The Decision Process

Pre-
Pre- Post-
Post-
Decision
Decision
Evaluation
Evaluation Evaluation
Evaluation

Integration
Integration Purchase
Purchase Satisfaction
Satisfaction
processes
processes intention
intention

Dis-
Dis-
Heuristics
Heuristics Brand
Brand loyalty
loyalty satisfaction
satisfaction

Affect
Affect referral
referral
decision Cognitive
Cognitive
decision rule
rule
dissonance
dissonance

4-27
 How Consumers Learn

Thinking
Thinking Conditioning
Conditioning Modeling
Modeling

Based
Based onon Based
Based onon Based
Based on
on
intellectual
intellectual conditioning
conditioning emulation
emulation
evaluation
evaluation and
and through
through (copying)
(copying) of
of
problem
problem association
association oror behavior
behavior of
of
solving
solving reinforcement/
reinforcement/ others
others
punishment
punishment

4-28
Behavioral Learning

Classical Conditioning
Operant (Instrumental) Conditioning

Positive
Positive or
or negative
negative
Behavior
Behavior consequences
consequences occur
occur
(consumer
(consumer uses
uses (reward
(reward or
or
product
product or
or service)
service) punishment)
punishment)

Increase
Increase or or decrease
decrease
in
in probability
probability of
of
repeat
repeat behavior
behavior
(purchase)
(purchase)
Energizer understands Operant Conditioning
 Situational Determinants

Purchase
Situation
Usage Communications
Situation Situation

4-32
 Alternative Approaches

New New
Methodologies Insights

Individual
Individual Social
Social influences
influences
interviews
interviews

Participant
Participant Complimentary
Complimentary
Cultural
Cultural
observation
observation Approaches
Approaches influences
influences

Environmental
Environmental
Ethnographies
Ethnographies influences
influences