消费者行为学_CONSUMER_BEHAVIOR（PPT37页)

CONSUMERBEHAVIORBUAD307MARKETINGFUNDAMENTALSBUAD307CONSUMERBEHAVIORLarsPerner,Instructor2WhydoesStaplessellStarbuckscoffee?BUAD307CONSUMERBEHAVIORLarsPerner,Instructor3CONSUMERPERCEPTION/SENSATIONCOGNITIONAFFECTBELIEFSSOCIALANDOTHERINFLUENCEINFOSEARCHCHOICESPREFERENCESCOMMUNICATIONMARKETRESEARCHSTRATEGYInfluencesonandofConsumerBehaviorBUAD307CONSUMERBEHAVIORLarsPerner,Instructor4LearningOutcomeObjectives•Understandhowconsumercognitive(thinking)processesandlimitations,affect,beliefs,socialinfluences,andothercontextualfactorsinfluenceconsumerdecisionmaking,choices,andbehavior•Appreciatehowtheseinsightscanbeusedtodesignandimplementeffectivemarketingstrategies•AppreciateindividualandsegmentdifferencesinprocessandoutcomeBUAD307CONSUMERBEHAVIORLarsPerner,Instructor5TrueorFalse?1.Ifyouhavebadbreath,youcannotsmellityourself.2.Ifyoueatabalanceddiet,youdonotneedvitaminsupplements.3.Usingarazorwithfivebladeswillreducethelikelihoodofcuttingyourselfandwillresultinlessskinirritation.4.DellComputerstendtobeofhigherqualitythanthosemadebyHPandSony.5.Ruststainsonclothescanberemovedwiththeuseoflemonjuice.Bleachactuallymakesthesestainsworse.BUAD307CONSUMERBEHAVIORLarsPerner,Instructor6QuestionsFacedByConsumers•Areveggieburgersactuallyhealthy?•Whatmakeupshouldyouusetogetan“even”skintone?•DoIgetanyusefulbenefitsfromspendingmorethan$125onadigitalcamera?•ShouldIgeta“make-over?”WhatamIlookingfor?WhatshouldIdo?•Ismymechanichonest?•WhichtieshouldIwearforajobinterview?•ShouldIgivemywiferoses,chocolate,orsoftware?BUAD307CONSUMERBEHAVIORLarsPerner,Instructor7ConsumerProblemsandRecognition•Consumerproblem:Discrepancybetweenidealandactualstate--e.g.,consumer:–Hasinsufficienthair–Ishungry–Hasrunoutofinkinhisorherinkjetcartridge•Problemscanbesolvedinseveralways--e.g.,stressreduction-----vacation,movie,hotbath,medicationBUAD307CONSUMERBEHAVIORLarsPerner,Instructor8CONSUMERDECISIONS:TheoryandRealityinConsumerBuyingINFORMATIONSEARCHPROBLEMRECOGNITIONEVALUATIONOFALTERNATIVESPURCHASEPOSTPURCHASEEVALUATION/BEHAVIORSTheoryComplicationsBUAD307CONSUMERBEHAVIORLarsPerner,Instructor9ApproachestoSearchforProblemSolutionsINTERNALEXTERNALMemoryThinkingWordofmouth,media,storevisits,trialCATALOGBUAD307CONSUMERBEHAVIORLarsPerner,Instructor10OptionsIdentifiedandConsideredUNIVERSALSETRETRIEVEDSETEVOKEDSETAllpossibleoptionsOptionsthatreadilycometomindOptionsthatwillbeconsideredbytheconsumerNote:RetrievedandevokedsetswillvaryamongdifferentconsumersBUAD307CONSUMERBEHAVIORLarsPerner,Instructor11REMINDER•Forlowinvolvementproducts,effortsaimedataffectinginternalsearchtendtobemoreeffective—theconsumerisusuallynotwillingtoexpendenergyonexternalsearch.•Externalsearchismorelikelyforhigherinvolvementproducts.BUAD307CONSUMERBEHAVIORLarsPerner,Instructor12DecisionMakingIssues•Involvementlevel–Temporary–Enduring•Consumerlocusofcontrol–Internal–External•Productcategorycomplexity•ConsumerknowledgeBUAD307CONSUMERBEHAVIORLarsPerner,Instructor13EvaluationType–Compensatory:Decisionbasedonoverallvalueofalternatives(goodattributecanoutweighbadones)–Non-compensatory:Absolutelymustmeetatleastoneimportantcriterion(e.g.,carmusthaveautomatictransmission)–Hybrid:Combinationofthetwo(e.g.,onenon-compensatorymeasure,thencompensatorytradeoffsonotherattributes–Abandonedstrategy:ConsumerfindsinitialcriteriaunrealisticandproceedstolessdesirablesolutionIMPORTANTLESSIMPORTANTBUAD307CONSUMERBEHAVIORLarsPerner,Instructor14Heuristics—LowInvolvementDecisionRules•IfeitherCokeorPepsiisonsale,buythatbrand;otherwise,buyCoke•Thelargerthenavels,thebettertheorange•Thelargerpackageislikelytoofferalowerunitprice(nottrueinreality)BUAD307CONSUMERBEHAVIORLarsPerner,Instructor15Attitudes―componentsBELIEFSAFFECT(FEELING)BEHAVIORALINTENTIONSBUAD307CONSUMERBEHAVIORLarsPerner,Instructor16AttitudeComponents•Beliefs–Canbepositive,negative,orneutral–Mayormaynotbeaccurate–Maycontradictotherbeliefsheldbytheotherperson•Affect–Maybepositiveornegative–Maytakeonspecificdimension(e.g.,pleasure,disgust)•BehavioralIntentions–Anindividual’splanorexpectationsofwhatheorshewilldo–Mayappearinconsistentwithbeliefs–MaynotpredictwellwhattheindividualwilldoinrealityBUAD307CONSUMERBEHAVIORLarsPerner,Instructor17GeneratingBeliefsThroughAdvertising•Statementsmustbe–Perceived–Comprehended–Remembered–Believed(atleastinpart)BUAD307CONSUMERBEHAVIORLarsPerner,Instructor18PositioningThroughCreatingBeliefs•“It’snotdelivery;it’sDeJourno!”•“Wal-Mart.Alwayslowprices.Always.”•“Ijustsavedabunchofmoneyonmyautoinsurance.”•“U-umGood!”(Campbell’sSoup)BUAD307CONSUMERBEHAVIORLarsPerner,Instructor19MultiattributeModelsofAttitude•Attitudecomputedasafunctionofmultipleattributesweightedforimportance:Ab=attitudetowardbrandbWi:weightofattributeIXib:beliefaboutbrandb’sperformanceonattributeI•ModelassumesrationalityniibiXWA1bCalculationswillnotberequiredontheexam.Youshouldknowconceptuallywhatthisinvolvesconceptually—i.e.,weighingimportanceandintensityoffeeling.BUAD307CONSUMERBEHAVIORLarsPerner,Instructor20MultiattributeModels•Caveats–Differentsegmentsexistthatw