消费者行为学_CONSUMER_BEHAVIOR(PPT37页)

INTERNAL
Memory Thinking
EXTERNAL
Word of mouth, media, store visits, trial
BUwk.baidu.comD 307
CONSUMER BEHAVIOR
CATALOG
9 Lars Perner, Instructor
Options Identified and Considered
All possible options
Options that readily come to mind
Options that will be considered by the consumer
Note: Retrieved and evoked sets will vary among different consumers
BUAD 307
LESS IMPORTANT CONSUMER BEHAVIOR
13 Lars Perner, Instructor
Heuristics—Low Involvement Decision Rules
• If either Coke or Pepsi is on sale, buy that brand; otherwise, buy Coke
• The larger the navels, the better the orange
• The larger package is likely to offer a lower unit price (not true in reality)
BUAD 307
CONSUMER BEHAVIOR
3. Using a razor with five blades will reduce the likelihood of cutting yourself and will result in less skin irritation.
4. Dell Computers tend to be of higher quality than those made by HP and Sony.
• Consumer locus of control – Internal – External
• Product category complexity • Consumer knowledge
BUAD 307
CONSUMER BEHAVIOR
12 Lars Perner, Instructor
Questions Faced By Consumers
• Are veggie burgers actually healthy? • What makeup should you use to get an
“even” skin tone? • Do I get any useful benefits from spending
– May take on specific dimension (e.g., pleasure, disgust)
CONSUMER BEHAVIOR
16 Lars Perner, Instructor
Generating Beliefs Through Advertising
• Statements must be – Perceived – Comprehended – Remembered – Believed (at least in part)
more than $125 on a digital camera? • Should I get a “make-over?” What am I
looking for? What should I do? • Is my mechanic honest? • Which tie should I wear for a job interview? • Should I give my wife roses, chocolate, or
• Appreciate how these insights can be used to design and implement effective marketing strategies
• Appreciate individual and segment differences in process and outcome
• External search is more likely for higher involvement products.
BUAD 307
CONSUMER BEHAVIOR
11 Lars Perner, Instructor
Decision Making Issues
• Involvement level – Temporary – Enduring
POSTPURCHASE EVALUATION/ BEHAVIORS
CONSUMER BEHAVIOR
INFORMATION SEARCH
PURCHASE
Theory Complications
8 Lars Perner, Instructor
Approaches to Search for Problem Solutions
5. Rust stains on clothes can be removed with the use of lemon juice. Bleach actually makes these stains worse.
BUAD 307
CONSUMER BEHAVIOR
5 Lars Perner, Instructor
BUAD 307
CONSUMER BEHAVIOR
4 Lars Perner, Instructor
True or False?
1. If you have bad breath, you cannot smell it yourself.
2. If you eat a balanced diet, you do not need vitamin supplements.
BUAD 307
UNIVERSAL SET RETRIEVED SET
EVOKED SET
CONSUMER BEHAVIOR
10 Lars Perner, Instructor
REMINDER
• For low involvement products, efforts aimed at affecting internal search tend to be more effective—the consumer is usually not willing to expend energy on external search.
COMMUNICATION
3 Lars Perner, Instructor
Learning Outcome Objectives
• Understand how consumer cognitive (thinking) processes and limitations, affect, beliefs, social influences, and other contextual factors influence consumer decision making, choices, and behavior
– Hybrid: Combination of the two (e.g., one non-compensatory measure, then compensatory tradeoffs on other attributes
– Abandoned strategy: Consumer finds initial criteria unrealistic and proceeds to less desirable solution
Evaluation Type
IMPORTANT
– Compensatory: Decision based on overall value of alternatives (good attribute can outweigh bad ones)
– Non-compensatory: Absolutely must meet at least one important criterion (e.g., car must have automatic transmission)
• Affect
– May be positive or negative
Intentions
– An individual’s plan or expectations of what he or she will do
– May appear inconsistent with beliefs
– May not predict well what the individual will do in reality
BUAD 307
• Beliefs
• Behavioral
– Can be positive, negative, or neutral
– May or may not be accurate
– May contradict other beliefs held by the other person
BUAD 307
CONSUMER BEHAVIOR
7 Lars Perner, Instructor
CONSUMER DECISIONS:
Theory and Reality in Consumer Buying
PROBLEM RECOGNITION
BUAD 307
EVALUATION OF ALTERNATIVES
– Has insufficient hair
– Is hungry
– Has run out of ink in his or her inkjet cartridge
• Problems can be solved
in several ways--e.g., stress
reduction <----- vacation, movie, hot bath, medication
CONSUMER BEHAVIOR
BUAD 307 MARKETING FUNDAMENTALS
Why does Staples sell Starbucks coffee?
BUAD 307
CONSUMER BEHAVIOR
2 Lars Perner, Instructor
Influences on and of Consumer Behavior
14 Lars Perner, Instructor
Attitudes―components
BELIEFS
AFFECT (FEELING)
BUAD 307
BEHAVIORAL INTENTIONS
CONSUMER BEHAVIOR
15 Lars Perner, Instructor
Attitude Components
BUAD 307
CONSUMER BEHAVIOR
17 Lars Perner, Instructor
Positioning Through Creating Beliefs
• “It’s not delivery; it’s De Journo!” • “Wal-Mart. Always low prices.
PERCEPTION/ SENSATION
COGNITION
AFFECT
MARKET RESEARCH
STRATEGY
BELIEFS
SOCIAL AND OTHER INFLUENCE
BUAD 307
CONSUMER
CONSUMER BEHAVIOR
INFO SEARCH CHOICES
PREFERENCES
software?
BUAD 307
CONSUMER BEHAVIOR
6 Lars Perner, Instructor
Consumer Problems and
Recognition
• Consumer problem:
Discrepancy between ideal and actual state--e.g., consumer: