消费者行为学CONSUMERBEHAVIOR

CONSUMERBEHAVIORBUAD307MARKETINGFUNDAMENTALS第一页，共三十八页。WhydoesStaplessellStarbuckscoffee?第二页，共三十八页。CONSUMERPERCEPTION/SENSATIONCOGNITIONAFFECTBELIEFSSOCIALANDOTHERINFLUENCEINFOSEARCHCHOICESPREFERENCESCOMMUNICATIONMARKETRESEARCHSTRATEGYInfluencesonandofConsumerBehavior第三页，共三十八页。LearningOutcomeObjectivesUnderstandhowconsumercognitive(thinking)processesandlimitations,affect,beliefs,socialinfluences,andothercontextualfactorsinfluenceconsumerdecisionmaking,choices,andbehaviorAppreciatehowtheseinsightscanbeusedtodesignandimplementeffectivemarketingstrategiesAppreciateindividualandsegmentdifferencesinprocessandoutcome第四页，共三十八页。TrueorFalse?Ifyouhavebadbreath,youcannotsmellityourself.Ifyoueatabalanceddiet,youdonotneedvitaminsupplements.Usingarazorwithfivebladeswillreducethelikelihoodofcuttingyourselfandwillresultinlessskinirritation.DellComputerstendtobeofhigherqualitythanthosemadebyHPandSony.Ruststainsonclothescanberemovedwiththeuseoflemonjuice.Bleachactuallymakesthesestainsworse.第五页，共三十八页。QuestionsFacedByConsumersAreveggieburgersactuallyhealthy?Whatmakeupshouldyouusetogetan“even”skintone?DoIgetanyusefulbenefitsfromspendingmorethan$125onadigitalcamera?ShouldIgeta“make-over?”WhatamIlookingfor?WhatshouldIdo?Ismymechanichonest?WhichtieshouldIwearforajobinterview?ShouldIgivemywiferoses,chocolate,orsoftware?第六页，共三十八页。ConsumerProblemsandRecognitionConsumerproblem:

Discrepancybetweenidealandactualstate--e.g.,consumer:HasinsufficienthairIshungryHasrunoutofinkinhisorherinkjetcartridgeProblemscanbesolvedinseveralways--e.g.,stressreduction<-----vacation,movie,hotbath,medication第七页，共三十八页。CONSUMERDECISIONS:

TheoryandRealityinConsumerBuyingINFORMATIONSEARCHPROBLEMRECOGNITIONEVALUATIONOFALTERNATIVESPURCHASEPOSTPURCHASEEVALUATION/BEHAVIORSTheoryComplications第八页，共三十八页。ApproachestoSearchforProblemSolutionsINTERNALEXTERNALMemoryThinkingWordofmouth,media,storevisits,trialCATALOG第九页，共三十八页。OptionsIdentifiedandConsideredUNIVERSALSETRETRIEVEDSETEVOKEDSETAllpossibleoptionsOptionsthatreadilycometomindOptionsthatwillbeconsideredbytheconsumerNote:Retrievedandevokedsetswillvaryamongdifferentconsumers第十页，共三十八页。REMINDERForlowinvolvementproducts,effortsaimedataffectinginternalsearchtendtobemoreeffective—theconsumerisusuallynotwillingtoexpendenergyonexternalsearch.Externalsearchismorelikelyforhigherinvolvementproducts.第十一页，共三十八页。DecisionMakingIssuesInvolvementlevelTemporaryEnduringConsumerlocusofcontrolInternalExternalProductcategorycomplexityConsumerknowledge第十二页，共三十八页。EvaluationTypeCompensatory:Decisionbasedonoverallvalueofalternatives(goodattributecanoutweighbadones)Non-compensatory:Absolutelymustmeetatleastoneimportantcriterion(e.g.,carmusthaveautomatictransmission)Hybrid:Combinationofthetwo(e.g.,onenon-compensatorymeasure,thencompensatorytradeoffsonotherattributesAbandonedstrategy:ConsumerfindsinitialcriteriaunrealisticandproceedstolessdesirablesolutionIMPORTANTLESSIMPORTANT第十三页，共三十八页。Heuristics—LowInvolvementDecisionRulesIfeitherCokeorPepsiisonsale,buythatbrand;otherwise,buyCokeThelargerthenavels,thebettertheorangeThelargerpackageislikelytoofferalowerunitprice(nottrueinreality)第十四页，共三十八页。Attitudes―componentsBELIEFSAFFECT(FEELING)BEHAVIORALINTENTIONS第十五页，共三十八页。AttitudeComponentsBeliefsCanbepositive,negative,orneutralMayormaynotbeaccurateMaycontradictotherbeliefsheldbytheotherpersonAffectMaybepositiveornegativeMaytakeonspecificdimension(e.g.,pleasure,disgust)BehavioralIntentionsAnindividual’splanorexpectationsofwhatheorshewilldoMayappearinconsistentwithbeliefsMaynotpredictwellwhattheindividualwilldoinreality第十六页，共三十八页。GeneratingBeliefsThroughAdvertisingStatementsmustbePerceivedComprehendedRememberedBelieved(atleastinpart)第十七页，共三十八页。PositioningThroughCreatingBeliefs“It’snotdelivery;it’sDeJourno!”“Wal-Mart.Alwayslowprices.Always.”“Ijustsavedabunchofmoneyonmyautoinsurance.”“U-umGood!”(Campbell’sSoup)第十八页，共三十八页。MultiattributeModelsofAttitudeAttitudecomputedasafunctionofmultipleattributesweightedforimportance:Ab=attitudetowardbrandbWi:weightofattributeIXib:beliefaboutbrandb’sperformanceonattributeIModelassumesrationalityCalculationswillnotberequiredontheexam.Youshouldknowconceptuallywhatthisinvolvesconceptually—i.e.,weighingimportanceandintensityoffeeling.第十九页，共三十八页。MultiattributeModelsCaveatsDifferentsegmentsexistthatwillweightfactorsdifferently—thus,overallaveragescanbemisleading.Separateanalysesshouldbedonefordifferentsegmentsofinterest.(Segmentscanbeidentifiedbycertainstatisticaltechniques).Individualdifferencesexistinscaleintensity—forsome,itismuch“easier”tobeextremelygoodorextremelybad.Priorresearchmaybeneededtoidentifyissues(dimensions)tobeweighted.Somefactorsmaybeintangible—WhatarethesubstantivedifferencesbetweenWindowsandApplecomputers?Non-compensatoryfactors—“must-haves”—maydeterminefinalresult.ApplicationsDeterminingOverallperformanceAreasofstrengthandweaknessComparisontocompetitorsOverallAreasofstrengthandweaknessREMINDER:PERCEPTIONSARENOTNECESSARILYACCURATE.Wearelookingtoworkwithwhatconsumersbelieve.第二十页，共三十八页。AffectBasedonpastemotionalassociationsofproductemotionaleffectofbeliefs第二十一页，共三十八页。AttitudeCharacteristicsAvailability/accessibilityConstructedvs.naturalStrength第二十二页，共三十八页。MeasurementofAttitudeComponentsBeliefsSemanticDifferentialScalesGood-------------------BadFast--------------------SlowReliable-----------------UnreliableFeelingsLikertScales(Stronglyagree…StronglyDisagree)“Thisproductmakesmehappy.”第二十三页，共三十八页。MeasurementBehavioralIntentionRatingoflikelihoodofpurchaseMayneedprojectionifsocialdesirabilityaffectswillingnesstoadmittoproductuse第二十四页，共三十八页。AttitudeChangeStrategies,PartIChangeAffectClassicalconditioning“Pairing”thebrandorproductwithdesiredstimulus—e.g.,acarwithabeautifulwomanAttitudetowardtheadAlikableadforabrandinamundaneproductcategory—e.g.,EnergizerBunnySnuggles(fabricsoftener)Mereexposure第二十五页，共三十八页。AttitudeChangeStrategiesIIChangebehavior(e.g.,sampling)Attitudesareinferredfrombehavior(e.g.,IbuytheproductImustlikeitorItmustbegood)ChangeBeliefComponentChangeexistingbeliefsDifficultAdvertiser’smotivesaresuspectChangeimportanceofattributesAddbeliefsChangeideal(fashion)第二十六页，共三十八页。AddingBeliefs(TrueorNot):ExamplesBrushingandflossingdonotreachallareasofthemouthPeopleunderstressneedmorevitaminsBakingsodawillreduceodorofrefrigeratorsFragmentedharddrivesmaycausecomputererrors第二十七页，共三十八页。REMINDERChangingcurrentlyheldbeliefstendstobedifficult—peopleknowthemarketerhasanulteriormotiveAddingnewbeliefsthatarenotinconsistentwithwhatisalreadybelievedmaybemoreeffective第二十八页，共三十八页。One-sidedvs.twosidedappealsOne-sided:onlysayingwhatfavorsyoursideTwo-sided:statingyourcasebutalsoadmittingpointsfavoringtheothersideWhyisthiseffective?第二十九页，共三十八页。PotentialFamilyLifeCycleStagesYOUNGSINGLEBLENDEDSINGLEPARENTFULLNESTI/II/IIIEMPTYNESTI/IIOLDERSINGLEYOUNGCOUPLE第三十页，共三十八页。Economic/MarketingImplicationsofHouseholdCyclesIncometendstoincreasewithtimeButchildren/obligationsaddcostDivorceincreasescostsmaychangeincomedistributionmarriageProductdemandduetosingleswithlowexpensesnewcouplesdivorcedfamilieschildrenemptynesters-->moreincome第三十一页，共三十八页。HouseholdDecisionMakingRoles/influenceInformationgatherers/holdersInfluencersDecisionmakersPurchasersUsers第三十二页，共三十八页。TheMeans-EndChainLargeengineFastaccelerationPerformanceFeelingofpowerSelf-esteemAimpromotion/positioningathigherlevelsofchain!AttributesConsequencesValues第三十三页，共三十八页。SubliminalPerception:ADiabolicalMarketingTool?SubliminalmessagesinadsareillegalinU.S.SomeresearchsupportformodesteffectsProbablylimitedtoonesyllablewordsComplexmessagescanprobablynotbeprocessedsubliminally