Overall Model of Consumer
Behavior
External Influences
Culture
Subculture
Demographics
Social Status
Reference Groups
Family
Marketing Activities
Internal Influences
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes
Decision Process
(Situations)
Problem Recognition
Self-Concept
and
Lifestyle
Information
Search
Alternative Evaluation
and Selection
Outlet Selection
and Purchase
Postpurchase Processes
The Consumer Decision
Process
Stages in the Consumer Decision-Making Process
Problem
Recognition
Information
Search
Alternative
Evaluation
Purchase
Decision
Postpurchase
Evaluation
Integration
Learning
Relevant Internal Psychological Processes
Motivation
Perception
and Memory
Attitude
Formation
and Learning
Motivation
Motivation is the reason for behavior. A
motive is a construct representing an
unobservable inner force that stimulates
and compels a behavioral response and
provides specific direction to that
response.
What does advertising do?
Motivation
Maslow’s Hierarchy of Needs
Self-Actualization
Esteem
Belongingness
Safety Needs
Physiological Needs
Discussion: Critique the hierarchy of needs concept
Motivation
McGuire’s Psychological Motives
Need for Consistency
Need to Attribute Causation
Need to Categorize
Need for Cues
Need for Independence
Need for Self-Expression
Need for Ego-Defense
Need for Reinforcement
Need for Affiliation
Need for Modeling
Need for Novelty
Need for Assertion
Motivation
Why should we care about consumers’
motivations?
Discovering Purchase Motives:


Manifest motives
Latent motives
Projective techniques



Association
Completion
Construction
Means-end chains
Problem Recognition
Caused by a difference between a consumer’s ideal
state and actual state.
Sources of Problem Recognition:
Out of stock
Problem Recognition
Caused by a difference between a consumer’s ideal
state and actual state.
Sources of Problem Recognition:
Dissatisfaction
Problem Recognition
Caused by a difference between a consumer’s ideal
state and actual state.
Sources of Problem Recognition:
Marketer-Induced
Dissatisfaction
Problem Recognition
Caused by a difference between a consumer’s ideal
state and actual state.
Sources of Problem Recognition:
Related
Purchases
Problem Recognition
Caused by a difference between a consumer’s ideal
state and actual state.
Sources of Problem Recognition:
New Needs
Problem Recognition
Caused by a difference between a consumer’s ideal
state and actual state.
Sources of Problem Recognition:
New Products
Information Search
Internal Search

Information stored in memory
External Search




Marketer sources - advertising/personal selling/sales
promo
Personal sources - opinion leaders/WOM
Public sources - publicity/expert opinion
Personal experience - product design packaging
Mostly
Internal
Mostly
External
Routinized
Response
Behavior
Extended
Problem
Solving
Perception: An Information
Processing Perspective
Exposure
Perception
Random
Deliberate
Attention
Low
Involvement
High
Involvement
Interpretation
Low
Involvement
High
Involvement
Memory
Short-term
Long-term
Purchase and Consumption Decisions
Perception
Selective Perception
Selective Exposure
Selective Attention
Selective Comprehension
Selective Retention
Exposure
Exposure occurs when a stimulus
comes within range of our sensory
receptor nerves.



Reception not necessary
Self-selection: Generally, we seek
information that we think will help us
achieve our goals.
However, also unsought information
(billboards, radio ads while driving,…)
zipping
zapping
muting
Attention
Attention occurs when the stimulus
activates one or more sensory receptor
nerves and the resulting sensations go
to the brain for processing.
Limited cognitive resource - Flashlight
analogy
The same individual may devote
different levels of attention to the same
stimulus in different situations.
Stimulus Factors
Stimulus factors are physical
characteristics of the stimulus (e.g., ad)
itself.







Size and intensity: Reebok ad
Color and movement: Chrysler ad
Position
Isolation
Format
Contrast: EDS ad
Information Quantity
The Impact of Size on Ad
Readership
60
One page ads have almost
twice the impact of fractionalpage ads
55
50
40
40
24
30
20
10
0
2-page ads
1-page ads Fractional ads
Based on an analysis of 85,000 ads
Color and Size Impact on Attention
200
179
145
150
117
100
100
50
0
1-p age B&W2-p age B&W 1-p age Color 2-p age Color
Readership of a 1-page B&W ad was set at 100
Why use this
space for an ad?
Individual Factors
Individual factors are characteristics of the
individual




Interest
Involvement
Need
Ability
Situational Factors
Situational factors include stimuli in the
environment other than the focal stimulus
(i.e., the ad or package) and temporary
characteristics of the individual that are
induced by the environment, such as time
pressures or a very crowded store.

Program/magazine involvement
Non-Focused Attention
Stimuli may be attended to without
deliberate or conscious focusing of
attention.

Subliminal stimuli
Interpretation
Interpretation is the assignment of
meaning to sensations.

Cognitive interpretation: Process whereby
stimuli are placed into existing categories of
meaning
semantic meaning
psychological meaning:

Budweiser Ad; Charlie’s Angels
Affective interpretation: Emotional or feeling
response triggered by a stimulis such as an
ad.
Memory
Memory is the total accumulation of prior
learning experiences. It consists of two
interrelated components:


Short-term memory: the portion of total
memory that is currently activated or in use.
Long-term memory: unlimited, permanent
storage.
Short-term memory
Analogous to thinking.
Active, dynamic -not static
Limited capacity


Seven “chunks” of information
Resource-Matching theory
Involves both:


Concept manipulation and
Imagery manipulation
The Resource-Matching Theory
Resources
Available
Low
High
Low
High
Resources
Demanded
Low
High
High
Low
Result .
Positive
Positive
Overload
Boredom
Example ads
What is the role of Involvement/Motivation?
Short-term memory
Two types of information processing
activities:


Elaborative activities: the use of previously
stored experiences, values, attitudes, beliefs,
and feelings to interpret and evaluate
information in working memory as well as to
add relevant previously stored information.
Maintenance rehearsal: the continual
repetition of a piece of information in order to
hold it in current memory for use in problem
solving or transferral to long-term memory.
Long-term Memory
Stores numerous types of information or
knowledge, such as concepts, decision
rules, processes, affective states,…
Types of knowledge:

General
Semantic
Episodic

Procedural
Memory Structures
Associative networks organize and link
many types of knowledge together.
Types of associative networks:


Schemas (general knowledge)
Scripts (procedural knowledge)
Attitudes
Attitude is a person’s overall evaluation of
a concept
Evaluations are affective responses at
relatively low levels of intensity and
arousal
Could be created through:


Affective system: automatic; not conscious
Cognitive system
Alternative Evaluation: The
Affective Route
Behavioral Learning
Unconditioned
Stimulus
Unconditioned
Response
Conditioned
Stimulus
Conditioned
Response
Attitude formation

Coca-Cola Ad
Alternative Evaluation: The
Cognitive Route
Cognitive learning: People interpret
information in the environment and create
new knowledge or meaning.
Add new nodes and links to schemas, or
steps to scripts.
Alternative Evaluation: The
Cognitive Route
The Consideration Set

The particular group of alternatives a consumer considers when
making a buying decision.
Alternative Evaluation : The
Cognitive Route
Multiattribute Attitude Model
Number of
attributes
Attitude toward
a brand
n
B
x
E
AB = 
i
i
i =1
Belief about the
brand on attribute i
Importance attached
to attribute i
Alternative Evaluation : The
Cognitive Route
n
Multiattribute Attitude Model
B
x
E
AB = 
i
i
i =1

Helps marketers understand and diagnose consumers’ attitudes.

Provides insight into how attitudes can be influenced.
Purchase Decision
Integration of information
Intentions to purchase can predict behavior… somewhat.
Depending on:






time
unforeseen environmental events
unforeseen situational context
degree of voluntary control
stability of intentions
new information
Possible outcomes:



Buy now
Buy later
Not buy at all
Postpurchase Evaluation
Possible outcomes:



Satisfaction
Dissatisfaction
Cognitive dissonance - psychological tension or doubt about
the “rightness” of a decision.
Purchase was perceived as important or risky AND
A trade-off was necessary
External Influences on CB
Social Class
Demographics
Culture
Marketing Activities
Reference Groups
Trends
A combination of external influences and
internal influences.
How do marketers spot trends?


Qualitative Research
“Cool Hunting”