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An Involved Choice?
Previous experience, interest, risk, social visibility and
purchase situation
Purchase situation includes:
1. Time (convenience
2. Reason for purchase
stores a good value vs
(gift vs personal use;
grocery?)
restaurant choice)
Cognitive Dissonance
Dissonance
Buyers remorse
Ex: Neiman Marcus, United Airlines, and
what else??
Other Influences
Social Factors
Reference groups
Those you look to for guidance. What are some
reference groups that you can think of??
Marketers: opinion leaders, influence others, usually
type of product
Most influential for visible products (car vs mattress
function)
Cultural Influences
Individual Influences
Demographic change
Change in lifestyles and attitudes
1936
1965
1972
1986
1980
current
Betty Crocker pictures change as consumer attitudes and lifestyles also change.
Before
After
People did not see the positive association between oil and beauty. As such,
the second logo for Olay was changed and oil was taken out.
Psychological Influences
Perception
Gathering & interpreting of information from
the world around us.
The process involves:
a. Selective exposure
Seek what interests us, ignore others
Ex: political information and what else??
b. Selective distortion
Screen/modify ideas we disagree with
Ex: power of suggestion, Bugs Bunny, and what else??
c. Selective retention
Remember what you want
Ex: forget homework, photo memory
Selective Distortion
Hierarchy of Needs
Physiological
Safety
Social
Love, friendship, status, esteem
Interaction with others (Club Med)
Personal
Need for personal satisfaction
Any examples??
Safety Ad Appeal
Summary
Why study consumer behavior?
Involvement factors
Social, cultural, individual, psychological
Hierarchy of needs
Any questions?