ch09_Individual Decision Making.ppt

Chapter 9Individual Decision Making Opening Vignette: Richard What motivates Richard to begin his quest for a new TV? What kind of perception does Richard have about salespeople? What influenced Richard’s choice of brand? What is the main reason Richard makes his final selection? Consumers As Problem Solvers A consumer purchase is a response to a problem. Steps in the decision process: (1) Problem recognition (2) Information search (3) Evaluation of alternatives (4) Product choice Amount of effort put into a purchase decision differs with each purchase. Stages in Consumer Decision Making Illustrating the Decision-Making Process This ad by the U.S. Postal Service presents a problem, illustrates the decision-making process, and offers a solution. Perspectives on Decision Making Rational Perspective: Consumers integrate as much info as possible, weigh pluses and minuses, arrive at a decision Purchase Momentum: Initial impulses increase the likelihood of buying more Constructive Processing: Sequence of events by which the consumer evaluates the effort needed to make a choice and then chooses a strategy based on the level of effort required Behavioral Influence Perspective: Concentration on the types of decisions made under low involvement conditions Experiential Perspective: Stresses the totality of the product or service Experiential Websites Types of Consumer Decisions Extended Problem Solving: Corresponds to traditional decision-making perspective Limited Problem Solving: People use simple decision rules to choose among alternatives Habitual Decision Making: Choices made with little to no conscious effort Automaticity: Characteristic of choices made with minimal effort and without conscious control A Continuum ofBuying Decision Behavior Limited vs. Extended Problem Solving Problem Recognition Problem recognition: Occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state Need recognition