ConsumerDecisionMakingModel.pptVIP

Cb8 - * University of Oklahoma PRICE College of Business Cb8 - * Consumer Decision Making Model Memory Product knowledge and involvement Information in the environment Interpretation Exposure, Attention, and Comprehension Knowledge, meanings and beliefs Integration Attitudes and intentions Behavior Attitudes Intentions PBB#5 * Attitudes Overall evaluation of a concept represented as general feelings of favorability or unfavorability The goal of the integration process is to analyze the personal relevance of the concept and determine whether it is favorable or unfavorable Whether a given attitude will affect interpretation or integration processes depends on its accessibility in memory (probability of activation) PBB#5 * Level of Specificity of a Attitude Concept Levels of attitude concept Examples Pizza restaurants Fast-food restaurants Burger King Hamburger restaurants Grant Street McDonald’s McDonald’s McDonald’s at Chester Mall Eating lunch with friends at Grant Street McDonald’s Eating dinner with kids at Grant Street McDonald’s Eating dinner with kids at Grant Street McDonald’s after soccer game Eating dinner with kids at Grant Street McDonald’s for a birthday party Product class Product form Brand Model Brand/model/ general situation Brand/model/ specific situation PBB#5 * Attitude-Toward-Object Model n AO = S bi ei i = 1 where: Ao = the person’s overall attitude toward the object bi = the strength of his belief that the object is related to attribute i ei = his evaluation or intensity of feelings toward attribute i n = the number of relevant beliefs for that person PBB#5 * 7UP Ao = 27 Lemon-lime flavor e3 = -1 All natural ingredients e2 = +1 No caffeine e1 = +3 Multi-Attribute Attitude Model b2 = 5 b1 = 10 b3 = 8 AO (7 UP) = (10 x +3) + (5 x +1) + (8 x -1) = 27 PBB#5 * Diet Pepsi Ao = 4 Cola flavor e3 = +1 Caffeine e2 = -3 No calories e1 = +2 Multi-Attribute Attitude Model b2 = 6 b1 = 6 b3 = 10 AO ( Diet Pe