chapter 6 consumer behavior objectives bunderstand basic model of cb bunderstand decision making...
TRANSCRIPT
Chapter 6
Consumer Behavior
Objectives
Understand basic model of CBUnderstand decision making processAppreciate risk, choice criteria,
satisfaction, dissonanceRecognize influence of individual factorsUnderstand role of culture & subcultureIdentify social class influencesRecognize influence of reference groupsKey aspects of joint decision making
Behavioral Fundamentals:
B = ƒ(P,E)
Personal interaction
Environment
+
Behavior
Environmental ForcesEnvironmental Forces
Individual FactorsIndividual Factors
The Decision Making Process
CultureSub-
cultureSESReference
groups
MotivesPerceptionInformation
processing
FamilySocial values,
norms, rolesSituationsMarketing mix
LearningAttitudesPersonality
Decision Making: Situations
LessInvolvement
MoreInvolvement
RoutineResponseBehavior
RoutineResponseBehavior
LimitedDecisionMaking
LimitedDecisionMaking
ExtensiveDecisionMaking
ExtensiveDecisionMaking
Decision Making Process
Problemrecognition
Decision Making: Problem Recognition &
InvolvementHigh Involvement
Low Involvement
Problemid
Infosearch
Eval Choice
Problemid
Limitedsearch
ChoiceConsumeLimited
Eval
No buy:Stop/Restart
Buy:Consume/Eval
The Decision Making Process
Problemrecognition
Informationsearch
Level of perceived riskPerformance riskFinancial riskPhysical riskSocial riskTime-loss risk
The Decision Making Process
Problemrecognition
Informationsearch
Information SearchInternal searchExternal search
TimeEffortMoney
Decision Making Process
Problemrecognition
Informationsearch
Alternativeevaluation
Choice criteria FeaturesComplexity
PerformancePerformance
Lots of storageLots of storage
Variety ofVariety ofcolorscolors
SafetySafety
Decision Making Process
Problemrecognition
Informationsearch
Alternativeevaluation
Purchasedecision
Post-purchaseconsumption &
evaluation
Purchase satisfaction and dissatisfaction
Cognitive dissonance
Simple model of motivated behavior
Goal-directed
search forincentive
causing
SatisfactionDissatisfaction
yielding
Stimulus acts upon Basic need
creating Motive
resulting in
Responsebehavior
Individual Factors: Maslow’s Hierarchy of
Needs
PhysiologicalPhysiological
SafetySafety
SocialSocial
EsteemEsteem
Self-ActualizationSelf-Actualization
Individual Factors: Perception
Selective perceptionSelective exposureSelective attentionSelective interpretationStimulus factorContextIndividual factor
That fish was at least 8 pounds
“Any change in behavior or cognition resulting from experience or interpretation of experience.”
Individual Factors:Learning
Attitudes
Cognition Affect
Behavior
Attitude
TraditionalTraditional
ModernModern Cognition AffectBehavioralintentions
Individual Influences on the Decision-making
Process
PersonalitySelf concept
the real selfthe ideal self
Interpersonal Influences on the Decision-making
ProcessSocial values,
norms, roleCultureSubcultureSocial classReference
groupsFamilySocial situations
Review
Understand basic model of CBUnderstand decision making processAppreciate risk, choice criteria,
satisfaction, dissonanceRecognize influence of individual factorsUnderstand role of culture & subcultureIdentify social class influencesRecognize influence of reference groupsKey aspects of joint decision making