Perspectives on Consumer Behavior © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Information SearchPerceptionPostpurchase EvaluationLearningPurchase DecisionIntegrationAlternative EvaluationAttitude Formation Problem RecognitionMotivation Purchase DecisionIntegration Consumer Decision Making © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Decision Stage Psychological Process Alternative EvaluationAttitude FormationInformation SearchPerception Problem RecognitionMotivation

Out of Stock Sources of Problem Recognition © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Dissatisfaction New Needs or Wants New Needs or Wants Related Product Purchase Related Product Purchase Market-Induced Recognition Market-Induced Recognition New Products New Products

Ads Help Consumers Recognize Problems © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Safety needs (security, protection) Social needs (sense of belonging, love) Esteem needs (self-esteem, recognition, status) Self-actualization needs (self- development, realization) Physiological needs (hunger, thirst) Maslow’s Hierarchy of Needs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Safety needs (security, protection) Social needs (sense of belonging, love) Esteem needs (self-esteem, recognition, status) Physiological needs (hunger, thirst)

Nurturance, Love and Belonging © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Strong Inhibitions Strong Inhibitions Symbolic Meanings Symbolic Meanings Surrogate Behaviors Surrogate Behaviors Surrogate Behaviors Surrogate Behaviors Symbolic Meanings Symbolic Meanings Strong Inhibitions Strong Inhibitions Complex and Unclear Motives Freudian Psychoanalytic Approach © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Subconscious Mind Subconscious Mind

Depth Interviews Association Tests Focus Groups Projective Methods Depth Interviews Association Tests Focus Groups Probing the Minds of Consumers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Highlights Importance of Symbolic Factors Reveals Hidden Feelings, Drives and Fears Reveals Hidden Feelings, Drives and Fears Shifts Attention from “What” to “How” and “Why” Varying, Subjective Interpretations Qualitative Results from Very Small Samples Difficult or Impossible to Verify or Validate Varying, Subjective Interpretations Qualitative Results from Very Small Samples Shifts Attention from “What” to “How” and “Why” Highlights Importance of Symbolic Factors Reveals Hidden Feelings, Drives and Fears Reveals Hidden Feelings, Drives and Fears “MR” Not All Positive or All Negative © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Motivation Research ProsCons

Sexy Ads May Motivate Consumers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Sexy Ads Get Noticed © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Information Search © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Personal Sources Market Sources Public Sources Personal Experience

Selective Retention Selective Comprehension Selective Attention Selective Exposure Selective Comprehension Selective Attention Selective Exposure The Selective Perception Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Combining Color With Black-and-White Is Intended to Gain Attention © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Evaluation of Alternatives © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin All available brands Brand ABrand BBrand CBrand DBrand E Brand FBrand GBrand HBrand IBrand J Brand KBrand LBrand MBrand NBrand O Evoked Set of Brands Brand BBrand E Brand I Brand M Brand F

Objective Two Forms of Evaluative Criteria © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Evaluative Criteria Price Warranty Service Price Warranty Service Style Appearance Image Style Appearance Image Subjective

Different Perspectives: Marketer’s View © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Enough power? Traction okay? Too pricy? Product is seen as a bundle of attributes or characteristics.

Product Is Seen As A Set of Outcomes Functional Different Perspectives: Consumer’s View © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin How does it cut the taller grass? How close can I get to the shrubs? Will the neighbors be impressed with my lawn? Is it going to be as fun to use later this summer? Will I enjoy having more time for golf? Will it pull that little trailer I saw at the store? Psychological

Individuals Products Brands Companies Organizations Retailers Media Retailers Organizations Companies Brands Products Individuals Ads Consumer Attitudes Focus on Objects © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Attitudes Toward:

Change Perceptions or Beliefs About a Competing Brand Add a New Attribute To the Attitude Formation Mix Change Perceptions of the Value of An Attribute Change Beliefs About An Important Attribute Add a New Attribute To the Attitude Formation Mix Change Perceptions of the Value of An Attribute Change Beliefs About An Important Attribute Ways to Change Attitudes © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Adding Attributes Changes Attitudes © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Conditioning Based on conditioning through association or reinforcement Thinking Intellectual evaluation comparing attributes with values Conditioning Thinking How Consumers Learn © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Modeling Based on emulation (copying) of respected examples

Unconditioned stimulus (waterfall) Unconditioned stimulus (waterfall) Conditioned stimulus (Brita water filtration pitcher) Conditioned stimulus (Brita water filtration pitcher) Unconditioned response (freshness, purity) Unconditioned response (freshness, purity) Unconditioned stimulus (waterfall) Unconditioned stimulus (waterfall) Conditioned stimulus (Brita water filtration pitcher) Conditioned stimulus (Brita water filtration pitcher) Unconditioned response (freshness, purity) Unconditioned response (freshness, purity) Classical Conditioning Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Association develops through contiguity and repetition Conditioned response (freshness, purity) Conditioned response (freshness, purity)

Classical Conditioning for Cosmetics © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Increase or decrease in probability of repeat behavior (purchase) Positive or negative consequences occur (reward or punishment) Positive or negative consequences occur (reward or punishment) Positive or negative consequences occur (reward or punishment) Positive or negative consequences occur (reward or punishment) Instrumental Conditioning Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Behavior (consumer uses product or service) Behavior (consumer uses product or service) Behavior (consumer uses product or service) Behavior (consumer uses product or service)

Purposive Behavior Insight Goal Achievement Goal Insight Purposive Behavior Goal Cognitive Learning Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Culture Subculture Social class Reference groups Situations Culture Subculture Social class Reference groups External Influences on Consumers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Subcultural Ads Appeal to Shared Beliefs, Values and Norms © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +