chapter
six
consumer behavior
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
LEARNING OBJECTIVES
LO 6-1 Articulate the steps in the consumer buying
process.
LO 6-2 Describe the difference between functional and
psychological needs.
LO 6-3 Describe factors that affect information search.
LO 6-4 Discuss postpurchase outcomes.
LO 6-5 List the factors that affect the consumer
decision process.
LO 6-6 Describe how involvement influences the
consumer decision process.
6-2
The Consumer Decision Process
Need Recognition
Psychological needs
©Digital Vision/PunchStock
Royalty-Free/CORBIS
Functional needs
6-3
The Consumer Decision Process
Search for Information
Internal Search
for Information
External Search
for Information
Courtesy of Refinery29.com.
6-4
Factors Affecting Consumers’
Search Process
Perceived
Benefits
Perceived
Costs
6-5
The Locus of Control
Internal Locus of Control = more
search activities
Royalty-Free/CORBIS
External Locus of Control = Fate,
external factors
©Comstock/JupiterImages
6-6
Actual or Perceived Risk
Performance
risk
Psychological
risks
Physiological
risk
Financial risk
Social risk
6-7
The Consumer Decision Process
Evaluation of Alternatives: Attribute Sets
Universal
Retrieval
Evoked
6-8
The Consumer Decision Process
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?
6-9
The Consumer Decision Process
Evaluation of Alternatives:
Consumer Decision Rules
Cheerios
10
8
6
8
8.2
Post
8
9
8
3
7.1
Kashi
6
8
10
5
7.2
All photos: ©M. Hruby.
6-10
The Consumer Decision Process
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
Customer
Loyalty
Dissonance
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?
6-13
Factors Influencing
the Consumer Decision Process
•Product
•Price
•Place
•Promotion
•Motives
•Attitudes
•Perceptions
•Learning
•Lifestyle
Marketing mix
Psychological
factors
Consumer
Decision
Process
Social factors
•Family
•Reference groups
•Culture
Situational
factors
•Purchase situation
•Shopping situation
•Temporal state
6-14
Psychological Factors: Motives
Courtesy Taco Bell
6-15
Psychological Factors: Attitude
Behavioral
Attitude
Cognitive
Affective
©K Rousonelos
6-16
Psychological Factors:
Learning and Lifestyle
Learning affects both attitudes and
perceptions
Lifestyle involves decisions in
spending time and money
Royalty-Free/CORBIS
6-17
Social Factors: Family
©Stockbroker/Purestock/SuperStock.
6-18
Social Factors: Reference Groups
Groups
Provide:
•Family
•Friends
•Coworkers
•Famous people
•information
•rewards
•self-image
6-19
Social Factors: Culture
6-20
Situational Factors
Purchase Situation
Shopping Situation
Courtesy Murphy O’Brien Public Relations/Santa Monica, CA
6-21
check yourself
1. What are some examples of specific 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.
6-22
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
6-23
Types of Buying Decisions
• Extended Problem Solving
• Limited Problem Solving
– Impulse Buying
– Habitual Decision Making
Courtesy Wendy’s International, Inc.
6-24
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?
6-25
