Chapter 4 Perspectives on Consumer Beha.ppt

1、Chapter 4,Perspectives on Consumer Behavior,Last Class,Organization of the advertising agency,Todays Objectives,Consumer Behavior Culture Subculture Social Class Small groups Family Social roles & status Personal Factors Life style Personality Psychological Factors Motivation Perception Learning Bel

2、iefs & Attitudes Types of Buying Behavior Consumer Decision Making Process,What is Consumer Behavior?,The process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires,Why consumer

3、 behavior?,Markets have to be understood before strategies can be developed. World consumer consists of more than 6 billion people. Consumers vary tremendously in: age, income, education level and tastes. Consumer Behavior is influenced by buyers decisions process.,Consumer Decision Making,Decision

4、Stage,Psychological Process,Out of Stock,Sources of Problem Recognition,Dissatisfaction,New Needs or Wants,Related Product Purchase,Market-Induced Recognition,New Products,Ads Help Consumers Recognize Problems,Safety needs (security, protection),Social needs (sense of belonging, love),Esteem needs (

5、self-esteem, recognition, status),Self-actualization needs (self-development, realization),Physiological needs (hunger, thirst),Maslows Hierarchy of Needs,Safety needs (security, protection),Social needs (sense of belonging, love),Esteem needs (self-esteem, recognition, status),Physiological needs (

6、hunger, thirst),Nurturance, Love and Belonging,+,Surrogate Behaviors,Symbolic Meanings,Strong Inhibitions,Freudian Psychoanalytic Approach,Subconscious Mind,consumers novelty-seeking behavior In saturated markets manufacturers should come up with new offerings Example -Honey Maid graham crackers /st

7、icks,What Consumers Want?,Depth Interviews,Association Tests,Focus Groups,Probing the Minds of Consumers,No One Knows You Better,Varying, Subjective Interpretations,Qualitative Results from Very Small Samples,Shifts Attention from “What” to “How” and “Why”,Highlights Importance of Symbolic Factors,R

8、eveals Hidden Feelings, Drives and Fears,“MR” Not All Positive or All Negative,Motivation Research,Pros,Cons,Information Search,Perception,You can see a white vase as figure against a black background, or two black faces in profile on a white background,Do you see the flashing dots?,The flashing is

9、all in your head.,What do you see?,Now what do you see?,Perception,Mller-Lyer Illusion The two lines above are the same length, but the diagonals extending outward from both ends of the lower line make it look longer than the upper line,Selective Exposure,Selective Exposure,The Selective Perception

10、Process,Doing two things at a time,Pick a card,Ive removed your card,YESIL MAVI SARIKIRMIZI MAVI SARIKIRMIZI MAVI YESIL KIRMIZI,Tell me the colors?,TURUNCU MAVI YESIL SARI TURUNCU YESIL MOR YESIL SIYAH SARI,Tell me the colors again?,ORANGE BLAU GRUN GELB ORANGE GRUN VIOLETT GRUN SCHWARZ GELB,Tell me

11、 the colors now?,A memory test: 1. Please listen carefully to the following list of words. 2. Please DO NOT write the words down. Just listen carefully.3. In a little while, Ill ask you to remember the words.,Now count backwards with me slowly, by threes, from 45 to 3:,45, 42 3,Write down each word

12、below: ghost cake blanket sweet rabbit candy2. Circle only the words you heard on the list. 3. If you VIVIDLY remember hearing a word, circle it twice.,sour candy sugar bitter good taste tooth nice honey soda chocolate,Now examine the list carefully:,TO THINK ABOUT OR DISCUSS : Should this make us w

13、orry about eyewitness testimony?,heart cake tart pie,Now we are going to do a simple activity involving letters of the alphabet. Based on your gut feelings, quickly write down: Your six FAVORITE letters Your six LEAST FAVORITE letters,Look over each list and circle all of the letters that occur in y

14、our own first name. Count the number of circled letters in each list. Which list included more of the letters from your own first name?,The preference for the letters in ones own name is the name letter effect. TO THINK ABOUT: Would people be more likely to purchase a product if the product resemble

15、d his or her name?,Should the musician depicted here like M&Ms more than the average person does?,Can you spot the vertical white bar?,Can you spot the vertical white bar?,Can you spot the vertical white bar?,Pop Out Examples,Form: line orientation, length, width spatial orientation, added marks, nu

16、merosity (4) Colour: hue, intensity Motion: flicker, direction of motion Spatial Position: stereoscopic depth, convex/concave shape,Color,Orientation,Motion,Simple shading,Combining Color With Black-and-White Is Intended to Gain Attention,+,Memory,Try to remember the following words,1. Vegetable 2.

17、Television 3. Lampshade 4. Statue 5. Aluminium 6. Picnic 7. Comma 8. Diary 9. Photograph 10 Bicycle 11 Cabinet 12 Tiger 13 Window 14 Medicine 15 Factory,First Group Recall Words Immediately,1. Vegetable 2. Television 3. Lampshade 4. Statue 5. Aluminium 6. Picnic 7. Comma 8. Diary 9. Photograph 10 Bi

18、cycle 11 Cabinet 12 Tiger 13 Window 14 Medicine 15 Factory,Evaluation of Alternatives,Brand B,Brand E,Brand I,Brand M,Brand F,Objective,Two Forms of Evaluative Criteria,Evaluative Criteria,Different Perspectives: Marketers View,Enough power?,Traction okay?,Too pricy?,Different Perspectives: Consumer

19、s View,How does it cut the taller grass?,How close can I get to the shrubs?,Will the neighbors be impressed with my lawn?,Is it going to be as fun to use later this summer?,Will I enjoy having more time for golf?,Will it pull that little trailer I saw at the store?,Heuristics,Depends on the consumer

20、 segment Examples Never buy cat litter that does not contain a deodorizing agent. Do not buy national brands of pet food. Use coupons for the purchase of all snack foods. Do not buy cake mixes that contain artificial color.,Media,Retailers,Organizations,Companies,Brands,Products,Individuals,Consumer

21、 Attitudes Focus on Objects,Attitudes Toward:,Change Beliefs About An Important Attribute,Change Beliefs About An Important Attribute,Ways to Change Attitudes,Adding Attributes Changes Attitudes,+,Conditioning,Thinking,How Consumers Learn,Unconditioned stimulus (waterfall),Unconditioned stimulus (wa

22、terfall),Classical Conditioning Process,Association develops through contiguity and repetition,Classical Conditioning for Cosmetics,+,Instrumental Conditioning Process,Behavior (consumer uses product or service),Behavior (consumer uses product or service),Goal,Insight,Purposive Behavior,Goal,Cognitive Learning Process,Subculture,Subculture,External Influences on Consumers,Subcultural Ads Appeal to Shared Beliefs, Values and Norms,+,BP,Ogilvy Awards 20