ch16_Consumer Decision Making and Beyond

16-1Chapter16ConsumerBehavior,EighthEditionSCHIFFMAN&KANUKConsumerDecisionMakingandBeyond16-2LevelsofConsumerDecisionMakingExtensiveProblemSolvingLimitedProblemSolvingRoutineResponseBehavior16-3ModelsofConsumers:FourViewsofConsumerDecisionMaking•AnEconomicView•APassiveView•ACognitiveView•AnEmotionalView16-4Figure16.1GoalSettingandPursuitGoalSettingFormationofGoalIntentionActionPlanningActionInitiation/ControlGoalAttainment/FailureFeedback16-5Figure16.2ASimpleModelofConsumerDecisionMakingFirm’sMarketingEfforts1.Product2.Promotion3.Price4.ChannelsofdistributionSocioculturalEnvironment1.Family2.Informalsources3.Othernoncommercialsources4.Socialclass5.SubcultureandcultureNeedRecognitionPrepurchaseSearchEvaluationofAlternativesPsychologicalField1.Motivation2.Perception3.Learning4.Personality5.AttitudesExperiencePurchase1.Trial2.RepeatpurchasePostpurchaseEvaluationOutputProcessInputExternalInfluencesConsumerDecisionMakingPostdecisionBehavior16-6ThreeStagesofConsumerDecisionMaking•NeedRecognition•PrepurchaseSearch•EvaluationofAlternatives16-7Table16.2FactorsthatareLikelytoIncreasePrepurchaseSearchProductFactorsLonginterpurchasetime(along-lastingorinfrequentlyusedproduct)FrequentchangesinproductstylingVolumepurchasing(largenumberofunits)HighpriceManyalternativebrandsMuchvariationinfeatures16-8Table16.2continuedExperienceFirst-timepurchaseNopastexperiencebecausetheproductisnewUnsatisfactorypastexperiencewithintheproductcategorySocialAcceptabilityThepurchaseisforagiftTheproductissociallyvisibleValue-RelatedConsiderationsPurchaseisdiscretionaryratherthannecessaryAllalternativeshavebothdesirableandundesirableconsequencesFamilymembersdisagreeonproductrequirementsorevaluationofalternativesProductusagedeviatesfromimportantreferencegroupThepurchaseinvolvesecologicalconsiderationsManysourcesofconflictinginformation16-9Table16.2continuedProductFactorsDemographicCharacteristicsofConsumerWell-educatedHigh-incomeWhite-collaroccupationUnder35yearsofagePersonalityLowdogmaticLow-riskperceiver(broadcategorizer)Otherpersonalfactors,suchashighproductinvolvementandenjoymentofshoppingandsearch16-10Table16.3AlternativePrepurchaseInformationSourcesforanUltralightLaptopPERSONALFriendsNeighborsRelativesCo-workersComputersalespeopleCallingtheelectronicsstoreIMPERSONALNewspaperarticlesMagazinearticlesConsumerReportsDirect-mailbrochuresInformationfromproductadvertisementsInternalwebsite16-11IssuesinAlternativeEvaluation•EvokedSet•CriteriaUsedforEvaluatingBrands•ConsumerDecisionRules•LifestylesasaConsumerDecisionStrategy•IncompleteInformationandNoncomparableAlternatives•SeriesofDecisions•DecisionRulesandMarketingStrategy•ConsumptionVision16-12Figure16.3TheEvokedSetasaSubsetofAllBrandsinaProductClassAllBrandsKnownBrandsUnknownBrandsOverlookedBrandsIndifferentBrandsUnacceptableBrandsAcceptableBrandsNotPurchasedBrandsPurchasedBrandsEvokedSetIneptSetInertSet(1)(2)(3)(4)(5)16-13IneptSetBrandsthataconsumerexcludesfrompurchaseconsideration.16-14InertSetBrandsthataconsumerisindifferenttowardbecausetheyareperceivedashavingnoparticularadvantage.16-15Figure16.4AdSuggestingCriteriaforDecisionMaking16-16ConsumerDecisionRules•Compensatory•Noncompensatory–ConjunctiveDecisionRule–DisjunctiveDecisionRule–LexicographicRule16-17CompensatoryDecisionRulesAtypeofdecisionruleinwhichaconsumerevaluateseachbrandintermsofeachrelevantattributeandthenselectsthebrandwiththehighestweightedscore.16-18Non-compensatoryDecisionRulesAtypeofconsumerdecisionrulebywhichpositiveevaluationofabrandattributedoesnotcompensateforanegativeevaluationofthesamebrandonsomeotherattribute.16-19ConjunctiveDecisionRuleAnoncompensatorydecisionruleinwhichconsumersestablishaminimallyacceptablecutoffpointforeachattributeevaluated.Brandsthatfallbelowthecutoffpointonanyoneattributeareeliminatedfromfurtherconsideration.16-20DisjunctiveRuleAnoncompensatorydecisionruleinwhichconsumersestablishaminimallyacceptablecutoffpointforeachrelevantproductattribute.16-21LexicographicRuleAnoncompensatorydecisionrule-consumersfirstrankproductattributesintermsofimportance,thencomparebrandsintermsoftheattributeconsideredmostimportant.16-22AffectReferralDecisionRuleAsimplifieddecisionrulebywhichconsumersmakeaproductchoiceonthebasisoftheirpreviouslyestablishedoverallratingsofthebrandsconsidered,ratherthanonspecificattributes.16-23Table16.7HypotheticalUseofPopularDecisionRulesinMakingaDecisiontoPurchaseanUltralightLaptopDECISIONRULEMENTALSTATEMENTCompensatoryrule“IselectedthecomputerthatcameoutbestwhenIbalancedthegoodratingsagainstthebadratings.”Conjunctiverule“Iselectedthecomputerthathadnobadfeatures.”Disjunctiverule“Ipickedthecomputerthatexcelledinatleastoneattribute.”Lexicographicrule“Ilookedatthefeaturethatwasmostimportanttomeandchosethecomputerthatrankedhighestonthatattribute.”Affectreferralrule“Iboughtthebrandwiththehighestoverallrating.”16-24CopingwithMissingInformation•Delaydecisionuntilmissinginformationisobtained•Ignoremissinginformationanduseavailableinformation•Changethedecisionstrategytoonethatbetteraccommodat