Chapter 4

Perspectives on Consumer
Behavior

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998

 A
A Basic
Basic Model
Model of
of Consumer
Consumer
Decision
Decision Making
Making

P r o b le m I n f o r m a t io n A lt e r n a t iv e P u rc h a se P o s tp u rc h a s e
r e c o g n it io n se a rc h e v a lu a t io n d e c is io n e v a lu a t io n

M o t iv a t io n P e r c e p t io n A t t it u d e I n t e g r a t io n L e a r n in g
f o r m a t io n

Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998

Slide 4-1
Figure 4-1
 Maslow’s
Maslow’s Hierarchy
Hierarchy of
of Needs
Needs
Self-actualization needs
self-development and realization
Esteem needs
self-esteem, recognition, status
Social needs
sense of belonging, love
Safety needs
security, protection
Physiological needs
hunger, thirst
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
Slide 4-2
Figure 4-2
 Methods
Methods for
for Motivation
Motivation Research
Research

• In-depth interviews
• Projective techniques
• Association tests
• Focus groups

Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998

Slide 4-3
Figure 4-3
 Processes
Processes Involved
Involved in
in Perception:
Perception:
• Sensation - how consumers sense
external information
• Selecting information - how they
select and attend to various sources
of information
• Interpreting information- how this
information is interpreted and given
meaning
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
Slide 4-4
 The Classical
Conditioning Process

U n c o n d it io n e d s t im u lu s U n c o n d it io n e d r e s p o n s e
(o u t d o o r a c t iv it ie s ) (fu n a n d re fre s h m e n t)

C o n d it io n e d s t im u lu s C o n d it io n e d r e s p o n s e
(M o u n t a in D e w s o ft d r in k ) (fu n a n d re fre s h m e n t)

Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998

Slide 4-5
Figure 4-6
 Instrumental
Instrumental Conditioning
Conditioning in
in
Marketing
Marketing

Positive or negative
Behavior
consequences occur from
(consumer uses product
use of product, leading
or service)
to reward or punishment

Increase or decrease
in probability of repeat
behavior (purchase)

Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998

Slide 4-6
Figure 4-7
 The Cognitive Learning Process

Goal Purposive Goal

Insight
behavior achievement

Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998

Slide 4-7
Figure 4-9
 External Influences on Consumer
Behavior
• Culture
• Subculture
• Social class
• Reference group
• Situational determinants
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
Slide 4-8
Figure 4-10