CHAPTER 6
CONSUMER
BEHAVIOR
6-1
Consumer Behavior
LEARNING OBJECTIVES
LO1
Articulate the steps in the consumer buying process.
LO2
Describe the difference between functional and
psychological needs.
LO3
Describe factors that affect information search.
LO4
Discuss postpurchase outcomes.
LO5
List the factors that affect the consumer decision process.
LO6
Describe how involvement influences the consumer
decision process.
6-2
The Consumer Decision Process
Need
recognition
Information
search
Alternative
evaluation
Purchase
Post
purchase
6-3
Need Recognition
Psychological needs
©Digital Vision/PunchStock
Royalty-Free/CORBIS
Functional needs
6-4
Search for Information
Internal Search
for Information
External Search
for Information
Courtesy of Refinery29.com.
6-5
Factors Affecting Consumers’
Search Process
Perceived
Benefits
Perceived
Costs
6-6
The Locus of Control
Internal Locus of Control = more
search activities
Royalty-Free/CORBIS
External Locus of Control =
Fate, external factors
©Comstock/JupiterImages
6-7
Actual or Perceived Risk
Performance
risk
Psychological
risks
Physiological
risk
Financial risk
Social risk
6-8
Evaluation of Alternatives:
Attribute Sets
Universal
Retrieval
Evoked
6-9
Evaluation of Alternatives:
Evaluate Criteria
Evaluative
Criteria
Determinant
Attributes
Digital Vision/Getty Images
What are some of the features of a vacation
that would be in your evaluative criteria?
6-10
Purchase and Consumption
Increase
Conversion rate
Reduce real or virtual
abandoned carts
Merchandise in stock
Handout/MCT/Newscom.
Reduce the
actual wait time
6-11
Post-purchase:
Customer Satisfaction
Undesirable
Consumer
Behavior
Dissonance
Customer Loyalty
6-12
CHECK YOURSELF
1. Name the five stages in the consumer decision process.
2. What is the difference between a need and a want?
3. Distinguish between functional and psychological needs.
4. What are the various types of perceived risk?
5. What are the differences between compensatory and
noncompensatory decision rules?
6. How do firms enhance postpurchase satisfaction and
reduce cognitive dissonance?
6-13
Factors Influencing
the Consumer Decision Process
•
•
•
•
•
•
•
•
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Product
Price
Place
Promotion
Marketing mix
Motives
Attitudes
Perceptions
Learning
Lifestyle
Psychological
factors
Consumer
Decision
Process
Social factors
• Family
• Reference groups
• Culture
Situational
factors
• Purchase situation
• Shopping situation
• Temporal state
6-14
CHECK YOURSELF
1. What are the types of needs suggested by
Maslow’s Hierarchy of Needs?
2. Which social factors likely have the most
influence on (a) the purchase of a new outfit for
a job interview and (b) the choice of a college
to attend?
3. List some of the tactics stores can use to
influence consumers’ decision processes.
6-15
Involvement and Consumer
Buying Decisions
Message (e.g., Ad)
High involvement
• Greater attention
• Deeper processing
Develops
strong
attitudes
and purchase
intentions
Low involvement
• Less attention
• Peripheral processing
Generates
weak
attitudes and
increased use
of cues
6-16
Types of Buying Decisions
 Extended Problem Solving
 Limited Problem Solving
 Impulse Buying
 Habitual Decision Making
6-17
CHECK YOURSELF
1. How do low versus high involvement
consumers process information in an
advertisement?
2. What is the difference between extended
versus limited problem solving?
6-18