MKTG 360_Week 5_Consumer Behavior_S2008 (Students)

MKTG 360_Week 5_Consumer Behavior_S2008 (Students) -...

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Unformatted text preview: Consumer Behavior Lecture Overview Consumer Decision Making (CDM) Steps Internal, Social, Cultural Influences on CDM Steps in Consumer Decision-Making 1. Problem Recognition 2. Information Search 3. Evaluate Alternatives 4. Product Choice All steps affected by: Cultural Social Individual & Psychological Factors 5. Post Purchase Behavior Steps in Consumer Decision-Making 1. Problem Recognition Recognizing a difference between current and desired or ideal state Can be driven by internal (hunger) or external (friends) factors Steps in Consumer Decision-Making 2. Information Search Searching for appropriate information to make a reasonable decision Internal sources (memory based on past experience) External sources Nonmarketing-controlled Marketing-controlled Search enlarges when perceived risk & interest are high, and confidence, knowledge, experience low Steps in Consumer Decision-Making 3. Evaluate Alternatives Info search "evoked (consideration) set" Evaluation criteria Dimensions used by consumers to compare competing products/services Good marketers know the impact of different evaluation criteria Steps in Consumer Decision-Making 4. Product Choice Reducing alternatives Key attribute (AC) or cutoff (40 mpg)? Heuristics = rules of thumb that facilitates quick decision making (expensive is good) Brand loyalty also important Intentions don't always lead to choice Attitude of others & unseen situational factors Steps in Consumer Decision-Making 5. Post Purchase Behavior Post-purchase evaluation Satisfaction based on expectations Larger gap, less satisfaction Reduce post-decisional regret (cog. dissonance) Other post-purchase behaviors Repeat purchase Good vs. bad word of mouth Internal Influences on CDM Perception Attend to, organize, interpret information Attention degree to which mental-processing activity devoted to a stimulus Subliminal advertising controversy Priming outside awareness can percep/beh Interpretation assigning meaning based on past associations or assumptions (schemas) Internal Influences on CDM Motivation Internal state driving us to satisfy needs by activating goal-oriented behavior Maslow's Hierarchy of Needs Physiological Safety Belongingness Achievement/Status Self-actualization Knowing what level motiv. person useful in MKTG Internal Influences on CDM Learning Change in beh due to exp or acquired info Behavioral Learning Classical Conditioning (Pavlov)... Operant Conditioning (Skinner) Stimulus generalization (brand extension) Cognitive Learning Direct or indirect (observational, Bandura) Internal Influences on CDM Attitudes Evaluation of a person, object, issue Composed of affect, cognition, behavior Theory of planned behavior Attitudes don't always lead to behavior... Classical Conditioning of Attitudes UCS UCR + CS CR Classical Conditioning of Attitudes UCS UCR + CS CR Theory of Planned Behavior Attitude Subjective Norms Perceived Behavior Control Intentions Behavior Internal Influences on CDM Personality Collection of traits that pre-disposes a person to react to a certain situation in a certain way Some Relevant Traits Soc., SensSeek, Self-Monitoring, Need for Cog. Self-concept Self-image: beliefs, observ., feelings about self Brand personalities Sincere, excitement, competent, sophisticated, rugged Internal Influences on CDM Age, Family Life Cycle Occupation Lifestyle Pattern of living that how people spend time, $, energy, reflects values, tastes, preferences Psychographics use psych., soc., anthro. factors to create margket segments AIO - commonly grouped based on activities (A), interests (I) and opinions (O) Social Influences on CDM Social Class Rank in society based on value assigned to family background, education, occupation, income Status symbols help define Group Membership Reference groups Actual/imaginary group that a person's evaluations, aspirations, behavior Opinion Leaders (buzz marketing) Gender Roles Culture Values, beliefs, customs, tastes valued by group ...
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