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Consumer Decision Making
and Beyond
CHAPTERFIFTEEN
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 review what they already know
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Models of Consumers: Four Views of Consumer Decision Making
• An Economic View
• A Passive View
• A Cognitive View
• An Emotional View
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Consumer Decision Making
Figure 15.3
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Process - Need Recognition
• Usually occurs when consumer has a “problem”
• Need recognition styles– Actual state– Desired state
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Prepurchase Search
• Begins with internal search and then moves to external search
• The impact of the Internet• There are many factors that increase search– Product factor– Situational factors– Social acceptability– Consumer factors
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Evaluation of Alternatives
• Evoked set• Criteria used for evaluating brands• Consumer decision rules• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Applying decision rules• Series of decisions• Decision rules and marketing strategy
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The Evoked Set Figure 15-5
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Issues in Alternative Evaluation
• Evoked Set• Criteria used for evaluating brands• Consumer decision rules and their application• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Applying Decision Rules• Series of decisions• Decision rules and marketing strategy
9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
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
10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Issues in Alternative Evaluation
• Evoked Set• Criteria used for evaluating brands• Consumer decision rules and their application• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Applying Decision Rules• Series of decisions• Decision rules and marketing strategy
11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Issues in Alternative Evaluation
• Evoked Set• Criteria used for evaluating brands• Consumer decision rules and their application• Decisions by functionally illiterate population• Going online for decision-making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Applying Decision Rules• Series of decisions• Decision rules and marketing strategy
12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Coping with Missing Information
• Delay decision until missing information is obtained
• Ignore missing information and use available information
• Change the decision strategy to one that better accommodates for the missing information
• Infer the missing information
13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Issues in Alternative Evaluation
• Evoked set• Criteria used for evaluating brands• Consumer decision rules and their application• Decisions by functionally illiterate population• Going online for decision making assistance• Lifestyles as a consumer decision strategy• Incomplete information • Applying Decision Rules• Series of decisions• Decision rules and marketing strategy
14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide
Output of Consumer Decision Making
• Purchase behavior– Trial purchases– Repeat purchases– Long-term commitment
• Postpurchase evaluation
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Postpurchase Evaluation
• Actual Performance Matches Expectations– Neutral Feeling
• Actual Performance Exceeds Expectations– Positive Disconfirmation of Expectations
• Performance Is Below Expectations– Negative Disconfirmation of Expectations
• Post-Purchase Cognitive Dissonance
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Gifting Behavior
Gifting is an act of symbolic communication, with explicit and implicit meanings ranging from congratulations and love, to regret, obligation, and dominance.
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CIRCUMSTANCES
Personal accomplishmentFeeling downHolidayFeeling stressedHave some extra moneyNeedHad not bought for self in a whileAttainment of a desired goalOthers
MOTIVATIONS
To reward oneselfTo be nice to oneselfTo cheer up oneselfTo fulfill a needTo celebrateTo relieve stressTo maintain a good feelingTo provide an incentive toward a goalOthers
Reported Circumstances and Motivations for Self-Gift Behavior
Table 15.13
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Consuming and Possessing
• Consumers find pleasure in possessing, collecting, or consuming
• Products have special meanings and memories
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A Model of ConsumptionFigure 15.11
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Relationship Marketing
Marketing aimed at creating strong,
lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal
connection with the business.
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