1. Chapter 16 Consumer Decision Making and Beyond
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Chapter Outline
Levels of Consumer Decision Making
Models of Consumer Decision Making
Consumer Gifting Behavior
Relationship Marketing
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3. Levels of Consumer Decision Making
Extensive Problem Solving
A lot of information needed
Must establish a set of criteria for evaluation
Limited Problem Solving
Criteria for evaluation established
Fine tuning with additional information
Routinized Response Behavior
Usually review what they already know
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This Site Helps You Search and Establish Criteria for Choosing a Doctor
weblink
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Ads often appeal to consumers who are looking for information to help them evaluate products.
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6. Models of Consumers: Four Views of Consumer Decision Making
An Economic View
A Passive View
A Cognitive View
An Emotional View
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Discussion Questions
How are the four models of consumer decision making similar?
How do they differ
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8. Goal Setting and Pursuit Figure 16.1
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9. A Simple Model of Consumer Decision Making Figure 16-2
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Discussion Question
What types of sociocultural inputs would influence the purchase of a:
Plasma TV
Hybrid vehicle
Sugar-free ice cream
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11. The Process of Consumer Decision Making
Need Recognition
Prepurchase Search
Evaluation of Alternatives
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Need Recognition
Usually occurs when consumer has a “problem”
Need recognition styles
Actual state
Desired state
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Prepurchase Search
Begins with internal search and then moves to external search
The impact of the Internet
Search may be personal or impersonal
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14. Issues in Alternative Evaluation
Evoked set
Criteria used for evaluating brands
Consumer decision rules and their application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy
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The Evoked Set Figure 16-3
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16. Issues in Alternative Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy
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17. Consumer Decision Rules
Compensatory
Noncompensatory
Conjunctive Decision Rule
Disjunctive Decision Rule
Lexicographic Rule
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18. Compensatory Decision Rules
A type of decision rule in which a consumer evaluates each brand in terms of each relevant attribute and then selects the brand with the highest weighted score.
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19. Non-compensatory Decision
Rules
A type of consumer decision rule by which positive evaluation of a brand attribute does not compensate for a negative evaluation of the same brand on some other attribute.
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20. Conjunctive Decision Rule
A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each attribute evaluated. Brands that fall below the cutoff point on any one attribute are eliminated from further consideration.
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Disjunctive Rule
A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each relevant product attribute.
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Lexicographic Rule
A noncompensatory decision rule - consumers first rank product attributes in terms of importance, then compare brands in terms of the attribute considered most important.
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23. Affect Referral Decision Rule
A simplified decision rule by which consumers make a product choice on the basis of their previously established overall ratings of the brands considered, rather than on specific attributes.
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24. Issues in Alternative Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy
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25. The Decision Process for Functionally Illiterate Consumers Figure 16-4
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26. Issues in Alternative Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy
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There Are a Growing Number of Web Sites to Help Consumers Choose Products
web link
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28. Issues in Alternative Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy
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29. Coping with Missing Information
Delay decision until missing information is obtained
Ignore missing information and use available information
Change the decision strategy to one that better accommodates for the missing information
Infer the missing information
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30. Issues in Alternative Evaluation
Evoked set
Criteria used for evaluating brands
Consumer decision rules and their application
Decisions by functionally illiterate population
Going online for decision making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy
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31. A Purchase Can Involve a Number of Decisions.
When purchasing car, the buyer is
involved in a number of decisions – the
make, model, country of origin, the
dealer, the financing, and different
options.
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32. Output of Consumer Decision Making
Purchase behavior
Postpurchase evaluation
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Purchase Behavior
Three types of behavior
Trial purchases
Repeat purchases
Long-term commitment
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34. Postpurchase Evaluation
Actual Performance Matches Expectations
Neutral Feeling
Actual Performance Exceeds Expectations
Positive Disconfirmation of Expectations
Performance Is Below Expectations
Negative Disconfirmation of Expectations
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This article in Cargo is designed to help a reader reduce their postpurchase depression.
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Discussion Question
What are four ways that consumers reduce postpurchase dissonance?
How can marketers work to help consumers reduce the dissonance?
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Gifting Behavior
Gifting is an act of symbolic communication, with explicit and implicit meanings ranging from congratulations and love, to regret, obligation, and dominance.
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38. An Increasing Number of Gift Purchases Are Now Made Online
weblink
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Table Reported Circumstances and Motivations for Self-Gift Behavior
CIRCUMSTANCES
Personal accomplishment
Feeling down
Holiday
Feeling stressed
Have some extra money
Need
Had not bought for self in a while
Attainment of a desired goal
Others
MOTIVATIONS
To reward oneself
To be nice to oneself
To cheer up oneself
To fulfill a need
To celebrate
To relieve stress
To maintain a good feeling
To provide an incentive toward a goal
Others
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40. Table 16.14 Gifting Relationships
Intergroup
Intercategory
EXAMPLE
DEFINITION
A Christmas gift from one family to another family
A group giving a gift to another group
A group of friends chips in to buy a new mother a baby gift
An individual giving a gift to a group or a group giving a gift to an individual
Intragroup
Interpersonal
A family buys a VCR for itself as a Christmas gift
A group giving a gift to itself or its members
Valentine’s Day chocolates presented from a boyfriend to a girlfriend
An individual giving a gift to another individual
Intrapersonal
A woman buys herself jewelry to cheer herself up
Self-gift
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41. A Simple Model of Consumption Figure 16-5
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42. Relationship Marketing
Marketing aimed at creating strong, lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal connection with the business.
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43. Proctor & Gamble Builds Relationships with Their Brands
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State Farm Insurance stresses relationship marketing in their advertising.
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