Chapter 6

Consumer Behavior

Objectives

Understand basic model of CBUnderstand decision making processAppreciate risk, choice criteria,

satisfaction, dissonanceRecognize influence of individual factorsUnderstand role of culture & subcultureIdentify social class influencesRecognize influence of reference groupsKey aspects of joint decision making

Behavioral Fundamentals:

B = ƒ(P,E)

Personal interaction

Environment

+

Behavior

Environmental ForcesEnvironmental Forces

Individual FactorsIndividual Factors

The Decision Making Process

CultureSub-

cultureSESReference

groups

MotivesPerceptionInformation

processing

FamilySocial values,

norms, rolesSituationsMarketing mix

LearningAttitudesPersonality

Decision Making: Situations

LessInvolvement

MoreInvolvement

RoutineResponseBehavior

RoutineResponseBehavior

LimitedDecisionMaking

LimitedDecisionMaking

ExtensiveDecisionMaking

ExtensiveDecisionMaking

Decision Making Process

Problemrecognition

Decision Making: Problem Recognition &

InvolvementHigh Involvement

Low Involvement

Problemid

Infosearch

Eval Choice

Problemid

Limitedsearch

ChoiceConsumeLimited

Eval

No buy:Stop/Restart

Buy:Consume/Eval

The Decision Making Process

Problemrecognition

Informationsearch

Level of perceived riskPerformance riskFinancial riskPhysical riskSocial riskTime-loss risk

The Decision Making Process

Problemrecognition

Informationsearch

Information SearchInternal searchExternal search

TimeEffortMoney

Decision Making Process

Problemrecognition

Informationsearch

Alternativeevaluation

Choice criteria FeaturesComplexity

PerformancePerformance

Lots of storageLots of storage

Variety ofVariety ofcolorscolors

SafetySafety

Decision Making Process

Problemrecognition

Informationsearch

Alternativeevaluation

Purchasedecision

Post-purchaseconsumption &

evaluation

Purchase satisfaction and dissatisfaction

Cognitive dissonance

Simple model of motivated behavior

Goal-directed

search forincentive

causing

SatisfactionDissatisfaction

yielding

Stimulus acts upon Basic need

creating Motive

resulting in

Responsebehavior

Individual Factors: Maslow’s Hierarchy of

Needs

PhysiologicalPhysiological

SafetySafety

SocialSocial

EsteemEsteem

Self-ActualizationSelf-Actualization

Individual Factors: Perception

Selective perceptionSelective exposureSelective attentionSelective interpretationStimulus factorContextIndividual factor

That fish was at least 8 pounds

“Any change in behavior or cognition resulting from experience or interpretation of experience.”

Individual Factors:Learning

Attitudes

Cognition Affect

Behavior

Attitude

TraditionalTraditional

ModernModern Cognition AffectBehavioralintentions

Individual Influences on the Decision-making

Process

PersonalitySelf concept

the real selfthe ideal self

Interpersonal Influences on the Decision-making

ProcessSocial values,

norms, roleCultureSubcultureSocial classReference

groupsFamilySocial situations

Review

Understand basic model of CBUnderstand decision making processAppreciate risk, choice criteria,

satisfaction, dissonanceRecognize influence of individual factorsUnderstand role of culture & subcultureIdentify social class influencesRecognize influence of reference groupsKey aspects of joint decision making