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Perspectives on
Consumer Behavior

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

Consumer Decision Making

Decision Stage

Psychological Process

Problem recognition

Motivation

Information search

Perception

Alternative evaluation
Purchase decision
Post-purchase evaluation

Attitude formation
Integration
Learning
4-2

Sources of Problem Recognition

Out
Out of
of Stock
Stock

Dissatisfaction
Dissatisfaction

New
New Needs
Needs
or
or Wants
Wants

Related
Related Products,
Products,
Purchases
Purchases

Market-Induced
Market-Induced
Recognition
Recognition

New
New
Products
Products
4-3

Maslows Hierarchy of Needs

Selfactualization
needs
(self-development
and realization)
Esteem needs
(self-esteem,
recognition, status)
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)

4-4

Freudian Psychoanalytic Approach

Strong
Strong
inhibitions
inhibitions

Symbolic
Symbolic
meanings
meanings

Subconscious
Subconscious
Mind
Mind

Complex and
unclear motives

Surrogate
Surrogate
behaviors
behaviors
4-5

The Perception Process

Receive
Select
Organize
Interpret

4-6

What is a sensation?

Taste

Immediate,
direct response
of the senses

Smell

Hearing

Touch
Sight

4-7

The Selective Perception Process

Selective
Selective Exposure
Exposure

Selective
Selective Attention
Attention

Selective
Selective Comprehension
Comprehension
Selective
Selective Retention
Retention
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 F

Brand I
Brand M
4-9

Two Forms of Evaluation Criteria

Evaluative
Evaluative Criteria
Criteria
Objective
Objective

Subjective
Subjective

Price
Price

Style
Style

Warranty
Warranty

Appearance
Appearance

Service
Service

Image
Image
4-10

Consumers Have Many Attitudes

Individuals
Individuals

Products
Products

Ads
Ads

Media
Media

Brands
Brands

Attitudes
Attitudes
Toward
Toward

Retailers
Retailers

Companies
Companies

Organizations
Organizations
4-11

Ways to Change Attitudes

Change
Change beliefs
beliefs about
about an
an important
important attribute
attribute
Change
Change perceptions
perceptions of
of the
the
value
value of
of an
an attribute
attribute
Add
Add aa new
new attribute
attribute to
to the
the
attitude
attitude formation
formation mix
mix
Change
Change perceptions
perceptions or
or beliefs
beliefs about
about
aa competing
competing brand
brand
4-12

The Decision Process

PrePreevaluation
evaluation

Decision
Decision

Post
Post
evaluation
evaluation

Integration
Integration
processes
processes

Purchase
Purchase
intention
intention

Satisfaction
Satisfaction

Brand
Brand loyalty
loyalty

DisDissatisfaction
satisfaction

Heuristics
Heuristics
Affect
Affect referral
referral
decision
decision rule
rule

Cognitive
Cognitive
dissonance
dissonance
4-13

How Consumers Learn

Thinking
Thinking

Conditioning
Conditioning

Modeling
Modeling

Based
Based on
on
intellectual
intellectual
evaluation
evaluation and
and
problem
problem
solving
solving

Based
Based on
on
conditioning
conditioning
through
through
association
association or
or
reinforcement/
reinforcement/
punishment
punishment

Based
Based on
on
emulation
emulation
(copying)
(copying) of
of
behavior
behavior of
of
others
others

4-14

Situational Determinants

Purchase
Situation
Usage
Situation

Communications
Situation

4-15