Prof.

Jean-Pierre HELFER
IAE Sorbonne Paris
Consumer behavior and the
digital buyer
MMSS
December 2022
 PART. 4

CHOOSING AND
USING, SHARING
ECONOMY
 The Buying Process
Internal External
characteristics characteristics

Unfulfilled Goal or
needs, wants Tension Drive Behavior/ need
and desires Decision fulfillment

Tension reduction
 PART. 3

1. Attitudes

2. Decision making process

3. Context and sharing economy

1. Attitudes
 Attitude
A learned predisposition to behave
in a consistently favorable or unfavorable manner
with respect to a given object.
To understand the tri-component attitude
model
and its applications.
 Tri -components

• Cognition : my belief rooted on

my knowledge

• Affect : what I feel

• Conation : what I intent to do

 Behavior Can Precede
or Follow Attitude Formation
 REVENUS BRUTS MENSUELS
Cognitive dissonance
DES CLASSES ECONOMICO-SOCIAES

• Holds that discomfort or

dissonance occurs when
a consumer holds conflicting
thoughts about a belief or
an attitude object.
 Models

• Cognitive – affective – conative

• Conative – cognitive – affective

• Conative – affective – cognitive

• Affective – conative – cognitive

• Cognitive – conative – affective

 REVENUS BRUTS MENSUELS
Attitude Formation
DES CLASSES ECONOMICO-SOCIAES

• Consumers learn attitudes

• Sources of attitude formation
– Experience
– Family and friends
– Media/Internet/Social Media
• Role of personality factors
– Need for cognition
– Innovativeness
 Dissonance
• Cognitive dissonance
• Post-purchase dissonance
• Ways to reduce post-purchase dissonance
– 1. Rationalize decision
– 2. Seek advertisements that support choices
(avoid competitive ads).
– 3. “Sell” friends on the positive features
of the purchase.
– 4. Seek reassurance from satisfied owners
Strategies of Attitude Change
 Altering Consumer Attitudes
• Changing beliefs about
products
• Changing brand image
• Changing beliefs about
competing brands
2 Decision making process
 LEVELS OF CONSUMER DECISION MAKING

• Extensive Problem Solving

– A lot of information needed
– Must establish a set of criteria for evaluation
• Limited Problem Solving
– Criteria for evaluation established
– Fine tuning with additional information
• Routinized Response Behavior
– Usually make decisions based
on what they already know
– Frequent, low risk purchases
HOW CONSUMERS MAKE DECISIONS
FOR GOODS AND SERVICES
Need Recognition

Search for Information

Pre-Purchase Evaluation of Alternatives

Purchase

Consumption

Post-Consumption Evaluation

Divestment
 MMSS DECISION

Need Recognition

Search for Information

Pre-Purchase Evaluation of Alternatives

Purchase

Consumption

Post-Consumption Evaluation

Divestment
 YOUR MOTORBIKE (OR CAR) DECISION

Need Recognition

Search for Information

Pre-Purchase Evaluation of Alternatives

Purchase

Consumption

Post-Consumption Evaluation

Divestment
 Postpurchase Satisfaction

• Consumer satisfaction/dissatisfaction

• Expectancy disconfirmation model

 CONSUMER DECISION RULES

• Compensatory
– evaluates each brand in terms of each relevant
attribute and then selects the brand
with the highest weighted score.
• Noncompensatory
– positive evaluation of a brand attribute
does not compensate for a negative evaluation
of the same brand on some other attribute
– Conjunctive (elimination procedure)
lexicographic (the best on the most important
attribute)
 Evaluative Criteria

Alternatives for a resort in Phu Quoc

criteria weights Grade Four Seasons Grade Anantara Grade Palm Garden

Price 2 1 3 5

Proximity beach 3 4 2 1

Atmosphere 1 3 4 2

Compensatory model?
Lexicographic model?
 Evaluative Criteria

Hypothetical Alternatives
Brand Ratings

item importance Coca cola Pepsi cola

price 50% 3 5
taste 30% 4 3
image 20% 5 2

Compensatory model?
Lexicographic model?
 Online Decision Making

• Clear
instructions

• AND

• Delivery
• Payment
3 Situational context
and Sharing economy
 Social and Physical Surroundings

• Affect a consumer’s motives for product usage

and product evaluation
• Décor, odors, temperature
• Co-consumers as product attribute
– Large numbers of people = arousal
– Interpretation of arousal: density versus
crowding
– Type of patrons
 WHAT ABOUT THE SHOPPER ?

• Do you like mood ?

• Pleasant ?
• Unpleasant ?
 IT DEPENDS : YOUR MOTIVATION ABOUT
SHOPPING JOURNEY

• A social experience ?
• Sharing common interests with
people ?
• An image of my status ?
• The thrill of a hunt ?
• Alone or in an group ?
 Temporal Factors: Economic Time

• Timestyle: so diverse!
• Time Poverty: pressed
consumers
• Slow purchasing
 Temporal Factors: Psychological Time

• Social
• Temporal Orientation
• Planning Orientation
• Polychronic