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Consumer Behavior 

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Factors influencing

Consumer Behavior 

Psychological variables

Problem-solving processes

Social influences

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Psychological Variables

Motivation

Needs

Wants

Drives

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Psychological Variables

Learning

Behavioral learning

drive

cue

response

reinforcement

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Psychological Variables

Learning (cont’d)

Cognitive learning

problem identification

information search

evaluation of alternatives

purchase postpurchase evaluation

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Psychological Variables

Perception 

Selective exposure

Selective distortion

Selective retention

Perceived risk

 Just noticeable difference

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Psychological Variables

Evaluating alternatives

Evaluative criteria

Evoked set

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Psychological Variables

Beliefs vs attitudes

Beliefs

What a person thinks about something

Relatively easy to change

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Psychological Variables

Beliefs vs. attitudes (cont’d)

Attitudes

enduring points of view

slow to change

formed by:

a consumer’s beliefs about productattributes

the importance the consumer attaches tothose attributes

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Psychological Variables

Beliefs vs. attitudes (cont’d)

Brand loyalty

favorable attitude toward andconsistent purchase of a brand overtime

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Psychological Variables

Lifestyles

activities

interests opinions

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Problem-Solving Processes

Involvement 

High

Low

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Problem-Solving Processes

Significant

differences

 between brands

High

Involvement

Low

Involvement

Few differences

 between brands

Complex Buying

Behavior 

Variety-seeking

 buying behavior 

Dissonance-

reducing

BuyingBehavior 

Habitual Buying

Behavior 

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Problem Solving Processes

Complex Buying Behavior 

Beliefs

Attitudes

Purchase Decision

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Problem Solving

Processes (cont’d)

Dissonance-Reducing Behavior 

Purchase

Dissonance

New Beliefs

Attitude

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Problem-Solving

Processes (cont’d)

Habitual Buying Behavior 

beliefs

passive learning

purchase behavior

evaluation (sometimes)

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Problem-Solving Processes

Variety-seeking buying behavior

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Problem-Solving Processes

Relationship betweeninvolvement, learning, and 

buying behavior  High involvement

cognitive learning

complex buying behavior dissonance-reducing buying behavior

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Problem-Solving Processes

Relationship betweeninvolvement, learning, and 

buying behavior (cont’d) Low involvement

behavioral learning

habitual buying behavior variety-seeking buying behavior

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Problem-Solving Processes

Strategic Implications

 To sell products under conditions of 

complex buying behavior anddissonance-reducing buyingbehavior:

present fact-based information use rational arguments

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Problem-Solving Processes

Strategic Implications (cont’d)

 To sell products under conditions of 

habitual buying behavior, increaseinvolvement by:

high repetition of messages

focus on an involving issue (bad breath,dandruff)

use strong emotions in messages

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Problem-Solving Processes

Strategic Implications (cont’d)

 To sell products under conditions of 

variety-seeking buying behavior: offer multiple brands

use sales promotions to encourage

switching

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Social Influences

Word-of-mouth communication

Family influences

Social class

Reference groups

Opinion leadership

Culture