consumers' five stages of the decision making process
TRANSCRIPT
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Decision-making process
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Introducing…
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Real Name: Steven ‘Steve’ RogersGender: MaleEducation: A master in boxing, judo, and different types of combatOccupation: Combatant with super-human physical abilitiesSocial Status: Middle Class
“People are going to die, I can’t let that happen!”
(Marvel.com, 2016)
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Real Name: Bruce BannerGender: Male
Education: PHD in Genetics & Nuclear Physics
Occupation: As Robert - a doctor. As Hulk – a very (very!!!) angry super-
creature Social Status: Upper Middle
Class
“That’s my secret, Cap. I’m always angry.”
(Marvel.com, 2016)
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Real Name: Thor Odinson Gender: Male
Education: Was trained as a highly skilled soldier with
exceptional hammer throwing skillsOccupation: God of lightning and
thunder from Asgard Social Status: Godly Class
“You want me to put the HAMMER down?”
(Marvel.com, 2016)
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Black Widow
Real Name: Natasha RomanovaGender: FemaleEducation: Was trained in Russia, by the KGB’s schoolOccupation: Spy and professional killerSocial Status: Lower Middle Class
“I have got red on my ledger, I would like to wipe it out”
(Marvel.com, 2016)
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Hawk Eye
Real Name: Clinton FrancisBarton
Gender: Male Education: Trained to throw
balls, knifes, darts & other objectsOccupation: Marksman, athlete &
an excellent pilotSocial Status: Lower Class
"I see better from a distance!“
(Marvel.com, 2016)
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Real Name: Anthony Edward ‘Tony’ StarkGender: MaleEducation: A son of an engineer with specializing in weapons.Occupation: CEO of Stark Inc.Social Status: Upper-Upper Class
“Genius, billionaire, playboy, philanthropist”
(Marvel.com, 2016)
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I wish I knew what consumer decision-making
process was before… before
any of this happened…
That’s no excuse! I told you but you didn’t listen!!!
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Two days earlier…
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BUY NOW!
SUPERANTIVILAINEADABLECOOKIEYOUONLYEA
TONCE
NOW ON SALE!
ARE YOU TIRED?
CAN’T EAT ON THE JOB?
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Step 1. Need recognition/problem awareness Emotional need →
Need: Have more free time to devote to his personal life – social
Problem: How to fulfil his need when his presence in the squad is
required.
Nevertheless, there are also:
Functional need → Based on the basic needs of human beings - food and petrol -
physiological
Unpredictable need → Based on unexpected events, unplanned & unpredictable – car
breaking down – safety & security
He wants some personal time
I feel like my Ironman suit spends more time with me than real people… (Jobber and Fahy, 2015)
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I’m sorry… What?!?
Fellow Avengers, I have found the solution for all of our problems! And its only 13.99 dollars! SUPERANTIVILAINEADABLECOOKIEYOUONLYEATONCE will be mine!
I accept congrats
!
What can you possibly have done that deserves
congratulations? HRRRR!?!
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Step 2. Information searchYou’re the manager here. Where is the archive with the
sources about the machine?
I have no idea what I am
doing here…
Hope…. I can trust you.. Or…
Amm... Are you sure it fine to let Black Widow do research by herself?
I want you to tell me everything you
know about it!
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Is that Stark’s machine??
Huh… Yes…
Step 2. Information searchLet’s see
what exactly this thing can do...
The controls are all responding immediately!!
The lag time is zero. Hmm…
Looks interesting…
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They can benefit us on multiple levels…Why I know that?
Because I am smart!
After consulting my friends, I have
concluded that we do not need any kind of machine in our fight to defend Earth. The best fighting machine
here is me!
I believe that these
THROWAWAYSTICS are more than
adequate help for us.
Step 3. Evaluation of alternatives
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I don’t care… (Playing music) *I’m
on a highway to hell*
Leave it to me. I know exactly
what to do. I have a-a-a-a-animal
intuition.
Step 3. Evaluation of alternatives
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I’ll definitely buy it!There is no way they will react negatively…This machine is going to change all our lives!
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Step 4. Purchase
Pic Stark buying online this product
Why did you do this???!!
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Second fighting
Hulk was opposed to this purchase!!
Hhhrrr!Me too!
But… why are we fighting??!
Step 5. Post-purchase evaluation of decision
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I stand by my
decision!
I did not agree to this!
You are going down!
Step 5. Post-purchase evaluation of decision
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Thank you for attention!Prepared by Sofia, Dominique, and Anastasiia
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We do notcondone physicalviolence!
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References• Jobber, David and Fahy, Jobber (2015) Foundations of marketing. 5th
edition. London, McGraw-Hill.
• Lye, Ashley R. et al. (2005) Decision waves: consumer decisions in today's complex world. European Journal of Marketing, 39(1/2), 216-230.
• Marvel.com (2016) Marvel Universe Wiki [online] Available from: http://marvel.com/universe/Main_Page [Accessed 17th April 2016].
• Michon, Richard and Chebat, Jean-Charles (2008) Breaking Open the Consumer Behavior Black Box: Sem and Retail Atmospheric Manipulations. The Journal of Marketing Theory and Practice, 16(4), 299-308.