Chapter 6Consumer Behavior

Chapter 6Consumer Behavior

Chapter 6 slides for Marketing for Pharmacists, 2nd Edition

Learning ObjectivesLearning ObjectivesDescribe the steps associated with

consumer decision-making.Delineate how each step influences the

choices consumers make.Discuss how risk, involvement, control,

and expectations affect consumers’ decision-making.

Give a general description of the following models of health behavior: health belief model, theory of reasoned action, theory of planned behavior, transtheoretical model.

Consumer (Patient) BehaviorConsumer (Patient) Behavior

Understanding consumer behavior is necessary in pricing, merchandising, advertising, personal selling, designing services, and so on.

It helps in knowing who, what, when, where, and how to market.e.g., diabetes management clinic

The aim of marketing is to know The aim of marketing is to know and understand the customer so and understand the customer so well the product or service fits well the product or service fits

him and sells itself.him and sells itself.

The aim of marketing is to know The aim of marketing is to know and understand the customer so and understand the customer so well the product or service fits well the product or service fits

him and sells itself.him and sells itself.

Peter F. Drucker

Frameworks for Understanding Consumer Behavior

Frameworks for Understanding Consumer Behavior

Economic man

Social influences

Personal influences

Consumer Purchase SituationsConsumer Purchase Situations

Types ofConsumer Decisions

New Repeat

ExtendedProblem Solving

LimitedProblem Solving

ExtendedProblem Solving

LimitedProblem Solving

First ChoiceOf ImportantProduct or Service

Impulse Decisions Habitual Choices,Brand Loyalty

Variety Seeking,Dissatisfaction withCurrent Choice

Problem SolvingProblem Solving

Extended problem solvingNew, high-risk, complex

Limited problem solvingRoutine, low-risk

Determines attention and receptivity to information

Need RecognitionNeed Recognition

Information SearchInformation Search

Alternative EvaluationAlternative Evaluation

ChoiceChoice

EvaluationEvaluation

Consumer Decision Process

Consumer Decision Process

Need RecognitionNeed Recognition

Information SearchInformation Search

Alternative EvaluationAlternative Evaluation

ChoiceChoice

EvaluationEvaluation

PrepurchaseStage

ConsumptionStage

PostpurchaseEvaluation Stage

Consumer Decision Process

Consumer Decision Process

Consumer Decision ProcessConsumer Decision Process

Need recognition (arousal, interest, desire)CommercialSocialPhysical

Information searchInternal External

Consumer Decision ProcessConsumer Decision ProcessAlternative evaluation

Cognitive versus emotionalSalient (important) versus determinant

criteriaConsumption

Choice of vendor, channel of distribution, product

Decision rules: cutoffs, overall utilityPostpurchase

Satisfaction versus cognitive dissonance

Need Need Recognition

Information Search Search

Alternative Alternative Evaluation

Choice

Evaluation

PrepurchaseStage

ConsumptionStage

PostpurchaseEvaluation Stage

How might How might pharmacists pharmacists influence the influence the decision decision processprocessfor seeking for seeking treatment for treatment for diabetes?diabetes?

Variables Affecting Consumer DecisionsVariables Affecting

Consumer Decisions

Risk (e.g., diabetes)Risk (e.g., diabetes)

FinancialPerformancePhysicalSocialPsychological

Dimensions: severity andlikelihood

Dimensions: severity andlikelihood

Involvement (i.e., perceived importance)

Involvement (i.e., perceived importance)

Affects information search and processing and ability to be persuaded

Necessary for thoughtful behavior (extended problem solving)

Influenced byPersonal relevanceObject consideredSituation

Customizing services to patient involvement (e.g., diabetes)

Customizing services to patient involvement (e.g., diabetes)

Assess patient involvementFor highly involved, greater information can

be provided.For less highly involved, provide simple,

short, repetitive messages.

Enhance involvement through education and reducing distractions.

Tell me and I'll forget. Show me and I'll remember. Involve me and I'll understand.

- Confucius (famous Chinese marketer)

Perception of controlPerception of control

Lack of perceived control leads to stress and frustration.

Enhance feelings of controlProvide information about what is

going on.Give control through self-service

and choice.Make service experiences as consistent

and predictable as possible.

Health Behavior Models

Health Behavior Models

commonly used in

pharmacy practice

For counseling and intervention

strategies

For counseling and intervention

strategies

Health belief modelHealth belief model

• Patient health behaviors are determined by

• The degree to which a patient perceives a particular health threat

• Whether the patient believes the particular behavior will reduce the threat.

Kehoe WA, Katz RC. Health Behaviors and Pharmacotherapy. Ann Pharmacotherapy 1998;32:1076-1085.

Ried LD, Christensen DB. A Psychosocial Perspective in the Explanation of Patients’ Drug-Taking Behavior. Soc Sci Med 1988; 27(3): 277-285.

Health belief modelHealth belief model

Actions are directly related toA patient’s feelings of susceptibility to a diseaseConcern about worsening of the diseaseA belief that the disease will get better with

treatmentThe patient’s assessment of risks versus benefits

Stimulus that motivates the patientInternal: signs and symptoms of diseaseExternal: personal pressure from family or medical

professionals

Nagy VT, Wolfe GR. Cognitive Predictors of Compliance in Chronic Disease Patients. Med Care 1984; 22:912-921.

Kehoe WA, KatzRC. Health Behaviors and Pharmacotherapy. Ann Pharmaco 1998;32:1076-1085.

Health belief modelHealth belief model

Perceived Susceptibilityor Seriousness

Perceived Threat

Cues to Action•Education•Symptoms•Media

Age, Sex, Ethnicity Personality, Knowledge

Socioeconomics

Likelihood ofTaking Action

Theory of reasoned actionTheory of reasoned action

Beliefs,Importance

Expectations,,ImportanceImportance

IntentionsTo Act

ActualBehavior

SubjectiveNorm

AttitudeAttitude

Transtheoretical modelTranstheoretical modelStates that people progress through

five stages when changing a behavior.These stages identify one’s

motivational and behavioral readiness for change.

The success of behavior-changing strategies depends on what stage a person is in.

Stages of changeStages of change

Stage 1: PrecontemplationNo intention of changing in foreseeable

futureEfforts to get person to make immediate

change will likely meet resistance

Stage 2: Contemplation

Intention to change in foreseeable future but unwilling to act yet

Stages of changeStages of change

Stage 3: PreparationHave begun to take small steps toward

change in very near future

Stage 4: ActionHave successfully made change in past

6 months

Stage 5: MaintenanceChange more than 6 months ago

Decisional balanceDecisional balance

Pros (Benefits of change)

Cons (Negatives of change)

Pre-contemplators and Contemplators

Decisional balanceDecisional balance

Pros (Benefits of change)

Cons (Negatives of change)

, Action, Maintenance Preparation

Important pointsImportant points

On average, 40-60% of people in the process of change are in stage 1 or 2.

Many change efforts attempt to change behavior of people who are not ready to take action (stage 1 or 2). The result is resistance and relapse.

Making a changeMaking a change

In stages 1 and 2, focus is on negatives of change. Increasing the likelihood of change requiresIncreasing the perceived benefits of changeIncreasing people’s confidence that they are

able to change.Stages 3 to 5 consist primarily of

managing temptations to slide back into previous undesirable behavior.

SummarySummary

Understanding patient behavior is essential to influencing them.

Models of consumer behavior can help pharmacists increase medication adherence, change smoking behavior, communicate health messages, design services, and influence physician prescribing.

Questions?Questions?