1. Marketing Management Consumer Behavior I
Paul Dishman, Ph.D.
Department of Business Management
Marriott School of Management
Brigham Young University
Lecture 7

2. “Blackbox” model of CB $ Response Environmental Stimuli Individual
Characteristics &
Decision Processes $
Response
Marketing Stimuli

3. How do consumers make decisions?
Economic Man Theory
Hedonistic Man Theory
Pavlovian Theory

4. Purchase Behavior

5. Stages in Buying Behavior
Awareness need recognition
Interest information search
Evaluation evaluation of alternatives
Trial purchase decision
Adoption postpurchase behavior

6. Psychological Factors
Perceptions: biases and blind spots
Beliefs, attitudes, and learning
Positive reinforcement (next class)
Motivation

7. Motivation: Maslow Self-Actualization Esteem Social Safety
Physiological

8. Actualizers Principle Oriented Status Oriented Action Oriented
Psychographics: VALS 2
Principle Oriented
Status Oriented
Action Oriented
Achievers
Strugglers
Strivers
Fulfilleds
Believers
Experiencers
Makers
Abundant Resources
Minimal Resources

9. Time of Adoption of Innovations
Early Majority
34%
Laggards
16%
Innovators
2.5 %
Late Majority
34%
Early Adopters
13.5 %

10. Important Attributes in Buying
Convenience
(most important attribute to a consumer?)
Price
Dependability
quality of product
Investment

11. Simple Model Buyer Marketing Characteristics Stimuli Buyer Response
Buying
Decision
Other
Stimuli

12. Exercise Take out a piece of paper
Please answer the following questions

13. #1
Are you the person responsible for purchasing laundry detergent in your household?
Yes No

14. #2
If YES to above, list the name of a laundry detergent that you purchase on a regular basis
If NO to above, what is the name of the first laundry detergent brand that comes to mind?

15. #3 If YES to #1, list the reason(s) that you purchase this brand
If NO to #1, list the reason(s) that you think the brand you thought of is so popular

16. #4
What other brands of laundry detergent might you consider purchasing, and why?

17. #5
In your opinion, what is the most important feature for a laundry detergent?

18. Exercise: Create Model

19. Why would this be important to
Possible CB Model
Price
Purchase
Decision
Why would this be important to ?
Availability
Evoked Set
of Brands
Purchase
Priority
Decision
Type
Salient
Features/
Benefits
Family or
Surrogate
Influence
How could they use
this information?

20. Importance of Understanding Buyer Behavior
Construct model to help understand your buyers’ decision process
Find influences and influencers
Determine influential methods
leverage costs by maximum effectiveness
Determine reinforcement points
Evaluate

21. For next class Read article “From Choices to Checkout...”
Bring taste-test materials