8-1 Chapter 8 Decision Making CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior

8-2 Figure 8.1 Stages in Consumer Decision Making

8-3 Figure 8.2 Continuum of Buying Decision Behavior

8-4 Steps in the Decision-Making Process Problem recognition Information search Evaluation of alternatives Product choice

8-5 Stage 1: Problem Recognition Consumer sees the difference between his or her current state and ideal state Need recognition Opportunity recognition

8-6 Figure 8.3 Problem Recognition

8-7 Stage 2: Information Search We survey the environment for appropriate data to make a reasonable decision Prepurchase or ongoing search Internal or external search Online search

8-8 Table 8.2 A Framework for Consumer Information Search Prepurchase versus Ongoing Search Prepurchase SearchOngoing Search DeterminantsInvolvement with purchaseInvolvement with product MotivesMaking better purchase decisions Building a bank of information for future use OutcomesBetter purchase decisionsIncreased impulse buying

8-9 Do Consumers Always Search Rationally? Time factor Symbolic items Brand switching Variety seeking

8-10 Figure 8.6 Five Types of Perceived Risk Monetary risk Functional risk Physical risk Social risk Psychological risk

8-11 Alternatives Evoked Set Consideration Set

8-12 Figure 8.7 Levels of Abstraction

8-13 Strategic Implications of Product Categorization Position a product Identify competitors Create an exemplar product Locate products in a store

8-14 Stage 3: Product Choice Once we assemble and evaluate relevant options from a category, we must choose among them Decision rules can be very simple or very complicated Prior experience with (similar) product Present information at time of purchase Beliefs about brands (from advertising)

8-15 Evaluative Criteria (for Choosing Products) Evaluative criteria dimensions used to judge merits of competing options Determinant attributes features we use to differentiate among our choices

8-16 Information Necessary for Recommending a New Decision Criterion It should point out that there are significant differences among brands on the attribute It should supply the consumer with a decision- making rule, such as if, then It should convey a rule that is consistent with how the person made the decision on prior occasions

8-17 Neuromarketing Uses functional magnetic resonance imaging, a brain-scanning device that tracks blood flow as we perform mental tasks Marketers measure consumers’ reactions to movie trailers, choices about automobiles, the appeal of a pretty face, and loyalty to specific brands

8-18 Cybermediaries The Web delivers enormous amounts of product information in seconds Cybermediaries helps filter and organize online market information

8-19 Heuristics mental rules-of-thumb for efficient decisions mental shortcuts

8-20 Heuristics Product Signals Market Beliefs Country of Origin

8-21 Brand Names as Heuristics Choosing a well-known brand is a powerful heuristic Zipf’s Law Consumer inertia Brand loyalty

8-22 Choosing a Product That Requires Extensive Problem Solving With complex decision making We use noncompensatory decision rules Elimination-by-aspects rule Lexicographic rule Conjunctive rule

8-23 Compensatory Decision Rules Simple additive rule Weighted additive rule

8-24 Chapter 8: Decision Maketing Key Concepts Stages in the consumer decision making process Continuum of consumer buying decision behavior Five types of perceived risk Evoked set Consideration set Levels of abstraction Strategic implications of product categorization Evaluative criteria Determinant attributes Neuromarketing Cybermediaries Heuristics Zipf’s law Consumer inertia Brand loyalty Noncompensatory decision rules Compensatory decision rules