Perspectives on Consumer Behavior 04 Perspectives on Consumer Behavior

Consumer Decision Making Decision Stage Psychological Process Problem recognition Motivation Information search Perception Alternative evaluation Attitude formation Purchase decision Integration Learning Post-purchase evaluation 4-2

Sources of Problem Recognition Out of Stock Dissatisfaction New Needs or Wants Related Products, Purchases Market-Induced Recognition New Products 4-3

Maslow’s Hierarchy of Needs Social needs (sense of belonging, love) Safety needs (security, protection) Physiological needs (hunger, thirst) Esteem needs (self-esteem, recognition, status) Self- actualization needs (self-development and realization) 4-4

Freudian Psychoanalytic Approach Strong inhibitions Symbolic meanings Subconscious Mind Complex and unclear motives Surrogate behaviors 4-5

The Perception Process Receive Select Organize Interpret 4-6

Immediate, direct response of the senses What is a sensation? Taste Hearing Immediate, direct response of the senses Smell Touch Sight 4-7

The Selective Perception Process Selective Exposure Selective Attention Selective Comprehension Selective Retention 4-8

Evaluation of Alternatives All Available Brands Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Brand J Brand K Brand L Brand M Brand N Brand O Evoked Set of Brands Brand B Brand E Brand F Brand I Brand M 4-9

Two Forms of Evaluation Criteria Evaluative Criteria Objective Price Warranty Service Style Appearance Image Subjective 4-10

Consumers Have Many Attitudes Individuals Products Ads Brands Attitudes Toward Media Companies Retailers Organizations 4-11

Ways to Change Attitudes Change beliefs about an important attribute Change perceptions of the value of an attribute Add a new attribute to the attitude formation mix Change perceptions or beliefs about a competing brand 4-12

The Decision Process Integration processes Pre-evaluation Heuristics Affect referral decision rule Decision Purchase intention Brand loyalty Post evaluation Satisfaction Cognitive dissonance Dis-satisfaction 4-13

How Consumers Learn Thinking Based on intellectual evaluation and problem solving Conditioning Based on conditioning through association or reinforcement/ punishment Modeling Based on emulation (copying) of behavior of others 4-14

Situational Determinants Purchase Situation Usage Situation Communications Situation 4-15