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Phillip
Kevin Lane
Discussion Questions
1. How do consumer characteristics influence buying behavior? 2. What major psychological processes influence consumer responses to the marketing program? 3. How do consumers make purchasing decisions? 4. In what ways do consumers stray from a deliberative, rational decision process?
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Consumer Behavior
The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants.
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Consumer Behavior
Personal Factors
Cultural Factors
Social Factors
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Cultural Factors
Social Class
Culture
Subculture
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38.5%
15.5%
11.4%
8.5%
6.1%
4.8%
4.2%
3.3%
2.1%
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Social Factors
Reference Groups
Family
Personal Factors
Personality
Age
Personal Factors
Occupation Values
Lifestyle
Economic situation
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Psychological Factors
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Motivation
Freud
Maslow
Herzberg
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Perception
Selective Attention
Selective Retention
Subliminal Perception
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Selective Distortion
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Learning
Driver
Cues
Discrimination
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Emotions
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Memory
Memory Processes
Brand Associations
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Brand
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Problem Recognition
Im Hungry
Information Search
Commercial Public
Personal
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Experiential
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Evaluation of Alternatives
Beliefs
Attitudes
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Expectancy-Value Model
Attribute
Memory Capacity
Model A B C D
Weight: 40%
Graphics Capacity
Weight: 31%
Price
Weight: 10%
8 7 10 5
9 7 4 3
6 7 3 8
9 7 2 5
Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5)
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= = = =
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Purchase Decision
Noncompensatory Models
Choice Heuristics: Conjective Lexicographic Elimination-by-aspect
Brand Dealer
Purchase subdecisions
Quantity Timing
Payment method
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Postpurchase Behavior
Postpurchase Satisfaction
Satisfied Dissatisfied
Delighted
Loyal Stay or Go
Defect
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Postpurchase Actions
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Moderating Effects
Low-involvement
Variety seeking
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Decision Heuristics
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