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

2. 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

3. 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

4. Illustrating the Decision-Making Process This ad by the U.S. Postal Service presents a problem, illustrates the decision-making process, and offers a solution.

5. Maslow ’ s Hierarchy of Needs

6. Nurturance, Love and Belonging © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. 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

8. http://www.allposters.com/galleryc.asp?aid=99864&parentaid=0&item=141099

9. Conflict Between the Id and Superego This ad focuses on the conflict between the desire for hedonic gratification (represented by the id) versus the need to engage in rational, task- oriented activities (represented by the superego).

10. Sexy Ads Get Noticed © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Sexy Ads Get Noticed © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. 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

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

14. 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

15. Using Color to Focus Attention © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. Perceptions of Color This ad campaign by the San Francisco Ballet uses color perceptions to get urban sophisticates to add classical dance to their packed entertainment itineraries.

17. Advertisements Appeal to Our Sensory Systems This ad for a luxury car emphasizes the contribution made by all of our senses to the evaluation of a driving experience.

18. First Heinz gave us “ Blastin ’ Green ” ketchup in a squeeze bottle. Now they have introduced “ Funky Purple ” ketchup. What sensory perception is Heinz trying to appeal to? Do you think this product will be successful? Why or why not? Discussion Question

19. 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

20. 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

21. 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.

22. 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

23. 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:

24. 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

25. Adding Attributes Changes Attitudes © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

26. 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

27. Heuristics Simplify Choices Consumers often simplify choices by using heuristics such as automatically choosing a favorite color or brand.

28. 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

29. Classical Conditioning Ivan Pavlov ’ s Dogs –Unconditioned stimulus (UCS) – Naturally capable of causing a response. –Conditioned stimulus (CS) – Does not initially cause a response –Conditioned response (CR) – Response generated by repeated paired exposures to UCS and CS. Eventually, through learned association and repetition, the CS will cause the CR.

30. Classical Conditioning in Advertising This American Airlines ad points to classical conditioning as an explanation for why their AAdvantage Marketing Programs will work. Can you identify the UCS, CS, and the CR in this example?

31. 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)

32. Classical Conditioning for Cosmetics © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

33. 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)

34. Positive Reinforcement The power of positive reinforcement.

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

36. 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

37. Subcultural Ads Appeal to Shared Beliefs, Values and Norms © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin