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Consumer Decision Making and Beyond CHAPTER FIFTEEN.
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Transcript of Consumer Decision Making and Beyond CHAPTER FIFTEEN.
Consumer Decision Making
and Beyond
CHAPTERFIFTEEN
Learning Objectives
1. To Understand What a Consumer Decision Is.2. To Understand the Three Levels of Consumer
Decision Making.3. To Understand Four Different Views or
Models of Consumer Decision Making.4. To Understand in Detail the Model of
Consumer Decision Making Originally Introduced in Chapter 1.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2 Chapter Fifteen Slide
Learning Objectives (continued)
5. To Understand the Nature and Scope of Consumer Gift Giving.
6. To Understand the Significance of Consuming and Possessing.
7. To Understand the Need for Relationship Marketing.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 3 Chapter Fifteen Slide
What Would a Pet Owner Need to Know in Order to Make a Decision About Buying Pet Insurance?
4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Do I Need It? How Do I Get More Information?
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Levels of Consumer Decision Making
• Extensive Problem Solving– A lot of information needed– Must establish a set of criteria for evaluation
• Limited Problem Solving– Criteria for evaluation established– Fine tuning with additional information
• Routinized Response Behavior– Usually review what they already know
6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Models of Consumers: Four Views of Consumer Decision Making
• An Economic View• A Passive View• A Cognitive View• An Emotional View
7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Discussion Questions
• How are the four models of consumer decision making similar?
• How do they differ?
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Consumer Decision Making
Figure 15.3
9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Discussion Question
• What types of sociocultural inputs would influence the purchase of a:– Plasma TV– Hybrid vehicle– Sugar-free ice cream
10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Process - Need Recognition
• Usually occurs when consumer has a “problem”
• Need recognition styles– Actual state– Desired state
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 11 Chapter Fifteen Slide
Prepurchase Search
• Begins with internal search and then moves to external search
• The impact of the Internet• There are many factors that increase search– Product factor– Situational factors– Social acceptability– Consumer factors
12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Evaluation of Alternatives
• Evoked set• Criteria used for evaluating brands• Consumer decision rules• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Applying decision rules• Series of decisions• Decision rules and marketing strategy
13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
The Evoked Set Figure 15-5
14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Issues in Alternative Evaluation
• Evoked Set• Criteria used for evaluating brands• Consumer decision rules and their application• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Applying Decision Rules• Series of decisions• Decision rules and marketing strategy
15Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Consumer Decision Rules
• Compensatory– evaluates each brand in terms of each relevant
attribute and then selects the brand with the highest weighted score.
• Noncompensatory– positive evaluation of a brand attribute does not
compensate for a negative evaluation of the same brand on some other attribute
– Conjunctive, disjunctive, or lexicographic
16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Hypothetical Use of Decision RulesTable 15.7
Decision Rule Mental Statement
Compensatory rule I selected the netbook that came out best when I balanced the good ratings against the bad ratings
Conjunctive rule I selected the netbook that had no bad features
Disjunctive rule I picked the netbook that excelled in at least one attribute
Lexicographic rule I looked at the feature that was most important to me and chose the netbook that ranked highest on that attribute
Affect referral rule I bought the brand with the highest overall rating
1717Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Issues in Alternative Evaluation
• Evoked Set• Criteria used for evaluating brands• Consumer decision rules and their application• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Applying Decision Rules• Series of decisions• Decision rules and marketing strategy
18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
The Decision Process for Functionally Illiterate Consumers - Figure 15.6
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 19 Chapter Fifteen Slide
Issues in Alternative Evaluation
• Evoked Set• Criteria used for evaluating brands• Consumer decision rules and their application• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Applying Decision Rules• Series of decisions• Decision rules and marketing strategy
20Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Coping with Missing Information
• Delay decision until missing information is obtained
• Ignore missing information and use available information
• Change the decision strategy to one that better accommodates for the missing information
• Infer the missing information
21Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Issues in Alternative Evaluation
• Evoked set• Criteria used for evaluating brands• Consumer decision rules and their application• Decisions by functionally illiterate population• Going online for decision making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Applying Decision Rules• Series of decisions• Decision rules and marketing strategy
22Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Output of Consumer Decision Making
• Purchase behavior– Trial purchases– Repeat purchases– Long-term commitment
• Postpurchase evaluation
23Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Postpurchase Evaluation
• Actual Performance Matches Expectations– Neutral Feeling
• Actual Performance Exceeds Expectations– Positive Disconfirmation of Expectations
• Performance Is Below Expectations– Negative Disconfirmation of Expectations
24Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Discussion Questions
• What are four ways that consumers reduce postpurchase dissonance?
• How can marketers work to help consumers reduce the dissonance?
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Gifting Behavior
Gifting is an act of symbolic communication, with explicit and implicit meanings ranging from congratulations and love, to regret, obligation, and dominance.
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CIRCUMSTANCES
Personal accomplishmentFeeling downHolidayFeeling stressedHave some extra moneyNeedHad not bought for self in a whileAttainment of a desired goalOthers
MOTIVATIONS
To reward oneselfTo be nice to oneselfTo cheer up oneselfTo fulfill a needTo celebrateTo relieve stressTo maintain a good feelingTo provide an incentive toward a goalOthers
Reported Circumstances and Motivations for Self-Gift Behavior
Table 15.13
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Gifting Relationships - Table 15.14GIFTING RELATIONSHIP
DEFINITION EXAMPLE
Intergroup A group giving a gift to another group
A Christmas gift from one family to another family
Intercategory An individual giving a gift to a group or a group giving a gift to an individual
A group of friends chips in to buy a new mother a baby gift
Intragroup A group giving a gift to itself or its members
A family buys a VCR for itself as a Christmas gift
Interpersonal An individual giving a gift to another individual
Valentine’s Day chocolates presented from a boyfriend to a girlfriend
Intrapersonal Self-gift A woman buys herself jewelry to cheer herself up
28Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Consuming and Possessing
• Consumers find pleasure in possessing, collecting, or consuming
• Products have special meanings and memories
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A Model of ConsumptionFigure 15.11
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Relationship Marketing
Marketing aimed at creating strong,
lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal
connection with the business.
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Relationship Marketing SuccessFigure 15.12
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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
33Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide