1. 6 Consumer Decision Making
Dr. Close

2. Importance of Consumer Behavior
Why study consumer behavior?
Complex: personality is a poor predictor of purchasing.
Purchasing agent is variable (no longer wife, husband, etc…)
May have + attitude
without intent to buy
(I like Jennifer Anniston
v.s. I plan to see Anniston’s
new movie; Mercedes)
Routine or involved
decisions

3. An Involved Choice?
Previous experience, interest, risk, social visibility and purchase situation
Purchase situation includes:
Time (convenience stores a good value vs grocery?)
3. Atmospherics (how stores makes you feel)
What are some of the other things that makes you purchase a particular product?
2. Reason for purchase (gift vs personal use; restaurant choice)

4. Purchase Situation by Gender

5. Decision Making Process
Need recognition (vs want)
Information search (internal/external)
Evaluation of alternatives (evoked set)
Purchase (or not)
Post purchase behavior (cognitive dissonance)

6. Cognitive Dissonance Dissonance Buyer’s remorse
Ex: Neiman Marcus, United Airlines, and what else??

7. Other Influences Social factors (reference groups,
opinion leaders, family)
Cultural factors (values,
subcultures, class)
Individual factors
(demographics, psychographics)
Psychological factors (perception, motivation, learning, and beliefs)

8. Social Factors Reference groups
Those you look to for guidance. What are some reference groups that you can think of??
Marketers: opinion leaders, influence others, usually type of product
Most influential for visible products (car vs mattress – function)

9. Cultural Influences Subcultures and values
Social Class is defined as people with the same status in a society.
It is NOT simply a function of income
Factors U.S.: usually measured
Occupation
Education
Housing
U.S. is fluid (change)
People over rank themselves

10. Individual Influences
Demographic change
Change in lifestyles and attitudes
1936
current
1965
1972
1980
1986
Betty Crocker pictures change as consumer attitudes and lifestyles also change.

11. Oil of Olay Ads Before After
People did not see the positive association between oil and beauty. As such, the second logo for Olay was changed and oil was taken out.

12. Psychological Influences
Perception
Gathering & interpreting of information from the world around us.
The process involves:
Selective exposure
Seek what interests us, ignore others
Ex: political information and what else??
Selective distortion
Screen/modify ideas we disagree with
Ex: power of suggestion, Bugs Bunny, and what else??
Selective retention
Remember what you want
Ex: forget homework, photo memory

13. Selective Distortion

14. Hierarchy of Needs Physiological Safety Social Personal
Love, friendship, status, esteem
Interaction with others (Club Med)
Personal
Need for personal satisfaction
Any examples??

15. Safety Ad Appeal

16. XBOX 360: Address what “needs?”

18. Summary Why study consumer behavior? Involvement factors
Social, cultural, individual, psychological
Hierarchy of needs
Any questions?