Download - Chapter6 Consumer Behavior
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Chapter 6Consumer Behavior
Chapter 6 slides forMarketingfor Pharmacists,2nd Edition
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Learning Objectives
Describe the steps associated withconsumer decision-making.
Delineate how each step influences thechoices consumers make.
Discuss how risk, involvement, control,and expectations affect consumersdecision-making.
Give a general description of the followingmodels of health behavior: health beliefmodel, theory of reasoned action, theory ofplanned behavior, transtheoretical model.
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Consumer (Patient) Behavior
Understanding consumer behavioris necessary in pricing,merchandising, advertising,personal selling, designingservices, and so on.
It helps in knowing who, what,
when, where, and how to market.
e.g., diabetes management clinic
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The aim of marketing is to know
and understand the customer sowell the product or service fitshim and sells itself.
Peter F. Drucker
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Frameworks for Understanding
Consumer Behavior
Economic man
Social influences
Personal influences
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Consumer Purchase Situations
Types of
Consumer
Decisions
New Repeat
Extended
Problem Solving
Limited
Problem Solving
Extended
Problem Solving
Limited
Problem Solving
First Choice
Of Important
Product or Service
Impulse Decisions Habitual Choices,
Brand Loyalty
Variety Seeking,
Dissatisfaction with
Current Choice
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Problem Solving
Extended problem solving
New, high-risk, complex
Limited problem solving
Routine, low-risk
Determines attention and receptivityto information
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Need Recognition
Information Search
Alternative Evaluation
Choice
Evaluation
Consumer
DecisionProcess
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Need Recognition
Information Search
Alternative Evaluation
Choice
Evaluation
Prepurchase
Stage
Consumption
Stage
PostpurchaseEvaluation Stage
Consumer
DecisionProcess
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Consumer Decision Process
Need recognition(arousal, interest, desire)
CommercialSocial
Physical
Information searchInternalExternal
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Consumer Decision Process
Alternative evaluationCognitive versus emotional
Salient (important) versus determinant
criteriaConsumptionChoice of vendor, channel of distribution,
product
Decision rules: cutoffs, overall utilityPostpurchaseSatisfaction versus cognitive dissonance
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Need Recognition
Information Search
Alternative Evaluation
Choice
Evaluation
Prepurchase
Stage
Consumption
Stage
PostpurchaseEvaluation Stage
How mightpharmacistsinfluence the
decision processfor seekingtreatment fordiabetes?
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Variables AffectingConsumer Decisions
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Risk (e.g., diabetes)
Financial
Performance
Physical
Social
Psychological
Dimensions:
severity and
likelihood
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Involvement
(i.e., perceived importance)
Affects information search andprocessing and ability to be
persuadedNecessary for thoughtful behavior
(extended problem solving)
Influenced byPersonal relevance
Object considered
Situation
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Customizing services to patient
involvement (e.g., diabetes)Assess patient involvementFor highly involved, greater information can
be provided.For less highly involved, provide simple,
short, repetitive messages.
Enhance involvement through education
and reducing distractions.
Tell me and I'll forget. Show me and I'll remember.Involve me and I'll understand.
- Confucius(famous Chinese marketer)
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Perception of control
Lack of perceived control leads tostress and frustration.
Enhance feelings of controlProvide information about what is
going on.
Give control through self-service
and choice.Make service experiences as consistent
and predictable as possible.
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Health Behavior Models
commonlyused in
pharmacypractice
For counseling
and intervention
strategies
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Health belief model
Patient health behaviors aredetermined by
The degree to which a patientperceives a particular health threat
Whether the patient believes theparticular behavior will reduce the
threat.
Kehoe WA, Katz RC. Health Behaviors and Pharmacotherapy. Ann Pharmacotherapy 1998;32:1076-1085.
Ried LD, Christensen DB. A Psychosocial Perspective in the Explanation of Patients Drug-Taking Behavior.
Soc Sci Med 1988; 27(3): 277-285.
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Health belief model
Actions are directly related toA patients feelings of susceptibility to a disease
Concern about worsening of the disease
A belief that the disease will get better withtreatment
The patients assessment of risks versus benefits
Stimulus that motivates the patientInternal: signs and symptoms of disease
External: personal pressure from family or medicalprofessionals
Nagy VT, Wolfe GR. Cognitive Predictors of Compliance in Chronic Disease Patients. Med Care 1984; 22:912-921.
Kehoe WA, KatzRC. Health Behaviors and Pharmacotherapy. Ann Pharmaco 1998;32:1076-1085.
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Health belief model
Perceived
Susceptibility
or Seriousness
Perceived
Threat
Cues to ActionEducation
Symptoms
Media
Age, Sex, Ethnicity
Personality, Knowledge
Socioeconomics
Likelihood of
Taking Action
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Theory of reasoned action
Beliefs,
Importance
Expectations,Importance
Intentions
To ActActual
Behavior
SubjectiveNorm
Attitude
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Transtheoretical model
States that people progress throughfive stages when changing a behavior.
These stages identify onesmotivational and behavioral readinessfor change.
The success of behavior-changing
strategies depends on what stage aperson is in.
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Stages of change
Stage 1: Precontemplation
No intention of changing in foreseeable
futureEfforts to get person to make immediate
change will likely meet resistance
Stage 2: ContemplationIntention to change in foreseeable future
but unwilling to act yet
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Stages of change
Stage 3: Preparation
Have begun to take small steps towardchange in very near future
Stage 4: Action
Have successfully made change in past6 months
Stage 5: Maintenance
Change more than 6 months ago
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Decisional balance
Pros
(Benefits of change)
Cons
(Negatives of change)
Pre-contemplators and Contemplators
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Decisional balance
Pros
(Benefits of change)
Cons
(Negatives of change)
, Action, Maintenance Preparation
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Important points
On average, 40-60% of people inthe process of change are in stage
1 or 2.Many change efforts attempt to
change behavior of people who are
not ready to take action (stage 1or 2). The result is resistance andrelapse.
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Making a change
In stages 1 and 2, focus is on negativesof change. Increasing the likelihood ofchange requiresIncreasing the perceived benefits of change
Increasing peoples confidence that they areable to change.
Stages 3 to 5 consist primarily ofmanaging temptations to slide back intoprevious undesirable behavior.
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Summary
Understanding patient behavior isessential to influencing them.
Models of consumer behavior can helppharmacists increase medicationadherence, change smoking behavior,communicate health messages, designservices, and influence physicianprescribing.
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Questions?