6 Consumer Decision Making Copyright 2017 Cengage Learning

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6 Consumer Decision Making Copyright © 2017 Cengage Learning. All Rights Reserved. May not

6 Consumer Decision Making Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LEARNING OUTCOMES 1. Explain why marketing managers should understand consumer behavior 2. Analyze the

LEARNING OUTCOMES 1. Explain why marketing managers should understand consumer behavior 2. Analyze the components of the consumer decision-making process 3. Explain the consumer’s postpurchase evaluation process 4. Identify the types of consumer buying decisions and discuss the significance of consumer involvement 5. Describe how some marketers are reconceptualizing the consumer decisionmaking process Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 2

LEARNING OUTCOMES (continued) 6. Identify and understand the cultural factors that affect consumer buying

LEARNING OUTCOMES (continued) 6. Identify and understand the cultural factors that affect consumer buying decisions 7. Identify and understand the social factors that affect consumer buying decisions 8. Identify and understand the individual factors that affect consumer buying decisions 9. Identify and understand the psychological factors that affect consumer buying decisions Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 3

LO 1 Understanding Consumer Behavior Consumers make purchase decisions Consumer behavior = HOW Consumers

LO 1 Understanding Consumer Behavior Consumers make purchase decisions Consumer behavior = HOW Consumers use and dispose of purchased goods and services Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 4

LO 2 Exhibit 6. 1 The Consumer Decision-Making Process Copyright © 2017 Cengage Learning.

LO 2 Exhibit 6. 1 The Consumer Decision-Making Process Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 5

LO 3 Cognitive Dissonance • Inner tension that a consumer experiences after recognizing an

LO 3 Cognitive Dissonance • Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions • Consumers reduce dissonance by: • Seeking information that reinforces the purchase decision • Avoiding information that contradicts the purchase decision • Revoking the original decision by returning the product Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 6

LO 4 Exhibit 6. 2 Continuum of Consumer Buying Decisions Copyright © 2017 Cengage

LO 4 Exhibit 6. 2 Continuum of Consumer Buying Decisions Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 7

Factors Determining the Level of Consumer Involvement LO 4 Previous experience Interest Perceived risk

Factors Determining the Level of Consumer Involvement LO 4 Previous experience Interest Perceived risk of negative consequences Social visibility Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 8

LO 4 Marketing Implications of Involvement • High-involvement purchases • Require extensive and informative

LO 4 Marketing Implications of Involvement • High-involvement purchases • Require extensive and informative promotion to the target market • Low-involvement purchases • Require in-store promotion, eye-catching package design, and good displays • Coupons and two-for-one offers promote lowinvolvement items Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 9

LO 5 Exhibit 6. 3 The Consumer Decision Journey Copyright © 2017 Cengage Learning.

LO 5 Exhibit 6. 3 The Consumer Decision Journey Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 10

LO 5 Exhibit 6. 4 Factors That Affect the Consumer Decision Journey Copyright ©

LO 5 Exhibit 6. 4 Factors That Affect the Consumer Decision Journey Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 11

LO 6 Subculture and Social Class • Subculture : Homogeneous group of people who

LO 6 Subculture and Social Class • Subculture : Homogeneous group of people who share elements of the overall culture as well as cultural elements unique to their own group • Social class : Group of people in a society • Considered nearly equal in status or community esteem • Regularly socialize among themselves both formally and informally • Share behavioral norms Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 12

LO 6 Exhibit 6. 5 U. S. Social Classes Copyright © 2017 Cengage Learning.

LO 6 Exhibit 6. 5 U. S. Social Classes Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 13

LO 6 Impact of Social Class on Marketers • Social class indicates which medium

LO 6 Impact of Social Class on Marketers • Social class indicates which medium to use for advertising • Knowing what products appeal to which social classes help marketers determine where to best distribute their products Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 14

LO 7 Social Influences Reference groups Opinion leaders Family members Copyright © 2017 Cengage

LO 7 Social Influences Reference groups Opinion leaders Family members Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 15

LO 7 Exhibit 6. 6 Types of Reference Groups Copyright © 2017 Cengage Learning.

LO 7 Exhibit 6. 6 Types of Reference Groups Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 16

LO 7 Influences of Reference Groups • Serve as information sources and influence perceptions

LO 7 Influences of Reference Groups • Serve as information sources and influence perceptions • Affect an individual’s aspiration levels • Constrain or stimulate consumer behavior through their norms Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 17

LO 7 Individual Differences in Susceptibility to Social Influences • Not all persons are

LO 7 Individual Differences in Susceptibility to Social Influences • Not all persons are equally influenced in their purchase decisions • Consumers differ in their feelings of connectedness to other consumers • Separated self-schema • Connected self-schema Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 18

LO 8 Individual Influences Gender Age Life cycle Personality Self-concept Lifestyle Copyright © 2017

LO 8 Individual Influences Gender Age Life cycle Personality Self-concept Lifestyle Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 19

LO 9 Psychological Influences Perception Motivation Learning Copyright © 2017 Cengage Learning. All Rights

LO 9 Psychological Influences Perception Motivation Learning Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 20

KEY TERMS • • • Consumer behavior Value Perceived value Utilitarian value Hedonic value

KEY TERMS • • • Consumer behavior Value Perceived value Utilitarian value Hedonic value Consumer decisionmaking process Need recognition Want Stimulus Internal information search External information search • Nonmarketing-controlled information source • Marketing-controlled information source • Evoked set (consideration set) • Cognitive dissonance • Involvement • Routine response behavior • Limited decision making • Extensive decision making • Showrooming • Culture • Subculture Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 21

KEY TERMS • Social class • Reference group • Primary membership group • Secondary

KEY TERMS • Social class • Reference group • Primary membership group • Secondary membership group • Aspirational reference group • Norm • Nonaspirational reference group • Opinion leader • Socialization process • Separated self-schema • Connected self-schema • Personality • Self-concept • Ideal self-image • Real self-image • Perception • Selective exposure • Selective distortion • Selective retention • Motive • Maslow’s hierarchy of needs • Learning • Stimulus generalization • Stimulus discrimination Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 22

SUMMARY • Consumers follow the consumer decisionmaking process while making a purchase • Consumer

SUMMARY • Consumers follow the consumer decisionmaking process while making a purchase • Consumer decisions fall under a continuum of three categories • Marketers are reconceptualizing the consumer decision-making process • Consumers seek out the opinions of others to reduce their search and evaluation effort Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 23

Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or

Copyright © 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG 11 | CH 6 24

Consumer Decision Making Levels of Consumer Decision MakingConsumer Decision Making Levels of Consumer Decision Making
Consumer Decision Making Levels of Consumer Decision MakingConsumer Decision Making Levels of Consumer Decision Making
CONSUMER DECISION MAKING Consumer Decision making is aCONSUMER DECISION MAKING Consumer Decision making is a
DECISION MAKING DECISION MAKING Decision Making is concernedDECISION MAKING DECISION MAKING Decision Making is concerned
Decision Making DECISION MAKING Decision making is theDecision Making DECISION MAKING Decision making is the
DECISION MAKING Decision Making Decision Making a choiceDECISION MAKING Decision Making Decision Making a choice
DECISION MAKING AND ORGANIZING DECISION MAKING Decision makingDECISION MAKING AND ORGANIZING DECISION MAKING Decision making
UNIT 2 CONSUMER BEHAVIOR Consumer Decision Making ConsumerUNIT 2 CONSUMER BEHAVIOR Consumer Decision Making Consumer
Rational Decision Making SSEF 2 Decision Making DecisionRational Decision Making SSEF 2 Decision Making Decision
Decision Making DECISION MAKING A decision is aDecision Making DECISION MAKING A decision is a
Decision Making Spring 2007 Decision Making 1 DecisionDecision Making Spring 2007 Decision Making 1 Decision
Decision Making An Introduction 1 Decision Making DecisionDecision Making An Introduction 1 Decision Making Decision
Consumer Behavior Consumer Satisfaction Consumer Behavior Consumer SatisfactionConsumer Behavior Consumer Satisfaction Consumer Behavior Consumer Satisfaction
Decision Making Decision Making The process of makingDecision Making Decision Making The process of making
Shared Decision Making Shared Decision Making MAGIC MakingShared Decision Making Shared Decision Making MAGIC Making
8 Copyright 2008 Cengage Learning Copyright 2008 Cengage8 Copyright 2008 Cengage Learning Copyright 2008 Cengage
5 Planning and Decision Making Copyright 2017 Cengage5 Planning and Decision Making Copyright 2017 Cengage
Chapter 13 Heart 2017 Cengage 2017 Learning CengageChapter 13 Heart 2017 Cengage 2017 Learning Cengage
Chapter 12 Blood 2017 Cengage 2017 Learning CengageChapter 12 Blood 2017 Cengage 2017 Learning Cengage
Chapter 3 Cells 2017 Cengage 2017 Learning CengageChapter 3 Cells 2017 Cengage 2017 Learning Cengage
Chapter 5 Ethical Decision Making 2017 Cengage LearningChapter 5 Ethical Decision Making 2017 Cengage Learning
Chapter 16 Consumer Decision Making and Beyond ConsumerChapter 16 Consumer Decision Making and Beyond Consumer
Consumer Decision Making 4 H Consumer Education CDMConsumer Decision Making 4 H Consumer Education CDM