Consumer Behavior Review

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Consumer Behavior Review
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Customer decision process
ProblemRecognition
InformationSearch
AlternativeEvaluation
Choice andPurchase
Post-purchaseExperience
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Perception

• Sensation
• 5 senses
• Organization
• Categorization
• Cause and effect inferences
• Interpretation
• Evaluations, positive, negative, or neutral

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Learning

• Cognitive learning
• Rote memorization
• Problem solving
• Learn by doing iterative trial, error,
  cognition
• Classical conditioning
• Repeated association of two or more stimuli
• Instrumental conditioning (aka Operant
  conditioning)
• Responses conditioned through rewards (pos
  neg.)
• Modeling -- imitation

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Three Factors of Attitude
Conative- Disposition To Acting
Cognitive- Thinking
Affective- Feeling
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Forms of Attitude Acquisition
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Communication Model
NOISE
De- code
En- code
Feedback
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Response Hierarchies

• Response Stages
• Cognitive
• Affective
• Conative

• AIDA
• Attention
• Interest
• Desire
• Action

Hierarchy of Effects Awareness Knowledge Liking
Preference Conviction Purchase
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Elaboration Likelihood Model of Persuasion

• Elaboration likelihood based on
• Motivation to process info
• Ability to process info
• If High motivation and High ability to process gt
• Central route to persuasion (attitude change)
• If Low motivation or Low ability to process gt
• Peripheral route to persuasion (attitude change)

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Foote, Cone Belding Grid
Thinking Feeling
High Involvement Informative Learn -gt Feel -gt Do Affective Feel -gt Learn -gt Do
Low Involvement Habit formation Do -gt Learn -gt Feel Self-satisfaction Do -gt Feel -gt Learn
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Cognitive Response Model
Product/MessageThoughts
Brand Attitudes
PurchaseIntent
Source-orientedThoughts
Exposure
Attitude towardSpecific Comm.
Thoughts aboutComm. itself