Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 4 - George E. Belch, Michael A. Belch

Chapter 4
Perspectives 
on
Consumer 
Behavior

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Figure 4.1 ­ A Basic Model of Consumer 
Decision Making 

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Problem Recognition
 Consumer perceives a need and gets motivated to 
solve the problem
 Caused by a difference between consumer’s ideal 
state and actual state
 Sources
 Out of stock
 Dissatisfaction, new needs or wants 
 New products, related products or purchases
 Marketer­induced problem recognition
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Figure 4.2 ­ Maslow’s Hierarchy of Needs
Selfactualization
needs
(self-development
and realization)
Esteem needs
(self-esteem,
recognition, status)
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)
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Psychoanalytic Theory
 Influenced modern psychology and explanations of 
motivation and personality
 Applied to the study of consumer behavior
 Deep motives can only be determined by probing 
the subconscious

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Figure 4.3 ­ Some of the Marketing Research 
Methods Used to Probe the Mind of the Consumer

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Perception Processes
Sensation
• Immediate, direct response of the senses to a stimulus

Selecting information
• Internal psychological factors determine what one focuses on
and/or ignores

Interpreting the information
• Organizing, and categorizing information is influenced by:
• Internal psychological factors
• The nature of the stimulus

Selective perception

• Results from the high number and complexity of the marketing
stimuli a person is exposed to
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Selective Perception Process
Selective exposure
• Consumers choose whether or not to make themselves available
to information

Selective attention
• Consumer chooses to focus attention on certain stimuli while
excluding others

Selective comprehension
• Consumers interpret information on the basis of their own
attitudes, beliefs, motives, and experiences

Selective retention
• Consumers do not remember all the information they see, hear, or
read even after attending to and comprehending it
• Mnemonics: Symbols, rhymes, associations, and images that
assist in the learning and memory process
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Alternative Evaluation
 Comparing the brands one has identified as being 
capable of:
 Solving the consumption problem
 Satisfying the needs or motives that initiated the 
decision process

 Evoked set ­ Subset of all the brands of which the 
consumer is aware
 Size depends on the: 
 Importance of the purchase
 Time and energy spent comparing alternatives
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Evaluative Criteria and Consequences
 Evaluative criteria: Dimensions or attributes of a 
product that are used to compare different 
alternatives 
 Objective or subjective
 Viewed as product or service attributes

 Functional consequences: Concrete outcomes of 
product or service usage
 Tangible and directly experienced by consumers

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Evaluative Criteria and Consequences
 Psychosocial consequences: Abstract outcomes 
that are more intangible, subjective, and personal
 Subprocesses 
 Process by which consumer attitudes are created, 
reinforced, and changed
 Decision rules or integration strategies used to 
compare brands and make purchase decisions

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Attitudes
 Learned predispositions to respond to an object
 Theoretically summarize a consumer’s evaluation 
of an object 
 Represent positive or negative feelings and 
behavioral tendencies

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Attitude Change Strategies
 Changing the strength or belief rating of a brand on 
an important attribute
 Changing consumers’ perceptions of the 
importance or value of an attribute
 Adding a new attribute to the attitude formation 
process
 Changing perceptions of belief ratings for a 
competing brand
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The Decision Process

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Figure 4.6 ­ The Classical 
Conditioning Process

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Figure 4.7 ­ Instrumental 
Conditioning in Marketing

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Figure 4.8 ­ Application of Shaping 
Procedures in Marketing

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Figure 4.9 ­ The Cognitive Learning Process

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Environmental Influences on Consumer 
Behavior
Culture
• Complexity of learned meanings, values, norms, and
customs shared by members of a society

Subcultures

• Smaller segments within a culture, whose beliefs, values,
norms, and patterns of behavior set them apart from the
larger cultural mainstream

Social class
• Homogeneous divisions in a society into which people
sharing similar lifestyles, values, norms, interests, and
behaviors can be grouped
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Environmental Influences on Consumer 
Behavior
Reference group
• Group whose presumed perspectives or values
are being used by an individual as the basis for his
or her judgments, opinions, and actions

Situational determinants
• Specific situation in which consumers plan to use
the product or brand directly affects their
perceptions, preferences, and purchase behaviors
• Types - Usage, purchase, and communications
situation
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