Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Information searchPerceptionPostpurchase evaluationLearningPurchase decisionIntegrationAlternative evaluationAttitude formation Problem recognitionMotivation Purchase decisionIntegration Consumer Decision Making © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Decision Stage Psychological Process Alternative evaluationAttitude formationInformation searchPerception Problem recognitionMotivation

Out of Stock Sources of Problem Recognition © 2007 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

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 © 2007 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)

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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Subconscious Mind Subconscious Mind

In-depth interviews Association tests Focus groups Projective techniques In-depth Interviews Association tests Focus groups Probing the Minds of Consumers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Critics of psychoanalytic theory believe any results from motivation research are unusable because: A)results are unpredictable B)the theory is too responsive to external environmental stimuli C)the research requires the use of very large samples D)the theory is too vague E)the research is too structured

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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Motivation Research ProsCons

Information Search © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Market sources Personal sources Public sources Personal experience

Selective retention Selective comprehension Selective attention Selective exposure Selective comprehension Selective attention Selective exposure The Selective Perception Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Evaluation of Alternatives © 2007 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 © 2007 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 © 2007 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 © 2007 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

Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin _____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond towards it. A)A motive B)A need C)Perception D)An attitude E)A decision rule

Individuals Products Brands Companies Organizations Retailers Media Retailers Organizations Companies Brands Products Individuals Ads Consumer Attitudes Focus on Objects © 2007 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Purchase Decision and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Integration processes Pre- evaluation Heuristics Affect referral decision rule Decision Purchase intention Brand loyalty Post evaluation Satisfaction Cognitive dissonance Dis- satisfaction

Conditioning Based on conditioning through association or reinforcement Thinking Intellectual evaluation comparing attributes with values Conditioning Thinking How Consumers Learn © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Modeling Based on emulation (copying) of respected examples

Unconditioned stimulus (grapes) Unconditioned stimulus (grapes) Conditioned stimulus (Lancôme moisturizer) Conditioned stimulus (Lancôme moisturizer) Unconditioned response (fresh and moist) Unconditioned response (fresh and moist) Unconditioned stimulus (grapes) Unconditioned stimulus (grapes) Conditioned stimulus (Lancôme moisturizer) Conditioned stimulus (Lancôme moisturizer) Unconditioned response (fresh and moist) Unconditioned response (fresh and moist) Classical Conditioning Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Association develops through contiguity and repetition Conditioned response (fresh and moist) Conditioned response (fresh and moist)

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 © 2007 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)

Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A print ad for Chevy Ventura vans contains about ten times more copy than other ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories states that this is an appropriate way to shape consumer behavior? A)psychoanalytical theory B)cognitive theory C)reinforcement theory D)affective modeling E)operant conditioning

Purposive behavior Insight Goal achievement Goal Insight Purposive behavior Goal Cognitive Learning Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Culture Subculture Social class Reference groups Situational determinants Culture Subculture Social class Reference groups External Influences on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin