ADPRAC 3 - Lecture 2

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Perspectives on

Consumer Behavior

Perspectives on

Consumer 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


Decision StageDecision Stage Psychological ProcessPsychological Process

Alternative evaluation Attitude formation

Information search Perception

Problem recognition Motivation



Out of Stock

Sources of Problem Recognition


Dissatisfaction New Needsor Wants

Related ProductPurchase

Market-InducedRecognition

NewProducts



Ads Help Consumers Recognize Problems


*Click outside of the video screen to advance to the next slide



Safety needs (security, protection)

Social needs (sense of belonging, love)

Esteem needs (self-esteem, recognition,

status)

Self-actualization needs (self-development, realization)

Physiological needs (hunger, thirst)

Maslow¶s Hierarchy of Needs


Safety needs (security, protection)

Social needs (sense of belonging, love)

Esteem needs (self-esteem, recognition,

status)

Physiological needs (hunger, thirst)



Nurturance, Love and Belonging




Stronginhibitions

Symbolicmeanings

SurrogatebehaviorsSurrogatebehaviors

Symbolicmeanings

Stronginhibitions

Complex andunclear motives

Freudian Psychoanalytic Approach


SubconsciousMind



In-depthinterviews

Associationtests

Focus groupsProjectivetechniques

In-depthInterviews

Associationtests

Focus groups

Probing the Minds of Consumers




Test Your Knowledge


Critics of psychoanalytic theory believe any resultsfrom motivation research are unusable because:

A) results are unpredictableB) the theory is too responsive to external

environmental stimuliC) the research requires the use of very

large samplesD) the theory is too vagueE) the research is too structured



Highlightsimportance of

symbolic factors

Reveals hiddenfeelings, drives

and fears

Shifts attentionfrom ³what´ to

³how´ and ³why´

Varying,subjective

interpretations

Qualitative resultsfrom very small

samples

Difficult orimpossible to

verify or validate

Varying,subjective

interpretations

Qualitative resultsfrom very small

samples

Shifts attentionfrom ³what´ to

³how´ and ³why´

Highlightsimportance of

symbolic factors

Reveals hiddenfeelings, drives

and fears

³MR´ Not All Positive or All Negative


MotivationResearch

ProsPros ConsCons



Sexy Ads Get Noticed




Go Daddy Knows Sex Sells





Information Search


Personalsources



Selective retention

Selective comprehension

Selective attention

Selective exposure

Selective comprehension

Selective attention

Selective exposure

The Selective Perception Process




Using Color to Focus Attention




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



Kelly is All the Tire You Need





ObjectiveObjective

Two Forms of Evaluative Criteria


Evaluative Criteria

Price

WarrantyService

Style

Appearance

Image

Subjective



Different Perspectives: Marketer¶s View


Enoughpower?

Tractionokay?

Toopricy?

Product is seenas a bundle of attributes or

characteristics.



Product Is Seen AsProduct Is Seen AsA Set of OutcomesA Set of Outcomes

FunctionalFunctional

Different Perspectives: Consumer¶s View


How does it cutthe taller grass?

How close can I

get to theshrubs?

Will the neighbors

be impressed withmy lawn?

Is it going to be asfun to use later this

summer?

Will I enjoy havingmore time for golf?

Will it pullthat

little trailer I saw at the

store?

Psychological



Test Your Knowledge


_____ is a construct that represents an individual's

overall feelings or evaluation of an object and isviewed as a learned predisposition to respond towardsit.

A) A motiveB) A need

C) PerceptionD) An attitudeE) A decision rule



Individuals Products

Brands

Companies

OrganizationsRetailers

MediaMedia

Retailers Organizations

Companies

Brands

ProductsIndividuals

Ads

Consumer Attitudes Focus on Objects


AttitudesToward:



Change perceptions or beliefs abouta competing brand

Add a new attribute to theattitude formation mix

Change perceptions of the

value of an attribute

Change beliefs about an important attribute

Add a new attribute to theattitude formation mix

Change perceptions of the

value of an attribute

Change beliefs about an important attribute

Ways to Change Attitudes




Adding Attributes Changes Attitudes




Purchase Decision and Evaluation


Integration

processes

Pre-evaluation

Heuristics

Affectreferral

decision rule

Decision

Purchase

intention

Brand loyalty

Postevaluation

Satisfaction

Cognitivedissonance

Dis-satisfaction



Conditioning

Based on

conditioning

through

association or

reinforcement

Thinking

Intellectual

evaluation

comparing

attributes with

values

ConditioningThinking

How Consumers Learn


Modeling

Based on

emulation

(copying) of

respected

examples



Unconditionedstimulus(grapes)

Conditionedstimulus(Lancôme

moisturizer)

Unconditionedresponse

(fresh and moist)

Unconditionedstimulus(grapes)

Conditionedstimulus(Lancôme

moisturizer)

Unconditionedresponse

(fresh and moist)

Classical Conditioning Process


A ssociation develops through A ssociation develops throughcontiguity and repetitioncontiguity and repetition

Conditionedresponse

(fresh and moist)



Classical Conditioning for Cosmetics




Increase or decreasein probability of repeat behavior

(purchase)

Positive or negativeconsequences occur

(reward orpunishment)

Positive or negativeconsequences occur

(reward orpunishment)

Instrumental Conditioning Process


Behavior

(consumer usesproduct or service)

Behavior

(consumer usesproduct or service)



Test Your Knowledge


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 thefollowing theories states that this is an appropriateway to shape consumer behavior?

A) psychoanalytical theory

B) cognitive theoryC) reinforcement theoryD) affective modelingE) operant conditioning



Purposive behavior

Insight

Goal achievement

Goal

Insight

Purposive behavior

Goal

Cognitive Learning Process




Culture

Subculture

Social class

Referencegroups

Situationaldeterminants

Culture

Subculture

Social class

Referencegroups

External Influences on Consumer Behavior




Subcultural Ads Appeal to SharedBeliefs, Values and Norms


ADPRAC 3 - Lecture 2

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