Ch05
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Chapter 5: UNDERSTANDING the BUYER BEHAVIOR and COMMUNICATION PROCESS 5.1
2.1
Household Consumer Behavior Complex Process through which Individuals Acquire, Use and Dispose of Products or Services to Satisfy Their Needs and Desires
THE CONSUMER AS A DECISION MAKER - 4 STAGES Need Recognition: Functional or Emotional Benefits Information Search & Alternative Evaluation Internal Information Search External Information Search Consideration Set Evaluation Criteria 5.2
Is this a Functional or Emotional Appeal for Foster Grant Sunglasses?
5.3
Household Consumer Behavior (con’t) THE CONSUMER AS A DECISION MAKER - 4 STAGES (con’t)
Purchase -Consumer Commits to a Brand with Purchase Decision
Post Purchase Use & Evaluation
Consumer Satisfaction
Cognitive Dissonance 5.4
Household Consumer Behavior (con’t) FOUR MODES OF CONSUMER DECISION MAKING EMERGING FROM: Sources of Involvement & Prior Experience Create: Extended Problem Solving Limited Problem Solving Habit or Variety Seeking Brand Loyalty 5.5
How Does This Ad Comply with the Conditions of Extended Problem Solving?
5.6
Household Consumer Behavior (con’t) THE CONSUMER AS A DECISION MAKER: Key Psychological Processes Attitudes and Beliefs Brand Attitudes Beliefs Salient Beliefs Multiattribute Attitude Models Evaluative Criteria Importance Weight The Consideration Beliefs
5.7
Household Consumer Behavior (con’t) THE CONSUMER AS A DECISION MAKER :Key Psychological Processes (con’t)
Perception We Use it to Create a Reality Creates an Orientation to the World Has Specific Implications for Each Consumer Experimental-Hedonic Influences Emphasis on Pleasure & Personal Enhancement Consumers Buy & Consume to Feel Good In Contrast to Rigorous Cognitive Evaluation of Other Factors 5.8
This Ad Would Seem to Be Appealing to ExperientialHedonic Motives
5.9
The Consumer in a Sociocultural Consumption Context
CULTURE Total Life Ways of a People The Way People Eat, Groom, Celebrate & Mark Their Space/Position Cultures are Small VALUES Express in Words & Deeds Examples - Individual Freedom, Propriety & Restrained, Behavior, etc. RITUALS Cultures Affirm, Express & Maintain Values Ritual-laden Holidays Perpetuate American Culture 5.10
Culture is the “Total Life Ways of People.” How is Life in Singapore Different From the U.S.?
5.11
The Consumer in a Sociocultural Consumption Context (con’t) SOCIETY Social Class Family Reference Groups Race & Ethnicity Gender Community 5.12
Is this Ad Using a Reference Group Appeal?
5.13
Business Buyer Behavior STAGES IN BUYING PROCESS
Need Recognition
Product & Scheduling Specifications
Evaluation of Products
Product & Supplier Choice
Product & Supplier Evaluation 5.14
Business Buyer Behavior NATURE OF DECISION MAKING IN BUSINESS MARKET
Styles Rational Conservative Type of Decision Straight Rebuy Modified Rebuy New Task Buying 5.15
What Type of Decision is a Zip Drive?
Business Buyer Behavior (con’t) NATURE OF DECISION MAKING IN BUSINESS MARKET (con’t)
Buying Center Several Different People Involved in a Single Decision May Require Different Promotional Tools
Business Buyer Behavior on the Internet
Internet Buying is Efficient
Sites Offer Product & Pricing Information from Many Sources Simultaneously 5.17
Evaluation Criteria Used in Business Decision Making
Efficiency of Product Supplied Certainty of Supply Dependability in Meeting Schedules Technical Assistance From the Seller Product Features Supplier Loyalty/Patronage
5.18
The Communication Process COMPONENTS IN A MODEL OF COMMUNICATIONS
Intentions Source Message Medium Receivers Effects Noise & Feedback
5.19
Issues in Communication and Information Processing INFORMATION PROCESSING & PERPETUAL DEFENSES
Two Major Obstacles to Overcome for a Message to Have an Effect: Cognitive Consistency Impetus and Information Overload
Cognitive Consistency Impetus Mental State New Information Cognitive Consistency 5.20
Issues in Communication and Information Processing (con’t) INFORMATION PROCESSING & PERPETUAL DEFENSE (con’t)
Information Overload Consumers Employ Perceptual Defenses to Simplify & Control Information Processing Selective Exposure Selective Attention Selective Comprehension Selective Retention 5.21
Issues in Communication and Information Processing (con’t) INFORMATION PROCESSING & PERPETUAL DEFENSE (con’t)
Information Overload (con’t) Shaping Attitudes via Perceptual Route Low-Involvement Products Attitude Formation Peripheral Cues – Any Feature of a Promotion that Prompts a Pleasant Emotional Response 5.22
2.1
Household Consumer Behavior Complex Process through which Individuals Acquire, Use and Dispose of Products or Services to Satisfy Their Needs and Desires
THE CONSUMER AS A DECISION MAKER - 4 STAGES Need Recognition: Functional or Emotional Benefits Information Search & Alternative Evaluation Internal Information Search External Information Search Consideration Set Evaluation Criteria 5.2
Is this a Functional or Emotional Appeal for Foster Grant Sunglasses?
5.3
Household Consumer Behavior (con’t) THE CONSUMER AS A DECISION MAKER - 4 STAGES (con’t)
Purchase -Consumer Commits to a Brand with Purchase Decision
Post Purchase Use & Evaluation
Consumer Satisfaction
Cognitive Dissonance 5.4
Household Consumer Behavior (con’t) FOUR MODES OF CONSUMER DECISION MAKING EMERGING FROM: Sources of Involvement & Prior Experience Create: Extended Problem Solving Limited Problem Solving Habit or Variety Seeking Brand Loyalty 5.5
How Does This Ad Comply with the Conditions of Extended Problem Solving?
5.6
Household Consumer Behavior (con’t) THE CONSUMER AS A DECISION MAKER: Key Psychological Processes Attitudes and Beliefs Brand Attitudes Beliefs Salient Beliefs Multiattribute Attitude Models Evaluative Criteria Importance Weight The Consideration Beliefs
5.7
Household Consumer Behavior (con’t) THE CONSUMER AS A DECISION MAKER :Key Psychological Processes (con’t)
Perception We Use it to Create a Reality Creates an Orientation to the World Has Specific Implications for Each Consumer Experimental-Hedonic Influences Emphasis on Pleasure & Personal Enhancement Consumers Buy & Consume to Feel Good In Contrast to Rigorous Cognitive Evaluation of Other Factors 5.8
This Ad Would Seem to Be Appealing to ExperientialHedonic Motives
5.9
The Consumer in a Sociocultural Consumption Context
CULTURE Total Life Ways of a People The Way People Eat, Groom, Celebrate & Mark Their Space/Position Cultures are Small VALUES Express in Words & Deeds Examples - Individual Freedom, Propriety & Restrained, Behavior, etc. RITUALS Cultures Affirm, Express & Maintain Values Ritual-laden Holidays Perpetuate American Culture 5.10
Culture is the “Total Life Ways of People.” How is Life in Singapore Different From the U.S.?
5.11
The Consumer in a Sociocultural Consumption Context (con’t) SOCIETY Social Class Family Reference Groups Race & Ethnicity Gender Community 5.12
Is this Ad Using a Reference Group Appeal?
5.13
Business Buyer Behavior STAGES IN BUYING PROCESS
Need Recognition
Product & Scheduling Specifications
Evaluation of Products
Product & Supplier Choice
Product & Supplier Evaluation 5.14
Business Buyer Behavior NATURE OF DECISION MAKING IN BUSINESS MARKET
Styles Rational Conservative Type of Decision Straight Rebuy Modified Rebuy New Task Buying 5.15
What Type of Decision is a Zip Drive?
Business Buyer Behavior (con’t) NATURE OF DECISION MAKING IN BUSINESS MARKET (con’t)
Buying Center Several Different People Involved in a Single Decision May Require Different Promotional Tools
Business Buyer Behavior on the Internet
Internet Buying is Efficient
Sites Offer Product & Pricing Information from Many Sources Simultaneously 5.17
Evaluation Criteria Used in Business Decision Making
Efficiency of Product Supplied Certainty of Supply Dependability in Meeting Schedules Technical Assistance From the Seller Product Features Supplier Loyalty/Patronage
5.18
The Communication Process COMPONENTS IN A MODEL OF COMMUNICATIONS
Intentions Source Message Medium Receivers Effects Noise & Feedback
5.19
Issues in Communication and Information Processing INFORMATION PROCESSING & PERPETUAL DEFENSES
Two Major Obstacles to Overcome for a Message to Have an Effect: Cognitive Consistency Impetus and Information Overload
Cognitive Consistency Impetus Mental State New Information Cognitive Consistency 5.20
Issues in Communication and Information Processing (con’t) INFORMATION PROCESSING & PERPETUAL DEFENSE (con’t)
Information Overload Consumers Employ Perceptual Defenses to Simplify & Control Information Processing Selective Exposure Selective Attention Selective Comprehension Selective Retention 5.21
Issues in Communication and Information Processing (con’t) INFORMATION PROCESSING & PERPETUAL DEFENSE (con’t)
Information Overload (con’t) Shaping Attitudes via Perceptual Route Low-Involvement Products Attitude Formation Peripheral Cues – Any Feature of a Promotion that Prompts a Pleasant Emotional Response 5.22
