Consumer Behavior - Southern Utah University - Cedar City, Utah消费者的行为-南犹他大学-雪松城，犹他州.pptVIP

Consumer Behavior Fundamental Question How do consumers respond to various marketing stimuli the organization might use? Stimuli: Product, place, price, promotion A big, related question: Why?? Characteristics Affecting Consumer Behavior Biological Factors the most basic? Genetics Cultural Factors Culture Subcultures Social Class Social Factors Reference groups: primary, secondary, aspirational, disassociative, real vs. imaginary Family Roles and Status Personal Factors Age and Life-Cycle Occupation Economic Situation Lifestyle Psychographics and Activities, Interests, and Opinions (AIOs) Personality and Self-Concept Motivation (Freud and motivation researchers) Perception Selective Exposure Selective Attention Selective Distortion Selective Retention Attitudes Fishbein’s Behavioral Intentions Model Attitude is degree of like-dislike A(act) versus A(object) Behavior = f(Behavioral Intention) = f(A(act) Subjective Norm) A(act) = f(beliefs*evaluations of beliefs) Subjective Norm = f(normative beliefs* motivation to comply A(object) vs. A(act) Interested in measuring attitude towards Salzburg -- A(object) appropriate Interested in measuring attitude towards vacationing in Salzburg -- A(act of buying) appropriate Hierarchy of Effects Models STANDARD: Cognitions (beliefs)-- Affect (attitudes)--Conations (behavior/action) OTHER (e.g., low involvement): Behavior--beliefs--attitudes Buyer Decision Process - High Involvement Problem (need) Recognition -- Information Search-- Evaluation of Alternatives-- Purchase Decision-- Postpurchase Behavior Postpurchase Behavior Satisfaction/dissatisfaction: A function of the difference between PERCEIVED PERFORMANCE and (NORMATIVE) EXPECTATIONS Cognitive Dissonance: Buyer discomfort caused by postpurchase conflict. Results from taking ACTIONS inconsistent with BELIEFS/DESIRES Family Decision Making Different family members may play different roles in specific decisions ROLES: (1) Initiator, (2) User, (3) Purchaser, (4) I