Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin

04

Perspectives on

Consumer Behavior

Consumer Decision Making

Decision Stage Psychological Process

Learning Post-purchase evaluation

Problem recognition Motivation

Information search Perception

Alternative evaluation Attitude formation

Purchase decision Integration

4-2

Sources of Problem Recognition

Out of Stock Dissatisfaction New Needs or Wants

Related Products, Purchases

Market-Induced Recognition

New Products

4-3

Maslow’s Hierarchy of Needs

Social needs

(sense of belonging, love)

Safety needs

(security, protection)

Physiological needs

(hunger, thirst)

Esteem needs

(self-esteem,

recognition, status)

Self-

actualization

needs

(self-development

and realization)

4-4

Freudian Psychoanalytic Approach

Strong inhibitions

Symbolic meanings

Surrogate behaviors

Complex and unclear motives

Subconscious Mind

4-5

The Perception Process

Receive

Select

Organize

Interpret

4-6

What is a sensation?

Immediate,

direct response

of the senses

Taste

Smell

Sight

Touch

Hearing

4-7

The Selective Perception Process

Selective Retention

Selective Comprehension

Selective Attention

Selective Exposure

4-8

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 I

Brand M

Brand F

4-9

Two Forms of Evaluation Criteria

Evaluative Criteria

Objective

Price

Warranty

Service

Style

Appearance

Image

Subjective

4-10

Consumers Have Many Attitudes

Individuals Products

Brands

Companies

Organizations Retailers

Media

Ads

Attitudes Toward

4-11

Ways to Change Attitudes

Change perceptions or beliefs about a competing brand

Add a new attribute to the attitude formation mix

Change perceptions of the value of an attribute

Change beliefs about an important attribute

4-12

The Decision Process

Integration processes

Pre-evaluation

Heuristics

Affect referral decision rule

Decision

Purchase intention

Brand loyalty

Post evaluation

Satisfaction

Cognitive dissonance

Dis-satisfaction

4-13

How Consumers Learn

Conditioning

Based on

conditioning

through

association or

reinforcement/

punishment

Thinking

Based on

intellectual

evaluation and

problem

solving

Modeling

Based on

emulation

(copying) of

behavior of

others

4-14

Situational Determinants

Usage

Situation

Purchase

Situation

Communications

Situation

4-15