Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Perspectives on
Consumer Behavior
4-2
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
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
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 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
4-13
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
4-15