Chapter 4
Consumer
Behaviour
with Duane Weaver
Copyright © 2010 by Nelson Education Ltd.
Outline
1.
2.
3.
4.
5.
6.
7.
8.
9.
Perception
Cultural Influences
Social Influence & Reference Groups
Family Roles
Motivation – (remember Maslow?)
Self Concept
Attitudes
Learning
Buying Process/Consumer Decision Making
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Write down the first thought
that pops into your head
when you see this image
…the FIRST THOUGHT
Copyright © 2010 by Nelson Education Ltd.
• Perceptions The meaning that a person
attributes to incoming stimuli gathered through
the five senses – sight, hearing, touch, taste, and
smell
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Cultural Influences
• Culture Values, beliefs, preferences, and tastes
handed down from one generation to the next
• Culture is a broad environmental determinant of
behaviour
Core Values in Canadian Culture
• While some cultural values change over time,
basic core values take much longer to evolve
 Examples: Importance of family; Peace and order
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Social Influences
• Group membership influences an individual’s purchase
decisions and behaviour in both overt and subtle ways
• Groups establish norms of behaviour
• Differences in status and roles within groups also
influence behaviour
• Norms The values, attitudes, and behaviours that a
group deems appropriate for its members
• Status The relative position of any individual member in
a group
• Roles Define behaviour that members of a group expect
of individuals who hold specific positions within the group
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Social Influences
• Reference groups
Groups whose value structures and standards
influence a person’s behaviour
• Social Power of Reference Groups:
“the capacity to alter the actions of others” (Solomon,
et. al, 2008, p. 315) is exemplified in the following 6
forms:
1. Referent Power – admired
2. Information Power – access to info.
3. Legitimate Power – social agreement (e.g. judge)
4. Expert Power – possess knowledge/skills
5. Reward Power – means to provide positive
reinforcement
6. Coercive Power – effective in short term
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Social Influences
• Social classes Groups whose rankings are
determined by occupation, income,
education, family background, and residence
location
Research identified
six classes:
1. Upper-upper
2. Lower-upper
3. Upper-middle
4. Lower-middle
5. Working class
6. Lower class
Copyright © 2010 by Nelson Education Ltd.
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Family Influences
• Autonomic role― when the partners independently
make equal numbers of decisions
• Husband-dominant role― when the husband
makes most of the decisions
• Wife-dominant role― when the wife makes most of
the decisions
• Syncratic role― when both partners jointly make
most decisions
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Personal Determinants of
Consumer Behaviour
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Needs and Motives
• Need An imbalance between a consumer’s
actual and desired states
• Motive Inner state that directs a person toward
the goal of satisfying a felt need
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Self-Concept Theory
•
Self-concept A person’s multifaceted picture
of himself or herself, composed of the:
• Real self
• Self-image
• Looking-glass self
• Ideal self
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Attitudes
• A person’s enduring favourable or unfavourable
evaluations, emotional feelings, or action
tendencies toward some object or idea
Attitude Components
• Cognitive—individual’s knowledge about an object
or concept
• Affective—deals with feelings or emotional
reactions
• Behavioral—tendencies to act in a certain manner
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Learning
• An immediate or expected change in behaviour
as a result of experience
• The learning process includes:
• Drive—any strong stimulus that impels action
• Cue—any object in the environment that determines
the nature of the consumer’s response to a drive
• Response—an individual’s reaction to a set of cues
and drives
• Reinforcement—the reduction in drive that results
from a proper response; creates bond between the
drive and the purchase of the product
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The Consumer Decision Process
Problem
Opportunity
Recognition
Search
Alternative
Evaluation
Purchase
Decision
• Consumers complete a step-by-step process
when making purchase decisions
• High-involvement purchase decisions are
those with high levels of potential social or
economic consequences
• Low-involvement decisions are routine
purchases that pose little risk to the consumer
• Cognitive dissonance Post-purchase
anxiety that results from an imbalance among
an individual’s knowledge, beliefs, and
attitudes after an action or decision is taken
Purchase
Act
Postpurchase
Evaluation
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Thank You for your Time!
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