6

Consumer Decision Making

Dr. Close

Importance of Consumer Behavior

Why study consumer behavior?
Complex: personality is a poor predictor of
purchasing.
Purchasing agent is variable (no longer wife,
husband, etc)
May have + attitude
without intent to buy
(I like Jennifer Anniston
v.s. I plan to see Annistons
new movie; Mercedes)
Routine or involved
decisions

An Involved Choice?
Previous experience, interest, risk, social visibility and
purchase situation
Purchase situation includes:
1. Time (convenience
2. Reason for purchase
stores a good value vs
(gift vs personal use;
grocery?)

restaurant choice)

3. Atmospherics (how stores

makes you feel)
What are some of
the other things that
makes you purchase
a particular product?

Purchase Situation by Gender

Decision Making Process

Need recognition (vs want)

Information search (internal/external)
Evaluation of alternatives (evoked set)
Purchase (or not)
Post purchase behavior (cognitive
dissonance)

Cognitive Dissonance
Dissonance

Buyers remorse
Ex: Neiman Marcus, United Airlines, and
what else??

Other Influences

Social factors (reference groups,

opinion leaders, family)
Cultural factors (values,
subcultures, class)
Individual factors
(demographics, psychographics)
Psychological factors (perception,
motivation, learning, and beliefs)

Social Factors
Reference groups
Those you look to for guidance. What are some
reference groups that you can think of??
Marketers: opinion leaders, influence others, usually
type of product
Most influential for visible products (car vs mattress
function)

Cultural Influences

Subcultures and values

Social Class is defined as people with
the same status in a society.
It is NOT simply a function of income
a. Factors U.S.: usually measured
i. Occupation
ii. Education
iii. Housing

b. U.S. is fluid (change)

c. People over rank themselves

Individual Influences
Demographic change
Change in lifestyles and attitudes

1936

1965

1972

1986
1980

current

Betty Crocker pictures change as consumer attitudes and lifestyles also change.

Oil of Olay Ads

Before

After

People did not see the positive association between oil and beauty. As such,
the second logo for Olay was changed and oil was taken out.

Psychological Influences
Perception
Gathering & interpreting of information from
the world around us.
The process involves:
a. Selective exposure
Seek what interests us, ignore others
Ex: political information and what else??

b. Selective distortion
Screen/modify ideas we disagree with
Ex: power of suggestion, Bugs Bunny, and what else??

c. Selective retention
Remember what you want
Ex: forget homework, photo memory

Selective Distortion

Hierarchy of Needs
Physiological
Safety
Social
Love, friendship, status, esteem
Interaction with others (Club Med)

Personal
Need for personal satisfaction
Any examples??

Safety Ad Appeal

XBOX 360: Address what needs?

Summary
Why study consumer behavior?
Involvement factors
Social, cultural, individual, psychological

Hierarchy of needs
Any questions?