CONSUMER BEHAVIOR; MKTG. 301

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CONSUMER BEHAVIOR MKTG. 301 Dr. Carter
Basic Cognitive Map Decision Tree
Consumer Decision Process Steps Ch.8

• PROBLEM RECOGNITION
• a. Mental Budget Attention, Time, Money
• b. Roles, Location, Costs
• c. Internal/External Stimuli
• d. Table 8.1 Problem Situation Quadrant
• INFORMATION SEARCH
• a. Search for Criteria Weights
• b. Search for Alternatives Solutions
• c. Sources, Strategies, Amount
• d. Awareness, Evoked, Consideration Sets
• PRE-PURCHASE ALTERNATIVE EVALUATION
• a. Non-Compensatory Choice Models
• b. Compensatory Choice Models
• c. Combined Heuristic Choice Models
• d. Process Alternatives, Criteria, and Weights
• Using Choice Models)

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Customer Decision-Making Process
Alternative evaluation
Information search
Problem recognition
Purchases
Post-purchase experience
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Customer Decision-Making Process as aMarketing
Management Strategy Map
MARKETING MANAGEMENT APPROACHES Product
Price Place Promotions
New Tech./Service Standard/Format DVDs, PDAs,
etc.
Free Or Purchase Terms
Intensive Franchise Location
Problem/Need recognition
Awareness Recognition Orientation
Cost Content Pricing Terms
Outlet Signage Web Distrib.
Product Packaging Or Service Materials
Recall Orientation With Detailed Info. e.g.,
infomercial
Information search
New or Unique Features
Exclusive Locale Selective In-Store Stocking
Comparison Competitor Pricing Terms
Alternative evaluation
Comparative Appeals
Scanner Labels Convenient Handling
Point of Purchase Displays Coupons/Promotions
Web/Phone Purchase Options Self Checkout
Purchases
Credit Availability
Instructions Help Services
Money Back Returns Discounted Future Purchases
In-Store Usage Training Services
Ongoing Communication Web, 800, etc.
Post-purchase experience
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Customer Decision-Making Process as aCognitive
Digital Business Model Map
Social Nets (Facebook, Twitter) Podcasts (Podcast.net, etc.)
Google Yahoo Bing
E-Tailers Priceline.com Amazon.com
Online Paypal In-Store -- Mapquest
eBay Onlinesurveys.com ACRBO.com (remote repair upgrades)
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THE CUSTOMER DECISION PROCESS AS GUMBALL
MACHINE Carters View
Problem/Need Recognition
Information Search
Evaluation of Alternatives
Purchase
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CUSTOMER DECISION PROCESS MAPPING CUSTOMER
DECISION SUPPORT SYSTEM TRACKING Carters View
CDP MAPPING
CDSS TRACKING
Home/Body Sensors
Media Embedded QR Codes
Virtual World Avatar Experience
Digital Wallet
Remote Cloud SAAS Networks
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CUSTOMER DECISION SUPPORT SYSTEMS AS Digital
Ecology Spheres Carters View
Sapient Environments
Smart Homes/Facilities
Vehicle/Transport Systems
Mobile Devices
Wearable Tech
Body Sensors
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The MEANING of COGNITION

• Descartes Cogito (1637) I think therefore I
  am.
• Brain nervous system organ (signals)
• Mind the brains thought property (sense)
• Cognition the inner world thought process that
  creates outer world experiences (choice)
• Consciousness awareness of cognition and
  responsibility for choices (ethics)

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CONSUMER COGNITION

• Economic Man Material resource choices
  (property, scarcity, allocate, exchange, gain)
• Consumer/Purchase Decision Process Stages
  of rational/emotional consideration that result
  in economic market choices for need/want.
• Consumer Decision Support Systems (CDSS)
  information technology devices, networks, and
  applications that aid market choice processes
• Digital Man Information resource choices
  (content, abundance, combine, interact, grow)
• Digital Cognition electronic presence capable
  of autonomous choice (intelligent agents)

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The MODES of COGNITION

• David Hume (1700s) Philosophy Science
• Human Understanding is a mixture of
  logical purpose and emotional passion
• (a) Logic Intellectualism
• (b) Emotion Sentimentalism

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The MODES of COGNITION

• Herbert Simon (1940s - Present)
• Cognitive Psychology, Economics, and
• Organizational Management
• (a) Decision Tree
• Rational Mind rationalizes (semi-logic)
• (b) Choice Options
• Emotional Mind satisfices
  (quasi-feeling)

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The MODES of COGNITION

• Nicholas Negoponte (Being Digital, 1995)
  Computer Science Cognitive Psychology
• Digital Being is created from bytes
• Human Being is created from atoms
• (a) Cognition is a Thinking Being
• (b) Computer is a Thinking Machine
• (c) Conscious Network is a Thinking Presence
• -- intelligent content, artificial life,
  virtual world