消費(fèi)者行為學(xué)CONSUMERBEHAVIOR

CONSUMERBEHAVIORBUAD307MARKETINGFUNDAMENTALS第一頁(yè)，共三十八頁(yè)。WhydoesStaplessellStarbuckscoffee?第二頁(yè)，共三十八頁(yè)。CONSUMERPERCEPTION/SENSATIONCOGNITIONAFFECTBELIEFSSOCIALANDOTHERINFLUENCEINFOSEARCHCHOICESPREFERENCESCOMMUNICATIONMARKETRESEARCHSTRATEGYInfluencesonandofConsumerBehavior第三頁(yè)，共三十八頁(yè)。LearningOutcomeObjectivesUnderstandhowconsumercognitive(thinking)processesandlimitations,affect,beliefs,socialinfluences,andothercontextualfactorsinfluenceconsumerdecisionmaking,choices,andbehaviorAppreciatehowtheseinsightscanbeusedtodesignandimplementeffectivemarketingstrategiesAppreciateindividualandsegmentdifferencesinprocessandoutcome第四頁(yè)，共三十八頁(yè)。TrueorFalse?Ifyouhavebadbreath,youcannotsmellityourself.Ifyoueatabalanceddiet,youdonotneedvitaminsupplements.Usingarazorwithfivebladeswillreducethelikelihoodofcuttingyourselfandwillresultinlessskinirritation.DellComputerstendtobeofhigherqualitythanthosemadebyHPandSony.Ruststainsonclothescanberemovedwiththeuseoflemonjuice.Bleachactuallymakesthesestainsworse.第五頁(yè)，共三十八頁(yè)。QuestionsFacedByConsumersAreveggieburgersactuallyhealthy?Whatmakeupshouldyouusetogetan“even”skintone?DoIgetanyusefulbenefitsfromspendingmorethan$125onadigitalcamera?ShouldIgeta“make-over?”WhatamIlookingfor?WhatshouldIdo?Ismymechanichonest?WhichtieshouldIwearforajobinterview?ShouldIgivemywiferoses,chocolate,orsoftware?第六頁(yè)，共三十八頁(yè)。ConsumerProblemsandRecognitionConsumerproblem:

Discrepancybetweenidealandactualstate--e.g.,consumer:HasinsufficienthairIshungryHasrunoutofinkinhisorherinkjetcartridgeProblemscanbesolvedinseveralways--e.g.,stressreduction<-----vacation,movie,hotbath,medication第七頁(yè)，共三十八頁(yè)。CONSUMERDECISIONS:

TheoryandRealityinConsumerBuyingINFORMATIONSEARCHPROBLEMRECOGNITIONEVALUATIONOFALTERNATIVESPURCHASEPOSTPURCHASEEVALUATION/BEHAVIORSTheoryComplications第八頁(yè)，共三十八頁(yè)。ApproachestoSearchforProblemSolutionsINTERNALEXTERNALMemoryThinkingWordofmouth,media,storevisits,trialCATALOG第九頁(yè)，共三十八頁(yè)。OptionsIdentifiedandConsideredUNIVERSALSETRETRIEVEDSETEVOKEDSETAllpossibleoptionsOptionsthatreadilycometomindOptionsthatwillbeconsideredbytheconsumerNote:Retrievedandevokedsetswillvaryamongdifferentconsumers第十頁(yè)，共三十八頁(yè)。REMINDERForlowinvolvementproducts,effortsaimedataffectinginternalsearchtendtobemoreeffective—theconsumerisusuallynotwillingtoexpendenergyonexternalsearch.Externalsearchismorelikelyforhigherinvolvementproducts.第十一頁(yè)，共三十八頁(yè)。DecisionMakingIssuesInvolvementlevelTemporaryEnduringConsumerlocusofcontrolInternalExternalProductcategorycomplexityConsumerknowledge第十二頁(yè)，共三十八頁(yè)。EvaluationTypeCompensatory:Decisionbasedonoverallvalueofalternatives(goodattributecanoutweighbadones)Non-compensatory:Absolutelymustmeetatleastoneimportantcriterion(e.g.,carmusthaveautomatictransmission)Hybrid:Combinationofthetwo(e.g.,onenon-compensatorymeasure,thencompensatorytradeoffsonotherattributesAbandonedstrategy:ConsumerfindsinitialcriteriaunrealisticandproceedstolessdesirablesolutionIMPORTANTLESSIMPORTANT第十三頁(yè)，共三十八頁(yè)。Heuristics—LowInvolvementDecisionRulesIfeitherCokeorPepsiisonsale,buythatbrand;otherwise,buyCokeThelargerthenavels,thebettertheorangeThelargerpackageislikelytoofferalowerunitprice(nottrueinreality)第十四頁(yè)，共三十八頁(yè)。Attitudes―componentsBELIEFSAFFECT(FEELING)BEHAVIORALINTENTIONS第十五頁(yè)，共三十八頁(yè)。AttitudeComponentsBeliefsCanbepositive,negative,orneutralMayormaynotbeaccurateMaycontradictotherbeliefsheldbytheotherpersonAffectMaybepositiveornegativeMaytakeonspecificdimension(e.g.,pleasure,disgust)BehavioralIntentionsAnindividual’splanorexpectationsofwhatheorshewilldoMayappearinconsistentwithbeliefsMaynotpredictwellwhattheindividualwilldoinreality第十六頁(yè)，共三十八頁(yè)。GeneratingBeliefsThroughAdvertisingStatementsmustbePerceivedComprehendedRememberedBelieved(atleastinpart)第十七頁(yè)，共三十八頁(yè)。PositioningThroughCreatingBeliefs“It’snotdelivery;it’sDeJourno!”“Wal-Mart.Alwayslowprices.Always.”“Ijustsavedabunchofmoneyonmyautoinsurance.”“U-umGood!”(Campbell’sSoup)第十八頁(yè)，共三十八頁(yè)。MultiattributeModelsofAttitudeAttitudecomputedasafunctionofmultipleattributesweightedforimportance:Ab=attitudetowardbrandbWi:weightofattributeIXib:beliefaboutbrandb’sperformanceonattributeIModelassumesrationalityCalculationswillnotberequiredontheexam.Youshouldknowconceptuallywhatthisinvolvesconceptually—i.e.,weighingimportanceandintensityoffeeling.第十九頁(yè)，共三十八頁(yè)。MultiattributeModelsCaveatsDifferentsegmentsexistthatwillweightfactorsdifferently—thus,overallaveragescanbemisleading.Separateanalysesshouldbedonefordifferentsegmentsofinterest.(Segmentscanbeidentifiedbycertainstatisticaltechniques).Individualdifferencesexistinscaleintensity—forsome,itismuch“easier”tobeextremelygoodorextremelybad.Priorresearchmaybeneededtoidentifyissues(dimensions)tobeweighted.Somefactorsmaybeintangible—WhatarethesubstantivedifferencesbetweenWindowsandApplecomputers?Non-compensatoryfactors—“must-haves”—maydeterminefinalresult.ApplicationsDeterminingOverallperformanceAreasofstrengthandweaknessComparisontocompetitorsOverallAreasofstrengthandweaknessREMINDER:PERCEPTIONSARENOTNECESSARILYACCURATE.Wearelookingtoworkwithwhatconsumersbelieve.第二十頁(yè)，共三十八頁(yè)。AffectBasedonpastemotionalassociationsofproductemotionaleffectofbeliefs第二十一頁(yè)，共三十八頁(yè)。AttitudeCharacteristicsAvailability/accessibilityConstructedvs.naturalStrength第二十二頁(yè)，共三十八頁(yè)。MeasurementofAttitudeComponentsBeliefsSemanticDifferentialScalesGood-------------------BadFast--------------------SlowReliable-----------------UnreliableFeelingsLikertScales(Stronglyagree…StronglyDisagree)“Thisproductmakesmehappy.”第二十三頁(yè)，共三十八頁(yè)。MeasurementBehavioralIntentionRatingoflikelihoodofpurchaseMayneedprojectionifsocialdesirabilityaffectswillingnesstoadmittoproductuse第二十四頁(yè)，共三十八頁(yè)。AttitudeChangeStrategies,PartIChangeAffectClassicalconditioning“Pairing”thebrandorproductwithdesiredstimulus—e.g.,acarwithabeautifulwomanAttitudetowardtheadAlikableadforabrandinamundaneproductcategory—e.g.,EnergizerBunnySnuggles(fabricsoftener)Mereexposure第二十五頁(yè)，共三十八頁(yè)。AttitudeChangeStrategiesIIChangebehavior(e.g.,sampling)Attitudesareinferredfrombehavior(e.g.,IbuytheproductImustlikeitorItmustbegood)ChangeBeliefComponentChangeexistingbeliefsDifficultAdvertiser’smotivesaresuspectChangeimportanceofattributesAddbeliefsChangeideal(fashion)第二十六頁(yè)，共三十八頁(yè)。AddingBeliefs(TrueorNot):ExamplesBrushingandflossingdonotreachallareasofthemouthPeopleunderstressneedmorevitaminsBakingsodawillreduceodorofrefrigeratorsFragmentedharddrivesmaycausecomputererrors第二十七頁(yè)，共三十八頁(yè)。REMINDERChangingcurrentlyheldbeliefstendstobedifficult—peopleknowthemarketerhasanulteriormotiveAddingnewbeliefsthatarenotinconsistentwithwhatisalreadybelievedmaybemoreeffective第二十八頁(yè)，共三十八頁(yè)。One-sidedvs.twosidedappealsOne-sided:onlysayingwhatfavorsyoursideTwo-sided:statingyourcasebutalsoadmittingpointsfavoringtheothersideWhyisthiseffective?第二十九頁(yè)，共三十八頁(yè)。PotentialFamilyLifeCycleStagesYOUNGSINGLEBLENDEDSINGLEPARENTFULLNESTI/II/IIIEMPTYNESTI/IIOLDERSINGLEYOUNGCOUPLE第三十頁(yè)，共三十八頁(yè)。Economic/MarketingImplicationsofHouseholdCyclesIncometendstoincreasewithtimeButchildren/obligationsaddcostDivorceincreasescostsmaychangeincomedistributionmarriageProductdemandduetosingleswithlowexpensesnewcouplesdivorcedfamilieschildrenemptynesters-->moreincome第三十一頁(yè)，共三十八頁(yè)。HouseholdDecisionMakingRoles/influenceInformationgatherers/holdersInfluencersDecisionmakersPurchasersUsers第三十二頁(yè)，共三十八頁(yè)。TheMeans-EndChainLargeengineFastaccelerationPerformanceFeelingofpowerSelf-esteemAimpromotion/positioningathigherlevelsofchain!AttributesConsequencesValues第三十三頁(yè)，共三十八頁(yè)。SubliminalPerception:ADiabolicalMarketingTool?SubliminalmessagesinadsareillegalinU.S.SomeresearchsupportformodesteffectsProbablylimitedtoonesyllablewordsComplexmessagescanprobablynotbeprocessedsubliminally