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Perspectives on
Consumer Behavior

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

 Consumer Decision Making

Decision Stage Psychological Process

Problem recognition Motivation

Information search Perception

Alternative evaluation Attitude formation

Purchase decision Integration

Post-purchase evaluation Learning

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 Sources of Problem Recognition

New
New Needs
Needs
Out
Out of
of Stock
Stock Dissatisfaction
Dissatisfaction or
or Wants
Wants

Related
Related Products,
Products, Market-Induced
Market-Induced New
New
Purchases
Purchases Recognition
Recognition Products
Products
4-3
Maslows 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)

4-4
Freudian Psychoanalytic Approach

Strong
Strong Symbolic
Symbolic
inhibitions
inhibitions meanings
meanings

Subconscious
Subconscious
Mind
Mind

Complex and Surrogate

Surrogate
unclear motives behaviors
behaviors
4-5
The Perception Process

Receive

Select

Organize

Interpret

4-6
 What is a sensation?

Taste Hearing
Immediate,
direct response
of the senses
Smell 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

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 Consumers Have Many Attitudes

Individuals
Individuals Products
Products

Ads
Ads Brands
Brands
Attitudes
Attitudes
Toward
Toward
Media
Media Companies
Companies

Retailers
Retailers Organizations
Organizations

4-11
 Ways to Change Attitudes

Change
Change beliefs
beliefs about
about an
an important
important attribute
attribute

Change
Change perceptions
perceptions ofof 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 mixmix

Change
Change perceptions
perceptions or
or beliefs
beliefs about
about
aa competing
competing brand
brand

4-12
 The Decision Process

Pre-
Pre- Post
Post
Decision
Decision
evaluation
evaluation evaluation
evaluation

Integration
Integration Purchase
Purchase Satisfaction
Satisfaction
processes
processes intention
intention

Dis-
Dis-
Heuristics
Heuristics Brand
Brand loyalty
loyalty satisfaction
satisfaction

Affect
Affect referral
referral
decision Cognitive
Cognitive
decision rule
rule
dissonance
dissonance

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 How Consumers Learn

Thinking
Thinking Conditioning
Conditioning Modeling
Modeling

Based
Based onon Based
Based onon Based
Based on
on
intellectual
intellectual conditioning
conditioning emulation
emulation
evaluation
evaluation and
and through
through (copying)
(copying) of
of
problem
problem association
association oror behavior
behavior of
of
solving
solving reinforcement/
reinforcement/ others
others
punishment
punishment

4-14
 Situational Determinants

Purchase
Situation
Usage Communications
Situation Situation

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