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Consumer Decision Making
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Three Perspectives
on Decision Making
Decision making perspective
High involvement decisions
Low involvement decisions
Experiential perspective
Behavioral influence perspective
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Decision Making Perspective
High Involvement Decisions
ProblemRecognition
ExtensiveSearch
Extended
Alternative
Evaluation
ComplexChoice
AcquisitionEvaluation
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Decision Making Perspective
Low Involvement Decisions
ProblemRecognition
LimitedSearch
Minimal
Alternative
Evaluation
Simple
Choice
Processes
AcquisitionEvaluation
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Experiential Perspective
ProblemRecognition
(affect driven)
Search forAffect-based
Solutions
Alternative
Evaluation
(comparison
of affect)
Choice
(affect-based)
Acquisition
Evaluation
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Behavioral Influence Perspective
Search(learned
Response)
Choice(behavior
results from
reinforcers)
AcquisitionEvaluation
(self-perception
process)
ProblemRecognition
(results from
discriminative
stimulus)
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Initial vs. Repeat PurchasesInitial purchases
Tend to require more extensive problem
solving
Repeat purchases
Tend to require limited problem solving,
sometimes habitual decisions
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Basic Decision Making ProcessProblem/Need Recognition
Information Search
Evaluation of Alternatives
Purchase
Post-Purchase Evaluation
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Problem/Need RecognitionConsumer recognizes a gap or discrepancy
between his/her current state and his/her
desired state.
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Information SearchDeliberate attempt to gain knowledge about
a purchase decision; goal is to reduce
uncertainty.
Internal search
Retrieve information from long term
memory
External search
Gather information from external
sources, e.g., ads, media, friends, stores
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Determinants of External Search
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Evaluation of AlternativesOccurs either separately or in conjunction
with information search.
We rely on internal processes to help usorganize the evaluation process.
Consideration (evoked set)
Decision rules (heuristics)
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Consideration Set
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Decision Rules
Strategies used by consumers to guidedecision making.
Some decision rules use product
characteristics to guide decisions.
Compensatory
Noncompensatory
Some decision rules rely on stored
information in consumers memories to
guide decisions.
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Compensatory Decision RuleSelect the best overall brand
Consumer evaluates brand options in terms of
each relevant attribute and computes a weightedor summated score for each brand. The
consumer chooses the brand with the highest
score.
A compensatory model because a positive
score on one attribute can outweigh a
negative score on another attribute.
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Noncompensatory Decision Rules
Conjunctive Decision Rule
Consumer sets a minimum standard for each
attribute and if a brand fails to pass anystandard, it is dropped from consideration.
Reduces a large consideration set to a
manageable size.Often used in conjunction with another
decision rule.
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Noncompensatory Decision Rules
Disjunctive Decision Rule
Consumer sets a minimum acceptable standard
as the cutoff point for each attribute--any brand
that exceeds the cutoff point is accepted.Reduces large consideration set to a more
manageable number of alternatives.
Consumer may settle for the firstsatisfactory brand as final choice or may use
another decision rule.
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Noncompensatory Decision Rules
Lexicographic Decision Rule
The consumer ranks the attributes according to
importance and then selects the brand that issuperior on the most important attribute.
If one brand ranks sufficiently high on just
one attribute, it will be selected regardlessof how it scores on other attributes.
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Affect-Referral RuleSynthesized decision rule
Consumers maintain overall evaluations of
brands in their long term memories. Brands onnot evaluated on individual attributes but on the
highest perceived overall rating.
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Frame of ReferenceAnother way in which consumers evaluate
information is the frame of reference from
which s/he subjectively evaluates messagesrelated to a decision problem.
Percent lean vs. Percent fat
Sale vs. Clearance
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Purchase Decision
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Post-Purchase Evaluation
Consumers evaluate purchases during
consumption process.
Three possible outcomes.
Postpurchase cognitive dissonance.
Complaining behavior.
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OutcomesActual product performance matches
prepurchase expectations
Neutral Feeling
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OutcomesActual product performance exceeds
prepurchase expectations.
Positive disconfirmation of expectations
Satisfaction
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OutcomesActual product performance is below
prepurchase expectations.
Negative disconfirmation of expectations
Dissatisfaction
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A Continuum of Satisfaction
Dissatisfaction DelightedSatisfaction
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If dissatisfied.
Alternative actions
Do nothing
Avoid seller/brand in the future
Negative WOM to friends
Seek redress of problem from seller
Complain to outside agency
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Decision to complain...Is based on:
Level of dissatisfaction
Importance of decision/purchase
Costs/benefits of actions
Personal characteristics
Attribution of blame
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Managerial Implications Related
to Consumer Decision MakingUnderstanding decision making process
enables marketers to assist consumers along
decision pathway. Offer products that meet needs/wants
Advertising
Making information available
Making product available
Follow-up sales calls, good service
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