4

Perspectives on
Consumer Behavior

McGraw-Hill/Irwin

Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Consumer Behavior

The process and activities people engage in

when searching for, selecting, purchasing,
using, evaluating, and disposing of
products and services

Appealing to an Active Lifestyle

Consumer Decision Making

Decision-Making

Psychological Process

Problem recognition

Motivation

Information search

Perception

Alternative evaluation

Attitude formation

Purchase decision

Integration

Postpurchase evaluation

Learning

Sources of Problem Recognition

Out
Out of
of Stock
Stock

Dissatisfaction
Dissatisfaction

New
New Needs
Needs
or
or Wants
Wants

Related
Related Products,
Products,
Purchases
Purchases

Market-Induced
Market-Induced
Recognition
Recognition

New
New
Products
Products

Ads help Consumers Recognize Problems

What Prompts New Needs/Wants?

Financial
Financial
Changes
Changes

Employment
Employment
Status
Status

Lifestyle
Lifestyle

Knowledge
Knowledge

Culture
Culture

Personality
Personality

Im in the woods

*Click outside of the video screen to advance to the next slide

Maslows Hierarchy of Needs

Self-actualization
Self-actualization needs
needs (self(selfdevelopment,
development, realization)
realization)
Esteem
Esteem
(self-esteem,
(self-esteem, recognition,
recognition, status)
status)
Social
Social
(sense
(sense of
of belonging,
belonging, love)
love)
Safety
Safety
(security,
(security, protection)
protection)
Physiological
Physiological
(hunger,
(hunger, thirst)
thirst)

Huggies Appeals to Need for Love

Freudian Psychoanalytic Approach

Strong
Strong
inhibitions
inhibitions

Symbolic
Symbolic
meanings
meanings

Subconscious
Subconscious
Mind
Mind

Complex
Complex and
and
unclear
unclear motives
motives

Surrogate
Surrogate
behaviors
behaviors

Probing the Minds of Consumers

In-depth
In-depth
interviews
interviews

Association
Association
tests
tests

Projective
Projective
techniques
techniques

Focus
Focus groups
groups

Test Your Knowledge

Critics of psychoanalytic theory believe any results
from motivation research are unusable because:
A) Results are unpredictable
B) External environmental stimuli exert too
much influence
C) The research requires the use of very
large samples
D) The theory is too vague
E) The research is too structured

The Psychoanalytic Approach

Pros

Cons

Reveals
Reveals hidden
hidden
feelings,
feelings, drives
drives
and
and fears
fears

Qualitative
Qualitative results
results
from
from very
very small
small
samples
samples

Highlights
Highlights
importance
importance of
of
symbolic
symbolic factors
factors

Varying,
Varying,
subjective
subjective
interpretations
interpretations

Shifts
Shifts attention
attention
from
from what
what to
to
how
how and
and why
why

Motivation
Motivation
Research
Research

Difficult
Difficult or
or
impossible
impossible to
to
verify
verify or
or validate
validate

Sexy Ads Get Noticed

Go Daddy Knows Sex Sells

*Click outside of the video screen to advance to the next slide

Information Search
ces
r
u
o
s
nal
Perso

Market so
urces

Pub
lic
Per
so

na
le
xp
eri
en

ce

sou
rce
s

Perception
Marketers want to know
How consumers sense external
information
How they select and use sources of
information
How information is interpreted and
given meaning

The Perception Process

Receive
Select
Organize
Interpret

Using Color to Focus Attention

WE CAN SUM IT UP IN TWO WORDS:

EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH TASTE.
ADMITTEDLY, WERE BAD AT SUMMATION.

There just arent enough adjectives to describe the

straight-from-the-orange taste of Tropicana Pure Premium.

Sensory Advertising

Perfume
Perfume on
on
sidewalks
sidewalks

Microchips
Microchips

Scented
Scented
cards
cards

Product
Product
Samples
Samples

Selecting Information

Interpreting Information

Selective Perception

Selective
Selective exposure
exposure
Selective
Selective attention
attention
Selective
Selective comprehension
comprehension
Selective
Selective retention
retention

Subliminal Perception

Evaluation of Alternatives
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 F

Brand I
Brand M

Evoked Set

Evaluative Criteria
Brand
Brand Evaluation
Evaluation
Objective
Objective
Attributes
Attributes

Subjective
Subjective
Attributes
Attributes

Price
Price
Features
Features

Image
Image
Style
Style

Warranty
Warranty
Service
Service

Performance
Performance

Marketers Evaluative View

Enough
power?

Traction
okay?

Too
pricy?

The product is a
bundle of
attributes or
characteristics

Consumers Evaluative View

How does it cut
tall, thick grass?

How close can

I get to
shrubs?

Will it still be
fun later this
summer?

Will it pull
that
trailer I saw
at the store?

Functional
Functional

Will the
neighbors
be impressed
with
my lawn?

Will I have
more time for
golf?

Product Is Seen As
A Set of Outcomes

Psychological
Psychological

Test Your Knowledge

_____ is considered a learned response to an object,
or an individuals overall feelings toward, or evaluation
of, an object.
A) A motive
B) A need
C) Perception
D) An attitude
E) A decision rule

Multiattribute Attitude Model

Changing Attitudes
Change
Change beliefs
beliefs about
about an
an important
important attribute
attribute

Change
Change perceptions
perceptions of
of the
the
value
value of
of an
an attribute
attribute
Add
Add aa new
new attribute
attribute to
to the
the
attitude
attitude formation
formation mix
mix
Change
Change perceptions
perceptions or
or beliefs
beliefs about
about
aa competing
competing brand
brand

Adding Attributes Changes Attitudes

Purchase Decision and Evaluation

PrePreevaluation
evaluation

Decision
Decision

Post
Post
evaluation
evaluation

Integration
Integration
processes
processes

Purchase
Purchase
intention
intention

Satisfaction
Satisfaction

Brand
Brand loyalty
loyalty

DisDissatisfaction
satisfaction

Heuristics
Heuristics
Affect
Affect referral
referral
decision
decision rule
rule

Cognitive
Cognitive
dissonance
dissonance

Behavioral Learning

Classical Conditioning

Operant (Instrumental) Conditioning

Behavior
Behavior
(consumer
(consumer uses
uses
product
product or
or service)
service)

Positive
Positive or
or negative
negative
consequences
consequences occur
occur
(reward
(reward or
or
punishment)
punishment)

Increase
Increase or
or decrease
decrease
in
in probability
probability of
of
repeat
repeat behavior
behavior
(purchase)
(purchase)

Energizer Understands Operant Conditioning

Test Your Knowledge

A print ad for Chevy Ventura vans contains ten times
more copy than other ads in a recent issue of Better
Homes & Gardens magazine. Which of the following
theories states that this a way to shape consumer
behavior?
A) Psychoanalytical theory
B) Cognitive theory
C) Reinforcement theory
D) Affective modeling
E) Operant conditioning

Cognitive Learning Process

Goal
Goal
Purposive
Purposive behavior
behavior
Insight
Insight
Goal
Goal achievement
achievement

External Influences on Consumer Behavior

Culture
Subculture
Social Class
Reference Group
Situational
determinants

External Influences on Consumer Behavior

Subculture ads
appeal to
shared beliefs,
values, and
norms

Alternative Approaches
New
Methodologies

New
Insights

Individual
Individual
interviews
interviews

Social
Social influences
influences

Participant
Participant
observation
observation

Ethnographies
Ethnographies

Complimentary
Complimentary
Approaches
Approaches

Cultural
Cultural
influences
influences

Environmental
Environmental
influences
influences