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Consumer behavior

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the process and activites people engage in when searching for, selecting, purchasing,using, evaluating, and disposing of products and services so as to satisy their needs and desires.

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Consumer Decision-Making Process (5 steps)

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1)Problem Recognition 2) Information Search 3)Alternative information 4)Purchase Decision 5) Postpurchase Evaluation

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Relevant Internal Psychological Processes

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1)Motivation 2)Perception 3)Attitude formation 4)Intergration 5)Learning

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Problem recognition

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first stage in the consumer decision making process. occurs when the consumer perceives a need and becomes motivated to solve the problem. cause by a difference between the consumer's ideal state and actual state

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6 Sources of Problem Recognition

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Out of stock, dissatisfaction, new needs/wants, related products/purchases, marker-induced problem recognition, and new products

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Want

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a desire for something one does not know

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Marketer Induced Problem recognition

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marketers' actions that encourage consumers to not be content with their current state or situation.

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motives

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factors that compel a consumer to take a certain action

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hierarchy of needs

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created by Maslow. Five basic levels of human needs. Pshychological, safety, social/love and belongings, esteem, and self actualization

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psychological

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the basic level of primary needs for things required to sustain life. such as good, shelter, clothing, and sex

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safety

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the need for security and safety from physical harm

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social/love and belongings

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the desire to have a satisfying relationships with others and to feel a sense of affection, belonging, and acceptance

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esteem

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the need to feel a sense of accomplishment and gain recognition, status, and respect from others

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self actualization

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the need for self-fulfillment and a desire to realize one's own potential

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psychoanalytic theory

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pieoneered by sigmund freud. had a strong influence on the development of modern psychology and on explanations of motivation and personality.

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motivation research

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researchers who contine to use phsychoanalytic techniques to determine consumer's purchase motivations.

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information research

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when consumers perceive a problem or needs that can be satisfied by the purchase of a product or service, they begin to search fo rinfo needed to make a purchase decision

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internal search

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attempt to scan information stored in memory to recall past experiences, and/or knowledge regarding various purchase alternatives. mainly used for routine and repetitive purchases

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external search

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Include personal sources, marketer-controlled sources, public sources, and personal experience

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alternative evaluation

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consumer compares the various brands or products and services he or she has identified as being capable of solving the consumption problem and satisfying the needs or motives that initiated the decision process.

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Evoked Set

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various brands identified as purchase options to be considered during the alternative evaluation process

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evaluative criteria

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the dimensions or attributes of a product or service that are used to compare different alternatives.

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objective evaluative criteria

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price, warranty,fuel economy

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subjective evaluative criteria

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image, styling, and performance

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functional consequences

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concrete outcomes of product or service usuage that are tangible and directly experienced by consumers

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psychosocial consequences

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astract outcomes that are more intangible, subjective, and personal, such as how a product makes you feel or how you think others will view you for purchasing or using it

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important subprocesses during the alternative evaluation stage

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1) process by which consumer attitudes are created, reinforced, and changed 2) the decision rules or integration strategies consumers use to compare brands and make purchase decisions

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attitudes

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learned predispositions to respond to an object and are some of the most heavily studied concepts in human behavior

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multiattribute attitude models

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views an attitude object as possessing a number of attributes that provde the basis on which consumer form their attitudes. consumers have beliefs about specific brand attributes and attach different levels of importance to these attributes

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salient beliefs

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beliefs concerning specific attributes or consquences that are activated and form the basis of an attitude

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integration process

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the way product knowledge, meanings, and beliefs are combined to evaluate two or more alternatives

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heuristics

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simplified decision rules.

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affect referral decision rule

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a type of heuristic. consumers make a selction on the basis of an overall impression or summary evaluation of the various alternatives under consideration. suggests that consumers have affective impressions of brands stored in memory that can be accessed at the time of purchase

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purchase intention

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predispostion to buy a certain brand. generally based on a matching of purchase motives with attributes or characteristics of brands under consideration. involves motivation, perception, attitude formation, and integration

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brand loyalty

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a preference for a particular brand that results in a repeated purchase. limited to nondurables

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satisfaction

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consumer's expectations arr met or exceeded

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dissatisfaction

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performance is below expectations

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postpurchase evaluation

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after using a product or service, the consumer compares the level of performance with expectations and is either satisfied or dissatisfied. important because feedback acquired from actual use of a product will influence the likelihood of future purchases.

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positive performance

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means that the brand is likely to be retained in the evoked set and increases the likelihood of being purchased again

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cognitive dissonance

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a feeling of psychological tension or postpurchase doubt that a consumer experiences after making a difficult purchase choice. more likely to occur in important decisions where the consumer must choose among alternatives

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cognitive orientation

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views the consumer as a problem solver and information processor who engages in a variety of mental processes to evaluate various alternatives and determine the degree to which they might satisfy needs or purchase motives.

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behavior learning theory

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emphasizes the role of external, environmental stimuli in causing behavior. minimize the significance of internal psychological processes. bases on the stimlus response orientation.

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stimlus response orientation

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believe learning occurs through the connection between a stimulus and a response

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classical conditioning

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assumes that learning is an associative process with an already existing relationship between a stimulus and a response

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how do advertisers evoke positive reactions from consumers?

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strive to associate their products and services with perceptions, images, and emotions

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operant conditioning

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individual must operate or act on some aspect of the environment for learning to occur

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how does classical conditioning view the individual?

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as a passive participant in the learning process who simply receives stimuli.

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how does classical conditioning occur?

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a result of exposure to a stimulus that occurs before the response.

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why is operant conditioning referred to as instrumental conditioning

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the individual's response is instrumental in getting a positive reinforcement or a negative reinforcement

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positive reinforcement

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individual receives a reward

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negative reinforcement

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a form of reward that occurs when a negative outcome is removed when the desired behavior is performed

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reinforcement

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the reward or favor concequence associated with particular responses.

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cognitive learning theory

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has dominated the field of consumer behavior in recent years. involved the complex mental processes taht underlie consumer decision making

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culture

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broadest and most abstract of the external factors that influence ocnsumer behavior. the complexity of learning meanings, values, norms, and customs shared by memebers of a society.

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subculture

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smaller groups of a culture whose beliefs, values, norms, and patterns of behavior set them apart from the larger cultural stream.may be based on age, geographic, religious, racial, and/or ethnic differences.

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social class

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refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviors can be grouped.

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reference group

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group whose presumed perspectives or values are being used by an individual as the basis for his or her judgements, opinions, and actions. three types are associative, aspirational, and disassociative

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situational determinants

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external factor. situations in w hich consumers plan to use the products or brand directly affects their perceptions, preferences, and purchasing behaviors.

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specific usage situation

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refers to circumstance in which the product will be used

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purchase situation

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more directly involves the environment operating at the time of purchase.

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communcations situation

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advertising exposure occurs

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