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Transcript of 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
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
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
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)
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
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
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
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
Information Search
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketsources
Personalsources
Publicsources
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
© 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
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
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.
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
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
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:
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
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
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
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)
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)
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
Purposive behaviorPurposive behavior
InsightInsight
Goal achievementGoal achievement
GoalGoal
InsightInsight
Purposive behaviorPurposive behavior
GoalGoal
Cognitive Learning Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin