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Chapter Objectives
1 Define consumer 3 Explain each of the 5 Outline the steps in the
behavior and describe the personal determinants of consumer decision
role it plays in marketing consumer behavior: needs process.
decisions. and motives, perceptions,
6 Differentiate among
attitudes, learning, and
2 Describe the interpersonal routinized response
self-concept theory.
determinants of consumer behavior, limited problem
behavior: cultural, social, 4 Distinguish between solving, and extended
and family influences. high-involvement and problem solving by
low-involvement consumers.
purchase decisions.
CHAPTER 5 Consumer Behavior
INTERPERSONAL DETERMINANTS OF
CONSUMER BEHAVIOR
CULTURAL INFLUENCES
• Culture Values, beliefs, preferences, and tastes handed down from one
generation to the next.
• Culture is a broad environmental determinant of behavior.
Subcultures
• Groups within a culture that have their own modes of behavior.
• In U.S. subcultures can differ by ethnicity, nationality, age, rural versus
urban location, religion, and geographic distribution.
• Population mix in U.S. is changing as the Hispanic, African American, and
Asian populations grow.
CHAPTER 5 Consumer Behavior
SOCIAL INFLUENCES
• Everyone belongs to multiple social groups: family, neighborhood, clubs,
and sports teams.
• Group membership influences buying decisions.
• Groups establish norms of behavior—values, attitudes, and behaviors that a
group deems appropriate for its members.
• Differences in status and roles within groups also influence behavior.
• Some Americans make purchases to enhance their status within social
groups, and others work to reduce their consumption dramatically.
Reference Groups
• Reference groups People or institutions whose opinions are valued and to
whom a person looks for guidance in his or her own behavior, values, and
conduct, such as family, friends, or celebrities.
• Influence of reference group depends on two conditions:
• Purchased product must be seen and identifiable.
• Purchased product must be conspicuous, something not everybody
owns.
Social Classes
• Six classes: upper-upper, lower-upper, upper-middle, lower-middle,
working class, lower class.
• Income not always a primary factor.
• Individuals’ buying habits sometimes reflect the class to which they aspire.
CHAPTER 5 Consumer Behavior
Opinion Leaders
• Reference groups Trend- setters who
purchase new products before others in a
group and then influence others in their
purchases.
• Individuals tend to act as opinion leaders
for specific goods or services.
• Information sometimes flows from mass
media to opinion leaders to consumers;
sometimes flows directly to consumers.
CHAPTER 5 Consumer Behavior
FAMILY INFLUENCES
• Like other influences, families have norms of expected behavior, status
relationships, and roles.
• Family structure changing.
1900 Today
Percent of households headed by married couple 80 53
Percent of households that include extended family 50 10
Percnet of married women who work outside the home 6 60
CHAPTER 5 Consumer Behavior
FAMILY INFLUENCES
• Four roles of spouses:
• Autonomic role—partners independently make an equal number of
decisions.
• Husband-dominant role—husband usually makes certain buying
decisions, such as purchasing life insurance.
• Wife-dominant role—wife makes buying decisions, such as buying
children’s clothing.
• Syncratic role—buying decision made jointly.
• Increasing occurrence of two-income households increases likelihood of
spouses making joint buying decisions.
PERSONAL DETERMINANTS OF
CONSUMER BEHAVIOR
NEEDS AND MOTIVES
• Need Imbalance between a consumer’s actual and desired states.
• Motive Inner state that directs a person toward the goal of satisfying a
need.
PERCEPTIONS
• Perception Meaning that a person attributes to incoming stimuli gathered
through the five senses.
• Results from two types of factors:
• Stimulus factors—characteristics of the physical object such as size,
color, weight, and shape.
• Individual factors—unique characteristics of the individual, including
not only sensory processes but also experiences with similar inputs and
basic motivations and expectations.
Perceptual Screens
• Consumers are bombarded by commercial messages.
• Perceptual screens help people filter out some messages.
• Advertisers work to break through these screens such as through using large
ads, word-of-mouth advertising, and virtual reality.
CHAPTER 5 Consumer Behavior
Subliminal Perception
• Subconscious receipt of incoming information.
• Use is aimed at subverting perceptual screens.
• Unlikely to work in customers not already inclined to buy.
ATTITUDES
• Attitudes Person’s enduring favorable or unfavorable evaluations,
emotions, or action tendencies toward some object or idea.
Attitude Components
• Cognitive—individual’s knowledge about an object or concept.
• Affective—deals with feelings or emotional reactions.
• Behavioral—tendencies to act in a certain manner.
CHAPTER 5 Consumer Behavior
LEARNING
• Learning Knowledge or skill that is acquired as a result of experience,
which changes consumer behavior.
• Learning process:
• Drive—any strong stimulus that impels action.
• Cue—any object in the environment that determines the nature of the
consumer’s response to a drive.
• Response—an individual’s reaction to a set of cues and drives.
• Reinforcement—the reduction in drive that results from a proper
response; creates bond between the drive and the purchase of the
product.
CHAPTER 5 Consumer Behavior
SELF-CONCEPT THEORY
• Self-concept Person’s multifaceted picture of himself or herself.
• Four components—real self, self-image, looking-glass self, and ideal self—
influence purchasing decisions.
CHAPTER 5 Consumer Behavior
SEARCH
• Consumer gathers information about the attainment of a desired state of
affairs.
• Evoked set Number of alternatives that a consumer actually considers in
making a purchase decision.
EVALUATION OF ALTERNATIVES
• Consumer accepts, distorts, or rejects information as they receive it.
• Evaluative criteria Features that a consumer considers in choosing among
alternatives.
CHAPTER 5 Consumer Behavior
POST-PURCHASE EVALUATION
• Buyer feels either satisfaction at the removal of the discrepancy between the
existing and desired states or dissatisfaction with the purchase.
• Cognitive dissonance Imbalance among knowledge, beliefs, and attitudes
that occurs after an action or decision, such as a purchase.
• Reasons dissonance may increase:
• The dollar value of a purchase increases.
• The rejected alternatives have desirable features that the chosen
alternatives do not provide
• The purchase decision has a major effect on the buyer.
CHAPTER 5 Consumer Behavior