Perspectives on Consumer Behavior

1. Perspectives onConsumer Behavior

2. Problem recognition Problem recognition Motivation Motivation Information search Information search Perception Perception Alternative evaluation Alternative evaluation Attitude formation Attitude formation Purchase decision Purchase decision Integration Integration Postpurchase evaluation Learning Consumer Decision Making Decision Stage Psychological Process

3. Ads Help Consumers Recognize Problems *Click outside of the video screen to advance to the next slide

4. Maslow’s Hierarchy of Needs Self-actualization needs (self-development, realization) Esteem needs (self-esteem, recognition, status) Esteem needs (self-esteem, recognition, status) Social needs (sense of belonging, love) Social needs (sense of belonging, love) Safety needs (security, protection) Safety needs (security, protection) Physiological needs (hunger, thirst) Physiological needs (hunger, thirst)

5. Nurturance, Love and Belonging

6. Strong inhibitions Symbolic meanings Complex and unclear motives Surrogate behaviors Freudian Psychoanalytic Approach Id, Ego, Superego / Ethos-Thanatos Symbolic Meanings & Sex Drive Subconscious Mind Surrogate behaviors

7. Go Daddy: Does “sex sell?” *Click outside of the video screen to advance to the next slide

8. Selective attention Selective attention Selective comprehension Selective comprehension Selective retention The Selective Perception Process Selective exposure Selective exposure

9. All available brands Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Brand J Brand K Brand L Brand M Brand N Brand O Evoked Set of Brands Evaluation of Alternatives Brand B Brand E Brand F Brand I Brand M

10. Kelly is All the Tire You Need *Click outside of the video screen to advance to the next slide

11. Objective Subjective Price Warranty Service Style Appearance Image Two Forms of Evaluative Criteria Evaluative Criteria Objective

12. Change perceptions of attribute values Change perceptions of the value of an attribute Add a new attribute to the attitude formation mix Add a new attribute to the attitude formation mix Change perceptions or beliefs about competing brand and their attributes Ways to Change Attitudes Change beliefs about attribute levels Change beliefs about an important attribute

13. Adding Attributes Changes Attitudes

14. Pre-evaluation Decision Post evaluation Integration processes Purchase intention Satisfaction Dis-satisfaction Heuristics Brand loyalty Affect referral decision rule Cognitive dissonance Purchase Decision and Evaluation

15. Unconditioned response (fresh and moist) Unconditioned response (fresh and moist) Conditioned stimulus (Lancôme moisturizer) Conditioned stimulus (Lancôme moisturizer) Conditioned response (fresh and moist) Classical Conditioning Process Unconditioned stimulus (grapes) Unconditioned stimulus (grapes) Association develops through contiguity and repetition

16. Classical Conditioning for Cosmetics

17. Personality & Consumer Behavior The Big 5 (OCEAN) Openness to Experience Conscientiousness Extraversion Agreeableness Neuroticism Inner-Directed vs. Outer-Directed Types

18. Emotion in Advertising What role does emotion play in influencing consumers? What is the role of emotion in advertising?