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1. Perspectives on
Consumer Behavior
4
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Consumer Behavior
The process and activities people engage in
when searching for, selecting, purchasing,
using, evaluating, and disposing of
products and services

3. Appealing to an Active Lifestyle

4. Consumer Decision Making
Postpurchase evaluation
Purchase decision
Alternative evaluation
Information search
Problem recognition
Decision-Making
Learning
Integration
Attitude formation
Perception
Motivation
Psychological Process

5. Sources of Problem Recognition
Out of Stock Dissatisfaction
New Needs
or Wants
Related Products,
Purchases
Market-Induced
Recognition
New
Products

6. Ads help Consumers Recognize Problems

7. What Prompts New Needs/Wants?
Financial
Changes
Employment
Status
Lifestyle
Knowledge Culture Personality

8. “I’m in the woods”
*Click outside of the video screen to advance to the next slide

9. Maslow’s Hierarchy of Needs
Self-actualization needs (self-
development, realization)
Physiological
(hunger, thirst)
Safety
(security, protection)
Social
(sense of belonging, love)
Esteem
(self-esteem, recognition, status)

10. Huggies Appeals to Need for Love

11. Freudian Psychoanalytic Approach
Strong
inhibitions
Symbolic
meanings
Surrogate
behaviors
Complex and
unclear motives
Subconscious
Mind

12. Probing the Minds of Consumers
In-depth
interviews
Association
tests
Focus groups
Projective
techniques

13. Test Your Knowledge
Critics of psychoanalytic theory believe any results
from motivation research are unusable because:
A) Results are unpredictable
B) External environmental stimuli exert too
much influence
C) The research requires the use of very
large samples
D) The theory is too vague
E) The research is too structured

14. The Psychoanalytic Approach
Motivation
Research
Highlights
importance of
symbolic factors
Reveals hidden
feelings, drives
and fears
Shifts attention
from “what” to
“how” and “why”
Pros
Varying,
subjective
interpretations
Qualitative results
from very small
samples
Difficult or
impossible to
verify or validate
Cons

15. Sexy Ads Get Noticed

16. Go Daddy Knows Sex Sells
*Click outside of the video screen to advance to the next slide

17. Information Search

18. Perception
• Marketers want to know
– How consumers sense external
information
– How they select and use sources of
information
– How information is interpreted and
given meaning

19. The Perception Process
Receive
Select
Organize
Interpret

20. Using Color to Focus Attention
WE CAN SUM IT UP IN TWO WORDS:
EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH TASTE.
ADMITTEDLY, WE’RE BAD AT SUMMATION.
There just aren’t enough adjectives to describe the
straight-from-the-orange taste of Tropicana Pure Premium.®

21. Sensory Advertising
Perfume on
sidewalks
Scented
cards
Microchips
Product
Samples

22. Selecting Information

23. Interpreting Information

24. Selective Perception
Selective retention
Selective exposure
Selective attention
Selective comprehension

25. Subliminal Perception

26. 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
Evoked Set of Brands
Brand B Brand E
Brand I
Brand M
Brand F

27. Evoked Set

28. Evaluative Criteria
Objective
Attributes
Price
Features
Warranty
Service
Image
Style
Performance
Subjective
Attributes
Brand Evaluation

29. Marketer’s Evaluative View
Enough
power?
Traction
okay?
Too
pricy?
The product is a
bundle of
attributes or
characteristics

30. Consumer’s Evaluative View
Product Is Seen As
A Set of Outcomes
Functional
How does it cut
tall, thick grass?
How close can
I get to
shrubs?
Will the
neighbors
be impressed
with
my lawn?
Will it still be
fun later this
summer?
Will I have
more time for
golf?
Will it pull
that
trailer I saw
at the store?
Psychological

31. Test Your Knowledge
_____ is considered a learned response to an object,
or an individual’s overall feelings toward, or evaluation
of, an object.
A) A motive
B) A need
C) Perception
D) An attitude
E) A decision rule

32. Multiattribute Attitude Model

33. Changing Attitudes
Change perceptions or beliefs about
a competing brand
Add a new attribute to the
attitude formation mix
Change perceptions of the
value of an attribute
Change beliefs about an important attribute

34. Adding Attributes Changes Attitudes

35. Purchase Decision and Evaluation
Integration
processes
Pre-
evaluation
Heuristics
Affect referral
decision rule
Decision
Purchase
intention
Brand loyalty
Post
evaluation
Satisfaction
Cognitive
dissonance
Dis-
satisfaction

36. Behavioral Learning
Classical Conditioning

37. Operant (Instrumental) Conditioning
Increase or decrease
in probability of
repeat behavior
(purchase)
Positive or negative
consequences occur
(reward or
punishment)
Behavior
(consumer uses
product or service)

38. Energizer Understands Operant Conditioning

39. Test Your Knowledge
A print ad for Chevy Ventura vans contains ten times
more copy than other ads in a recent issue of Better
Homes & Gardens magazine. Which of the following
theories states that this a way to shape consumer
behavior?
A) Psychoanalytical theory
B) Cognitive theory
C) Reinforcement theory
D) Affective modeling
E) Operant conditioning

40. Cognitive Learning Process
Purposive behavior
Insight
Goal achievement
Goal

41. External Influences on Consumer Behavior
Culture
Subculture
Social Class
Reference Group
Situational
determinants

42. External Influences on Consumer Behavior
Subculture ads
appeal to
shared beliefs,
values, and
norms

43. Alternative Approaches
Complimentary
Approaches
Participant
observation
Individual
interviews
Ethnographies
New
Methodologies
Cultural
influences
Social influences
Environmental
influences
New
Insights