Consumer Behavior

Twelfth Edition

Chapter 3
Consumer Motivation and
Personality
Motivation
Defined
The driving force within individuals that impels them to act.
The Motivation Process
Maslow’s Hierarchy of Needs
Motivational Research
Defined
A “term of art” that refers to qualitative studies conducted by Dr.
Ernest Dichter in the 1950s and 1960s, which were designed to
uncover consumers’ subconscious or hidden motivations in the
context of buying and consumption
Examples of Insights
• Cigarettes and life savers – sexual symbolism
• Convertible cars – surrogate mistresses
• Baking cakes – reproductive yearnings
Personality Traits

• Innovators or laggards
• Close-minded vs. Open-minded (Dogmatism)
• Conformity vs. Individuality (Inner- vs. Other-directed; Need for uniqueness
Table 3.3 High Need for Uniqueness
• When I travel, I’m always seeking out unusual gifts for myself.
• I’m happy when other people tell me that my taste is ”different” and
”uncommon.”
• I work at maintaining my own unique persona.
• Some of my acquaintances think I’m somewhat of a weirdo in my seeking to
be different.
• Standing out and being different is important to me.
• I stop buying brands when everyone starts to buy them.
• Being different is my own personal trademark.
Brand Personality
• Attachment and avoidance anxiety
• Underlying dimensions of brand personality
– Excitement
– Sophistication
– Affection
– Popularity
– Competence
• Product personality and gender
• Product personality and geography
Consumer Behavior
Twelfth Edition

Chapter 4
Consumer Perception and
Positioning
Perception
Defined
The process by which individuals select, organize, and interpret
stimuli into a meaningful and coherent picture of the world. It
can be described as “how we see the world around us.”
Sensation
Defined
The immediate and direct response of the sensory organs to
stimuli (units of input to the senses, as captured by the sensory
receptors).
Sensory Input
• Sight
• Scent
• Touch
• Sound
• Taste
• Impact on Culture
Product Placement
Defined
A form of promotion where marketers “disguise” promotional
cues by integrating products (i.e., “figures”) into TV shows films,
or other entertainment content (i.e., “grounds”) or building
entertainment content around products
Elements of Perceived Risk
Table 4.2 The Elements of Perceived Risk
Type of Perceived Risk Definition Example
Functional risk Product will not perform as Can the e-book reader operate a whole day without
expected. having to be recharged?
Will the electric engine perform as promised?

Physical risk Product can harm self and Is organic unpasteurized milk safe to drink?
others; risk to self and (Many states do not permit unpasteurized milk, but
others. many greenmarkets carry it because it is organic.)
The electric car’s breaks are excellent.

Financial risk Product will not be worth its Will a new and cheaper model of an L ED TV monitor
cost. become available six months from now? Will I save
money on gas if I buy an electric car?

Psychological and social Poor product choice will Will I be embarrassed when my friends see me with a
risk bruise the consumer’s ego. mobile phone that is not a smartphone? If I buy an
electric car, I will not be polluting the environment.

Time risk Time spent in product search Will I be forced to compare all the different
may be wasted if the product carriers’ calling plans again if I experience a lot of
does not perform as dropped calls with the one I selected? I will save time
expected. by not having to buy gas if I but the electric car.
Positioning
Defined
The process by which a company creates a distinct image and
identity for its products, services, or brands in consumers’ minds.
Positioning Process
1. Define the market, buyers and competition.
2. Identify key attributes and research consumers’ perceptions
3. Research consumers’ perceptions on competing offerings.
4. Determine preferred combination of attributes.
5. Develop positioning concept that communicates attributes as
benefits.
6. Create a positioning statement and use it to communicate with
the target audiences.
Other Types of Positioning
• Premier positioning
• Positioning against the competition
• Key attribute
• Un-owned positioning
• Repositioning
Perceptual Map
Consumer Behavior
Twelfth Edition

Chapter 5
Consumer Learning
Learning
• Intentional v s . incidental
er us

learning
• Four elements:
– Motives
– Cues
– Responses
– Reinforcement

Compare the two

introductions of Febreze.
Stimulus Generalization
• Product line extensions
• Product form extensions
• Family branding
• Licensing
Top Licensing Companies
Stimulus Discrimination
• Brand differentiation
• Market leaders want consumers to distinguish between
products and imitators
• Relevant, meaningful, valuable differentiation
Incentivized Advertising
• Provides consumers with rewards for watching ads
• Consumers may try to avoid ads
Extinction and Forgetting
Defined
Extinction occurs when a learned response is no longer
reinforced and the link between the stimulus and the expected
reward is eliminated.
Forgetting is the point at which the link between the stimulus and
the expected reward ceases to exist.
Customer Satisfaction and Retention
• Satisfaction and repeat patronage
• Frequent shopper programs
• Shaping
Information Overload
Defined
A situation that occurs when consumers receive too much
information and find it difficult to encode and store it
Retaining Information
• Brand imprinting
• Sound symbolism
• Linguistic characteristics
Representations of Cognitive Learning (2 of 2)
Innovation Decision-Making Consumer Decision-Making
• Definition—Revised vversion of Everett • Definition—The stages consumers pass
Rogers’ consumer adoption process through when making logical decisions
– Knowledge – Need Recognition
– Persuasion – Search and Evaluation
– Decision, Implementation, and – Purchase and Post-Purchase Evaluation
Confirmation

Simple Consumer Journey Expanded Consumer Journey

• Definition—The nonlinear circular consumer • Definition—nonlinear consumer journey in
journal includes a post-purchase stage in which consumers backtrack, skip steps, reject,
which a consumer enters into a relationship or opt out at any stage
with a brand that often plays out on social – Need/Want Recognition, Awareness/
media Knowledge, Consider/Examine
– Consider – Search/Learn, Like/Trust, Sees Value/
– Evaluate Willing to Pay, Commit/Plan
– Buy and Post-Purchase Experience— – Consumer, Satisfaction/Dissatisfaction,
Enjoy, Advocate, and Bond Loyal/Repeat Buyer, Engage/Interact,
Actively Advocate
Passive Learning
Defined
A form of learning in which consumers receive information from
repeated exposures which is fully processed after a product is
purchased
Measures
• Aided recall (recognition)
• Unaided recall (recall)
How does the Starch Readership Ad Study measure ad
effectiveness?
Brand Equity
Defined
The intrinsic value of a brand name. This value stems from the
foundations of brand loyalty: the consumer’s perception of the
brand’s superiority, the social esteem that using it provides, and
the customer’s trust and identification with the brand.
Consumer Behavior
Twelfth Edition

Chapter 6
Consumer Attitude Formation
and Change

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Attitude
Defined
A learned predisposition to behave in a consistently favorable or
unfavorable manner with respect to a given object.
Attitude Formation
• Consumers learn attitudes
• Sources of attitude formation
– Experience
– Family and friends
– Media/Internet/Social Media
Role of Attitudes
• Attitudes are consistent with behavior

• How do situations affect attitudes?

Table 6.1 Situations Affecting Attitudes

Product/Service Situation Attitude
Energizer Batteries Hurricane is coming “I know that the hurricane is going to knock out my electricity, so I’d
better be prepared.”
Mini Cooper Buying a new car “With gas prices so high, I’ve got to trade in my S UV and buy a car
that gets 30 m pg!”
Cheerios High cholesterol “They’ve been advertising how Cheerios can lower cholesterol for so
long that it must be true.”
The Wall Street Extra cash on hand “I have to decide whether to invest in stocks or just put my money in
Journal a money market fund.”
Delta Airlines Friend’s bachelor party “My friend’s bachelor party is in Las Vegas, and I want to be there.”
Maxwell House Need to stay awake “I had a late date last night, but I’ve got a lot of work to do this
Coffee morning at the office.”
Stouffer’s Easy Want dinner at home “I’m tired of eating out night after night.”
Express Meals
The Cognitive Component
Table 6.2 Beliefs about Two Smart Speakers

Product Attribute Google Home Amazon Echo

Responds to Voice Commands Yes Yes
Prompt Word “OK Google” or “Hey Google” “Alexa,” “Echo,” “Amazon,” or
“Computer”
Works with my Smart Home No Yes
(Ecobee)
Customizable Appearance Yes No
Personal Assistant Search Google, daily briefing, Add items to calendar, make
check traffic, calendar, flights, shopping and to-do lists,
make shopping list, track check flights, track a package
packages
Works with my Music Streaming Yes No
Preference (YouTube Music)

Source: Adapted from: Andrew Gebhart, “Google Home v s Amazon Echo: Round 2—
ersu

Google strikes back,” CNET.com, 28, 2017.

Likert Scale
Defined
The most popular form of attitude scale, where consumers are
asked to check numbers corresponding to their level of
“agreement” or “disagreement” with a series of statements about
the studied object.
Altering Consumer Attitudes
• Changing beliefs about
products
• Changing brand image
• Changing beliefs about
competing brands
Attitude-Toward-Object Model
• Used to change attitudes
• Ways
– Add an attribute
– Change perceived
importance of an
attribute
– Develop new products
Elaboration Likelihood Model
Defined
The proposition that attitudes can be changed by either one of
two different routes to persuasion – a central route or a peripheral
route – and that the cognitive elaboration related to the
processing of information received via each route is different
Applications (1 of 2)
• Comparative ads
– Comparative ads processed centrally
– Noncomparative ads processed peripherally
• Product knowledge
– Higher objective knowledge for utilitarian products than
hedonic products
– Higher subjective knowledge for hedonic products than
utilitarian products
Dissonance
• Cognitive dissonance
• Post-purchase dissonance
• Ways to reduce post-purchase dissonance
– 1. Rationalize decision
– 2. Seek advertisements that support choices (avoid
competitive ads).
– 3. “Sell” friends on the positive features of the purchase.
– 4. Seek reassurance from satisfied owners