Consumer Behavior Review

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Presentation transcript:

Consumer Behavior Review

Customer decision process Problem Recognition Information Search Alternative Evaluation Choice and Purchase Post-purchase Experience

Perception Sensation Organization Interpretation 5 senses Categorization Cause and effect inferences Interpretation Evaluations, positive, negative, or neutral

Learning Cognitive learning Classical conditioning Rote memorization Problem solving Learn by doing – iterative trial, error, cognition Classical conditioning Repeated association of two or more stimuli Instrumental conditioning (aka Operant conditioning) Responses conditioned through rewards (pos & neg.) Modeling -- imitation

Three Factors of Attitude Conative- Disposition To Acting Cognitive- Thinking Affective- Feeling

Forms of Attitude Acquisition Low- Involvement Hierarchy I Feeling Action Thinking Low- Involvement Hierarchy II Feeling Action Thinking Learning Hierarchy Thinking Feeling Action Emotional Hierarchy Action Feeling Thinking

Communication Model Receiver Sender De- code En- code Feedback NOISE medium Feedback

Response Hierarchies Response Stages AIDA Attention Interest Desire Cognitive Affective Conative AIDA Attention Interest Desire Action Hierarchy of Effects Awareness Knowledge Liking Preference Conviction Purchase

Elaboration Likelihood Model of Persuasion Elaboration likelihood based on Motivation to process info Ability to process info If High motivation and High ability to process => Central route to persuasion (attitude change) If Low motivation or Low ability to process => Peripheral route to persuasion (attitude change)

Foote, Cone & Belding Grid Thinking Feeling High Involvement Informative Learn -> Feel -> Do Affective Feel -> Learn -> Do Low Habit formation Do -> Learn -> Feel Self-satisfaction Do -> Feel -> Learn

Cognitive Response Model Product/Message Thoughts Brand Attitudes Source-oriented Thoughts Purchase Intent Exposure Attitude toward Specific Comm. Thoughts about Comm. itself