1. McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

2.  Consumer Behavior PURCHASE DECISION PROCESS PROBLEM RECOGNITION LO1  Purchase Decision Process 5-2

3. Consumer Behavior ● Consumer behavior the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions

4. FIGURE 5-1 FIGURE 5-1 The purchase decision process consists of five stages 5-4

5.  Internal Search PURCHASE DECISION PROCESS INFORMATION SEARCH LO1  External Search Personal Sources Public Sources Market-Dominated Sources 5-5

6. PURCHASE DECISION PROCESS ALTERNATIVE EVALUATION LO1  Evaluative Criteria  Consideration Set 5-6

7. PURCHASE DECISION PROCESS PURCHASE DECISION LO1  Decide from Whom to Buy  Decide When to Buy 5-7

8. PURCHASE DECISION PROCESS POSTPURCHASE BEHAVIOR LO1  Cognitive Dissonance  Marketing Matters: The Value of a Satisfied Customer 5-8

9. PURCHASE DECISION PROCESS CONSUMER INVOLVEMENT & PROBLEM SOLVING LO2  Involvement Extended Problem Solving Limited Problem Solving Routine Problem Solving 5-9

10. FIGURE 5-3 FIGURE 5-3 Comparison of problem-solving variations: extended, limited, and routine 5-10

11. PURCHASE DECISION PROCESS INVOLVEMENT & MARKETING STRATEGY LO2  Low Involvement Maintain Product Quality Avoid Stockouts Reduce Cognitive Dissonance with Ads  High Involvement: Use Ads and Personal Selling 5-11

12. PURCHASE DECISION PROCESS SITUATIONAL INFLUENCES LO2  Situational Influences Purchase Task Social Surroundings Physical Surroundings Temporal Effects Antecedent States 5-12

13. FIGURE 5-4 FIGURE 5-4 Influences on the consumer purchase decision process from both internal and external sources 5-13

14. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR MOTIVATION AND PERSONALITY LO3  Motivation Psychological Needs Safety Needs Social Needs Personal Needs Self-Actualization Needs  Hierarchy of Needs 5-14

15. FIGURE 5-5 FIGURE 5-5 Hierarchy of needs 5-15

16. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR MOTIVATION AND PERSONALITY LO3  Personality  Traits  National Character  Self-Concept 5-16

17. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR PERCEPTION LO3  Perception Selective Perception Selective Exposure Selective Comprehension Selective Retention  Subliminal Perception 5-17

18. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR PERCEIVED RISK LO3  Strategies to Reduce Perceived Risk Secure Endorsements Provide Free Trials/Samples Give Extensive Instructions Provide Warranties/Guarantees Obtain Seals of Approval 5-18

19. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR LEARNING LO3  Learning Cue Response Reinforcement  Behavioral Learning Drive (Hunger) 5-19

20. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR LEARNING LO3  Cognitive Learning  Brand Loyalty 5-20

21. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR ATTITUDES AND BELIEFS LO3 Beliefs  Attitude Formation Values Attitude 5-21

22. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR ATTITUDES AND BELIEFS LO3 Add New Product Attributes  Attitude Change Changes Perceived Importance of Attributes Change Beliefs About a Brand’s Attributes 5-22

23. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR CONSUMER LIFESTYLE LO3  Lifestyle  Psychographics 5-23

24. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR PERSONAL INFLUENCE LO4  Opinion Leaders  Word of Mouth Buzz 5-24

25. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR REFERENCE GROUPS LO4 Dissociative Group  Reference Groups Aspiration Group Membership Group 5-25

26. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR FAMILY INFLUENCE LO4  Consumer Socialization  Family Life Cycle Traditional Family  Family Decision Making Information Gatherer Influencer Decision Maker Purchaser User 5-26

27. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR SOCIAL CLASS LO4  Social Class Working/Lower Class Middle Class Upper Class 5-27