CONSUMER

BEHAVIOR

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CONSUMER
PURCHASE DECISION PROCESS

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CONSUMER PURCHASE
DECISION PROCESS

Problem Recognition:

Perceiving a Need
Information Search:
Seeking Value

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CONSUMER PURCHASE
DECISION PROCESS

Alternative Evaluation:

Assessing Value

Evaluative criteria
Evoked set

Purchase Decision: Buying Value

Postpurchase Behavior: Value in
Consumption or Use
Cognitive dissonance

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CONSUMER PURCHASE
DECISION PROCESS

Involvement and Problem-Solving

Variations

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Comparison of problem-solving variations

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CONSUMER PURCHASE
DECISION PROCESS

Involvement and Problem-Solving

Variations

Routine Problem Solving

Limited Problem Solving
Extended problem Solving
Involvement and Marketing Strategy

Situational Influences

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Influences on
the consumer
purchase
decision
process

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PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR

Motivation and Personality

Motivation

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Hierarchy
of needs
Maslow

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PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR

Motivation and Personality

Personality

National character
Self-concept

Perception

Selective Perception
Subliminal perception
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PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR

Perception

Perceived Risk

Learning

Behavioral Learning
Cognitive Learning
Brand Loyalty
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PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR

Values, Beliefs, and Attitudes

Attitude Formation
Attitude
Beliefs

Attitude Change

Lifestyle

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VALSTM
psychographic
segments

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SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR

Personal Influence

Opinion Leadership
Word of Mouth

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SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR

Reference Groups
Family Influence

Consumer Socialization
Family Life Cycle

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Modern US family life cycle

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SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR

Family Influence

Family Decision Making

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SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR

Social Class
Culture and Subculture

African-American Buying Patterns

Hispanic Buying Patterns
Asian Buying Patterns

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Chevy Impala Ad
That Targets
KoreanAmericans

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Chevy Venture Print

Ad That Targets
the ChineseAmerican Market

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Consumer Behavior

Consumer
Consumer behavior
behavior is
is the
the actions
actions aa person
person
takes
takes in
in purchasing
purchasing and
and using
using products
products
and
and services,
services, including
including the
the mental
mental and
and
social
social processes
processes that
that precede
precede and
and follow
follow
these
these actions.
actions.

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Purchase Decision Process

The
The stages
stages aa buyer
buyer passes
passes through
through in
in
making
making choices
choices about
about which
which products
products
and
and services
services to
to buy
buy is
is the
the purchase
purchase
decision
decision process.
process.

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Evaluative Criteria

A
A consumers
consumers evaluative
evaluative criteria
criteria represent
represent
both
both the
the objective
objective and
and subjective
subjective
attributes
attributes of
of aa brand
brand used
used to
to compare
compare
different
different products
products and
and brands.
brands.

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Evoked Set

An
An evoked
evoked set
set is
is the
the group
group of
of brands
brands that
that aa
consumer
consumer would
would consider
consider acceptable
acceptable
from
from among
among all
all the
the brands
brands of
of the
the product
product
class
class of
of which
which he
he or
or she
she is
is aware.
aware.

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Cognitive Dissonance

A
A feeling
feeling of
of postpurchase
postpurchase psychological
psychological
tension
tension or
or anxiety
anxiety is
is called
called cognitive
cognitive
dissonance.
dissonance.

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Involvement

Involvement
Involvement is
is the
the personal,
personal, social,
social, and
and
economic
economic significance
significance of
of aa purchase
purchase to
to aa
consumer.
consumer.

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Situational Influences
Situational
Situational influences
influences that
that have
have an
an impact
impact
on
on the
the purchase
purchase decision
decision process
process are:
are: (1)
(1)
the
the purchase
purchase task,
task, (2)
(2) social
social
surroundings,
surroundings, (3)
(3) physical
physical surroundings,
surroundings,
4)
4) temporal
temporal effects,
effects, and
and (5)
(5) antecedent
antecedent
states.
states.

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Motivation

Motivation
Motivation is
is the
the energizing
energizing force
force that
that
causes
causes behavior
behavior that
that satisfies
satisfies aa need.
need.

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Personality

Personality
Personality refers
refers to
to aa persons
persons consistent
consistent
behaviors
behaviors or
or responses
responses to
to recurring
recurring
situations.
situations.

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National Character

A
A national
national character
character is
is aa distinct
distinct set
set of
of
personality
personality characteristics
characteristics common
common
among
among people
people of
of aa country
country or
or society.
society.

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Self-Concept

A
A persons
persons self-concept
self-concept is
is the
the way
way people
people
see
see themselves
themselves and
and the
the way
way they
they believe
believe
other
other people
people see
see them.
them.

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Perception

Perception
Perception is
is the
the process
process by
by which
which an
an
individual
individual selects,
selects, organizes,
organizes, and
and
interprets
interprets information
information to
to create
create aa
meaningful
meaningful picture
picture of
of the
the world.
world.

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Subliminal Perception

Subliminal
Subliminal perception
perception means
means that
that you
you see
see
or
or hear
hear messages
messages without
without being
being aware
aware of
of
them.
them.

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Attitude

An
An attitude
attitude is
is a
a learned
learned predisposition
predisposition to
to
respond
respond to
to an
an object
object or
or class
class of
of objects
objects in
in
aa consistently
consistently favorable
favorable or
or unfavorable
unfavorable
way.
way.

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Beliefs

Beliefs
Beliefs are
are aa consumers
consumers subjective
subjective
perception
perception of
of how
how well
well aa product
product or
or
brand
brand performs
performs on
on different
different attributes.
attributes.

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Lifestyle

Lifestyle
Lifestyle is
is aa mode
mode of
of living
living that
that is
is
identified
identified by
by how
how people
people spend
spend their
their time
time
and
and resources,
resources, what
what they
they consider
consider
important
important in
in their
their environment,
environment, and
and what
what
they
they think
think of
of themselves
themselves and
and the
the world
world
around
around them.
them.

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Perceived Risk

Perceived
Perceived risk
risk represents
represents the
the anxieties
anxieties felt
felt
because
because the
the consumer
consumer cannot
cannot anticipate
anticipate
the
the outcomes
outcomes of
of aa purchase
purchase but
but believes
believes
that
that there
there may
may be
be negative
negative consequences.
consequences.

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Learning

Learning
Learning refers
refers to
to those
those behaviors
behaviors that
that
result
result from
from (1)
(1) repeated
repeated experience
experience and
and
(2)
(2) thinking.
thinking.

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Brand Loyalty

Brand
Brand loyalty
loyalty is
is aa favorable
favorable attitude
attitude
toward
toward and
and consistent
consistent purchase
purchase of
of aa
single
single brand
brand over
over time.
time.

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Opinion Leaders

Individuals
Individuals who
who exert
exert direct
direct or
or indirect
indirect
social
social influence
influence over
over others
others are
are called
called
opinion
opinion leaders.
leaders.

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Word of Mouth

People
People influencing
influencing each
each other
other during
during their
their face-toface-toface
face conversations
conversations is
is called
called word
word of
of mouth:
mouth:
Satisfied
Satisfied customers
customers tell
tell one
one person
person to
to every
every
three
three that
that aa dissatisfied
dissatisfied customer
customer tells
tells

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Reference Groups

Reference
Reference groups
groups are
are people
people to
to whom
whom an
an
individual
individual looks
looks as
as aa basis
basis for
for selfselfappraisal
appraisal or
or as
as aa source
source of
of personal
personal
standards.
standards.

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Consumer Socialization

The
The process
process by
by which
which people
people acquire
acquire the
the
skills,
skills, knowledge,
knowledge, and
and attitudes
attitudes necessary
necessary
to
to function
function as
as consumers
consumers is
is consumer
consumer
socialization.
socialization.

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Family Life Cycle

The
The family
family life
life cycle
cycle concept
concept describes
describes the
the
distinct
distinct phases
phases that
that aa family
family progresses
progresses
through
through from
from formation
formation to
to retirement.
retirement.

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Social Class

Social
Social class
class is
is defined
defined as
as the
the relatively
relatively
permanent,
permanent, homogeneous
homogeneous divisions
divisions in
in aa
society
society into
into which
which people
people sharing
sharing similar
similar
values,
values, interests,
interests, and
and behavior
behavior can
can be
be
grouped.
grouped.

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Subcultures

Subgroups
Subgroups within
within the
the larger,
larger, or
or national,
national,
culture
culture with
with unique
unique values,
values, ideas
ideas and
and
attitudes
attitudes are
are referred
referred to
to as
as subcultures.
subcultures.

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin