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Consumer Behavior
Roger D. Blackwell
Paul W. Miniard
James F. Engel
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Business and Economics
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COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
CHAPTER 3
The Consumer Decision

Process
The Consumer Decision Process
How do consumers make

purchase decisions?
How do firms use this information

to develop new products and
marketing programs?
The CDP represents a road map of

consumers’ minds that marketers
and managers can use to help
guide product mix,
communications, and sales
strategies
P&G used
consumer
information
regarding
various
decision
process stages
to create and
market Dryel
Consumer Decision Process Stages
Consumer Decision Process Model
Need Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Purchase
Consumption
Post-consumption Evaluation
Divestment
Need Recognition
Need Recognition
An individual senses a difference
between what he or she perceives to
be the ideal versus the actual state
of affairs
Need Recognition
Consumers recognize needs and
seek to fulfill them, or seek a
product to solve their problems
Knowing consumers’ needs helps
firms develop products and
marketing programs to reach them
more effectively
Need Recognition
Environmental
Influences
- Culture
M - Social Class
- Personal Influence
E - Family
M Need - Situation
O Recognition
Individual Differences
R - Consumer Resources
Y - Motivation
- Knowledge
- Attitudes
- Personality, Values,
and Lifestyle
Need Recognition
CDP Model Need Recognition
Internal
Search
Search
Environ-
Exposure mental
Influences
Attention M
Stimuli
E
Comprehension Individual
M Differences
O
Acceptance R
Y
Retention
Internal search: retrieving know-
ledge from memory or genetic
tendencies
External search: collecting informa-
tion from peers, family, and the
marketplace
Search may be passive as
consumers become more receptive
to information around them, or
active if they engage in search
behavior
Search refers to a receptivity of

information that solves problems
or needs rather than a search for
specific products
Need Environmental
Recognition Influences
Internal
Search Search Individual
Differences
M External
E Search
M
O
R
Y
Search: Sources of Information
Marketer Dominated
Non-Marketer Dominated Stimuli
Marketer Dominated
- Advertising
- Salespeople
- Infomercials
- Websites
- Point-of-sales materials
Non-Marketer Dominated Stimuli
- Friends
- Family
- Opinion leaders
- Media
Information Processing
As a consumer is exposed to
information from external search,
they begin to process the stimuli
Information Processing
Exposure
Stimuli: Attention
M
- Marketer E
Dominated
Comprehension M
- Nonmarketer
Dominated
O
Acceptance R
Y
Retention
Search: Information Processing
Exposure
Attention
Comprehension
Acceptance
Retention
Ads That Create a Brand Image
Need Recognition
Internal
Search
Search
Environ-
Exposure Pre-purchase
mental
Evaluation of
Influences
Attention Alternatives
Stimuli M
E
Comprehension Individual
M Differences
O
Acceptance R
Y
Retention
Pre-purchase Evaluation of
Alternatives
The process of evaluating
alternatives identified from search,
which leads to a product or brand
selection most likely to satisfy the
consumer
Alternatives
Can use new or preexisting
evaluations stored in memory
Evaluative criteria: standards and
specifications used to compare
different products and brands
Alternative can be considered on
attributes that are salient or
determinant
Alternatives
Salient attributes such as price and
reliability are important to the
consumer
Determinant attributes such as a
car’s style and finish usually
determine which brand or store
consumers choose
Need Recognition
Purchase
Internal
Search
Search
Environ-
mental
Evaluation of
Influences
Stimuli M
E
Comprehension Purchase Individual
M Differences
O
Acceptance R
Y
Retention
Purchase
Acquisition of the product that
involves choosing a specific
retailer, and in-store choices
Purchase
Acquisition of the product that involves
choosing a specific retailer, and in-store
choices
Purchase intention can change

during the purchase stage—it can
be influenced by factors such as
in-store promotions, discounts,
salespeople, failure to find the
product, or lack of financial
resources
Need Recognition
Purchase
Consumption
Internal
Search
Search
Environ-
mental
Evaluation of
Influences
Stimuli M
E
M Differences
O
Acceptance Consumption
R
Y
Retention
Consumption
The process of using the product or
service purchased
Consumption can either occur
immediately or be delayed
Consumption
The process of using the product or
service purchased
Consumption can either occur
immediately or be delayed
How consumers use a product
affects satisfaction with product
How carefully consumers use or
maintain a product also determines
how long it will last before another
purchase is needed
An Emotional Appeal in
Product Consumption
Need Recognition
Purchase
Consumption
Internal
Search
Search
Environ-
mental
Evaluation of
Influences
Stimuli M
E
M Differences
O
R
Y
Retention Post-consumption
Evaluation
External
Dissatisfaction Satisfaction
Search
Consumption is an important
determinant of satisfaction
Satisfaction: when consumers’
expectations are matched by
perceived performance
Dissatisfaction: when experiences
and performance fall short of
expectations
Post-Consumption Evaluation
Cognitive dissonance: questioning
the purchase decision (post-
purchase regret)
Usually, the higher the price, the
higher the level of cognitive
dissonance
Emotion strongly affects the
evaluation of a product or
transaction
Need Recognition
Purchase
Consumption
Divestment
Internal
Search
Search
Environ-
mental
Evaluation of
Influences
Stimuli M
E
M Differences
O
R
Y
Retention Post-consumption
Evaluation
External
Dissatisfaction Satisfaction
Search
Divestment
Divestment
How consumers dispose of the
packaging or product after use
Options include:
Disposal
Remarketing or reselling
Recycling
How Organizations Use the CDP
Model
Variables Shaping the Decision
Process
Identify relationships and variables
that affect consumer decision
making
Identify topics for additional
research
Develop and implement marketing
mix strategies
Process
Individual Differences:
Demographics, psychographics,
values, and personality
Consumer resources
Motivation
Knowledge
Attitudes
Process
Environmental Differences:
Culture
Social Class
Family
Personal Influence
Situation behaviors
Process
Culture: values, ideas, artifacts, and
symbols that help individuals interpret,
communicate, and evaluate as
members of society
Process
Social Class: division within
society composed of individuals
sharing similar values, interests,
and behaviors
Process
Family: often the primary decision
making unit with a complex and
varying pattern or roles and
functions
Process
Personal Influence: our behaviors
are often affected by those with
whom we closely associate
Process
Situation behaviors: as situations
change, so does the individual’s
behavior
Process
Psychological Processes
Influencing Consumer Behavior
Information processing
Learning
Attitude and behavior change
Types of Decision Processes
Consumer Decision Process
Continuum
Extended Midrange Limited

Problem Problem Problem
Solving Solving Solving
(EPS) (LPS)
High Low
Degree of Complexity
Consumer Decision Process
Continuum: Repeat Purchases
Extended Midrange Limited Habitual

Problem Problem Problem Problem
Solving Solving Solving Solving
High Low
Degree of Complexity
Initial Purchase
Extended Problem Solving (EPS):
Problem solving of a higher degree of
complexity that influences consumers
actions
Initial Purchase
Extended Problem Solving (EPS):
Often occurs with expensive items or
can be fueled by doubts and fears
Importance in making the “right
choice”
All seven consumer decision making
stages are often activated
Dissatisfaction is often vocal
Initial Purchase
Limited Problem Solving (LPS):
Problem solving of a lower degree
of complexity that influences
consumers’ actions
Initial Purchase
Limited Problem Solving (LPS):
Consumers don’t have motivation,
time, or resources to engage in EPS
Little search and evaluation before
purchase
Need recognition leads to buying
action; extensive search and evaluation
often avoided as the purchase is not of
great importance
Initial Purchase
Midrange Problem Solving:
Many decisions occur along the middle
of the continuum
Decisions are made with a minimal
amount of time and only moderate
deliberation
Repeat Purchases
Repeated Problem Solving
Habitual Decision Making
Repeat Purchases
Impulse Buying
Unplanned, spur-of-the-moment action
triggered by product display or point of
sale promotion (least complex form of
LPS)
Repeat Purchases
Impulse Buying
Unplanned, spur-of-the-moment action
triggered by product display or point of
sale promotion
Least complex form of LPS but differs in
some important ways
Repeat Purchases
Impulse Buying
Variety Seeking
Consumers may be satisfied with the
present brand but still engage in brand
switching
Can be triggered because bored with
current brand or because of special offer
Factors Influencing Problem
Solving Extent
Solving Extent
Degree of Involvement: Level of
perceived personal importance and
interest evoked by a stimulus in a
specific situation (High-Low)
Solving Extent
Degree of Involvement (High-Low)
Personal Factors (self-image, health,
beauty, or physical condition)
Product Factors (is there perceived risk
in purchasing and using a particular
brand or product?)
Situational Factors (is the product
purchased for personal use or as a gift?)
Solving Extent
Degree of Involvement (High-Low)
Perceptions of differences among

alternatives
Solving Extent
Time Availability
How much time is available to devote to
solving the problem?
How quickly does the decision need to
be made?
Solving Extent
Time Availability
How much time is available to devote to
solving the problem?
How quickly does the decision need to
be made?
Consumers’ Mood State
How people feel at a particular moment
Mood can reduce or increase length and
complexity of decision process

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COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation.

Thomson, the Star logo, and South-Western are

The Consumer Decision

How do consumers make

How do firms use this information

The CDP represents a road map of

Search for Information

Pre-purchase Evaluation of Alternatives

Search for Information

Search refers to a receptivity of

Search for Information

Pre-purchase Evaluation of Alternatives

Search for Information

Pre-purchase Evaluation of Alternatives

Purchase intention can change

Search for Information

Pre-purchase Evaluation of Alternatives

Search for Information

Pre-purchase Evaluation of Alternatives

Search for Information

Pre-purchase Evaluation of Alternatives

Extended Midrange Limited

Extended Midrange Limited Habitual

Perceptions of differences among

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