Perspectives onConsumer BehaviorPerspectives onConsumer Behavior

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Information Search Perception

Postpurchase Evaluation Learning

Purchase Decision Integration

Alternative Evaluation Attitude Formation

Problem Recognition Motivation

Purchase Decision Integration

Consumer Decision Making

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Decision StageDecision Stage Psychological ProcessPsychological Process

Alternative Evaluation Attitude Formation

Information Search Perception

Problem Recognition Motivation

Out of StockOut of Stock

Sources of Problem Recognition

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DissatisfactionDissatisfaction New Needsor Wants

New Needsor Wants

Related ProductPurchase

Related ProductPurchase

Market-InducedRecognition

Market-InducedRecognition

NewProducts

NewProducts

Ads Help Consumers Recognize Problems

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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

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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)

Nurturance, Love and Belonging

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StrongInhibitions

StrongInhibitions

SymbolicMeaningsSymbolicMeanings

SurrogateBehaviorsSurrogateBehaviorsSurrogateBehaviorsSurrogateBehaviors

SymbolicMeaningsSymbolicMeanings

StrongInhibitions

StrongInhibitions

Complex and Unclear Motives

Complex and Unclear Motives

Freudian Psychoanalytic Approach

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SubconsciousMind

SubconsciousMind

Depth Interviews

Depth Interviews

Association Tests

Association Tests

Focus GroupsFocus GroupsProjective Methods

Projective Methods

Depth Interviews

Depth Interviews

Association Tests

Association Tests

Focus GroupsFocus Groups

Probing the Minds of Consumers

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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

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Motivation Research

Motivation Research

ProsPros ConsCons

Sexy Ads May Motivate Consumers

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Sexy Ads Get Noticed

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Information Search

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PersonalSources

MarketSourcesPublicSources

PersonalExperience

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

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Combining Color With Black-and-White Is Intended to Gain Attention

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Evaluation of Alternatives

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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

ObjectiveObjectiveObjectiveObjective

Two Forms of Evaluative Criteria

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Evaluative CriteriaEvaluative Criteria

Price

Warranty

Service

Price

Warranty

Service

Style

Appearance

Image

Style

Appearance

Image

SubjectiveSubjective

Different Perspectives: Marketer’s View

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Enoughpower?

Traction okay?

Too pricy?

Product is seenas a bundle ofattributes orcharacteristics.

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

FunctionalFunctionalFunctionalFunctional

Different Perspectives: Consumer’s View

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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

IndividualsIndividuals ProductsProducts

BrandsBrands

CompaniesCompanies

OrganizationsOrganizationsRetailersRetailers

MediaMediaMediaMedia

RetailersRetailers OrganizationsOrganizations

CompaniesCompanies

BrandsBrands

ProductsProductsIndividualsIndividuals

AdsAds

Consumer Attitudes Focus on Objects

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Attitudes Toward: Attitudes Toward:

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

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Adding Attributes Changes Attitudes

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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

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ModelingModeling

Based on emulation

(copying) of respected examples

Based on emulation

(copying) of respected examples

Unconditionedstimulus(waterfall)

Unconditionedstimulus(waterfall)

Conditionedstimulus

(Brita waterfiltration pitcher)

Conditionedstimulus

(Brita waterfiltration pitcher)

Unconditionedresponse

(freshness, purity)

Unconditionedresponse

(freshness, purity)

Unconditionedstimulus(waterfall)

Unconditionedstimulus(waterfall)

Conditionedstimulus

(Brita waterfiltration pitcher)

Conditionedstimulus

(Brita waterfiltration pitcher)

Unconditionedresponse

(freshness, purity)

Unconditionedresponse

(freshness, purity)

Classical Conditioning Process

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Association develops throughAssociation develops throughcontiguity and repetitioncontiguity and repetition

Conditionedresponse

(freshness, purity)

Conditionedresponse

(freshness, purity)

Classical Conditioning for Cosmetics

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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

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Behavior(consumer uses

product or service)

Behavior(consumer uses

product or service)

Behavior(consumer uses

product or service)

Behavior(consumer uses

product or service)

Purposive BehaviorPurposive Behavior

InsightInsight

Goal AchievementGoal Achievement

GoalGoal

InsightInsight

Purposive BehaviorPurposive Behavior

GoalGoal

Cognitive Learning Process

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Culture

Subculture

Social class

Referencegroups

Situations

Culture

Subculture

Social class

Referencegroups

External Influences on Consumers

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Subcultural Ads Appeal to Shared Beliefs, Values and Norms

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