Consumer Behavior,

Ninth Edition

Schiffman & Kanuk


Copyright 2007 by Prentice Hall
Chapter 16
Consumer Decision Making
and Beyond


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Chapter Outline
Levels of Consumer Decision Making
Models of Consumer Decision
Making
Consumer Gifting Behavior
Relationship Marketing
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Levels of Consumer Decision
Making
Extensive Problem Solving
A lot of information needed
Must establish a set of criteria for
evaluation
Limited Problem Solving
Criteria for evaluation established
Fine tuning with additional information
Routinized Response Behavior
Usually review what they already know

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This Site Helps You Search and Establish
Criteria for Choosing a Doctor
weblink
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Ads often
appeal to
consumers who
are looking for
information to
help them
evaluate
products.
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Models of Consumers: Four Views
of Consumer Decision Making
An Economic View
A Passive View
A Cognitive View
An Emotional View

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Discussion Questions
How are the four models of consumer
decision making similar?
How do they differ
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Goal Setting and Pursuit
Figure 16.1
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A Simple
Model of
Consumer
Decision
Making
Figure 16-2

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Discussion Question
What types of sociocultural inputs would
influence the purchase of a:
Plasma TV
Hybrid vehicle
Sugar-free ice cream
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The Process of Consumer
Decision Making
Need Recognition
Prepurchase Search
Evaluation of Alternatives
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Need Recognition
Usually occurs when consumer has a
problem
Need recognition styles
Actual state
Desired state
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Prepurchase Search
Begins with internal search and then
moves to external search
The impact of the Internet
Search may be personal or impersonal

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Issues in Alternative Evaluation
Evoked set
Criteria used for evaluating brands
Consumer decision rules and their
application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy

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The Evoked Set
Figure 16-3
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Issues in Alternative Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their
application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy


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Consumer Decision Rules
Compensatory
Noncompensatory
Conjunctive Decision Rule
Disjunctive Decision Rule
Lexicographic Rule
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Compensatory
Decision Rules
A type of decision
rule in which a
consumer evaluates
each brand in terms
of each relevant
attribute and then
selects the brand
with the highest
weighted score.
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Non-
compensatory
Decision
Rules
A type of consumer
decision rule by which
positive evaluation of
a brand attribute does
not compensate for a
negative evaluation of
the same brand on
some other attribute.
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Conjunctive
Decision
Rule
A noncompensatory
decision rule in which
consumers establish a
minimally acceptable
cutoff point for each
attribute evaluated.
Brands that fall below
the cutoff point on any
one attribute are
eliminated from further
consideration.
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Disjunctive
Rule
A noncompensatory
decision rule in which
consumers establish a
minimally acceptable
cutoff point for each
relevant product
attribute.
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Lexicographic
Rule
A noncompensatory
decision rule -
consumers first rank
product attributes in
terms of importance,
then compare brands
in terms of the
attribute considered
most important.
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Affect
Referral
Decision
Rule
A simplified decision
rule by which consumers
make a product choice
on the basis of their
previously established
overall ratings of the
brands considered, rather
than on specific
attributes.
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Issues in Alternative Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their
application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy
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The Decision Process for
Functionally Illiterate Consumers
Figure 16-4
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Copyright 2007 by Prentice Hall
Issues in Alternative Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their
application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy

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There Are a Growing Number of Web
Sites to Help Consumers Choose
Products
web link
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Copyright 2007 by Prentice Hall
Issues in Alternative Evaluation
Evoked Set
Criteria used for evaluating brands
Consumer decision rules and their
application
Decisions by functionally illiterate population
Going online for decision-making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy

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Coping with Missing
Information
Delay decision until missing information is
obtained
Ignore missing information and use
available information
Change the decision strategy to one that
better accommodates for the missing
information
Infer the missing information
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Issues in Alternative Evaluation
Evoked set
Criteria used for evaluating brands
Consumer decision rules and their application
Decisions by functionally illiterate population
Going online for decision making assistance
Lifestyles as a consumer decision strategy
Incomplete information
Series of decisions
Decision rules and marketing strategy
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A Purchase Can Involve a
Number of Decisions.

When purchasing car, the buyer is
involved in a number of decisions the
make, model, country of origin, the
dealer, the financing, and different
options.
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Output of Consumer Decision
Making
Purchase behavior
Postpurchase evaluation
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Purchase Behavior
Three types of behavior
Trial purchases
Repeat purchases
Long-term commitment
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Postpurchase Evaluation
Actual Performance Matches Expectations
Neutral Feeling
Actual Performance Exceeds Expectations
Positive Disconfirmation of Expectations
Performance Is Below Expectations
Negative Disconfirmation of Expectations
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This article in
Cargo is
designed to
help a reader
reduce their
postpurchase
depression.
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Discussion Question
What are four ways that consumers
reduce postpurchase dissonance?
How can marketers work to help
consumers reduce the dissonance?
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Gifting Behavior
Gifting is an act of symbolic
communication, with explicit and implicit
meanings ranging from congratulations
and love, to regret, obligation, and
dominance.
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An Increasing Number of Gift
Purchases Are Now Made Online
weblink
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Table 16.13 Reported Circumstances
and Motivations for Self-Gift Behavior
CIRCUMSTANCES

Personal accomplishment
Feeling down
Holiday
Feeling stressed
Have some extra money
Need
Had not bought for self in a while
Attainment of a desired goal
Others
MOTIVATIONS

To reward oneself
To be nice to oneself
To cheer up oneself
To fulfill a need
To celebrate
To relieve stress
To maintain a good feeling
To provide an incentive toward a goal
Others
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Table 16.14 Gifting Relationships
GIFTING
RELATIONSHIP
Intergroup
Intercategory
EXAMPLE DEFINITION
A Christmas gift from one
family to another family
A group giving a gift to
another group
A group of friends chips in
to buy a new mother a baby
gift
An individual giving a gift to a
group or a group giving a gift
to an individual
Intragroup
Interpersonal
A family buys a VCR for
itself as a Christmas gift
A group giving a gift to itself
or its members
Valentines Day chocolates
presented from a boyfriend
to a girlfriend
An individual giving a gift to
another individual
Intrapersonal A woman buys herself
jewelry to cheer herself up
Self-gift
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A Simple Model of Consumption
Figure 16-5
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Relationship
Marketing
Marketing aimed at
creating strong,
lasting relationships
with a core group of
customers by making
them feel good about
the company and by
giving them some
kind of personal
connection with the
business.
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Proctor & Gamble Builds
Relationships with Their Brands
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State Farm
Insurance
stresses
relationship
marketing in their
advertising.