4

Perspectives on
Consumer Behavior

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
 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-Making Psychological Process

Problem recognition Motivation

Information search Perception

Alternative evaluation Attitude formation

Purchase decision Integration

Postpurchase evaluation Learning

 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
Ads help Consumers Recognize Problems
What Prompts New Needs/Wants?

Financial
Financial Employment
Employment Lifestyle
Lifestyle
Changes
Changes Status
Status

Knowledge
Knowledge Culture
Culture Personality
Personality
 “I’m in the woods”

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Maslow’s Hierarchy of Needs

Self-actualization
Self-actualization needs
needs (self-
(self-
development,
development, realization)
realization)

Esteem
Esteem
(self-esteem,
(self-esteem, recognition,
recognition, status)
status)

Social
Social
(sense
(sense of
of belonging,
belonging, love)
love)

Safety
Safety
(security,
(security, protection)
protection)

Physiological
Physiological
(hunger,
(hunger, thirst)
thirst)
Huggies Appeals to Need for Love
Freudian Psychoanalytic Approach

Strong
Strong Symbolic
Symbolic
inhibitions
inhibitions meanings
meanings

Subconscious
Subconscious
Mind
Mind

Complex
Complex and
and Surrogate
Surrogate
unclear
unclear motives
motives behaviors
behaviors
 Probing the Minds of Consumers

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

Projective
Projective Focus
Focus groups
groups
techniques
techniques
 Test Your Knowledge
Critics of psychoanalytic theory believe any results
from motivation research are unusable because:
A) Results are unpredictable
B) External environmental stimuli exert too
much influence
C) The research requires the use of very
large samples
D) The theory is too vague
E) The research is too structured
 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
Go Daddy Knows Sex Sells

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 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
Using Color to Focus Attention

WE CAN SUM IT UP IN TWO WORDS:

EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH TASTE.

ADMITTEDLY, WE’RE BAD AT SUMMATION.

There just aren’t enough adjectives to describe the

straight-from-the-orange taste of Tropicana Pure Premium.®
 Sensory Advertising

Perfume
Perfume on
on Microchips
Microchips
sidewalks
sidewalks

Scented
Scented Product
Product
cards
cards Samples
Samples
Selecting Information
Interpreting Information
Selective Perception

Selective
Selective exposure
exposure

Selective
Selective attention
attention

Selective
Selective comprehension
comprehension

Selective
Selective retention
retention
Subliminal Perception
 Evaluation of Alternatives

All Available Brands

Brand A Brand B Brand C Brand D Brand E

Brand F Brand G Brand H Brand I Brand J

Brand K Brand L Brand M Brand N Brand O

Evoked Set of Brands

Brand B Brand E

Brand F Brand I

Brand M
Evoked Set
 Evaluative Criteria

Brand
Brand Evaluation
Evaluation

Objective
Objective Subjective
Subjective
Attributes
Attributes Attributes
Attributes

Price
Price Image
Image
Features
Features Style
Style
Warranty
Warranty Performance
Performance
Service
Service
 Marketer’s Evaluative View

Tractio Too
n okay? pricy?
Enough
power?

The product is a
bundle of
attributes or
characteristics
 Consumer’s 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
 Test Your Knowledge
_____ is considered a learned response to an object,
or an individual’s overall feelings toward, or evaluation
of, an object.
A) A motive
B) A need
C) Perception
D) An attitude
E) A decision rule
Multiattribute Attitude Model
 Changing Attitudes

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

Change
Change perceptions
perceptions of
of 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 mix
mix

Change
Change perceptions
perceptions or
or beliefs
beliefs about
about
aa competing
competing brand
brand
Adding Attributes Changes Attitudes
 Purchase Decision and Evaluation

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
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
 Test Your Knowledge
A print ad for Chevy Ventura vans contains ten times
more copy than other ads in a recent issue of Better
Homes & Gardens magazine. Which of the following
theories states that this a way to shape consumer
behavior?
A) Psychoanalytical theory
B) Cognitive theory
C) Reinforcement theory
D) Affective modeling
E) Operant conditioning
Cognitive Learning Process

Goal
Goal

Purposive
Purposive behavior
behavior

Insight
Insight

Goal
Goal achievement
achievement
External Influences on Consumer Behavior

Culture

Subculture

Social Class

Reference Group

Situational
determinants
External Influences on Consumer Behavior

Subculture ads
appeal to
shared beliefs,
values, and
norms
 Alternative Approaches

New New
Methodologies Insights

Individual
Individual Social
interviews Social influences
influences
interviews

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

Environmental
Environmental
Ethnographies
Ethnographies influences
influences