CHAPTER 3 MARKETING/ADVERTISING

Consumer Behavior

Activities people engage in involving products/services to satisfy needs and desires: searching, selecting, purchasing, using, evaluating, disposing.

Consumer decision-making process

Problem recognition → Information search → Evaluation of alternatives → Purchase → Postpurchase evaluation

Problem Recognition

Consumer recognizes a difference between their actual state and ideal state, creating a need/problem.

6 problem-recognition triggers

Out of stock, dissatisfaction, new needs/wants, related purchases, market-induced recognition, new products.

Hierarchy of Needs — basic rule

Lower-level physiological and safety needs come before higher-order needs.

Internal Search

Consumer thinks about brands/options using their own memory and previous experience.

External Search

Consumer seeks information from friends, relatives, influencers, and other outside sources.

What affects external search?

Ability to search, motivation, and costs vs. benefits.

Ability to Search

Education and product/brand knowledge affect how extensively someone searches.

Motivation to Search

Influenced by involvement, need for cognition, and shopping enthusiasm.

Costs of Search

Actual cost, time, anxiety, and opportunity cost.

Postpurchase Evaluation

Consumer evaluates purchase after buying. Satisfaction occurs when expectations are met/exceeded; dissatisfaction when performance falls below expectations

Cognitive Dissonance

Psychological tension experienced after making a difficult purchase choice.

Cognitive attitude component

What you think/know/believe.

Affective attitude component

What you feel

Conative attitude component

What you intend to do/do.

Consumer Values

Strongly held beliefs that frame attitudes and guide judgments/actions; often enduring and formed early.

Cognitive Mapping

Shows mental links among concepts/brands in memory and how consumers process and retain information.

How can marketing affect cognitive maps?

Reinforce existing links; repetition can establish new links, although changing existing links is difficult.

Evoked Set

Brands the consumer actively considers buying.

Inept Set

Brands the consumer considers unacceptable.

Inert Set

Brands the consumer is indifferent toward/not seriously considering.

How can marketing affect multiattribute decisions?

Improve/communicate performance on attributes consumers consider important or influence which attributes consumers emphasize.

Affect Referral

Consumer chooses based largely on an existing emotional feeling toward a brand, saving mental effort.

Consumer behavior trends

Age complexity, gender complexity, busy lifestyles, diverse lifestyles, communication revolution, experience pursuits, health emphasis.

B2B Buying Center

Group of people making a purchase decision for a business.

5 Buying Center roles

Users, buyers, influencers, deciders, gatekeepers.

Straight Rebuy

Business reorders from a previously chosen vendor.

Modified Rebuy

Business reevaluates alternatives before repurchasing.

New Task Buy

Business is purchasing something for the first time.