Chapter 6

1. Chapter 6 Consumer Behavior

2. Objectives • Understand basic model of CB • Understand decision making process • Appreciate risk, choice criteria, satisfaction, dissonance • Recognize influence of individual factors • Understand role of culture & subculture • Identify social class influences • Recognize influence of reference groups • Key aspects of joint decision making

3. Personal interaction Behavior Environment Behavioral Fundamentals:B = ƒ(P,E) +

4. Culture Sub-culture SES Reference groups Motives Perception Information processing Environmental Forces Individual Factors The Decision Making Process Family Social values, norms, roles Situations Marketing mix Learning Attitudes Personality

5. Less Involvement More Involvement Decision Making: Situations Routine Response Behavior Limited Decision Making Extensive Decision Making

6. Decision Making Process Problem recognition

7. Decision Making: Problem Recognition & Involvement High Involvement No buy: Stop/Restart Problem id Info search Eval Choice Buy: Consume/Eval Low Involvement Problem id Limited search Choice Consume Limited Eval

8. The Decision Making Process Problem recognition Information search • Level of perceived risk • Performance risk • Financial risk • Physical risk • Social risk • Time-loss risk

9. The Decision Making Process Problem recognition Information search • Information Search • Internal search • External search • Time • Effort • Money

10. Lots of storage Performance Variety of colors Safety Decision Making Process Problem recognition Information search Alternative evaluation • Choice criteria • Features • Complexity

11. Problem recognition Information search Alternative evaluation Decision Making Process Post-purchase consumption & evaluation Purchase decision • Purchase satisfaction and dissatisfaction • Cognitive dissonance

12. creating acts upon Motive Basic need causing Response behavior Goal-directed search for incentive resulting in yielding Satisfaction Dissatisfaction Simple model of motivated behavior Stimulus

13. Self-Actualization Esteem Social Safety Physiological Individual Factors: Needs

14. Individual Factors: Perception • Selective perception • Selective exposure • Selective attention • Selective interpretation • Stimulus factor • Context • Individual factor That fish was at least 8 pounds

15. Individual Factors:Learning “Any change in behavior or cognition resulting from experience or interpretation of experience.”

16. Attitude Cognition Affect Traditional Behavior Attitudes Cognition Affect Behavioral intentions Modern

17. Individual Influences on the Decision-making Process • Personality • Self concept • the real self • the ideal self

18. Interpersonal Influences on the Decision-making Process • Social values, norms, role • Culture • Subculture • Social class • Reference groups • Family • Social situations

19. Review • Understand basic model of CB • Understand decision making process • Appreciate risk, choice criteria, satisfaction, dissonance • Recognize influence of individual factors • Understand role of culture & subculture • Identify social class influences • Recognize influence of reference groups • Key aspects of joint decision making