consumer decision making chapter 7. 7-2 decisions –requires a choice between different behaviors...
TRANSCRIPT
Consumer Decision Making
Chapter 7
7-2
• Decisions– Requires a choice between different behaviors– Marketers are interested in consumers’
purchase behaviors
• Model of consumer decision making– All aspects of affect and cognition are involved
Introduction
7-3
– The integration process is the key process by which knowledge is combined to evaluate two or more alternative behaviors and select one
– The outcome is a choice, represented cognitively as a behavioral intention (BI)
Introduction cont.
7-4
Introduction cont.
7-5
Decision Making as Problem Solving
• Consumer decision making is a goal-directed, problem-solving process
• Consumer problem solving is a continuous stream of interactions among– Environmental factors– Cognitive and affective processes– Behavioral actions
7-6
Decision Making as Problem Solving cont.
• Generic model of consumer problem solving
7-7
Decision Making as Problem Solving cont.
– Five basic stages or subprocesses• Problem recognition• Search for alternative solutions• Evaluation of alternatives• Purchase• Postpurchase use and reevaluation of chosen
alternative
7-8
Decision Making as Problem Solving cont.
– Generic model often provides an imperfect account of actual problem-solving processes
• Actual consumer problem solving seldom proceeds in a linear sequence
• Actual problem-solving processes involve multiple, continuous interactions among consumers’ cognitive processes, their behaviors, and aspects of the physical and social environment
• Most problem-solving processes actually involve multiple problems and multiple decisions
7-9
Elements of Problem Solving
• Three basic elements of problem solving– Problem representation
• Serves as a decision frame• End goals• A set of subgoals organized into a goal hierarchy• Relevant product knowledge
7-10
Elements of Problem Solving cont.
7-11
Elements of Problem Solving cont.– Choice alternatives
• Consideration set
– Choice criteria• Only discriminant consequences can be used as
choice criteria• The relevant choice criteria for a decision depends,
in part, on the particular set of choice alternatives under consideration
• Vary in evaluation
7-12
Elements of Problem Solving cont.– Integration process
• Perform two essential tasks– The choice alternatives must be evaluated in terms of the
choice criteria– One of the alternatives must be selected
• Two types of integration procedures can account for these evaluation and choice processes
– Formal integration strategies– Heuristics
7-13
Elements of Problem Solving cont.– Formal models of the integration process involved in
evaluating and choosing among choice alternatives
7-14
Elements of Problem Solving cont.
– Compensatory integration processes• Multiattribute model
– Noncompensatory integration processes• Conjunctive• Disjunctive• Lexicographic• Elimination by aspects
– Combination processes
7-15
Elements of Problem Solving cont.– Consumer heuristics
• Search• Evaluation• Choice
– Decision plans• Vary in their specificity and complexity• Concern intentions to perform particular behaviors in
highly defined situation• Increase the likelihood that the intended behaviors
will be performed
7-16
Problem-Solving Processes in Purchase Decisions
• Extensive decision making– Usually involves a substantial amount of search
behavior– Involves several choice decisions and
substantial cognitive and behavioral effort– Likely to take rather long periods
7-17
Problem-Solving Processes in Purchase Decisions cont.
• Limited decision making– Amount of effort ranges from low to moderate– Involves less search for information than
extensive decision making– Choices typically carried out fairly quickly
• Routinized choice behavior– Requires very little cognitive capacity or
conscious control
7-18
Problem-Solving Processes in Purchase Decisions cont.
• Effects of end goals– Optimize satisfaction– Prevention– Resolve conflict– Escape– Maintenance (satisfaction)
7-19
Problem-Solving Processes in Purchase Decisions cont.
• Effects of goal hierarchies– Provides useful structure
• Effects of involvement and knowledge– Low involvement, low knowledge– Low involvement, high knowledge– High involvement, high knowledge– High involvement, low knowledge
7-20
Problem-Solving Processes in Purchase Decisions cont.
• Environmental effects– Four types of disruptive events, or interrupts
• Unexpected information• Prominent environmental stimuli• Affective states• Conflicts
– Goal– Approach-approach
7-21
Problem-Solving Processes in Purchase Decisions cont.
– Avoidance-avoidance– Approach-avoidance– Interrupts
• Implications for marketing strategy– Routinized choice behavior– Limited decision making– Extensive decision making
7-22
Summary• Examined consumers’ decision-making
processes as they choose between alternative behaviors
• Learned about the primary focus on purchase choices of products and brands
• Discussed how to treat decision-making as a problem-solving process in which the consumers’ cognitive representation of the problem is key to understanding the process
7-23
Summary• Considered what is involved in problem
representation
• Examined how consumers’ problem-solving processes vary widely
• Described how consumers’ end goals, goal hierarchies, product knowledge, and involvement affect the problem-solving process
7-24
Summary
• Discussed how various aspects of the decision environment affect the problem-solving process
• Drew implications of these concepts for marketing strategy