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8/8/2019 Consumer Behavior Ppt 2
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Consumer Behavior you arewhat you buy
Did you know?
Paper Marketing news
Consumer behavior (web)
Consumer behavior (ppt)
Innovation diffusion (ppt)
NLP
Next week: Market research
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Consumer Decision-Making
Process
PostpurchaseBehavior
Purchase
Evaluationof Alternatives
Information Search
Need Recognition
Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological
FactorsFactorsaffectaffect
all stepsall steps
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Complete model of consumer behavior
Stimuli
(marketer
dominated,
other)
External
search
Memory
Internal
search
Exposure
Attention
Comprehension
Acceptance
Retention
Search
Need
recognition
Alternative
evaluation
Purchase
Outcomes
Dissatisfaction Satisfaction
Individual
differences
resources
motivation &
involvement knowledge
attitudes
personality,
values, lifestyle
Influences
culture
social class
family situation
Start
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Need Recognition
Preferred State
Marketing helps
consumers recognize
(or create) an imbalance
between present status
and preferred state
When a current product isnt
performing properly
When the consumer is running
out of an product
When another product seems
superior to the one currently used
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The information search stage
An internal search involves thescanning of one's memory to recall previous
experiences or knowledge concerning
solutions to the problem-- often sufficient forfrequently purchased products.
An external search may be necessarywhen past experience or knowledge is
insufficient, the risk of making a wrong
purchase decision is high, and/or the cost of
gathering information is low.
Personal sources
(friends and family)
Public sources (rating
services like Consumer
Reports)
Marketer-dominated
sources (advertisingor sales people)
The evoked set: a group ofbrands from which the buyer can
choose
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go back to your past purchase what were the
specific internal and external sources ofinformation that influenced your decision?
how do you determine (and rate) the credibility of
these sources?
what specific information influenced you?
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Determinants of External Search
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Buyer Behavior
Initiator: the person who first suggests or thinks of the idea of buying aparticular product or service.
Influencer: a person whose views or advice carry weight in making thefinal buying decision
Decider: the person who ultimately makes the final buying decision orany part of it
Buyer: the person who makes the actual purchase
User: the person who consumes the product or service
Other people often influence a consumers purchase decision.
The marketer needs to know which people are involved in thebuying decision and what role each person plays, so that
marketing strategies can also be aimed at these people. (
Think about your past purchase who was in which role?
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Wife
Dominant
Husband
Dominant
Joint
100 50 075 25
Womensclothing
Pots & pans
Child clothing
groceries
vacations
TV sets
Family car Sport equipment
Lawn mower
Paint wallpaper
lamps
Mens leisure clothing
Mens business clothing
camera
Financial planning
furniture
refrigerator
luggage
carpet
NonRx
Toys/games
stereo
hardware
Extent of role specialization
Relative influence of husbands & wives
Information
searchFinaldecision
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Consumer decision makingvaries with the level of involvement in
the purchasing decision
Extensive: problem solving occurs whenbuyers purchase more expensive, less
frequently purchased products in an
unfamiliar product category requiringinformation search & evaluation; may
experience cognitive dissonance.
Limited: problem solving occurs when buyers areconfronted with an unfamiliar brand in a familiar product
category
Routine: response behavior occurswhen buyers purchase low cost, low risk, brand loyal,
frequently purchased, low personal identification or
relevance, items with which they are familiar.
Increase in
Consumer
evaluationprocesses
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quickly list 10 items you have purchased in the past
month
reexamine how long it took you to make a decision
on each
why did such a difference in decision occur?
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Factors affecting
Consumer involvement
Previous experience: low level involvement
Interest: high involvement
Perceived risk of negative consequences: high involvement
Situation: low to high due to risk
Social visibility: involvement increases with product visibility
Offer extensive information on high involvement products
In-store promotion & placement is important for low involvement products
Linking low-involvement product to high-involvement issue can increase sales
So
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Types of consumer involvement
and decision making
Routine Limited Extensive
Involvement Short Low tomoderate
High
Time Low Short to
moderate
Long
Cost Short Low to
moderate
High
Information
Search
Internal only Mostly
internal
Internal &
external
Number of
alternatives
one few many
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think of an important purchasing decision
you have made
what are some of the thoughts you have hadfollowing your purchase? Any regrets?
what has influenced those thoughts?
how have you dealt with the discomfort?
how has the company anticipated or dealt with
your discomfort?
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Postpurchase Behavior
Can minimize through:Effective Communication
Follow-upGuaranteesWarranties
Underpromise &overdeliver
Cognitive DissonanceCognitive Dissonance
Did I make a good decision?Did I make a good decision?
Did I buy the right product?Did I buy the right product?
Did I get a good value?Did I get a good value?
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Decision Processing
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Persuasive Communication
Nature of Active Cognitive Processing: (initial
attitude, argument quality, etc.)
Favorable
Thoughts
Predominate
Unfavorable
Thoughts
Predominate
Neither or
Neutral
Predominate
Cognitive Structure Change: Are new cognitions
adopted and stored in memory? Are different
responses made salient than previously?
personal relevance
personal importance personal responsibility
Motivated to Process?
dissonance arousal
need for cognition repetition
cognitive complexity
critical thinking
distraction free
low arousal
Ability to Process?
appropriate schema
message pace
repetition
issue familiarity
Enduring positive
attitude change
(persuasion)
Enduring negative
attitude change
(boomerang)
greater persistence
resistant to counterattacks & fading
predictive of behavior
> brand memory
> elaboration
>usage intention
> attitude accessibility
> attitude confidence > attitude-behavior consistency
Peripheral Cues Present?
reciprocity (obligated, did a favor)
consistency (way its done, similar to before)
social proof (peer pressure, conformity)
liking (attractiveness, friendliness)
celebrity (identification, prestige)
authority (expertise, experience, credibility) rapid speech, forceful presentation, charismatic style
scarcity (limited time offer)
tangible rewards
appealing visuals & music (emotional arousal)
fear appeal
weak counter-arguments
Attitude Shift:
short-lived
susceptible to influence
unpredictable
Retain or RegainInitial Attitude
Elaboration Likelihood Method (ELM) of persuasion
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Write in the number that best fits your view:
1 2 3 4
completely mostly mostly completely
false false true true
_____1. I would prefer complex to simple problems.
_____2. I like to have the responsibility of handling a situation that requires a lot of thinking.
_____3. Thinking is not my idea of fun. *
_____4. I would rather do something that requires little thought than something that is sure to
challenge my thinking abilities. *
_____5. I try to anticipate and avoid situations where there is likely chance I will have to think
in depth about something. *
_____6. I find satisfaction in deliberating hard and for long hours.
_____7. I only think as hard as I have to. *
_____8. I prefer to think about small, daily projects to long-term ones. *
_____9. I like tasks that require little thought once Ive learned them. *
_____10. The idea of relying on thought to make my way to the top appeals to me.
_____11. I really enjoy a task that involves coming up with new solutions to problems.
_____12. Learning new ways to think doesnt excite me very much. *
_____13. I prefer my life to be filled with puzzles that I must solve._____14. The notion of thinking abstractly is appealing to me.
_____15. I would prefer a task that is intellectual, difficult, and important to one that is somewhat
important but does not require much thought.
_____16. I feel relief rather than satisfaction after completing a task that required a lot of mental
effort. *
_____17. Its enough for me that something gets the job done; I dont care how or why it works. *
_____18. I usually end up deliberating about issues even when they do not affect me personally.
Need for
Cognition Scale
Items 3, 4, 5, 7, 8, 9, 12, 16, and 17 are reverse scored
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Sleeper Effect:
when secondary source becomes more credible than primary source
over time
persuasion may increase over time with a weak source
forget the source but remember the message
not if source is learned prior to the message (will ignore or bias
processing)
Example: Attack ads during political campaigns
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