consumer behavior

six
Why Do We Need A Good Understanding of Consumer Behavior?
The Cases of the “Double Bubble” and Instant Cake Mix

https://www.youtube.com/watch?v=bxjb2UJZ-5I
Getting the Right Fit
Increases Purchase Behaviors
(Motyka et al 2014 JCP)
Promotion Focus Prevention Focus

Key Finding: Consumers are 1.86 times more likely to choose to buy a
product if they see an ad that creates fit
The Consumer Decision Process

Problem /
Information Alternative
Need Purchase Post purchase
search evaluation
recognition
Evaluation of Alternatives:
Compensatory vs Non-Compensatory Consumer Decision Rules

If the consumer makes a

Cheerios 10 8 6 8 decision
8.2 using a
compensatory decision
rule, which cereal will
they choose?
Post 8 9 8 3 7.1

If the consumer makes a

decision based only on
Kashi 6 8 10 5 Natural
7.2 or Organic
claims, which cereal will
they choose?
Other Considerations:
Physician Prescribing Behavior

• What affects a physician’s choice in prescription?

• What factors are influenceable by a marketer?
Factors Affecting
Physician Prescribing Behavior
 Past behavior
 Marketing Efforts
 Personal Characteristics
(education, training, personality)
 Patient Characteristics
 General Media (including public
relations and social media)
 Product Trial
 Prescription drug formulary /
Preferred drug list
 “Prior Authorization”
The New Physician Prescribing Model
Requirements (Rollins & Perri 2014)

 DTC Advertising
Postpurchase: Cognitive Dissonance

• Firm’s attempt to
reduce dissonance by
reinforcing the decision
• Thank you letters,
congratulations letters,
quality ratings
Postpurchase: Customer Satisfaction

Customer contact
Encourage feedback
Provide money back guarantee
Demonstrate correct product use
Build realistic expectations
Patient Health Behaviors & Treatment Options:
The Biopsychosocial Model

Psychological

Biological Social
 Case Study
• Fred is a 62-year-old man with osteoarthritis.

• Up until now, Fred’s pain was managed with a prescription-strength dose

of non-steroidal anti-inflammatory drugs (NSAIDs) taken twice daily.

• Recently, Fred’s pain has increased so much that it is affecting his daily
functioning.

• Upon questioning, Fred’s physician discovers that Fred’s wife recently

passed away and he was forced to move in with his son’s family to save
money.

• Fred was unable to hire professional movers to help because of the cost
and he moved much of his furniture and personal belongings on his own.
Fred is a 62-year-old man with osteoarthritis.
Up until now, Fred’s pain was managed with a
prescription-strength dose of non-steroidal
anti-inflammatory drugs (NSAIDs) taken twice
daily.
Recently, Fred’s pain has increased so much
that it is affecting his daily functioning.
Upon questioning, Fred’s physician discovers
that Fred’s wife recently passed away and he
was forced to move in with his son’s family to
save money.
Fred was unable to hire professional movers to
help because of the cost and he moved much
of his furniture and personal belongings on his
own.
1. What information would Fred’s physician
focus on if he was using a biomedical
model? What would he recommend as
treatment?
2. What information would Fred’s physician
focus on if he was using a biopsychosocial
model? What would he recommend as
treatment?
3. Which model is more effective? What may
be some challenges in using the
biopsychosocial model?
When Doesn’t It Work?
 Types of Decisions &
The Consumer Decision Process

Low Involvement High Involvement

Decision Decision
Involvement and Consumer
Buying Decisions
Message (e.g., Ad)

High involvement Low involvement

• Greater attention • Less attention

• Deeper processing • Peripheral processing

Generates
Develops
weak
strong
attitudes and
attitudes
increased use
and purchase
of heuristics /
intentions
cues
 Heuristic

A heuristic technique or heuristic for short, is any

approach to problem solving or self-discovery that
employs a practical method that is not guaranteed to
be optimal, perfect or rational, but which nevertheless
sufficient for reaching an immediate, short-term goal.

Wikipedia 2 18 2020
Types of Heuristics

“Cognitive Misers”
• Anchoring & Adjustment
• Availability Effect
• Confirmation Bias
• Brand-Quality
• Price-Quality
• Pill Size-Efficacy
• Scarcity Effect
What Type of Heuristic?
Types of Buying Decisions
• Habitual Problem Solving
• Extended Problem Solving
• Limited Problem Solving
Physician and Patient Behavior Models
Factors Affecting
Physician Prescribing Behavior

The New Physician Prescribing Model

(Rollins & Perri 2014)
Other Considerations:
Physician Prescribing Behavior

• What affects a physician’s choice in prescription?

• What factors are influenceable by a marketer?
Factors Affecting
Physician Prescribing Behavior
 Past behavior
 Marketing Efforts
 Personal Characteristics
(education, training, personality)
 Patient Characteristics
 General Media (including public
relations and social media)
 Product Trial
 Prescription drug formulary /
Preferred drug list
 “Prior Authorization”
The New Physician Prescribing Model
Requirements (Rollins & Perri 2014)

 DTC Advertising