CONSUMER BEHAVIOR

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CONSUMER BEHAVIOR
CHAPTER
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THE ICONS IN THIS PRESENTATION
blue
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AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO

• Outline the stages in the consumer decision
  process.
• Distinguish among three variations of the
  consumer decision process routine, limited, and
  extended problem solving.

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AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO

• Explain how psychological influences affect
  consumer behavior, particularly purchase decision
  processes.
• Identify major sociocultural influences on
  consumer behavior and their effects on purchase
  decisions.

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AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO

• Recognize how marketers can use knowledge of
  consumer behavior to better understand and
  influence individual and family purchases.

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SAVVY AUTOMAKERS KNOWTHY CUSTOM(H)ER
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CONSUMER PURCHASEDECISION PROCESS

• Consumer Behavior

• Purchase Decision Process

• Problem RecognitionPerceiving a Need

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CONSUMER PURCHASEDECISION PROCESS

• Information Search Seeking Value

• Internal Search

• External Search

• Personal Sources

• Public Sources

• Market-Dominated Sources

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CONSUMER PURCHASEDECISION PROCESS

• Alternative Evaluation Assessing Value

• Evaluative Criteria

• Evoked Set

• Purchase Decision Buying Value

• Postpurchase BehaviorValue in Consumption or Use

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CONSUMER PURCHASEDECISION PROCESS

• Involvement and Problem-Solving Variations

• Involvement

• Routine Problem Solving

• Limited Problem Solving

• Extended Problem Solving

• Situational Influences

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Concept Check
1. What is the first step in the consumer
purchase decision process?
A Problem recognition.
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Concept Check
2. The brands a consumer considers buying out of
the set of brands in a product class of which the
consumer is aware is called the _________.
evoked set
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PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

• Motivation and Personality

• Motivation

• Personality

• Physiological Needs

• Self-Concept

• Safety Needs

• Social Needs

• Personal Needs

• Self-Actualization Needs

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PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

• Perception

• Selective Perception

• Selective Perception

• Selective Exposure

• Selective Comprehension

• Selective Retention

• Perceived Risk

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Fresh Step Crystals Why the Good Housekeeping
Seal?
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PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

• Learning

• Behavioral Learning

• Drive

• Negative Reinforcement

• Response

• Stimulus Generalization

• Reinforcement

• Stimulus Discrimination

• Cognitive Learning

• Brand Loyalty

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PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

• Values, Beliefs, and Attitudes

• Attitude Formation

• Attitude

• Beliefs

• Attitude Change

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Colgate Ad How can marketers change attitudes?
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PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

• Lifestyle

• Psychographics

• VALS

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Concept Check
1. The problem with the Toro Snow Pup was an
example of selective _____________.
comprehension
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Concept Check
2. What three attitude-change approaches are most
common?
A (1) Change beliefs about the extent to which a
brand has certain attributes,(2) Change the
perceived importance of attributes, and (3) Add
new attributes to the product.
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Concept Check
3. What does lifestyle mean?
A Lifestyle is a way of living that is
identified by how people spend their time and
resources (activities), what they consider
important in their environment (interests), and
what they think of themselves and the world
around them (opinions).
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SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

• Personal Influence

• Opinion Leaders

• Word of Mouth

• Reference Groups

• Membership Group

• Aspiration Group

• Dissociative Group

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Pierce Brosnan for Omega Why use a celebrity
spokesperson?
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SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

• Family Influence

• Consumer Socialization

• Family Life Cycle

• Family Decision Making

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Haggar Clothing AdWhat role do family members
have in the purchase of mens clothing?
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SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

• Culture and Subculture

• Subcultures

• African-American Buying Patterns

• Hispanic Buying Patterns

• Asian-American Buying Patterns

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BonneBell Cosmetics Ad A print ad targeting
African-American women
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Concept Check
1. What are the two primary forms of personal
influence?
A Opinion leadership and word of mouth.
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Concept Check
2. What two challenges must marketers overcome
when marketing to Hispanics?
A Diversity of this subculture and the language
barrier.
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Consumer Behavior
Consumer behavior is the actions a person takes
in purchasing and using products and services,
including the mental and social processes that
come before and after these actions.
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Purchase Decision Process
The stages a buyer passes throughin making
choices about which products and services to buy
is the purchase decision process.
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Involvement
The level of involvement a consumer has in a
particular purchase depends on the personal,
social, and economic consequences of that
purchaseto the consumer.
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Motivation
Motivation is the energizing force that
stimulates behavior to satisfy a need.
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Personality
Personality refers to a persons consistent
behaviors or responses to recurring situations.
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Perception
Perception is the process by which an individual
selects, organizes, and interprets information to
create a meaningful picture of the world.
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Perceived Risk
Perceived risk represents the anxieties felt
because the consumer cannot anticipate the
outcomes of a purchase but believes that there
may be negative consequences.
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Learning
Learning refers to those behaviors that result
from (1) repeated experience and (2) reasoning.
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Brand Loyalty
Brand loyalty is a favorable attitude toward and
consistent purchase of a single brand over time.
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Attitude
An attitude is a learned predisposition to
respond to an object or class of objects in a
consistently favorable or unfavorable way.
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Beliefs
Beliefs are ones perception of howa product or
brand performs on different attributes.
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Opinion Leaders
Opinion leaders individuals who have social
influence over others.
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Word of Mouth
People influencing each otherduring
conversations is calledword of mouth.
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Reference Groups
Reference groups are people to whom an individual
looks as a basis forself-appraisal or as a
source of personal standards.
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Family Life Cycle
The family life cycle concept describes the
distinct phases that a family progresses through
from formation to retirement, each phase bringing
with it identifiable purchasing behaviors.
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Subcultures
Subgroups within the larger, or national, culture
with unique values, ideas,and attitudes are
referred toas subcultures.
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