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Consumer Behavior
Consumer Behavior
• The process individuals and groups go
through to select, purchase, or use goods,
services, ideas, or experiences
The Consumer Decision Process
Problem Recognition
Information Search
Alternative Evaluation
Product Choice
Internal Influences:
Perception Situational Influences:
Attitudes Physical Environment
Learning Time
Motivation
Lifestyle
Age groups Decision
Personality Process
Social Influences:
Social class, Culture,
PURCHASE
Group memberships
Internal Influences
• Perception
• Attitudes
• Learning
• Motivation
• Lifestyle
• Age
• Personality
Perception
• Process by which people select, organize,
and interpret information
– Exposure: stimulus must be within sensory
receptors to be noticed
– Perceptual Selection: consumers will pay
attention to some stimuli and not to others
– Interpretation: consumers assign meaning to
stimuli
Perception
• Process by which people select, organize,
and interpret information
– Exposure: stimulus must be within sensory
receptors to be noticed
– Perceptual Selection: consumers will pay
attention to some stimuli and not to others
– Interpretation: consumers assign meaning to
stimuli
Motivation
Self-
Actualization
Ego Needs
Belongingness
Safety
Physiological
Learning
• A change in behavior caused by information
or experience
• Behavior learning theories assume learning
takes place as the result of connections
formed between events
• Cognitive learning occurs when consumers
make a connection between ideas or by
observing things in their environment
“Social Learning theory”
(Albert Bandura)
=MODELLING=
A-attention( attracted)
R-retention (memory)
M-motor reproduction(imitate)
M-motivation (willingness)
Attitudes
Attitudes:
– Lasting evaluations of a person, object, or
issue
– Three attitude components
• Cognition (knowing): beliefs or knowledge
• Affect (feeling): emotional response
• Behavior (doing): intention to do something
Attitudes:
– Lasting evaluations of a person, object, or
issue
– Three attitude components
• Cognition (knowing): beliefs or knowledge
• Affection (feeling): emotional response
• Behavior (doing): intention to do something
Attitudes:
– Lasting evaluations of a person, object, or
issue
– Three attitude components
• Cognition (knowing)
• Affection (feeling)
• Behavior (doing)
– Marketers decide which attitude component
will drive consumer preferences
5-19 Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Personality
Comprehension.
Intentional & Unintentional Learning
– Types of learning (psychologist approach)
– RECAP of some topics (CAP to CAB)
Behaviorism & Cognitive Theories
Classical Conditioning
5-31
COMPREHENSION
5-32
COMPREHENSION
5-33
Unintentional & Intentional
Learning
Unintentional Learning
– Consumers simply sense and react
(or respond) to the environment.
– Do not attempt to comprehend the
information.
5-34
Unintentional & Intentional
Learning
Intentional Learning
– Consumers set out to specifically learn
information devoted to a certain subject.
5-35
Specific Traits Examined in
Consumer Research
Value Consciousness
– Represent the tendency for consumer to
focus on maximizing what is received in
the transaction as compared to what is
given
5-36
Specific Traits Examined in
Consumer Research
Materialism
– Refers to the extent which material goods
have importance in consumer’s life
• Possessiveness
• Nongenerosity
• Envy
5-37
Specific Traits Examined in
Consumer Research
Innovativeness
– Refers to the degree to which an
individual is open to new ideas and tends
to be relatively early in adopting new
products, services or experiences.
5-38
Specific Traits Examined in
Consumer Research
Need for Cognition
– Refers to the degree to which consumers
enjoy engaging in effortful cognitive
information processing.
5-39
Specific Traits Examined in
Consumer Research
Competivetiveness
– Enduring tendency to strive to be better
than others.
5-40
Other traits found in
Consumer Research
Frugality
Impulsiveness
Trait Anxiety
Bargaining Proness
Trait Vanity
5-41
FFM (the Multiple Trait
Approach)
Extroversion
Agreeableness
Openness to Experience
Stability
Consciousness
5-42