4

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
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 Consumer Decision Making

Decision Stage Psychological Process

Problem recognition Motivation

Information search Perception

Alternative evaluation Attitude formation

Purchase decision Integration

Post-purchase evaluation Learning

4-3
 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
4-4
Ad Highlighting Consumer Dissatisfaction

4-5
Marketer-Induced Problem Recognition

4-6
Maslow’s Hierarchy of Needs

4-7
To What Needs are these Appealing?

4-8
To what needs are these Ads appealing?

4-9
To what needs is this Ad appealing?

4-10
 Probing the Minds of Consumers

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

Projective
Projective Focus
Focus
techniques
techniques groups
groups

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Insight

4-12
 Information Search

so ur ces
nal
Perso

Market so
urces

Pub
lic
sou
rce
s
Per
s on
al
exp
eri
en
ce

4-13
 Perceptions

• Marketers want to know

• How consumers sense external
information
• How they select and use sources of
information
• How information is interpreted and given
meaning

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The Perception Process

Receive

Select

Organize

Interpret

4-15
Gaining Attention With Visual Elements

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.®

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 What is a sensation?

Taste Hearing
Immediate,
direct response
of the senses
Smell Touch

Sight

4-17
 Appealing to the Senses

Perfume
Perfume on
on Scented
Scented Product
Product
sidewalks
sidewalks cards
cards Samples
Samples

4-18
Sensation Marketing Stimuli

4-19
The Selective Perception Process

Choose whether or not

Selective
Selective Exposure
Exposure to make themselves
available to information

Choose to focus on
Selective
Selective Attention
Attention certain stimuli

Interprete on basis:
Selective
Selective Comprehension
Comprehension attitudes, beliefs,
motives, and experiences

Do not remember all

Selective
Selective Retention
Retention information

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Different Perspectives: Marketer’s View

Traction
Too
Enough okay?
expensive
power? ?

4-21
Different Perspectives: Consumer’s View

Will it cut Will the neighbors

the taller grass? be impressed?

How close
Will it be as
can I get to
fun to use
shrubs?
later this
summer?

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

Functional
Functional Psychological
Psychological
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Consumers Have Many Attitudes

Individuals
Individuals Products
Products

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

Retailers
Retailers Organizations
Organizations
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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 mix
mix

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

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Adding Attributes Changes Attitudes

4-25
Change Perception about Competing Brand

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 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
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 Consumer Learning

Learning is the process by which

consumers acquire consumption-related
knowledge and experience that they
apply to future behavior

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 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 or
or behavior
behavior of
of
solving
solving reinforcement/
reinforcement/ others
others
punishment
punishment

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Classical Conditioning Process (Association)

Unconditioned stimulus Unconditioned response

(Nike shoes) (play sport game)

Conditioned stimulus
Conditioned stimulus (win sport game -
(Serena William Nike) champion)

4-30
Pepsi Uses Classical Conditioning

4-31
Instrumental Conditioning Process

Behavior (consumer Positive or negative

uses product or service) consequences occur
from use of product,
leading to reward or
punishment

Increase or decrease in
probability of repeat
behavior (purchase)

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Kyocera Focuses on Negative Outcomes

https://www.youtube.com/watch?v=NUIz4CrUkPw

4-33
 Shaping

Shaping is the
reinforcement of
successive acts that
lead to a desired
behavior pattern

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The Shaping Process

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External Influences on Consumer Behavior

Culture

Subculture

Social Class

Reference Group

Situational
determinants

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Subculture Ads

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 Reference Groups

• A group whose perspectives or values

are being used as the basis for one’s…
• Judgments
• Opinions
• Actions
• Types of reference groups
• Associative
• Aspirational
• Disassociative

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