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CHAPTER

CONSUMER BEHAVIOR

6

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L E A R N I N G O B J E C T I V E S

Articulate the steps in the consumer buying process.

Describe the difference between functional and psychological needs.

Describe factors that affect information search.

Discuss postpurchase outcomes.

List the factors that affect the consumer decision process.

Describe how involvement influences the consumer decision process.

Consumer Behavior

LO1

LO2

LO3

LO4

LO5

LO6

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The Consumer Decision Process

Post purchasePurchaseAlternative

evaluationInformation

searchNeed

recognition

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Need Recognition

Functional needs

Psychological needs

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BIS

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Sto

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Search for Information

Internal Search for Information

External Search for Information

Courtesy of Refinery29.com.

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Factors Affecting Consumers’ Search Process

PerceivedBenefits

PerceivedCosts

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The Locus of Control

Internal Locus of Control = more search activities

External Locus of Control = Fate, external factors

Royalty-Free/CORBIS

©Comstock/JupiterImages

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Actual or Perceived Risk

Performance risk

Financial risk

Social riskPhysiological risk

Psychological risks

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Evaluation of Alternatives: Attribute Sets

Universal

Evoked

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Evaluation of Alternatives: Evaluate Criteria

Evaluative Criteria

Determinant Attributes

What are some of the features of a vacation that would be in your evaluative criteria?

Digital Vision/Getty Images

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Purchase and Consumption

Increase Conversion rate

Reduce real or virtual abandoned carts

Merchandise in stock

Reduce the actual wait time

Handout/MCT/Newscom.

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Post-purchase:

Customer Satisfaction

Dissonance

Customer Loyalty

Undesirable

Consumer

Behavior

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CHECK YOURSELF

1. Name the five stages in the consumer decision process.

2. What is the difference between a need and a want?

3. Distinguish between functional and psychological needs.

4. What are the various types of perceived risk?

5. What are the differences between compensatory and noncompensatory decision rules?

6. How do firms enhance postpurchase satisfaction and reduce cognitive dissonance?

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Factors Influencingthe Consumer Decision Process

• Product• Price• Place• Promotion

Marketing mix

• Motives• Attitudes• Perceptions• Learning• Lifestyle

Psychological factors

• Purchase situation• Shopping situation• Temporal state

Situational factors

• Family• Reference groups• Culture

Social factors

ConsumerDecisionProcess

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CHECK YOURSELF

1. What are the types of needs suggested by Maslow’s Hierarchy of Needs?

2. Which social factors likely have the most influence on (a) the purchase of a new outfit for a job interview and (b) the choice of a college to attend?

3. List some of the tactics stores can use to influence consumers’ decision processes.

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Involvement and Consumer Buying Decisions

High involvement Low involvement

Message (e.g., Ad)

• Greater attention• Deeper processing

• Less attention• Peripheral processing

Developsstrong

attitudesand purchase

intentions

Generates weak

attitudes andincreased use

of cues

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Types of Buying Decisions

Extended Problem Solving

Limited Problem Solving Impulse Buying

Habitual Decision Making

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CHECK YOURSELF

1. How do low versus high involvement consumers process information in an advertisement?

2. What is the difference between extended versus limited problem solving?