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solomon_cb08_09 - Chapter 9 Individual Decision Making...

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Chapter 9 Individual Decision Making CONSUMER BEHAVIOR, 8e Michael Solomon
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Prentice-Hall, cr 2009 9-2 Chapter Objectives When you finish this chapter you should understand why: Consumer decision making is a central part of consumer behavior, but the way we evaluate and choose products (and the amount of thought we put into these choices) varies widely, depending upon such dimensions as the degree of novelty or risk in the decision. A decision is actually composed of a series of stages that results in the selection of one product over competing options. Our access to online sources is changing the way we decide what to buy.
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Prentice-Hall, cr 2009 9-3 Chapter Objectives (cont.) Decision making is not always rational. Consumers rely upon different decision rules when evaluating competing options. We often fall back on well learned “rules-of-thumb” to make decisions.
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Prentice-Hall, cr 2009 9-4 Consumers as Problem Solvers Consumer purchase = response to problem After realization that we want to make a purchase, we go through a series of steps in order to make it Can seem automatic or like a full-time job Complicated by consumer hyperchoice Decision-making process Click photo to view Quicktime video on General Electric and consumer shopping
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Prentice-Hall, cr 2009 9-5 Decision-Making Process Figure 9.1
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Prentice-Hall, cr 2009 9-6 Decision-Making Perspectives Rational perspective: consumers: Integrate as much information as possible with what they already know about a product Weigh pluses and minuses of each alternative Arrive at a satisfactory decision
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Prentice-Hall, cr 2009 9-7 Decision-Making Perspectives (cont.) Other models of decision making: Purchase momentum: occurs when consumers buy beyond needs satisfaction Behavioral influence perspective: consumers buy based on environmental cues, such as a sale Experiential perspective: consumers buy based on totality of product’s appeal
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Prentice-Hall, cr 2009 9-8 Continuum of Buying Decision Behavior Figure 9.2
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Prentice-Hall, cr 2009 9-9 Types of Consumer Decisions Extended problem solving: Initiated by a motive that is central to self-concept Consumer feels that eventual decision carries a fair degree of risk Limited problem solving: Buyers not as motivated to search for information or to evaluate rigorously Buyers use simple decision rules to choose Habitual decision making: Choices made with little to no conscious effort
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Prentice-Hall, cr 2009 9-10 Stage 1: Problem Recognition Occurs when consumer sees difference between current state and ideal state Need recognition: actual state moves downward Opportunity recognition: ideal state moves upward Marketers can create: Primary demand: encourage consumers to use product category Secondary demand: persuade consumers to use specific brand
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Prentice-Hall, cr 2009 9-11 Problem Recognition: Shifts in Actual or Ideal States Figure 9.3
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Prentice-Hall, cr 2009 9-12 Stage 2: Information Search
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