Escolar Documentos
Profissional Documentos
Cultura Documentos
Motivation
Motivation
Information
InformationSearch
Search
Perception
Perception
Learning
Learning
Alternative
AlternativeEvaluation
Evaluation
Attitude
AttitudeFormation
Formation
Purchase
PurchaseDecision
Decision
Integration
Integration
Postpurchase
PostpurchaseEvaluation
Evaluation
Sources of Problem
Recognition
Out of stock
Dissatisfaction
Market-induced recognition
Esteem needs
(self-esteem, recognition, status)
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)
In-Depth
Interviews
Projective
Techniques
Association
Tests
Consumers respond with the first thing that comes to mind when
presented with some verbal or pictorial stimulus.
Variations in
Consumer Decision Making
Consumers do not always engage in all five steps of the purchase
decision process nor proceed in the sequence presented
Three major variations of consumer decision making process:
Extended Problem Solving - consumers need detailed information that helps them in
making their purchase decision
Limited Problem Solving - brand information, etc. must be available to consumers to
help them make their decision.
Routine Response Behavior brands considered for purchase are in the evoked set,
or because of brand loyalty.
Brands not in the evoked set must encourage trial and brand switching.
Levels of
Consumer Decision Making
Extensive Problem
Solving
Limited Problem
Solving
Routine Response
Behavior
Information Search
Starts with Internal
Search -
Perception
The process by which an individual receives,
selects, organizes and interprets information
Consumer Learning
Processes
Cognitive Learning
Behavioral Learning
Modeling Processes
Consumer Learning
Processes
Goal
Cognitive Learning
ProcessPurposive
behavior
Insight
Goal
achievement
Consumer Learning
Processes
Classical
Conditioning
Unconditioned
Unconditioned
Unconditioned
Unconditioned
stimulus
response
stimulus
response
Process
(waterfall)
(freshness,purity)
purity)
(waterfall)
(freshness,
Association develops through
contiguity and repetition
Conditioned
Conditioned
stimulus
stimulus
(Lirilsoap)
soap)
(Liril
Conditioned
Conditioned
response
response
(freshness,purity)
purity)
(freshness,
Consumer Learning
Processes
Instrumental
Conditioning
Behavior
Positive
Behavior
Positiveor
ornegative
negative
(consumer
uses
(consumer uses
consequences
occur
consequences
occur
Process
product
or
service)
product or service)
(reward
(rewardor
orpunishment)
punishment)
Increase
Increaseor
ordecrease
decreasein
in
probability
probabilityof
ofrepeat
repeat
behavior
behavior(purchase)
(purchase)
Alternative Evaluation
Important factors and processes during the
Alternative Evaluation Stage:
Evaluation of Alternatives
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
Brand E
Brand F
Brand I
Brand M
Consumer Attitudes
Learned predispositions to respond toward an objectan
individuals overall feelings toward or evaluation of an
object.
Individuals
Brands
Companies
Organizations
Product categories
Retailers
Advertisements
Media
Multiattribute Attitude
Model
Attitudes are a function of:
A = Bi X Ei
A = Attitude
Bi = Beliefs about brands performance on attribute i
Ei = Importance attached to the attribute i
N = Number of salient attributes considered by the
consumer
Brand loyalty
Integration processes
MENTAL STATEMENT
I selected the computer that came out best when I
balanced the good ratings against the bad ratings.
Conjunctive rule
Disjunctive rule
Lexicographic rule
Environmental Influences on
Consumer Behavior
Culture
Subculture
Social class
Reference
groups
Situations
Environmental Influences on
Consumer Behavior
Three types
usage situation
purchase situation
communications situation
Process
Output
Actual state
Desired state
2. Pre-purchase Info Search
Internal
external
3. Evaluation of Alternatives Integration Process
Post-decision Behavior
Purchase
1. Trial
2. Repeat purchase
3. Long term purchase
Socio-cultural Environment
1. Family
2. Informal sources (WOM)
3. Other noncommercial sources
4. Social class
5. Subculture and culture
Psychological Field
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
Postpurchase Evaluation
Communication
Task
Desired result or
effect from
communication
Target
Audience
Primary
Best way to Best IMC tool
group to reach reach at each to accomplish
at each stage stage
communication
task