Consumer Behavior II

MKTG 301 | Week 5.1

Reminder: Please put away mobile devices before class starts.

Laptops and tablets may be used for class purposes only.
Quote of the Day

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Agenda: Consumer Behavior II
— Consumer Behavior
↳ Psychological Factors
— Theories
— Buyer Decision Process
— Next Class & Study Tip

Consumer Behavior | Psychological Factors | Buyer Decision Process 3

4. Psychological Factors
— is about the needs that drive people
— Perception is the process by which people select, organize, and
interpret information
↳ Selective attention
↳ Selective distortion
↳ Selective
— Learning changes behavior based on experience
— Beliefs and attitudes affect choices
↳ Beliefs = descriptive thoughts
↳ Attitudes = likes and dislikes
Consumer Behavior | Psychological Factors | Buyer Decision Process 4
Moderate Incongruity

Consumer Behavior | Psychological Factors | Buyer Decision Process 5

Maslow’s Hierarchy of Needs
Figure 5.3

Consumer Behavior | Psychological Factors | Buyer Decision Process 6

Buyer Decision Process
Figure 5.4 Ways to respond

—Provide — Competitive — Availability — Reduce

—Help — Added value
information advantage
recognize conveniently — Illustrate
need consequences
—Suggest
solution
to need

Consumer Behavior | Psychological Factors | Buyer Decision Process 7

Next Class: Exam Review
— Go back and read/review Ch. 1, 3, 4, and 5
— Study Tip:

Consumer Behavior | Psychological Factors | Buyer Decision Process 8