Perspectives on Consumer Behavior

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Perspectives onConsumer Behavior
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Consumer Decision Making
Decision Stage
Psychological Process
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Sources of Problem Recognition
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Ads Help Consumers Recognize Problems
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Maslows Hierarchy of Needs
Self-actualization needs (self-development,
realization)
Esteem needs (self-esteem, recognition, status)
Esteem needs (self-esteem, recognition, status)
Social needs (sense of belonging, love)
Social needs (sense of belonging, love)
Safety needs (security, protection)
Safety needs (security, protection)
Physiological needs (hunger, thirst)
Physiological needs (hunger, thirst)
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Nurturance, Love and Belonging
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Freudian Psychoanalytic Approach
Symbolic meanings
Strong inhibitions
Subconscious Mind
Surrogate behaviors
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Probing the Minds of Consumers
In-depth Interviews
Association tests
Focus groups
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MR Not All Positive or All Negative
Pros
Cons
Qualitative results from very small samples
Reveals hidden feelings, drives and fears
Motivation Research
Varying, subjective interpretations
Highlights importance of symbolic factors
Shifts attention from what to how and why
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Sexy Ads Get Noticed
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Go Daddy Knows Sex Sells
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Information Search
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The Selective Perception Process
Selective exposure
Selective exposure
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Using Color to Focus Attention
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Evaluation of Alternatives
Brand B
Brand E
Brand I
Brand F
Brand M
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Kelly is All the Tire You Need
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Two Forms of Evaluative Criteria
Evaluative Criteria
Objective
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Different Perspectives Marketers View
Traction okay?
Too pricy?
Enough power?
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Different Perspectives Consumers View
Will the neighbors be impressed with my lawn?
How does it cut the taller grass?
How close can I get to the shrubs?
Is it going to be as fun to use later this summer?
Will it pull that little trailer I saw at the
store?
Will I enjoy having more time for golf?
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Test Your Knowledge
_____ is a construct that represents an
individual's overall feelings or evaluation of an
object and is viewed as a learned predisposition
to respond towards it. A) A motive B) A need
C) Perception D) An attitude E) A decision
rule
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Consumer Attitudes Focus on Objects
Products
Individuals
Brands
Attitudes Toward
Media
Companies
Retailers
Organizations
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Ways to Change Attitudes
Change beliefs about an important attribute
Change beliefs about an important attribute
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Adding Attributes Changes Attitudes
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Purchase Decision and Evaluation
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How Consumers Learn
Conditioning
Thinking
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Classical Conditioning Process
Unconditioned stimulus (grapes)
Unconditioned stimulus (grapes)
Association develops through contiguity and
repetition
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Classical Conditioning for Cosmetics
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Instrumental Conditioning Process
Behavior (consumer uses product or service)
Behavior (consumer uses product or service)
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External Influences on Consumer Behavior
Subculture
Subculture
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Subcultural Ads Appeal to Shared Beliefs, Values
and Norms