Consumer Behavior - University of Rio Grande amp; Rio Grande 消费者的行为-里奥格兰德大学里奥格兰德amp；.ppt

Consumer Behavior Chapter 6 What is Consumer Behavior? “Describes how consumers make purchase decisions and how they use and dispose of goods and services, and also analyzes the factors that influence purchase decisions.” The Decision-Making Process Problem Recognition Difference between ideal state and actual state Nike College Information Search Internal Search External Search How much research? Perceived risk Knowledge Prior experience Interest What resources aided you in choosing a college? Evaluation of Alternatives Evaluative criteria Leads to the Formation of an Evoked Set College Purchase Decisions Where to buy? When to buy? Post-purchase Behavior Expectation comparison “Buyers remorse” Post-purchase anxiety Cognitive dissonance Can marketers do anything about it? Involvement High v. Low Involvement High Low Routine Problem Solving Milk Limited Problem Solving Restaurant Extended Problem Solving Cars Involvement Marketing Low Involvement Leader Make quality product available and advertise it Challengers Break buying behaviors High Involvement Leaders Make info available Challengers Comparative advertising Situational Influences Purchase task Social surroundings Physical surroundings Temporal effects Antecedent states Psychological Influences Motivation Personality Perception Learning Values, Beliefs Attitudes Lifestyle Motivation Personality Maslow’s Hierarchy of Needs Must tune products to specific need-level Personality “A person’s consistent behaviors or responses to recurring situations.” National character Self—concept Actual self v. Ideal self Perception “The process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.” Selective perception Exposure v. comprehension v. retention Subliminal perception Perceived risk Learning Behavioral (Experiential) Learning Drive + Cue + Response → Reinforcement Cognitive (Conceptual) Learning Making a connection between two or more ideas