Copyright © 2001 by Harcourt, Inc. All rights reserved. 9-1 CHAPTER NINE INTERPERSONAL DETERMINANTS...

9-1

Copyright © 2001 by Harcourt, Inc. All rights reserved.

CHAPTER NINE

INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOR

Text by Profs. Gene Boone & David KurtzMultimedia Presentation byProf. Milton PressleyThe University of New Orleans

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CHAPTER OBJECTIVESCHAPTER OBJECTIVESCHAPTER OBJECTIVESCHAPTER OBJECTIVES• Differentiate between customer behavior and

consumer behavior• Explain how marketers classify behavioral

influences on consumer decisions• Identify the interpersonal determinants of

consumer behavior• Identify the personal determinants of consumer

behavior• Outline the steps in the consumer decision

process• Differentiate among routinized response behavior,

limited problem solving, an extended problem solving

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CUSTOMER VS. CONSUMER CUSTOMER VS. CONSUMER BEHAVIORBEHAVIORCUSTOMER VS. CONSUMER CUSTOMER VS. CONSUMER BEHAVIORBEHAVIOR• Customer behavior: a broad term that covers

both individual consumers who buy goods and services for their own use and organizational buyers who purchase business products

• Consumer behavior: the process through which the ultimate buyer makes purchase decisions

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INTERPERSONAL DETERMINANTS INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOROF CONSUMER BEHAVIORINTERPERSONAL DETERMINANTS INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOROF CONSUMER BEHAVIOR

Cultural Influences

• Culture: values, beliefs, preferences, and tastes handed down from one generation to the next

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Cultural Influences Core Values in the U.S.

Culture• While some cultural

values change over time, basic core values do not

• Examples of American core values include:• Importance of family

and home life• The work ethic• Desire to accumulate

wealth© PhotoDisc

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Figure 9.1: Core Value: the Importance of Family

Figure 9.1: Core Value: the Importance of Family

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Milton BradleyParker Brothers

Emphasizing the Importance of Family and Home Life

Milton BradleyParker Brothers

Emphasizing the Importance of Family and Home Life


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Listerine

This ad from the early 1900s, which states “Like every woman, her primary ambition was to marry . . .” demonstrates how culture changes over time.

Listerine

This ad from the early 1900s, which states “Like every woman, her primary ambition was to marry . . .” demonstrates how culture changes over time.


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Cultural Influences

International Perspective on Cultural Influences

• Cultural differences are particularly important for international marketers

• Successful strategies in one country often cannot extend to other international markets because of cultural variations

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Benetton This Firm Has Been Successful Extending Strategies Across Cultural and National Boundaries

Benetton This Firm Has Been Successful Extending Strategies Across Cultural and National Boundaries


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Cultural Influences

• Subcultures: subgroup of culture with its own, distinct modes of behavior

• Subcultures can differ by:• Race• Nationality• Age• Religion• Geographic distribution

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Benetton Also Has Been Successful Extending Strategies Across Subcultures

Benetton Also Has Been Successful Extending Strategies Across Subcultures


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• African-American buying power is rising rapidly compared to U.S. consumers in general

• Family structures may differ for African-American consumers, creating differences in preferences for clothing, music, cars, and many other products

Cultural Influences: Profile of African-American ConsumersCultural Influences: Profile of African-American Consumers

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Figure 9.2: Advertising Aimed at Young African-American Families

Figure 9.2: Advertising Aimed at Young African-American Families

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Pontiac Sunfire

Advertisement Targeted at Young African-American Consumers

Pontiac Sunfire

Advertisement Targeted at Young African-American Consumers


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Charles Schwab Designed Culturally Sensitive Investment Charles Schwab Designed Culturally Sensitive Investment Programs Specifically for African- AmericansPrograms Specifically for African- AmericansCharles Schwab Designed Culturally Sensitive Investment Charles Schwab Designed Culturally Sensitive Investment Programs Specifically for African- AmericansPrograms Specifically for African- Americans


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• The 30 million Hispanics in the U.S., coming from a wide range of countries, are not homogenous

• There are important differences in acculturation • The Hispanic market is large and fast-growing• Hispanics tend to be younger to been the general

U.S. population• Hispanics are geographically concentrated

Cultural Influences: Profile of Hispanic ConsumersCultural Influences: Profile of Hispanic Consumers

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Figure 9.3: Spanish Language Ad Targets Partially Unacculturated Hispanics

Figure 9.3: Spanish Language Ad Targets Partially Unacculturated Hispanics

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Lullaby Club

Advertisement Reflecting the Fact That Hispanic Parents Typically Spend More on Their Children Than Parents of Other Subcultures

Lullaby Club

Advertisement Reflecting the Fact That Hispanic Parents Typically Spend More on Their Children Than Parents of Other Subcultures


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Those Who Prefer Spanish-Language Programs Can Visit Univision’s Those Who Prefer Spanish-Language Programs Can Visit Univision’s Website for Detailed Information About Such ProgrammingWebsite for Detailed Information About Such ProgrammingThose Who Prefer Spanish-Language Programs Can Visit Univision’s Those Who Prefer Spanish-Language Programs Can Visit Univision’s Website for Detailed Information About Such ProgrammingWebsite for Detailed Information About Such Programming


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• Marketing to Asian-Americans presents many of the same challenges as marketing to Hispanics

• Asian-Americans are spread among culturally diverse groups, including Chinese, Japanese, Indians, Koreans, Filipinos, and Vietnamese --many retaining their own languages

Cultural Influences: Profile of Asian ConsumersCultural Influences: Profile of Asian Consumers

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GTE

GTE Promotes Its Telecommunication Services to Asian-American Consumers With Ads in Their Native Languages

GTE

GTE Promotes Its Telecommunication Services to Asian-American Consumers With Ads in Their Native Languages


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Cultural Influences

Social Influences

• Norms: are the values, attitudes, and behaviors that a group deems appropriate for its members

• Status: is the relative position of any individual member in a group

• Roles define behavior that members of a group expect of individuals who hold specific positions within the group

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Figure 9.4: Group Membership Influencing Behavior and Purchase Decisions

Figure 9.4: Group Membership Influencing Behavior and Purchase Decisions

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Jordache

Advertisement Illustrating the Influence of Friendship Groups on Purchase Decisions

Jordache

Advertisement Illustrating the Influence of Friendship Groups on Purchase Decisions


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Cultural Influences

Social Influences

• The Asch Phenomenon: the effect of a reference group on individual decision-making

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Cultural Influences

Social Influences

• Reference groups: groups whose value structures and standards influence a person’s behavior

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Cultural Influences

Social Influences

• Social classes: groups whose rankings are determined by occupation, income, education, family background, and residence location

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Class DiscussionClass Discussion Class DiscussionClass Discussion

Give an example of how you have Give an example of how you have seen social class (or seen social class (or perceivedperceived social class) operating in the social class) operating in the marketplace.marketplace.

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Cultural Influences

Social Influences

• Opinion leaders: individuals likely to purchase new products before others and then share the resulting experiences and opinions by word-of-mouth

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Figure 9.5: Alternative Channels for Communications FlowFigure 9.5: Alternative Channels for Communications FlowFigure 9.5: Alternative Channels for Communications FlowFigure 9.5: Alternative Channels for Communications Flow

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Cultural Influences

Social Influences

Family Influences

Four Categories of Household Decision-making• Autonomic• Husband-dominant • White-dominant• Syncratic

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Figure 9.6: A Time-Saving ProductFigure 9.6: A Time-Saving Product

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Cultural Influences

Social Influences

Family Influences

Children and teenagers in family purchases

• Growing numbers are assuming responsibility for family shopping

• They also influence what parents buy

• They represent over 50 million consumers in their own right

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Figure 9.7: Ad Targeted at Children and Teens

Figure 9.7: Ad Targeted at Children and Teens

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CIBA Vision

Advertisement Recognizing the Role of Teenagers in Purchase Decisions

CIBA Vision

Advertisement Recognizing the Role of Teenagers in Purchase Decisions


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PERSONAL PERSONAL DETERMINANTS DETERMINANTS OF CONSUMER OF CONSUMER

BEHAVIORBEHAVIOR


BEHAVIORBEHAVIOR

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BEHAVIORBEHAVIOR


BEHAVIORBEHAVIOR

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Needs and MotivesNeeds and MotivesNeeds and MotivesNeeds and Motives• Need: an imbalance between a consumer’s

actual and desired states• Motives: inner states that direct a person

toward the goal of satisfying a felt need

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Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of NeedsMaslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Self-Actualization


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Table 9.1.aTable 9.1.a: Marketing Strategies Based on Maslow’s Needs Hierarchy: Marketing Strategies Based on Maslow’s Needs Hierarchy

Physiological Needs

Products Vitamins, herbal supplements, medicines, food, exercise equipment, fitness clubs

Marketing themes

Church’s Fried Chicken—“Gotta love it.”Campbell’s Soups—“M’m! M’m! Good!”Campbell’s Healthy Request Soups—“M’m! M’m! Good! . . . and Healthy!”Post Cereals—“Commitment to Quality. ”

Safety Needs

Products Cars and car accessories, burglar alarm systems, retirement investments, insurance, smoke and carbon-monoxide detectors, medicines

Marketing themes

Fireman’s Fund insurance—“License to get on with it.”American General Financial Group—“Live the life you’ve imagined.”Shell Oil—“Count on Shell.”Bayer—“Changing the world with great care.”Volvo—“Protect the body. Ignite the soul.”

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Tyco

Tyco Addresses Safety Needs

Tyco

Tyco Addresses Safety Needs


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Belongingness

Products Beauty aids, entertainment, clothing, cars

Marketing themes

Cadillac Seville—“It’s what’s next.”Blue Ridge Knives—“Follow the leader.”Lawson Software—“Leading-edge technology without the attitude.”Egift online retailer—“Great gifts for everyone . . . starting with you.”

Esteem Needs

Product Clothing, cars, jewelry, liquors, hobbies, beauty spa services

Marketing themes

Saks Fifth Avenue—“Defining Style.”Van Cleef & Arpels—“The pleasure of perfection.”Serta—“We make the world’s best mattress.”Jenn-Air kitchen appliances—“The sign of a great cook.”

Self

Products Education, cultural events, sports hobbies, luxury goods

Marketing themes

Microsoft—“Where do you want to go today?Baccarat Crystal—“Beauty has its reasons.”Grand Lido Resorts—“Lost and found for the soul.”Gauthier jewelry—“Wear art.”

Table 9.1.bTable 9.1.b: Marketing Strategies Based on Maslow’s Needs Hierarchy : Marketing Strategies Based on Maslow’s Needs Hierarchy (Cont’d)(Cont’d)

Actualization

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Lindblad Special Expeditions

Service Aimed at Satisfying a Self-actualization Need

Lindblad Special Expeditions

Service Aimed at Satisfying a Self-actualization Need


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BEHAVIORBEHAVIOR


BEHAVIORBEHAVIOR

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PerceptionsPerceptionsPerceptionsPerceptions• Perception: the meaning that a person

attributes to incoming stimuli gathered through the five senses – sight, hearing, touch, taste, and smell

© PhotoDisc

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PerceptionsPerceptionsPerceptionsPerceptions

• Perceptual screens: the filtering processes through which all inputs must pass

Perceptual Screens

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Figure 9.8: Breaking Through Perceptual Screens

Figure 9.8: Breaking Through Perceptual Screens

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Wallpaper Council

Breaking Through Clutter in Print Ads

Wallpaper Council

Breaking Through Clutter in Print Ads


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Crazy Bones Broke Through Consumers’ Perceptual Screens by Crazy Bones Broke Through Consumers’ Perceptual Screens by Hiring Vendors Who Sold Crazy Bones to Children on School Grounds Hiring Vendors Who Sold Crazy Bones to Children on School Grounds in Europe – a Strategy Not Allowed in the U.S.in Europe – a Strategy Not Allowed in the U.S.

Crazy Bones Broke Through Consumers’ Perceptual Screens by Crazy Bones Broke Through Consumers’ Perceptual Screens by Hiring Vendors Who Sold Crazy Bones to Children on School Grounds Hiring Vendors Who Sold Crazy Bones to Children on School Grounds in Europe – a Strategy Not Allowed in the U.S.in Europe – a Strategy Not Allowed in the U.S.


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PerceptionsPerceptionsPerceptionsPerceptions

• Subliminal Perception: subconscious receipt of information

Subliminal Perception

Perceptual Screens

© PhotoDisc

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BEHAVIORBEHAVIOR


BEHAVIORBEHAVIOR

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AttitudesAttitudesAttitudesAttitudes

• Attitudes: a person’s enduring favorable or unfavorable evaluations, emotional feelings, or action tendencies toward some object or data

• Attitude components: include the cognitive, affective, and behavioral

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• Marketers have two choices to lead prospective buyers to adopt a favorable attitude toward their product:• Attempt to produce consumer attitudes that

will motivate the purchase of a particular product

• Evaluate existing consumer attitudes and then make the product characteristics appeal to them

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Modifying the Components of Attitude• Attitudes frequently change in response to

inconsistencies among the three components• The most common inconsistencies results when

new information changes the cognitive or affective components of an attitude

• Marketers can work to modify attitudes by providing evidence of product benefits and by correcting misconceptions

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Figure 9.9: Modifying Consumer Attitudes

Figure 9.9: Modifying Consumer Attitudes

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Taster’s Choice

Offering a Free Sample to Change Attitudes About Instant Coffee

Taster’s Choice

Offering a Free Sample to Change Attitudes About Instant Coffee


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BEHAVIORBEHAVIOR


BEHAVIORBEHAVIOR

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LearningLearningLearningLearning

• Learning: an immediate or expected change in behavior as a result of experience

• Drive: strong stimulus that impels action• Cue: any object in the environment that

determines the nature of a consumer’s response to a drive

• Reinforcement: reduction in a drive that results from an appropriate consumer response

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Figure 9.10: Reinforcing a Buying Behavior

Figure 9.10: Reinforcing a Buying Behavior

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Lands’ End Overcomes Reluctance to Purchase Clothing by Mail-Lands’ End Overcomes Reluctance to Purchase Clothing by Mail-order With Many Helpful Features Like Their “Library” on Its Websiteorder With Many Helpful Features Like Their “Library” on Its WebsiteLands’ End Overcomes Reluctance to Purchase Clothing by Mail-Lands’ End Overcomes Reluctance to Purchase Clothing by Mail-order With Many Helpful Features Like Their “Library” on Its Websiteorder With Many Helpful Features Like Their “Library” on Its Website


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LearningLearningLearningLearningApplying Learning Theory to Marketing Decisions• Shaping: process of applying a series of

rewards and reinforcements to permit more complex behavior to evolve over time

© PhotoDisc

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Prego

Using a Discount Coupon to Shape Behavior

Prego

Using a Discount Coupon to Shape Behavior


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BEHAVIORBEHAVIOR


BEHAVIORBEHAVIOR

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Self-Concept TheorySelf-Concept TheorySelf-Concept TheorySelf-Concept Theory• Self-Concept: person’s multifaceted picture

of himself or herself, composed of the real self, self-image, looking-glass self, and ideal self

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THE CONSUMER THE CONSUMER DECISION PROCESSDECISION PROCESSTHE CONSUMER THE CONSUMER DECISION PROCESSDECISION PROCESS

Figure 9.11: An Integrated Model of the Consumer Decision Process

Figure 9.11: An Integrated Model of the Consumer Decision Process


• Consumers complete a step-by-step process when making purchase decisions

• High-involvement purchase decisions are those with high levels of potential social or economic consequences

• Low-involvement decisions are routine purchases that pose little risk to the consumer

SearchSearch

Alternative Alternative EvaluationEvaluation

Purchase Purchase DecisionDecision

Purchase Purchase ActAct

Post-Post-purchase purchase EvaluationEvaluation

Problem Problem Opportunity Opportunity RecognitionRecognition

THE CONSUMER DECISION PROCESSTHE CONSUMER DECISION PROCESSTHE CONSUMER DECISION PROCESSTHE CONSUMER DECISION PROCESS

© PhotoDisc



• Consumer becomes aware of a significant discrepancy between the existing situation and the desired situation

• Motivates the individual to achieve the desired state of affairs


© PhotoDisc

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Don’t Have a Clue Where to Start? The U.S. Government Don’t Have a Clue Where to Start? The U.S. Government Maintains a Website That Serves As a Gateway for Consumer Maintains a Website That Serves As a Gateway for Consumer Information Resources That Many Consumers Find HelpfulInformation Resources That Many Consumers Find Helpful

Don’t Have a Clue Where to Start? The U.S. Government Don’t Have a Clue Where to Start? The U.S. Government Maintains a Website That Serves As a Gateway for Consumer Maintains a Website That Serves As a Gateway for Consumer Information Resources That Many Consumers Find HelpfulInformation Resources That Many Consumers Find Helpful


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““BotSpot” Provides Information on Intelligent or Shopping BotSpot” Provides Information on Intelligent or Shopping Agents (Robots) That Aid in Shopping on the Internet.Agents (Robots) That Aid in Shopping on the Internet.““BotSpot” Provides Information on Intelligent or Shopping BotSpot” Provides Information on Intelligent or Shopping Agents (Robots) That Aid in Shopping on the Internet.Agents (Robots) That Aid in Shopping on the Internet.




• Consumer gathers information related to their attainment of the desired state of affairs

• Identifies alternative means of problem solution

• May cover internal or external sources of information

• Brands that a consumer actually considers buying before making a purchase decision are known as the evoked set

SearchSearch


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Powerstreet

Print Advertisement Using Advertisement Using Penn and Teller to Attempt to Penn and Teller to Attempt to Bring Fidelity Powerstreet into Bring Fidelity Powerstreet into Consumers’ Evoked SetConsumers’ Evoked Set

Powerstreet

Print Advertisement Using Advertisement Using Penn and Teller to Attempt to Penn and Teller to Attempt to Bring Fidelity Powerstreet into Bring Fidelity Powerstreet into Consumers’ Evoked SetConsumers’ Evoked Set



Evoked Set Evoked Set ModelModel

All All BrandsBrands







Unknown Unknown BrandsBrands


Known Known Brands Brands











OverlookedOverlookedBrandsBrands


UnacceptableUnacceptableBrandsBrands


AcceptableAcceptableBrandsBrands


EvokedEvokedSetSet

EvokedEvokedSetSet
















Rejected Rejected Brands Brands

Rejected Rejected Brands Brands

PurchasedPurchasedBrandBrand

PurchasedPurchasedBrandBrand

EvokedEvokedSetSet

EvokedEvokedSetSet

InertInertSetSet

InertInertSetSet




• Consumer evaluates the evoked set• Actually, it’s difficult to completely

separate the second and third steps, since some evaluation takes place as the search progresses

• Outcome of the evaluation stage is the choice of a brand or product (or possibly a decision to renew the search)

• Evaluative criteria: features that a consumer considers in choosing a model alternatives

• Evaluative criteria are important in this stage

SearchSearch



© PhotoDisc

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Figure 9.12: An Attempt to Influence Evaluative Criteria

Figure 9.12: An Attempt to Influence Evaluative Criteria

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During the Decision Making Stage, Some Consumers Look to the During the Decision Making Stage, Some Consumers Look to the U.S. Government’s Consumer Information Center for GuidanceU.S. Government’s Consumer Information Center for GuidanceDuring the Decision Making Stage, Some Consumers Look to the During the Decision Making Stage, Some Consumers Look to the U.S. Government’s Consumer Information Center for GuidanceU.S. Government’s Consumer Information Center for Guidance


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More and More Frequently, Consumers are Using Website’s like More and More Frequently, Consumers are Using Website’s like Crutchfield Electronics' “Info Center” to Help Make Buying Crutchfield Electronics' “Info Center” to Help Make Buying DecisionsDecisions

More and More Frequently, Consumers are Using Website’s like More and More Frequently, Consumers are Using Website’s like Crutchfield Electronics' “Info Center” to Help Make Buying Crutchfield Electronics' “Info Center” to Help Make Buying DecisionsDecisions


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During the Decision Making Stage, Consumer World Can During the Decision Making Stage, Consumer World Can Prove to Be a Useful ToolProve to Be a Useful ToolDuring the Decision Making Stage, Consumer World Can During the Decision Making Stage, Consumer World Can Prove to Be a Useful ToolProve to Be a Useful Tool




• Consumers tend to choose outlets by considering such characteristics as location, price, assortment, personnel, store image, physical design, and services

• Some choose the convenience of in-home shopping

• Increasingly, the www is the outlet of choice for many consumers

SearchSearch





© PhotoDisc



• After the purchase, consumers are either satisfied or experience post-purchase anxiety

• Post-purchase anxiety that results from an imbalance among an individual’s knowledge, beliefs, and attitudes is called cognitive dissonance

SearchSearch




Post-Post-purchase purchase EvaluationEvaluation


© PhotoDisc

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Figure 9.13: Relieving Cognitive Dissonance

Figure 9.13: Relieving Cognitive Dissonance

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Classifying Consumer Problem-Classifying Consumer Problem-Solving ProcessesSolving ProcessesClassifying Consumer Problem-Classifying Consumer Problem-Solving ProcessesSolving Processes

Routinized Response Behavior

• Purchases made routinely by choosing a preferred brand or one of a limited group of acceptable brands

• Examples: regular brand of a soft drink, orange juice, or alkaline batteries

© PhotoDisc

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• Situation where the consumer has previously set evaluative criteria for a particular kind of purchase but then encounters a new, unknown brand or item

• Example: Consumer considers trying a new brand of shampoo or selects a roast for a special dinner

Limited Problem Solving

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• Results when brands are difficult to categorize or evaluate

• High-involvement purchase decisions usually require extended problem solving

• Example: purchase of a new car, new home, or baby furniture

Limited Problem Solving

Extended Problem Solving

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CONSUMER BEHAVIOR: STRATEGIC CONSUMER BEHAVIOR: STRATEGIC IMPLICATIONSIMPLICATIONSCONSUMER BEHAVIOR: STRATEGIC CONSUMER BEHAVIOR: STRATEGIC IMPLICATIONSIMPLICATIONS

• Understanding consumer behavior can help :• Design a more efficient marketing strategy• Persuade consumers to retain a brand in

their evoked set• Understand that more than one person is

often involved in the decision process . . . and help to incorporate the implications of this into strategic and operational decisions

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As Described in the Book, Townsley Cosmetics Has Used Its As Described in the Book, Townsley Cosmetics Has Used Its Knowledge of the Consumer Decision Process to Develop a Very Knowledge of the Consumer Decision Process to Develop a Very Effective Marketing Strategy for Preteen GirlsEffective Marketing Strategy for Preteen Girls

As Described in the Book, Townsley Cosmetics Has Used Its As Described in the Book, Townsley Cosmetics Has Used Its Knowledge of the Consumer Decision Process to Develop a Very Knowledge of the Consumer Decision Process to Develop a Very Effective Marketing Strategy for Preteen GirlsEffective Marketing Strategy for Preteen Girls


Copyright © 2001 by Harcourt, Inc. All rights reserved. 9-1 CHAPTER NINE INTERPERSONAL DETERMINANTS...

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Transcript of Copyright © 2001 by Harcourt, Inc. All rights reserved. 9-1 CHAPTER NINE INTERPERSONAL DETERMINANTS...