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

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

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

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

Perspectives onConsumer BehaviorPerspectives onConsumer Behavior

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 2: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Information search Perception

Postpurchase evaluation Learning

Purchase decision Integration

Alternative evaluation Attitude formation

Problem recognition Motivation

Purchase decision Integration

Consumer Decision Making

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Decision StageDecision Stage Psychological ProcessPsychological Process

Alternative evaluation Attitude formation

Information search Perception

Problem recognition Motivation

Page 3: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Out of StockOut of Stock

Sources of Problem Recognition

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DissatisfactionDissatisfaction New Needsor Wants

New Needsor Wants

Related ProductPurchase

Related ProductPurchase

Market-InducedRecognition

Market-InducedRecognition

NewProducts

NewProducts

Page 4: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Safety needs (security, protection)Safety needs (security, protection)

Social needs (sense of belonging, love)Social needs (sense of belonging, love)

Esteem needs (self-esteem, recognition, status)

Esteem needs (self-esteem, recognition, status)

Self-actualization needs (self-development, realization)

Self-actualization needs (self-development, realization)

Physiological needs (hunger, thirst)Physiological needs (hunger, thirst)

Maslow’s Hierarchy of Needs

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Safety needs (security, protection)Safety needs (security, protection)

Social needs (sense of belonging, love)Social needs (sense of belonging, love)

Esteem needs (self-esteem, recognition, status)

Esteem needs (self-esteem, recognition, status)

Physiological needs (hunger, thirst)Physiological needs (hunger, thirst)

Page 5: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Stronginhibitions

Stronginhibitions

SymbolicmeaningsSymbolicmeanings

SurrogatebehaviorsSurrogatebehaviorsSurrogatebehaviorsSurrogatebehaviors

SymbolicmeaningsSymbolicmeanings

Stronginhibitions

Stronginhibitions

Complex and unclear motives

Complex and unclear motives

Freudian Psychoanalytic Approach

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

SubconsciousMind

SubconsciousMind

Page 6: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

In-depth interviewsIn-depth

interviewsAssociation

testsAssociation

tests

Focus groupsFocus groupsProjective techniquesProjective techniques

In-depth InterviewsIn-depth

InterviewsAssociation

testsAssociation

tests

Focus groupsFocus groups

Probing the Minds of Consumers

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 7: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Critics of psychoanalytic theory believe any results from motivation research are unusable because:

A) results are unpredictable B) the theory is too responsive to external

environmental stimuli C) the research requires the use of very

large samples D) the theory is too vague E) the research is too structured

Page 8: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Highlights importance of

symbolic factors

Highlights importance of

symbolic factors

Reveals hiddenfeelings, drives

and fears

Reveals hiddenfeelings, drives

and fears

Shifts attention from “what” to

“how” and “why”

Shifts attention from “what” to

“how” and “why”

Varying, subjective

interpretations

Varying, subjective

interpretations

Qualitative results from very small

samples

Qualitative results from very small

samples

Difficult or impossible to

verify or validate

Difficult or impossible to

verify or validate

Varying, subjective

interpretations

Varying, subjective

interpretations

Qualitative results from very small

samples

Qualitative results from very small

samples

Shifts attention from “what” to

“how” and “why”

Shifts attention from “what” to

“how” and “why”

Highlights importance of

symbolic factors

Highlights importance of

symbolic factors

Reveals hiddenfeelings, drives

and fears

Reveals hiddenfeelings, drives

and fears

“MR” Not All Positive or All Negative

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Motivation Research

Motivation Research

ProsPros ConsCons

Page 9: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Information Search

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Marketsources

Personalsources

Publicsources

Personalexperience

Page 10: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Selective retentionSelective retention

Selective comprehensionSelective comprehension

Selective attentionSelective attention

Selective exposureSelective exposure

Selective comprehensionSelective comprehension

Selective attentionSelective attention

Selective exposureSelective exposure

The Selective Perception Process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 11: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Evaluation of Alternatives

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

All available brands

Brand A Brand B Brand C Brand D Brand E

Brand F Brand G Brand H Brand I Brand J

Brand K Brand L Brand M Brand N Brand O

Evoked Set of Brands

Brand B Brand E

Brand I

Brand M

Brand F

Page 12: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

ObjectiveObjectiveObjectiveObjective

Two Forms of Evaluative Criteria

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Evaluative CriteriaEvaluative Criteria

Price

Warranty

Service

Price

Warranty

Service

Style

Appearance

Image

Style

Appearance

Image

SubjectiveSubjective

Page 13: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Different Perspectives: Marketer’s View

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Enoughpower?

Traction okay?

Too pricy?

Product is seenas a bundle ofattributes orcharacteristics.

Page 14: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Product Is Seen As Product Is Seen As A Set of OutcomesA Set of Outcomes

FunctionalFunctionalFunctionalFunctional

Different Perspectives: Consumer’s View

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

How does it cutthe taller grass?

How close can Iget to the shrubs?

Will the neighborsbe impressed with

my lawn?

Is it going to be asfun to use later this

summer?

Will I enjoy havingmore time for golf?

Will it pull that

little trailer I saw at the

store?

PsychologicalPsychological

Page 15: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

_____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond towards it.

A) A motive B) A need C) Perception D) An attitude E) A decision rule

Page 16: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

IndividualsIndividuals ProductsProducts

BrandsBrands

CompaniesCompanies

OrganizationsOrganizationsRetailersRetailers

MediaMediaMediaMedia

RetailersRetailers OrganizationsOrganizations

CompaniesCompanies

BrandsBrands

ProductsProductsIndividualsIndividuals

AdsAds

Consumer Attitudes Focus on Objects

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Attitudes Toward: Attitudes Toward:

Page 17: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Change perceptions or beliefs about a competing brand

Change perceptions or beliefs about a competing brand

Add a new attribute to the attitude formation mix

Add a new attribute to the attitude formation mix

Change perceptions of the value of an attribute

Change perceptions of the value of an attribute

Change beliefs about an important attributeChange beliefs about an important attribute

Add a new attribute to the attitude formation mix

Add a new attribute to the attitude formation mix

Change perceptions of the value of an attribute

Change perceptions of the value of an attribute

Change beliefs about an important attributeChange beliefs about an important attribute

Ways to Change Attitudes

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 18: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Purchase Decision and Evaluation

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Integration processes

Integration processes

Pre-evaluation

Pre-evaluation

HeuristicsHeuristics

Affect referral

decision rule

Affect referral

decision rule

DecisionDecision

Purchase intentionPurchase intention

Brand loyaltyBrand loyalty

Post evaluation

Post evaluation

SatisfactionSatisfaction

Cognitive dissonanceCognitive

dissonance

Dis-satisfaction

Dis-satisfaction

Page 19: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

ConditioningConditioning

Based on conditioning

through association or reinforcement

Based on conditioning

through association or reinforcement

ThinkingThinking

Intellectual evaluation comparing

attributes with values

Intellectual evaluation comparing

attributes with values

ConditioningConditioningThinkingThinking

How Consumers Learn

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

ModelingModeling

Based on emulation

(copying) of respected examples

Based on emulation

(copying) of respected examples

Page 20: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Unconditionedstimulus(grapes)

Unconditionedstimulus(grapes)

Conditionedstimulus(Lancôme

moisturizer)

Conditionedstimulus(Lancôme

moisturizer)

Unconditionedresponse

(fresh and moist)

Unconditionedresponse

(fresh and moist)

Unconditionedstimulus(grapes)

Unconditionedstimulus(grapes)

Conditionedstimulus(Lancôme

moisturizer)

Conditionedstimulus(Lancôme

moisturizer)

Unconditionedresponse

(fresh and moist)

Unconditionedresponse

(fresh and moist)

Classical Conditioning Process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Association develops throughAssociation develops throughcontiguity and repetitioncontiguity and repetition

Conditionedresponse

(fresh and moist)

Conditionedresponse

(fresh and moist)

Page 21: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Increase or decrease in probability of repeat behavior

(purchase)

Increase or decrease in probability of repeat behavior

(purchase)

Positive or negativeconsequences occur

(reward or punishment)

Positive or negativeconsequences occur

(reward or punishment)

Positive or negativeconsequences occur

(reward or punishment)

Positive or negativeconsequences 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)

Page 22: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A print ad for Chevy Ventura vans contains about ten times more copy than other ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories states that this is an appropriate way to shape consumer behavior?

A) psychoanalytical theory B) cognitive theory C) reinforcement theory D) affective modeling E) operant conditioning

Page 23: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Purposive behaviorPurposive behavior

InsightInsight

Goal achievementGoal achievement

GoalGoal

InsightInsight

Purposive behaviorPurposive behavior

GoalGoal

Cognitive Learning Process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 24: Perspectives on Consumer Behavior © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Culture

Subculture

Social class

Referencegroups

Situationaldeterminants

Culture

Subculture

Social class

Referencegroups

External Influences on Consumer Behavior

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