Understanding Consumers

1
Understanding Consumers

• Consumer databases and more

2
Decision-Making Process

• Problem recognition
• Information search
• Alternative evaluation
• Purchase decision
• Postpurchase evaluation

3
Problem recognition and motivation

• Maslows hierarchy
• Physiological needs
• Safety needs
• Social needs
• Esteem needs
• Self-actualization needs
• Psychoanalytic theory
• Motivation research

4
Information search

• Internal search
• External search
• Perception
• Selective exposure
• Selective attention
• Selective comprehension
• Selective retention
• Subliminal perception

5
Alternative Evaluation

• Evoked set
• Attitudes and attitude change strategies
• Link the product to a goal or event
• Add an important characteristic
• Change perceptions of the competition
• Change perceptions of your product

6
Purchase decision

• Purchase intentions
• Brand loyalty

7
Postpurchase evaluation

• Cognitive dissonance

8
How long does it take?

• Habitual decision-making
• Problem recognition?Internal search ?Purchase
• Limited decision-making
• Problem recognition? Search ? Limited Evaluation
  ?Purchase
• Extended decision-making
• Entire process

9
How consumers learn

• Classical conditioning
• Conditioned stimulus?conditioned response
• Conditioned stimulus?unconditioned stimulus
• Unconditioned stimulus?conditioned response

10
How consumers learn

• Operant conditioning
• Reinforcement
• Shaping

11
Environmental influences

• Culture
• Cultural values
• Subcultures
• Social class
• Reference groups
• Aspirational groups
• Membership groups
• Disassociative groups
• Families
• Situational determinants

12
Communication Model

• Encoding
• Decoding
• Field of experience

13
Response Models

• Cognition, Affect, Behavior
• AIDA (attention, interest, desire, action)
• Hierarchy of effects (awareness, knowledge,
  liking, preference, conviction, purchase)

14
Involvement

• How much does it matter to you?
• Depends on
• Needs, importance, interest, values
• Differentiation, source of info, content of info
• Purchase/use occasion

15
FCB Grid

• Dimensions
• Thinking vs. Feeling
• High involvement vs. Low involvement
• High/Thinking Learn-Feel-Do
• High/Feeling Feel-Learn-Do
• Low/Thinking Do-Learn-Feel
• Low/Feeling Do-Feel-Learn

16
Elaboration Likelihood Model (ELM)

• Central vs. Peripheral Processing
• Central processing relatively enduring attitude
  change
• Peripheral processing temporary attitude change