Chapter 4
Perspectives on Consumer
Behavior
Last Class
 Organization of the advertising agency
Today’s Objectives

Consumer Behavior

Culture


Social Class





Life style
Personality
Psychological Factors






Small groups
Family
Social roles & status
Personal Factors


Subculture
Motivation
Perception
Learning
Beliefs & Attitudes
Types of Buying Behavior
Consumer Decision Making Process
What is Consumer Behavior?
The process and activities people
engage in when
 searching
for, selecting,
purchasing, using, evaluating, and
disposing of
products and services so as to
 satisfy
their needs and desires
Why consumer behavior?
 Markets have to be understood before
strategies can be developed.
 World consumer consists of more than 6
billion people.

Consumers vary tremendously in: age,
income, education level and tastes.
 Consumer Behavior is influenced by
buyer’s decisions process.
Consumer Decision Making
Decision Stage
Psychological Process
Problem Recognition
Motivation
Information Search
Perception
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Attitude Formation
Integration
Learning
Sources of Problem Recognition
Out of Stock
Dissatisfaction
New Needs
or Wants
Related Product
Purchase
Market-Induced
Recognition
New
Products
Ads Help Consumers Recognize Problems
Maslow’s Hierarchy of Needs
Self-actualization needs (selfdevelopment, realization)
Esteem needs (self-esteem, recognition,
status)
Social needs (sense of belonging, love)
Safety needs (security, protection)
Physiological needs (hunger, thirst)
Nurturance, Love and Belonging
+
 consumer's novelty-seeking behavior

In saturated markets manufacturers should
come up with new offerings
Example -Honey Maid graham crackers
/sticks
What Consumers Want?
Probing the Minds of Consumers
Depth
Interviews
Association
Tests
Projective
Methods
Focus Groups
No One Knows You Better
“MR” Not All Positive or All
Negative
Pros
Cons
Reveals Hidden
Feelings, Drives
and Fears
Qualitative
Results from Very
Small Samples
Highlights
Importance of
Symbolic Factors
Varying,
Subjective
Interpretations
Shifts Attention
from “What” to
“How” and “Why”
Motivation
Research
Difficult or
Impossible to
Verify or Validate
Information Search
Personal
Sources
Perception
 You can see a white vase as figure against a black
background, or two black faces in profile on a white
background
Do you see the flashing dots?
The flashing is all in your head.
What do you see?
Now what do you see?
Perception
 Müller-Lyer Illusion
– The two lines above are the same length, but the diagonals
extending outward from both ends of the lower line make it look
longer than the upper line
The Selective Perception Process
Selective Exposure
Selective Attention
Selective Comprehension
Selective Retention
Doing two things at a time
Pick a card
I’ve removed your card
Tell me theYESIL
colors?
MAVI
SARI
KIRMIZI
MAVI
SARI
KIRMIZI
MAVI
YESIL
KIRMIZI
Tell me the colors again?
TURUNCU
MAVI
YESIL
SARI
TURUNCU
YESIL
MOR
YESIL
SIYAH
SARI
Tell me the colors now?
ORANGE
BLAU
GRUN
GELB
ORANGE
GRUN
VIOLETT
GRUN
SCHWARZ
GELB
A memory test:
1. Please listen carefully to the
following list of words.
2. Please DO NOT write the words
down. Just listen carefully.
3. In a little while, I’ll ask you to
remember the words.
Now count backwards with
me slowly, by threes, from
45 to 3:
45, 42 … 3
1.
Write down each word below:
ghost cake blanket
sweet rabbit candy
2. Circle only the words you
heard on the list.
3. If you VIVIDLY remember
hearing a word, circle it twice.
Now examine the list carefully:











sour
candy
sugar
bitter
good
taste
tooth
nice
honey
soda
chocolate

heart
 cake
 tart
 pie
TO THINK
ABOUT OR
DISCUSS :
Should this
make us worry
about
eyewitness
testimony?
Now we are going to do a simple
activity involving letters of the
alphabet.
Based on your gut feelings, quickly
write down:
1.Your six FAVORITE letters
2.Your six LEAST FAVORITE
letters
Look over each list and circle
all of the letters that occur
in your own first name. Count
the number of circled letters
in each list.
Which list included more of the
letters from your own first
name??
The preference for the letters in one’s
own name is the name letter effect.
TO THINK ABOUT: Would people be
more likely to purchase a product if the
product resembled his or her name?
Should the musician depicted
here like M&Ms more than
the average person does?
Can you spot the vertical white bar?
Can you spot the vertical white bar?
Can you spot the vertical white bar?
Pop Out Examples
 Form:


line orientation, length, width
spatial orientation, added marks, numerosity (4)
 Colour:

hue, intensity
 Motion:

flicker, direction of motion
 Spatial Position:

stereoscopic depth, convex/concave shape
Color
Orientation
Motion
Simple shading
Combining Color With Black-andWhite
Is Intended to Gain Attention
+
Memory
 Try to remember the following words
 First Group Recall Words Immediately
1.
2.
3.
4.
5.
6.
7.
8.
9.
10
11
12
13
14
15
Vegetable
Television
Lampshade
Statue
Aluminium
Picnic
Comma
Diary
Photograph
Bicycle
Cabinet
Tiger
Window
Medicine
Factory
100
Immediate Free Recall of words
90
80
70
60
50
40
30
20
Percentage of Recalled
10
0
0
1
2
3
4
5
6
7
8
9 10 11 12 13 14 15
Serial Position for Presentation
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 F
Brand I
Brand M
Two Forms of Evaluative Criteria
Evaluative Criteria
Objective
Subjective
Price
Style
Warranty
Appearance
Service
Image
Different Perspectives: Marketer’s View
Enough
power?
Traction
okay?
Too
pricy?
Product is seen
as a bundle of
attributes or
characteristics.
Different Perspectives: Consumer’s View
How does it cut
the taller grass?
Will the neighbors
be impressed with
my lawn?
How close can I
get to the
shrubs?
Is it going to be as
fun to use later this
summer?
Will it pull
that
little trailer I
saw at the
store?
Functional
Will I enjoy having
more time for golf?
Product Is Seen As
A Set of Outcomes
Psychological
Heuristics
Depends on the consumer segment
Examples
 Never buy cat litter that does not contain a
deodorizing agent.
 Do not buy national brands of pet food.
 Use coupons for the purchase of all snack foods.
 Do not buy cake mixes that contain artificial color.
Consumer Attitudes Focus on Objects
Individuals
Products
Ads
Brands
Attitudes
Toward:
Media
Companies
Retailers
Organizations
Ways to Change Attitudes
Change Beliefs About An Important Attribute
Change Perceptions of the
Value of An Attribute
Add a New Attribute To the
Attitude Formation Mix
Change Perceptions or Beliefs About
a Competing Brand
Adding Attributes Changes Attitudes
+
How Consumers Learn
Thinking
Conditioning
Modeling
Intellectual
evaluation
comparing
attributes with
values
Based on
conditioning
through
association or
reinforcement
Based on
emulation
(copying) of
respected
examples
Classical Conditioning Process
Unconditioned
stimulus
(waterfall)
Unconditioned
response
(freshness, purity)
Association develops through
contiguity and repetition
Conditioned
stimulus
(Brita water
filtration pitcher)
Conditioned
response
(freshness, purity)
Classical Conditioning for Cosmetics
+
Instrumental Conditioning Process
Behavior
(consumer uses
product or service)
Positive or negative
consequences occur
(reward or
punishment)
Increase or decrease
in probability of
repeat behavior
(purchase)
Cognitive Learning Process
Goal
Purposive Behavior
Insight
Goal Achievement
External Influences on Consumers
Culture :
the complexity of learned
meanings, values, norms,
Culture
and customs shared by members of the society
Subculture
Social class
Reference
groups
Situations
Subcultural Ads Appeal to Shared Beliefs,
Values and Norms
+
Summary
 Consumer Behavior




Culture
Social Class
Personal Factors
Psychological Factors
 Types of Buying Behavior
 Consumer Decision Making Process