Decision rule and motivation
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The document outlines consumer decision-making processes, distinguishing between extensive, limited, and routine response behavior, while discussing various models such as economic, passive, cognitive, and emotional views. It further explores decision rules like compensatory and non-compensatory approaches, as well as the psychological factors such as motivation, perception, and personality traits that influence consumer behavior. Additionally, brand personality traits and the importance of consumer perception in shaping choices are examined.
Decision rule and motivation
- 1. Consumer Decision Making and Beyond
- 2. Levels of Consumer Decision Making Extensive Problem Solving Limited Problem Solving Routine Response Behavior
- 3. Extensive Problem Solving A search by the consumer to establish the necessary product criteria to evaluate knowledgeably the most suitable product to fulfill a need.
- 4. Limited Problem Solving A limited search by a consumer for a product that will satisfy his or her basic criteria from among a selected group of brands.
- 5. Models of Consumers: Four Views of Consumer Decision Making • An Economic View • A Passive View • A Cognitive View • An Emotional View
- 6. The Economic view Rational Customers Have To … • Be aware of all available product alternatives • Be capable of correctly ranking each alternative in terms of its benefits and disadvantages
- 7. Why is the Classical Economic Model Considered Unrealistic? • People are limited by their existing skills, habits, and reflexes • People are limited by their existing values and goals
- 8. Models of Consumers: Four Views of Consumer Decision Making • A Passive View • A Cognitive View • An Emotional View - mood
- 9. Figure 16.2 A Simple Model of Consumer Decision Making Firm’s Marketing Efforts 1. Product 2. Promotion 3. Price 4. Channels of distribution Sociocultural Environment 1. Family 2. Informal sources 3. Other noncommercial sources 4. Social class 5. Subculture and culture Need Recognition Prepurchase Search Evaluation of Alternatives Psychological Field 1. Motivation 2. Perception 3. Learning 4. Personality 5. Attitudes Experience Purchase 1. Trial 2. Repeat purchase Postpurchase Evaluation Output Process Input External Influences Consumer Decision Making Postdecision Behavior
- 10. Consumer Decision Rules • Compensatory • Noncompensatory – Conjunctive Decision Rule – Disjunctive Decision Rule – Lexicographic Rule
- 11. Compensatory Decision Rules A type of decision rule in which a consumer evaluates each brand in terms of each relevant attribute and then selects the brand with the highest weighted score.
- 12. Non- compensatory Decision Rules A type of consumer decision rule by which positive evaluation of a brand attribute does not compensate for a negative evaluation of the same brand on some other attribute.
- 13. Conjunctive Decision Rule A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each attribute evaluated. Brands that fall below the cutoff point on any one attribute are eliminated from further consideration.
- 14. Disjunctive Rule A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each relevant product attribute.
- 15. Lexicographic Rule A noncompensatory decision rule - consumers first rank product attributes in terms of importance, then compare brands in terms of the attribute considered most important.
- 16. Affect Referral Decision Rule A simplified decision rule by which consumers make a product choice on the basis of their previously established overall ratings of the brands considered, rather than on specific attributes.
- 17. Table : Hypothetical Use of Popular Decision Rules in Making a Decision to Purchase a Laptop DECISION RULE MENTAL STATEMENT Compensatory rule “I selected the computer that came out best when I balanced the good ratings against the bad ratings.” Conjunctive rule “I selected the computer that had no bad features.” Disjunctive rule “I picked the computer that excelled in at least one attribute.” Lexicographic rule “I looked at the feature that was most important to me and chose the computer that ranked highest on that attribute.” Affect referral rule “I bought the brand with the highest overall rating.”
- 19. Factors Affecting Consumer Behavior: Psychological Psychological Factors Motivation Perception Learning Beliefs and Attitudes
- 20. Copyright 2007 by Prentice Hall Maslow’s Hierarchy of Needs
- 22. What Is Personality ? The inner psychological characteristics that both determine and reflect how a person responds to his or her environment
- 23. Copyright 2007 by Prentice Hall The Nature of Personality • Personality reflects individual differences • Personality is consistent and enduring • Personality can change
- 24. Copyright 2007 by Prentice Hall Discussion Questions • How would you describe your personality? • How does it influence products that you purchase?
- 25. Copyright 2007 by Prentice Hall Theories of Personality • Freudian theory – Unconscious needs or drives are at the heart of human motivation • Neo-Freudian personality theory – Social relationships are fundamental to the formation and development of personality • Trait theory – Quantitative approach to personality as a set of psychological traits
- 26. Copyright 2007 by Prentice Hall Trait Theory • Personality theory with a focus on psychological characteristics • Trait - any distinguishing, relatively enduring way in which one individual differs from another • Personality is linked to how consumers make their choices or to consumption of a broad product category - not a specific brand
- 27. Copyright 2007 by Prentice Hall Trait Theory • Innovativeness • Dogmatism • Social character • Need for uniqueness • Variety-novelty seeking • The degree to which consumers are receptive to new products, new services, or new practices Consumer Innovators And Noninnovators
- 28. Copyright 2007 by Prentice Hall Trait Theory • Innovativeness • Dogmatism • Social character • Need for uniqueness • Variety-novelty seeking • A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs Consumer Innovators And Noninnovators
- 29. Copyright 2007 by Prentice Hall Trait Theory • Innovativeness • Dogmatism • Social character • Need for uniqueness • Variety-novelty seeking • Ranges on a continuum for inner-directedness to other- directedness • Inner-directedness – rely on own values when evaluating products – Innovators • Other-directedness – look to others – less likely to be innovators Consumer Innovators And Noninnovators
- 30. Copyright 2007 by Prentice Hall Trait Theory • Innovativeness • Dogmatism • Social character • Need for uniqueness • Variety-novelty seeking • Consumers who avoid appearing to conform to expectations or standards of others Consumer Innovators And Noninnovators
- 31. Copyright 2007 by Prentice Hall Brand Personality • Personality-like traits associated with brands • Examples – Nike and athlete – BMW is performance driven – Levi’s jeans are dependable and rugged • Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium
- 32. Copyright 2007 by Prentice Hall Discussion Questions • Pick three of your favorite brands. • Describe their personality. Do they have a gender? What personality traits do they have?
- 33. Commands respect, authority Caution, novelty, temporary, warmth Secure, natural, relaxed or easy- going, living things BLUE YELLOW GREEN Table : The Personality-like Associations of Colors
- 34. Copyright 2007 by Prentice Hall Human, exciting, hot, passionate, strong Powerful, affordable, informal Informal and relaxed, masculine, nature Goodness, purity, chastity, cleanliness, delicacy, refinement, formality Sophistication, power, authority, mystery Regal, wealthy, stately RED ORANGE BROWN WHITE BLACK SILVER, GOLD
- 36. Copyright 2007 by Prentice Hall Perception • The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world • How we see the world around us Sketchers
- 37. Copyright 2007 by Prentice Hall Aspects of Perception Selection Organization Interpretation
- 38. Copyright 2007 by Prentice Hall Perceptual Selection • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking • Consumers seek out messages which: – Are pleasant – They can sympathize – Reassure them of good purchases Concepts
- 39. Copyright 2007 by Prentice Hall Perceptual Selection • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking • Heightened awareness when stimuli meet their needs • Consumers prefer different messages and medium Concepts
- 40. Copyright 2007 by Prentice Hall Perceptual Selection • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking • Screening out of stimuli which are threatening Concepts
- 41. Copyright 2007 by Prentice Hall Perceptual Selection • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking • Consumers avoid being bombarded by: – Tuning out Concepts
- 42. Copyright 2007 by Prentice Hall Organization • Grouping • Closure • People group stimuli to form a unified impression or concept. • Grouping helps memory and recall. Principles
- 43. Copyright 2007 by Prentice Hall Organization • Grouping • Closure • People have a need for closure and organize perceptions to form a complete picture. • Will often fill in missing pieces • Incomplete messages remembered more than complete Principles
- 44. Copyright 2007 by Prentice Hall Interpretation • Physical Appearances • First Impressions • Jumping to Conclusions • Halo Effect • Positive attributes of people they know to those who resemble them • Important for model selection • Attractive models are more persuasive for some products Perceptual Distortion
- 45. Copyright 2007 by Prentice Hall Interpretation • Physical Appearances • First Impressions • Jumping to Conclusions • Halo Effect • First impressions are lasting • The perceiver is trying to determine which stimuli are relevant, important, or predictive Perceptual Distortion
- 46. Copyright 2007 by Prentice Hall Interpretation • Physical Appearances • First Impressions • Jumping to Conclusions • Halo Effect • People tend not to listen to all the information before making conclusion • Important to put persuasive arguments first in advertising Perceptual Distortion
- 47. Copyright 2007 by Prentice Hall Interpretation • Physical Appearances • First Impressions • Jumping to Conclusions • Halo Effect • Consumers perceive and evaluate multiple objects based on just one dimension • Used in licensing of names Perceptual Distortion
- 48. Copyright 2007 by Prentice Hall The halo effect helps Adidas break into new product categories.