Consumer Behavior

Perception, Learning,
Personality,
Social Class

MEET THE NEW CONSUMER

and smile when you do because she is your boss. It may
not be the person you thought you knew. Instead of
choosing from what you have to offer, she tells you what
she wants. You figure it out how to give it to her.
-Fortune Editor

Dominant forces shaping Consumer Research

Factors that move an economy from Productiondriven to Market-driven
Level of sophistication with which human
behaviour is understood in psychology and other
behavioural sciences

What is Consumer Behavior?

The study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the consumer and
society.

Why study Consumer Behaviour?

Consumer behaviour theory provides the manager
with the proper questions to ask
Marketing practice designed to influence
consumer behavior influences the firm, the
individual, and society
All marketing decisions and regulations are based
on assumptions about consumer behaviour.

The advice to footwear

salesmen should be Dont
sell shoes sell lovely feet
Marketers must contend with
small changing segments of
highly selective buyers intent
on receiving genuine value at
the lowest price

All managers must become astute analysts of

Consumer motivation and Behaviour

Three foundations for marketing decisions

Experience
Intuition
Research

Enhancing Consumer
Value-added
Marketers have to constantly
innovate after understanding
their consumers to strip out
costs permanently by focusing
on what adds value for the
customer and eliminating what
doesnt.

Individualised Marketing
A very personal form of marketing that recognises,
acknowledges, appreciates and serves individuals
who become or are known to the marketer.
Data based marketing; DM
Customized marketing

Variables involved in understanding consumer

behaviour
Stimulus ads, products, hungerpangs
Response physical/mental reaction
to the stimulus
Intervening variables mood,
knowledge, attitude, values,
situations, etc.

Marketing
Strategy &
Consumer
Behaviour

Marketing Strategy

Providing superior customer value to our

target marketMarketing Mix
The Product
Communications
Price
Distribution
Service

Outcomes
Firm:
Product positioning
Sales
Customer Satisfaction
Individual:
Need Satisfaction
Injurious Consumption
Society:
Economic
Physical Environment
Social Welfare

Creating Satisfied Customers

Consumer Behavior is Product Person Situation Specific

Personal
Characteristics

Product
Characteristics

Consumption
Situation

Consumer
Behavior

Marketing
Strategy

Consumer Lifestyles and Consumer Decisions

Needs/Attitudes
That Influence
Consumption Decisions
Consumer
Choices

Consumer
Lifestyle
Behavior/Experiences
That Influence
Consumption Decisions

Overall
Model Of
Consumer
Behavior

Perception
The process by which an individual
selects, organizes, and interprets
stimuli into a meaningful and
coherent picture of the world
How we see the world around us

Informa
tion
Proces
sing for
Consu
mer
Decisio
n
Making

The Nature of Perception

Exposure: when a stimulus comes within range of our sensory
receptor nerves
Random vs. Deliberate
Attention: when the stimulus activates one or more sensory
receptor nerves and the resulting sensations go to the brain for
processing
Low vs. High Involvement
Interpretation: the assignment of meaning to sensations
Low vs. High Involvement

Use of
Isolatio
n and
Contrast

Elements of Perception

Sensation
Absolute threshold
Differential threshold
Subliminal perception

Sensation
The immediate and direct response of the sensory organs to
stimuli
Sensitivity to stimuli varies with the quality of an individuals
sensory receptors
Sensation itself depends on energy change within the
environment where the perception occurs (i.e. the
differentiation of input)
As sensory input decreases , our ability to detect changes in
input increases, to the point that we attain maximum sensitivity
under conditions of minimal stimulation

The absolute threshold

The lowest level at which individual can experience a
sensation is called the absolute threshold.
sensory adaptation-Under conditions of constant
stimulation , the absolute threshold increases.

Differential Threshold
Minimal difference that can be
detected between two similar
stimuli
Also known as the just
noticeable difference (the j.n.d.)

Webers Law
The j.n.d. between two stimuli is not an
absolute amount but an amount relative
to the intensity of the first stimulus
Webers law states that the stronger the
initial stimulus, the greater the
additional intensity needed for the
second stimulus to be perceived as
different.

Marketing Applications
of the J.N.D.
Marketers need to determine the
relevant j.n.d. for their products
so that negative changes are not
readily discernible to the public
so that product improvements are
very apparent to consumers

Marketing Applications
of the J.N.D.
Marketers need to determine the
relevant j.n.d. for their products
so that negative changes are not
readily discernible to the public
so that product improvements are
very apparent to consumers

Subliminal Perception
Stimuli that are too weak or too brief
to be consciously seen or heard may
be strong enough to be perceived by
one or more receptor cells.

Is Subliminal Persuasion
Effective?
Extensive research has shown no
evidence that subliminal advertising
can cause behavior changes
Some evidence that subliminal
stimuli may influence affective
reactions

Aspects of Perception
Selection
Organization
Interpretation

Aspects of Perception
Selection
Organization
Interpretation

Perceptual Selection
Consumers subconsciously are
selective as to what they perceive.
Stimuli selected depends on two major
factors
Consumers previous experience
Consumers motives

Selection depends on the

Nature of the stimulus
Expectations
Motives

Stimulus Factors
SIZE
Size and
Intensity
influence the
probability of
paying attention
Larger stimuli
are more likely
to be noticed
than a small one

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 INSERTION FREQUENCYTHE NUMBER OF TIMES

THE SAME AD APPEARS IN
THE SAME ISSUE OF A
MAGAZINE, HAS AN IMPACT
SIMILAR TO AD SIZE

 Color and
Movement
serve to
attract
attention

Position
Placement of
the object in a
persons visual
field

Perceptual Selection

Concepts

Selective
Exposure
Selective
Attention
Perceptual
Defense
Perceptual
Blocking

Consumers seek
out messages
which:

Are pleasant
They can
sympathize
Reassure them of
good purchases

Marketing Applications
of the J.N.D.

Marketers need to determine the

relevant j.n.d. for their products
so that negative changes are not
readily discernible to the public
so that product improvements are
very apparent to consumers

Subliminal Perception
Stimuli that are too weak or too
brief to be consciously seen or
heard may be strong enough to be
perceived by one or more receptor
cells.

Is Subliminal Persuasion
Effective?
Extensive research has shown no
evidence that subliminal advertising
can cause behavior changes
Some evidence that subliminal stimuli
may influence affective reactions

Aspects of Perception
Selection
Organization
Interpretation

Aspects of Perception
Selection
Organization
Interpretation

Perceptual Selection
Consumers subconsciously are
selective as to what they perceive.
Stimuli selected depends on two
major factors
Consumers previous experience
Consumers motives

Selection depends on the

Nature of the stimulus
Expectations
Motives

Stimulus Factors
Size and
Intensity
influence the
probability of
paying attention
Larger stimuli are
more likely to be
noticed than a
small one

SIZE

SPREAD

NO. OF
RESPONSE
S
107

1 PAGE

76

TWO THIRDS
PAGE

68

ONE HALF
PAGE

56

ONE THIRD
PAGE

47

 INSERTION FREQUENCYTHE NUMBER OF TIMES THE

SAME AD APPEARS IN THE
SAME ISSUE OF A
MAGAZINE, HAS AN IMPACT
SIMILAR TO AD SIZE

 Color and
Movement
serve to
attract
attention

Position
Placement of
the object in a
persons visual
field

Perceptual Selection
Concepts
Selective
Exposure
Selective
Attention
Perceptual
Defense
Perceptual
Blocking

Consumers seek
out messages
which:

Are pleasant
They can
sympathize
Reassure them of
good purchases

Perceptual Selection
Concepts
Selective
Exposure
Selective
Attention
Perceptual
Defense
Perceptual
Blocking

Heightened
awareness when
stimuli meet their
needs
Consumers prefer
different
messages and
medium

Perceptual Selection
Concepts
Selective
Exposure
Selective
Attention
Perceptual
Defense
Perceptual
Blocking

Screening out of
stimuli which are
threatening

Perceptual Selection
Concepts
Selective
Exposure
Selective
Attention
Perceptual
Defense
Perceptual
Blocking

Consumers avoid
being bombarded
by:
Tuning out
TiVo

Aspects of Perception
Selection
Organization
Interpretation

Organization
Principles
Figure and
ground
Grouping
Closure

People tend to
organize perceptions
into figure-andground relationships.
The ground is
usually hazy.
Marketers usually
design so the figure
is the noticed
stimuli.

Organization
Principles
Figure and
ground
Grouping
Closure

People group
stimuli to form a
unified impression
or concept.
Grouping helps
memory and
recall.

Organization
Principles

Figure and
ground
Grouping
Closure

People have a need

for closure and
organize perceptions
to form a complete
picture.
Will often fill in
missing pieces
Incomplete
messages
remembered more
than complete

Aspects of Perception
Selection
Organization
Interpretation

Interpretation
Perceptual Distortion
Physical
Appearances
Stereotypes
First
Impressions
Jumping to
Conclusions
Halo Effect

Positive attributes
of people they know
to those who
resemble them
Important for model
selection
Attractive models
are more persuasive
for some products

Interpretation

Perceptual Distortion
Physical
Appearances
Stereotypes
First
Impressions
Jumping to
Conclusions
Halo Effect

People hold
meanings related
to stimuli
Stereotypes
influence how
stimuli are
perceived

Interpretation
Perceptual Distortion
Physical
Appearances
Stereotypes
First
Impressions
Jumping to
Conclusions
Halo Effect

First impressions
are lasting
The perceiver is
trying to determine
which stimuli are
relevant,
important, or
predictive

Interpretation
Perceptual Distortion
Physical
Appearances
Stereotypes
First
Impressions
Jumping to
Conclusions
Halo Effect

People tend not to

listen to all the
information before
making conclusion
Important to put
persuasive
arguments first in
advertising

Interpretation
Perceptual Distortion
Physical
Appearances
Stereotypes
First
Impressions
Jumping to
Conclusions
Halo Effect

Consumers perceive
and evaluate
multiple objects
based on just one
dimension
Used in licensing of
names
Important with
spokesperson choice

Issues in Consumer
Imagery

Product Positioning and Repositioning

Positioning of Services
Perceived Price
Perceived Quality
Retail Store Image
Manufacturer Image
Perceived Risk

Positioning
Establishing a specific image for a
brand in the consumers mind
Product is positioned in relation to
competing brands
Conveys the concept, or meaning,
of the product in terms of how it
fulfills a consumer need
Result of successful positioning is a
distinctive, positive brand image

Positioning Techniques
Umbrella
Positioning
Positioning against
Competition
Positioning Based
on a Specific
Benefit

Finding an
Unowned
Position
Filling Several
Positions
Repositioning

Perceived Quality
Perceived Quality of Products
Intrinsic vs. Extrinsic Cues

Perceived Quality of Services

Price/Quality Relationship

Perceived Quality of
Services
Difficult due to characteristics of
services

Intangible
Variable
Perishable
Simultaneously Produced and Consumed

SERVQUAL scale used to measure gap

between customers expectation of
service and perceptions of actual
service

Price/Quality Relationship
The perception of price as an
indicator of product quality
(e.g., the higher the price, the
higher the perceived quality of
the product.)

LEARNING DEFINED
IT IS RELATIVELY PERMANENT CHANGE IN BEHAVIOUR
OCCURING AS A RESULT OF EXPERIENCE.
TYPES OF LEARNED BEHAVIOUR
PHYSICAL BEHAVIOUR
SYMBOLIC LEARNING AND PROBLEM SOLVING
AFFECTIVE LEARNING

PRINCIPLE ELEMENTS OF LEARNING

MOTIVE- they arouse individuals ,thereby increasing their
readiness to respond
CUES- It is a weak stimulus not strong enough to arouse
consumers, but capable of providing direction to motivated activity
RESPONSE- mental or physical activity the consumer makes in
reaction to a stimulus situation.
REINFORCEMENT- anything that follows a response and increases
the tendency of response to reoccur in a similar situation.

THEORIES OF LEARNING
CLASSICAL CONDITIONING
UNCONDITIONED
STIMULUS
MEAT PASTE
CONDITIONED
STIMULUS
BELL

UNCONDITIONED
RESPONSE
SALIVATION

AFTER REPEATED PAIRINGS

CONDITIONED
STIMULUS
BELL

CONDITIONED
RESPONSE
SALIVATION

CREATION OF A STRONG ASSOCIATION BETWEEN CS

AND US REQUIRES
1. FORWARD CONDITIONING (i.e. CS should precede US)
2. Repeated pairings of CS and US
3. A CS and US that logically belong to each other
4. A CS that is novel and unfamiliar
5. A US that is biologically or symbolically salient

STRATEGIC APPLICATIONS OF CLASSICAL CONDITIONING

1. REPETITION
ADVERTISING WEAROUT

COSMETIC VARIATIONS

SUBSTANTIATIVE WEAROUT

THREE HIT THEORY

STIMULUS GENERALISATION
1. PRODUCT LINE,FORM AND CATEGORY EXTENSIONS
2. FAMILY BRANDING
3. LICENSING
STIMULUS DISCRIMINATION
1. POSITIONING
2. PRODUCT DIFFERENTIATION

INSTRUMENTAL CONDITIONING

STIMULUS
SITUATION
NEED
NEW
SHOES

TRY
BRAND A

UNREWARDED
BAD FIT

TRY
BRAND B

UNREWARDED
LIMITED STYLES

TRY BRAND C

TRY BRAND D

UNREWARDED
NOT COMFORTABLE
REWARD
PERFECT FIT

REPEAT BEHAVIOUR

What Is Personality

The inner psychological

characteristics that both
determine and reflect how a
person responds to his or her
environment

The Nature of Personality

Personality reflects individual
differences
Personality is consistent and
enduring
Personality can change

Theories of Personality
Freudian theory
Unconscious needs or drives are at the heart of
human motivation

Neo-Freudian personality theory

Social relationships are fundamental to the
formation and development of personality

Trait theory
Quantitative approach to personality as a set of
psychological traits

Freudian Theory
Id
Warehouse of primitive or instinctual needs for which
individual seeks immediate satisfaction

Superego
Individuals internal expression of societys moral and
ethical codes of conduct

Ego
Individuals conscious control that balances the demands of
the id and superego

A Representation of the Interrelationships

Among
the Id, Ego, and Superego

Freudian Theory and

Product Personality
Consumer researchers using Freuds
personality theory see consumer purchases as
a reflection and extension of the consumers
own personality

Neo-Freudian Personality
Theory

We seek goals to overcome feelings of inferiority

We continually attempt to establish relationships
with others to reduce tensions
Karen Horney was interested in child-parent
relationships and desires to conquer feelings of
anxiety. Proposed three personality groups
Compliant move toward others, they desire to be loved,
wanted, and appreciated
Aggressive move against others
Detached move away from others

Trait Theory
Personality theory with a focus on
psychological characteristics
Trait - any distinguishing, relatively enduring
way in which one individual differs from
another
Personality is linked to how consumers make
their choices or to consumption of a broad
product category - not a specific brand

Consumer Innovators
And Noninnovators

Innovativeness
Dogmatism
Social character
Need for uniqueness
Optimum stimulation
level
Variety-novelty seeking

The degree to which

consumers are receptive
to new products, new
services, or new
practices

Consumer Innovators
And Noninnovators

Innovativeness
Dogmatism
Social character
Need for uniqueness
Optimum stimulation
level
Variety-novelty seeking

A personality trait that

reflects the degree of
rigidity a person
displays toward the
unfamiliar and toward
information that is
contrary to his or her
own established
beliefs

Consumer Innovators
And Noninnovators

Ranges on a continuum for

inner-directedness to otherdirectedness
Inner-directedness

Innovativeness
Dogmatism
Social character
rely on own values when
Need for uniqueness
evaluating products
Innovators
Optimum stimulation
Other-directedness
level
look to others
Variety-novelty seeking

less likely to be innovators

Consumer Innovators
And Noninnovators

Consumers who
Innovativeness
avoid appearing to
Dogmatism
conform to
Social character
expectations or
Need for uniqueness
standards of others
Optimum stimulation
level
Variety-novelty
seeking

A Sample Items from a Consumers Need for

Uniqueness Scale
1. I collect unusual products as a way of telling
people Im different
2. When dressing, I have sometimes dared to
be different in ways that others are likely to
disapprove
3. When products or brands I like become
extremely popular, I lose interest in them
4. As far as Im concerned, when it comes to
the products I buy and the situations in
which I use them, custom and rules are
made to be broken
5. I have sometimes purchased unusual
products or brands as a way to create a
more distinctive personal image

Cognitive Personality
Factors

Need for cognition (NC)

A persons craving for enjoyment of thinking

Individual with high NC more likely to
respond to ads rich in product information

Visualizers versus verbalizers

A persons preference for information

presented visually or verbally
Verbalizers prefer written information over
graphics and images.

From Consumer Materialism to

Compulsive Consumption
Consumer materialism
The extent to which a person is considered materialistic

Fixated consumption behavior

Consumers fixated on certain products or categories of
products

Compulsive consumption behavior

Addicted or out-of-control consumers

Sample Items to Measure Compulsive Buying

1. When I have money, I cannot help but spend
part or the whole of it.
2. I am often impulsive in my buying behavior.
3. As soon as I enter a shopping center, I have an
irresistible urge to go into a shop to buy
something.
4. I am one of those people who often responds to
direct mail offers.
5. I have often bought a product that I did not
need, while knowing I had very little money left.

Consumer Ethnocentrism

Ethnocentric consumers feel it is wrong to

purchase foreign-made products
They can be targeted by stressing
nationalistic themes

Brand Personality
Personality-like traits associated with brands
Examples
Nike and athlete
BMW is performance driven
Levis 501 jeans are dependable and rugged

Brand personality which is strong and favorable

will strengthen a brand but not necessarily demand
a price premium

Product Personality Issues

Gender

Often used for brand personalities

Some product perceived as masculine
(coffee and toothpaste) while others as
feminine (bath soap and shampoo)

Geography

Actual locations names used

Color
Color combinations in packaging and
products denotes personality

The Personality-like Associations of Colors

BLUE

Commands
respect, authority

Caution, novelty,
YELLOW temporary,
warmth
Secure, natural,
relaxed or easyGREEN
going, living
things

Americas favored color

IBM holds the title to blue
Associated with club soda
Men seek products packaged in blue
Houses painted blue are avoided
Low-calorie, skim milk
Coffee in a blue can perceived as mild
Eyes register it faster
Coffee in yellow can perceived as weak
Stops traffic
Sells a house
Good work environment
Associated with vegetables and chewing gum
Canada Dry ginger ale sales increased when it
changed sugar-free package from red to green
and white

RED

ORANGE

BROWN
WHITE
BLACK
SILVER,
GOLD

Human, exciting,
hot, passionate,
strong
Powerful,
affordable, informal
Informal and
relaxed, masculine,
nature
Goodness,
purity,
chastity,
cleanliness,
delicacy,
Sophistication,
refinement,
power,
authority,
formality
mystery
Regal, wealthy,

Makes food smell better

Coffee in a red can perceived as rich
Women have a preference for bluish red
Men have a preference for yellowish red
Coca-Cola owns red
Draws attention quickly

Coffee in a dark-brown can was too

strong
Suggests
Men seekreduced
productscalories
packaged in brown
Pure and wholesome food
Clean, bath products, feminine
Powerful clothing
High-tech electronics
Suggests premium price

Self and Self-Image

Consumers have a variety of
enduring images of themselves
These images are associated
with personality in that
individuals consumption relates
to self-image

Issues Related to
Self and SelfImage
One or multiple
selves
Makeup of the
self-image
Extended self
Altering the selfimage

A single consumer will

act differently in
different situations or
with different people
We have a variety of
social roles
Marketers can target
products to a
particular self

Issues Related to
Self and SelfImage
One or multiple
selves
Makeup of the
self -image
Extended self
Altering the
self- image

Contains traits, skills,

habits, possessions,
relationships and way of
behavior
Developed through
background, experience,
and interaction with
others
Consumers select
products congruent with
this image

Actual SelfImage

Ideal Self-Image

Ideal Social
Self-Image

Social Self-Image

Expected
Self-Image

Different Self-Images

Issues Related to
Self and SelfImage
One or
multiple selves
Makeup of the
self-image
Extended self
Altering the
self- image

Possessions can extend

self in a number of
ways:

Actually
Symbolically
Conferring status or rank
Bestowing feelings of
immortality
Endowing with magical
powers

Issues Related to
Self and SelfImage
One or multiple Consumers use selfselves
Makeup of the
self-image
Extended self
Altering the
self -image

altering products to
express
individualism by
Creating new self
Maintaining the
existing self
Extending the self
Conforming

Social Stratification
Social Class System
Hierarchical division of society into relatively permanent and homogeneous groups
with respect to attitudes, values and lifestyles.

Criteria for a Social Class System: Individual Classes Must Be:

Bounded
Ordered
Mutually Exclusive
Exhaustive
Influential

Social Standing
Influences Behavior

Behaviors
associated
with a
particular
social class

Not All Behaviors within a Social Class are Unique

Behaviors not
Engaged in

Unique
Behaviors

Excluded
Shared
Behaviors Behaviors

Behaviors shared
With other Social
Classes

WorkingClass
Aristocrats

Disdain

Prefer

UpperMiddle
Class

WorkingClass Products
And Brands

Positioning
Working-class
Symbolism for
Working-class
Products

Positioning Within Social

Class

Upward-Pull Strategy

Measuring Social Status

Single-Item Indexes

Education
Occupation (e.g., Socioeconomic Index: SEI)
Income (e.g., individual, family, before or after tax)

Advantage: Allow estimation of the impact of

specific status dimensions on the
consumption process.
Disadvantage: Less accurate at predicting an
individuals overall position in a community.

Measuring Social Status

Multi-Item Indexes
Hollingshead Index of Social Position
Warners Index of Status Characteristics
Census Bureaus Index of Socioeconomic Status
Advantage: More accurate at predicting an individuals overall position
in a community.
Disadvantage: Overall status may mask useful associations between
individual status dimensions and the consumption process for particular
products.

Positioning
and Social
Class
Segments

What Is a Group?
Two or more people who interact to accomplish
either individual or mutual goals
A membership group is one to which a person
either belongs or would qualify for membership
A symbolic group is one in which an individual
is not likely to receive membership despite
acting like a member

Indirect
Reference
Groups

Individuals or groups
with whom a person
identifies but does not
have direct face-to-face
contact, such as movie
stars, sports heroes,
political leaders, or TV
personalities.

Major Consumer Reference Groups

Positive Influences on Conformity

Group
Characteristics
Attractiveness
Expertise
Credibility
Past Success
Clarity of Group
Goals

Personal
Characteristics
Tendency to
Conform
Need for Affiliation
Need to be Liked
Desire for Control
Fear of Negative
Evaluation

GROUP EXERT INFLUENCES

1.

ATTITUDE TOWARDS THE GROUP

VIEWS THE REFERENCE GROUP AS A CREDIBLE

SOURCE OF INFORMATION
VALUES THE VIEWS AND REACTIONS
ACCEPTS THE REWARDS AND SANCTIONS

COHESIVE
FREQUENTLY INTERACTING
DISTINCTIVE AND EXCLUSIVE

NATURE OF THE GROUP

NATURE OF THE PRODUCT

VISIBLE
EXCLUSIVE

Selected ConsumerRelated
Reference
Groups
Friendship groups

Shopping groups
Work groups
Virtual groups or communities
Consumer-action groups
Wild Planet Video

SITUATION

Behavioral
response

A FRIEND
MENTIONS
THAT STORE X
HAS A GOOD
COLLECTION
OF SUITS

NEEDING
A NEW SUIT
A DECIDES
TO VISIT
THE STORE

AN AD STRESSES THATEVEN
YOUR FRIENDS WONT TELL
YOU IF YOU HAVE BAD
BREATH-THEY WILL IGNORE
YOU

A BUYS THE
RECOMMENDED
MOUTHWASH

Type of
influence
INFORMATIONAL

NORMATIVE

IDENTIFICATION
OVER TIME.A NOTICES
THAT SUCCESSFUL
EXECUTIVES DRESS
CONSERVATIVELY

A DEVELOPS A
CONSEVATIVE
WARDROBE

CONSUMPTION

NECESSITY
(WEAK REFERENCE
GROUP INFLUENCE ON
PRODUCT)

VISIBLE
(STRONG REFERENCE
GROUP INFLUENCE ON
BRAND)

PRIVATE
(WEAK REFERENCE
GROUP INFLUENCE ON
BRAND)

NONNECESSITY
(STRONG REFERENCE
GROUP INFLUENCE ON
PRODUCT)

PUBLIC
NECESSITIES

PUBLIC

PRIVATE
NECESSITIES

PRIVATE

Visible usage
High relevance of product
to group
Low individual purchase
confidence
Strong individual
commitment to group
Nonnecessary item

HIGH DEGREE
OF
REFERENCE
GROUP
INFLUENCE

Consumer
Socialization

The process by which

children acquire the
skills, knowledge, and
attitudes necessary to
function as consumers.

A Simple Model of the

Socialization Process - Figure 10.11

Table 10.7 Eight Roles in the Family

Decision-Making Process
ROLE
Influencers
Gatekeepers
Deciders

Buyers
Preparers
Users

DESCRIPTION
Family member(s) who provide information to other members about a
product or service
Family member(s) who control the flow of information about a
product or service into the family
Family member(s) with the power to determine unilaterally or jointly
whether to shop for, purchase, use, consume, or dispose of a specific
product or service
Family member(s) who make the actual purchase of a particular
product or service
Family member(s) who transform the product into a form suitable for
consumption by other family members
Family member(s) who use or consume a particular product or service

Maintainers

Family member(s) who service or repair the product so that it will

provide continued satisfaction.

Disposers

Family member(s) who initiate or carry out the disposal or

discontinuation of a particular product or service

The Family Life Cycle

Traditional Family Life Cycle

Stage
Stage
Stage
Stage
Stage

I: Bachelorhood
II: Honeymooners
III: Parenthood
IV: Postparenthood
V: Dissolution

Modifications - the Nontraditional

FLC

Thank
You