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Perspectives on Consumer Behavior by Belch & Belch (2015)
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Consumer Behavior Chapter Perspectives Models
1.
Copyright © 2015
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 4 Perspectives on Consumer Behavior
2.
Figure 4.1 -
A Basic Model of Consumer Decision Making Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 2
3.
Problem Recognition
Consumer perceives a need and gets motivated to solve the problem Caused by a difference between consumer’s ideal state and actual state Sources Out of stock Dissatisfaction, new needs or wants New products, related products or purchases Marketer-induced problem recognition Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 3
4.
Figure 4.2 -
Maslow’s Hierarchy of Needs Self-actualization 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) Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 4
5.
Psychoanalytic Theory
Influenced modern psychology and explanations of motivation and personality Applied to the study of consumer behavior Deep motives can only be determined by probing the subconscious Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 5
6.
Figure 4.3 -
Some of the Marketing Research Methods Used to Probe the Mind of the Consumer Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 6
7.
Perception Processes Sensation
• Immediate, direct response of the senses to a stimulus Selecting information • Internal psychological factors determine what one focuses on and/or Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. ignores Interpreting the information • Organizing, and categorizing information is influenced by: • Internal psychological factors • The nature of the stimulus Selective perception • Results from the high number and complexity of the marketing stimuli a person is exposed to 7
8.
Selective Perception Process
• Consumers choose whether or not to make themselves available to information Selective attention Selective comprehension Selective retention Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Selective exposure • Consumer chooses to focus attention on certain stimuli while excluding others • Consumers interpret information on the basis of their own attitudes, beliefs, motives, and experiences • Consumers do not remember all the information they see, hear, or read even after attending to and comprehending it • Mnemonics: Symbols, rhymes, associations, and images that assist in the learning and memory process 8
9.
Alternative Evaluation
Comparing the brands one has identified as being capable of: Solving the consumption problem Satisfying the needs or motives that initiated the decision process Evoked set - Subset of all the brands of which the consumer is aware Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Size depends on the: Importance of the purchase Time and energy spent comparing alternatives 9
10.
Evaluative Criteria and
Consequences Evaluative criteria: Dimensions or attributes of a product that are used to compare different alternatives Objective or subjective Viewed as product or service attributes Functional consequences: Concrete outcomes of product or service usage Tangible and directly experienced by consumers Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 10
11.
Evaluative Criteria and
Consequences Psychosocial consequences: Abstract outcomes that are more intangible, subjective, and personal Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Subprocesses Process by which consumer attitudes are created, reinforced, and changed Decision rules or integration strategies used to compare brands and make purchase decisions 11
12.
Attitudes Learned
predispositions to respond to an object Theoretically summarize a consumer’s evaluation of an object Represent positive or negative feelings and behavioral tendencies Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 12
13.
Attitude Change Strategies
Changing the strength or belief rating of a brand on an important attribute Changing consumers’ perceptions of the importance or value of an attribute Adding a new attribute to the attitude formation process Changing perceptions of belief ratings for a competing brand Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 13
14.
The Decision Process
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Pre-evaluation Integration process Heuristics Affect referral decision rule Decision Purchase intention Brand Loyalty Post evaluation Satisfaction Dis-satisfaction Cognitive dissonance 14
15.
Figure 4.6 -
The Classical Conditioning Process Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 15
16.
Figure 4.7 -
Instrumental Conditioning in Marketing Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 16
17.
Figure 4.8 -
Application of Shaping Procedures in Marketing Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 17
18.
Figure 4.9 -
The Cognitive Learning Process Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 18
19.
Environmental Influences on
Consumer Behavior • Complexity of learned meanings, values, norms, and customs shared by members of a society Subcultures Social class Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Culture • Smaller segments within a culture, whose beliefs, values, norms, and patterns of behavior set them apart from the larger cultural mainstream • Homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviors can be grouped 19
20.
Environmental Influences on
Consumer Behavior • Group whose presumed perspectives or values are being used by an individual as the basis for his or her judgments, opinions, and actions Situational determinants Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Reference group • Specific situation in which consumers plan to use the product or brand directly affects their perceptions, preferences, and purchase behaviors • Types - Usage, purchase, and communications situation 20
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