Escolar Documentos
Profissional Documentos
Cultura Documentos
Decision
Making and
Beyond
Learning Objectives
Levels of Consumer
Decision Making
Extensive Problem Solving
It occurs when consumers is purchasing an expensive,
important, or technically complicated product or service
for the 1st time (e.g. replacing old tube TV with a new
HDTV).
weblink
Ads often
appeal to
consumers who
are looking for
information to
help them
evaluate
products.
Consumer
Decision
Making
Figure 15.3
Desired state:
Prepurchase Search
Begins with (past experiences) internal search
and then moves to (marketing &
noncommercial information) external search
The impact of the Internet
There are many factors that increase search
Product factor
Situational factors
Social acceptability
Consumer factors
Evaluation of Alternatives
Evoked set
Criteria used for evaluating brands
Consumer decision rules
Decisions by functionally illiterate
population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Applying decision rules
Series of decisions
Decision rules and marketing strategy
10
11
Issues in Alternative
Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their
application
Decisions by functionally illiterate
population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Applying Decision Rules
Series of decisions
Decision rules and marketing strategy
12
It allows a positive
evaluation of a brand on one attribute to balance
out a negative evaluation on some other attribute
Noncompensatory:
Positive evaluation
of a brand attribute does not compensate for a
negative evaluation of the same brand on some
other attribute
13
Mental Statement
Compensatory
rule
Conjunctive rule
Disjunctive rule
Lexicographic
rule
14
Issues in Alternative
Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their
application
Decisions by functionally illiterate
population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Applying Decision Rules
Series of decisions
Decision rules and marketing strategy
Chapter Fifteen
15
Issues in Alternative
Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their
application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Applying Decision Rules (priority setting)
Series of decisions
Decision rules and marketing strategy
Chapter Fifteen
16
Chapter Fifteen
17
Issues in Alternative
Evaluation
Evoked set
Criteria used for evaluating brands
Consumer decision rules and their application
Decisions by functionally illiterate population
Going online for decision making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Applying Decision Rules (priority setting)
Series of decisions (buying an automobile, color ,
shape , origin)
18
Output of Consumer
Decision Making
Purchase
Behavior
Trial purchases
Repeat purchases
Long-term
commitment
Postpurchase
Evaluation
Chapter Fifteen
19
Postpurchase Evaluation
Actual Performance Matches
Expectations
Neutral Feeling
20
Gifting Behavior
Gifting is an act of
symbolic
communication,
with explicit and
implicit meanings
ranging from
congratulations
and love, to regret,
obligation, and
dominance.
Chapter Fifteen
21
MOTIVATIONS
Personal accomplishment
Feeling down
Holiday
Feeling stressed
Have some extra money
Need
Had not bought for self in a while
Attainment of a desired goal
Others
To reward oneself
To be nice to oneself
To cheer up oneself
To fulfill a need
To celebrate
To relieve stress
To maintain a good feeling
To provide an incentive toward a goal
Others
Chapter Fifteen 22
GIFTING
RELATIONS
HIP
DEFINITION
EXAMPLE
Intergroup
Intercategor
y
Intragroup
Intrapersona Self-gift
l
Chapter Fifteen 24
A Model of Consumption
Figure 15.11
Chapter Fifteen
25
Relationship
Marketing
Marketing aimed at
creating strong,
lasting relationships
with a core group of
customers by making
them feel good about
the company and by
giving them some
kind of personal
connection with the
business.
Chapter Fifteen
26
27
State Farm
Insurance
stresses
relationship
marketing in
their advertising.
28