1. 6-1
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
CHAPTER
Consumer
Behavior
6
Copyright © 2014 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

2. 6-2
L E A R N I N G O B J E C T I V E S
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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

3. 6-3
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
The Consumer Decision Process
Post
purchase
Purchase
Alternative
evaluation
Information
search
Need
recognition

4. 6-4
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Need Recognition
Functional needs
Psychological needs
Royalty-Free/CORBIS
©DigitalVision/PunchStock

5. 6-5
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Search for Information
Internal Search
for Information
External Search
for Information
Courtesy of Refinery29.com.

6. 6-6
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Factors Affecting Consumers’
Search Process
Perceived
Benefits
Perceived
Costs

7. 6-7
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
The Locus of Control
Internal Locus of Control = more
search activities
External Locus of Control =
Fate, external factors
Royalty-Free/CORBIS
©Comstock/JupiterImages

8. 6-8
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Actual or Perceived Risk
Performance
risk
Financial risk
Social risk
Physiological
risk
Psychological
risks

9. 6-9
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Evaluation of Alternatives:
Attribute Sets
Universal
Retrieval
Evoked

10. 6-10
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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

11. 6-11
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Purchase and Consumption
Increase
Conversion rate
Reduce real or virtual
abandoned carts
Merchandise in stock
Reduce the
actual wait time
Handout/MCT/Newscom.

12. 6-12
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Post-purchase:
Customer
Satisfaction
Dissonance
Customer
Loyalty

13. 6-13
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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?

14. 6-14
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Factors Influencing
the 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
Consumer
Decision
Process

15. 6-15
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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.

16. 6-16
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Involvement and Consumer
Buying Decisions
High involvement Low involvement
Message (e.g., Ad)
• Greater attention
• Deeper processing
• Less attention
• Peripheral processing
Develops
strong
attitudes
and
purchase
intentions
Generates
weak
attitudes and
increased
use
of cues

17. 6-17
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Types of Buying Decisions
 Extended Problem Solving
 Limited Problem Solving
 Impulse Buying
 Habitual Decision Making
Courtesy Wendy’s International, Inc.

18. 6-18
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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?

19. 6-19
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
An attitude is a person’s enduring evaluation of
his or her feelings about and behavioral
tendencies toward an object or idea.
Glossary

20. 6-20
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Consumer decision rules are the set of criteria
that consumers use consciously or
subconsciously to quickly and efficiently select
from among several alternatives.
Glossary

21. 6-21
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Determinant attributes are product or service
features that are important to the buyer and on
which competing brands or stores are perceived
to differ.
Glossary

22. 6-22
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Evaluative criteria consist of a set of salient, or
important, attributes about a particular product.
Glossary

23. 6-23
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
A consumer’s evoked set comprises the
alternative brands or stores that the consumer
states he or she would consider when making a
purchase decision.
Glossary

24. 6-24
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Extended problem solving occurs during a
purchase decision that calls for a lot of effort
and time.
Glossary

25. 6-25
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Functional needs pertain to the performance of
a product or service.
Glossary

26. 6-26
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Habitual decision making describes a purchase
decision process in which consumers engage
little conscious effort.
Glossary

27. 6-27
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Impulse buying is a buying decision made by
customers on the spot when they see the
merchandise.
Glossary

28. 6-28
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Involvement is the consumer’s degree of interest
in the product or service.
Glossary

29. 6-29
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Limited problem solving occurs during a
purchase decision that calls for, at most, a
moderate amount of effort and time.
Glossary

30. 6-30
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Perception is the process by which we
select, organize, and interpret information to
form a meaningful picture of the world.
Glossary

31. 6-31
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Psychological needs pertain to the personal
gratification consumers associate with a product
and/or service.
Glossary

32. 6-32
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Retrieval sets are the brands or stores that can
be readily brought forth from memory.
Glossary

33. 6-33
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Ritual consumption is a pattern of behaviors
tied to life events that affect what and how we
consume.
Glossary

34. 6-34
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Shopping goods/services are products or
services for which consumers will spend time
comparing alternatives.
Glossary

35. 6-35
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Situational factors are factors specific to the
situation.
Glossary

36. 6-36
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Specialty goods/services are products or
services toward which the customer shows a
strong preference and for which he or she will
expend considerable effort to search for the
best suppliers.
Glossary

37. 6-37
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Universal sets include all possible choices for a
product category.
Glossary