1. Consumer Behavior Perception, Learning, Personality, Social Class

2. MEET THE NEW CONSUMER and smile when you dobecause she is your boss. It may not be the person you thought you knew. Instead of choosing from what you have to offer, she tells you what she wants. You figure it out how to give it to her. -Fortune Editor 3. Dominant forces shaping Consumer Research

Factors that move an economy from Production-driven to Market-driven

Level of sophistication with which human behaviour is understood in psychology and other behavioural sciences

4. What is Consumer Behavior? The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. 5.

Why study Consumer Behaviour?

Consumer behaviour theory provides the manager with the proper questions to ask

Marketing practice designed to influence consumer behavior influences the firm, the individual, and society

All marketing decisions and regulations are based on assumptions about consumer behaviour.

6. The advice to footwear salesmen should be Dont sell shoes sell lovely feet Marketers must contend with small changing segments of highly selective buyers intent on receiving genuine value at the lowest price 7. All managers must become astute analysts of Consumer motivation and Behaviour

Three foundations for marketing decisions

Experience

Intuition

Research

8. Enhancing Consumer Value-added Marketers have to constantly innovate after understanding their consumers to strip out costs permanently by focusing on what adds value for the customer and eliminating what doesnt. 9. Individualised Marketing

A very personal form of marketing that recognises, acknowledges, appreciates and serves individuals who become or are known to the marketer.

Data based marketing; DM

Customized marketing

10. Variables involved in understanding consumer behaviour

Stimulus ads, products, hungerpangs

Response physical/mental reaction to the stimulus

Intervening variables mood, knowledge, attitude, values, situations, etc.

11. Marketing Strategy & Consumer Behaviour 12.

Marketing Strategy

Providing superior customer value to our target market-

Marketing Mix

• The Product

• Communications

• Price

• Distribution

• Service

13.

Outcomes

Firm:

• Product positioning

• Sales

• Customer Satisfaction

• Individual:

• Need Satisfaction

• Injurious Consumption

Society:

• Economic

• Physical Environment

• Social Welfare

14. Creating Satisfied Customers 15. Consumer Behavior is Product Person Situation Specific Personal Characteristics Product Characteristics Consumption Situation Consumer Behavior Marketing Strategy 16. Consumer Lifestyles and Consumer Decisions Consumer Lifestyle Needs/Attitudes That Influence Consumption Decisions Consumer Choices Behavior/Experiences That Influence Consumption Decisions 17. Overall Model Of Consumer Behavior 18. 19. 20. 21. Perception

The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world

How we see the world around us

22. Information Processing forConsumer Decision Making 23. The Nature of Perception

Exposure : when a stimulus comes within range of our sensory receptor nerves

• Random vs. Deliberate

Attention : when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing

• Low vs. High Involvement

Interpretation : the assignment of meaning to sensations

• Low vs. High Involvement

24. Use of Isolation and Contrast 25. Elements of Perception

Sensation

Absolute threshold

Differential threshold

Subliminal perception

26. Sensation

The immediate and direct response of the sensory organs to stimuli

Sensitivity to stimuli varies with the quality of an individuals sensory receptors

Sensation itself depends on energy change within the environment where the perception occurs (i.e. the differentiation of input)

As sensory input decreases , our ability to detect changes in input increases, to the point that we attain maximum sensitivity under conditions of minimal stimulation

27. The absolute threshold

The lowest level at which individual can experience a sensation is called the absolute threshold.

sensory adaptation-Under conditions of constant stimulation , the absolute threshold increases.

28. 29. 30. Differential Threshold

Minimal difference that can be detected between two similar stimuli

Also known as the just noticeable difference (the j.n.d.)

31. Webers Law

The j.n.d. between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus

Webers law states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

32. Marketing Applicationsof the J.N.D.

Marketers need to determine the relevant j.n.d. for their products

• so that negative changes are not readily discernible to the public

• so that product improvements are very apparent to consumers

33. Marketing Applicationsof the J.N.D.

Marketers need to determine the relevant j.n.d. for their products

• so that negative changes are not readily discernible to the public

• so that product improvements are very apparent to consumers

34. Subliminal Perception

Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells.

35. Is Subliminal Persuasion Effective?

Extensive research has shown no evidence that subliminal advertising can cause behavior changes

Some evidence that subliminal stimuli may influence affective reactions

36. 37. Aspects of Perception Selection Organization Interpretation 38. Aspects of Perception Selection Organization Interpretation 39. Perceptual Selection

Consumers subconsciously are selective as to what they perceive.

Stimuli selected depends on two major factors

• Consumers previous experience

• Consumers motives

Selection depends on the

• Nature of the stimulus

• Expectations

• Motives

40. Stimulus Factors

Size and Intensity influence the probability of paying attention

Larger stimuli are more likely to be noticed than a small one

47 ONE THIRD PAGE 56 ONE HALF PAGE 68 TWO THIRDS PAGE 76 1 PAGE 107 SPREAD NO. OF RESPONSES SIZE 41.

INSERTION FREQUENCY-THE NUMBER OF TIMES THE SAME AD APPEARS IN THE SAME ISSUE OF A MAGAZINE, HAS AN IMPACT SIMILAR TO AD SIZE

42.

Color and Movement serve to attract attention

43. Position

Placement of the object in a persons visual field

44. Perceptual Selection

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Consumers seek out messages which:

• Are pleasant

• They can sympathize

• Reassure them of good purchases

Concepts 45. Marketing Applicationsof the J.N.D.

Marketers need to determine the relevant j.n.d. for their products

• so that negative changes are not readily discernible to the public

• so that product improvements are very apparent to consumers

46. Subliminal Perception

Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells.

47. Is Subliminal Persuasion Effective?

Extensive research has shown no evidence that subliminal advertising can cause behavior changes

Some evidence that subliminal stimuli may influence affective reactions

48. 49. Aspects of Perception Selection Organization Interpretation 50. Aspects of Perception Selection Organization Interpretation 51. Perceptual Selection

Consumers subconsciously are selective as to what they perceive.

Stimuli selected depends on two major factors

• Consumers previous experience

• Consumers motives

Selection depends on the

• Nature of the stimulus

• Expectations

• Motives

52. Stimulus Factors

Size and Intensity influence the probability of paying attention

Larger stimuli are more likely to be noticed than a small one

47 ONE THIRD PAGE 56 ONE HALF PAGE 68 TWO THIRDS PAGE 76 1 PAGE 107 SPREAD NO. OF RESPONSES SIZE 53.

INSERTION FREQUENCY-THE NUMBER OF TIMES THE SAME AD APPEARS IN THE SAME ISSUE OF A MAGAZINE, HAS AN IMPACT SIMILAR TO AD SIZE

54.

Color and Movement serve to attract attention

55. Position

Placement of the object in a persons visual field

56. Perceptual Selection

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Consumers seek out messages which:

• Are pleasant

• They can sympathize

• Reassure them of good purchases

Concepts 57. Perceptual Selection

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Heightened awareness when stimuli meet their needs

Consumers prefer different messages and medium

Concepts 58. Perceptual Selection

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Screening out of stimuli which are threatening

Concepts 59. Perceptual Selection

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Consumers avoid being bombarded by:

• Tuning out

• TiVo

Concepts 60. Aspects of Perception Selection Organization Interpretation 61. Organization

Figure and ground

Grouping

Closure

People tend to organize perceptions into figure-and-ground relationships.

The ground is usually hazy.

Marketers usually design so the figure is the noticed stimuli.

Principles 62. 63. 64. 65. Organization

Figure and ground

Grouping

Closure

People group stimuli to form a unified impression or concept.

Grouping helps memory and recall.

Principles 66. 67. 68. Organization

Figure and ground

Grouping

Closure

People have a need for closure and organize perceptions to form a complete picture.

Will often fill in missing pieces

Incomplete messages remembered more than complete

Principles 69. 70. Aspects of Perception Selection Organization Interpretation 71. Interpretation

Physical Appearances

Stereotypes

First Impressions

Jumping to Conclusions

Halo Effect

Positive attributes of people they know to those who resemble them

Important for model selection

Attractive models are more persuasive for some products

Perceptual Distortion 72. Interpretation

Physical Appearances

Stereotypes

First Impressions

Jumping to Conclusions

Halo Effect

People hold meanings related to stimuli

Stereotypes influence how stimuli are perceived

Perceptual Distortion 73. Interpretation

Physical Appearances

Stereotypes

First Impressions

Jumping to Conclusions

Halo Effect

First impressions are lasting

The perceiver is trying to determine which stimuli are relevant, important, or predictive

Perceptual Distortion 74. Interpretation

Physical Appearances

Stereotypes

First Impressions

Jumping to Conclusions

Halo Effect

People tend not to listen to all the information before making conclusion

Important to put persuasive arguments first in advertising

Perceptual Distortion 75. Interpretation

Physical Appearances

Stereotypes

First Impressions

Jumping to Conclusions

Halo Effect

Consumers perceive and evaluate multiple objects based on just one dimension

Used in licensing of names

Important with spokesperson choice

Perceptual Distortion 76. Issues in Consumer Imagery

Product Positioning and Repositioning

Positioning of Services

Perceived Price

Perceived Quality

Retail Store Image

Manufacturer Image

Perceived Risk

77. Positioning

Establishing a specific image for a brand in the consumers mind

Product is positioned in relation to competing brands

Conveys the concept, or meaning, of the product in terms of how it fulfills a consumer need

Result of successful positioning is a distinctive, positive brand image

78. Positioning Techniques

Umbrella Positioning

Positioning against Competition

Positioning Based on a Specific Benefit

Finding an Unowned Position

Filling Several Positions

Repositioning

79. Perceptual Mapping

A research technique that enables marketers to plot graphically consumers perceptions concerning product attributes of specific brands

80. Perceptual Mapping 81. Perceived Quality

Perceived Quality of Products

• Intrinsic vs. Extrinsic Cues

Perceived Quality of Services

Price/Quality Relationship

82. Perceived Quality of Services

Difficult due to characteristics of services

• Intangible

• Variable

• Perishable

• Simultaneously Produced and Consumed

SERVQUAL scale used to measure gap between customers expectation of service and perceptions of actual service

83. Price/Quality Relationship

The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product.)

84.

LEARNING DEFINED

IT IS RELATIVELY PERMANENT CHANGE IN BEHAVIOUR OCCURING AS A RESULT OF EXPERIENCE.

TYPES OF LEARNED BEHAVIOUR

PHYSICAL BEHAVIOUR

SYMBOLIC LEARNING AND PROBLEM SOLVING

AFFECTIVE LEARNING

85.

PRINCIPLE ELEMENTS OF LEARNING

MOTIVE -they arouse individuals ,thereby increasing their readiness to respond

CUES-It is a weak stimulus not strong enough to arouse consumers, but capable of providing direction to motivated activity

RESPONSE-mental or physical activity the consumer makes in reaction to a stimulus situation.

REINFORCEMENT-anything that follows a response and increases the tendency of response to reoccur in a similar situation.

86. THEORIES OF LEARNING CLASSICAL CONDITIONING UNCONDITIONEDSTIMULUS MEAT PASTE CONDITIONED STIMULUS BELL CONDITIONED STIMULUS BELL CONDITIONEDRESPONSE SALIVATION UNCONDITIONEDRESPONSE SALIVATION AFTER REPEATED PAIRINGS 87.

CREATION OF A STRONG ASSOCIATION BETWEEN CSAND US REQUIRES

FORWARD CONDITIONING (i.e. CS should precede US)

Repeated pairings of CS and US

A CS and US that logically belong to each other

A CS that is novel and unfamiliar

A US that is biologically or symbolically salient

88.

STRATEGIC APPLICATIONS OF CLASSICAL CONDITIONING

REPETITION

ADVERTISING WEAROUT

COSMETIC VARIATIONS

SUBSTANTIATIVE WEAROUT

THREE HIT THEORY

89. 90.

STIMULUS GENERALISATION

PRODUCT LINE,FORM AND CATEGORY EXTENSIONS

FAMILY BRANDING

LICENSING

STIMULUS DISCRIMINATION

POSITIONING

PRODUCT DIFFERENTIATION

91. INSTRUMENTAL CONDITIONING STIMULUS SITUATION NEEDNEWSHOES TRY BRAND A TRY BRAND B TRY BRAND C TRY BRAND D REWARD PERFECT FIT UNREWARDED NOT COMFORTABLE UNREWARDED LIMITED STYLES UNREWARDED BAD FIT REPEAT BEHAVIOUR 92. 93. 94. What Is Personality

The inner psychological characteristics that both determine and reflect how a person responds to his or her environment

95. The Nature of Personality

Personality reflects individual differences

Personality is consistent and enduring

Personality can change

96. Theories of Personality

Freudian theory

• Unconscious needs or drives are at the heart of human motivation

Neo-Freudian personality theory

• Social relationships are fundamental to the formation and development of personality

Trait theory

• Quantitative approach to personality as a set of psychological traits

97. Freudian Theory

Id

• Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction

Superego

• Individuals internal expression of societys moral and ethical codes of conduct

Ego

• Individuals conscious control that balances the demands of the id and superego

98. One of Many Sites Devoted to Freud 99. A Representation of the Interrelationships Amongthe Id, Ego, and Superego 100. Freudian Theory andProduct Personality

Consumer researchers using Freuds personality theory see consumer purchases as a reflection and extension of the consumers own personality

101. Neo-Freudian PersonalityTheory

We seek goals to overcome feelings of inferiority

We continually attempt to establish relationships with others to reduce tensions

Karen Horney was interested in child-parent relationships and desires to conquer feelings of anxiety.Proposed three personality groups

• Compliantmove toward others, they desire to be loved, wanted, and appreciated

• Aggressivemove against others

• Detachedmove away from others

102. Trait Theory

Personality theory with a focus on psychological characteristics

Trait - any distinguishing, relatively enduring way in which one individual differs from another

Personality is linked to how consumers make their choices or to consumption of a broad product category - not a specific brand

103.

Innovativeness

Dogmatism

Social character

Need for uniqueness

Optimum stimulation level

Variety-novelty seeking

The degree to which consumers are receptive to new products, new services, or new practices

Consumer Innovators And Noninnovators 104.

Innovativeness

Dogmatism

Social character

Need for uniqueness

Optimum stimulation level

Variety-novelty seeking

A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs

Consumer Innovators And Noninnovators 105.

Innovativeness

Dogmatism

Social character

Need for uniqueness

Optimum stimulation level

Variety-novelty seeking

Ranges on a continuum for inner-directedness to other-directedness

Inner-directedness

• rely on own values when evaluating products

• Innovators

Other-directedness

• look to others

• less likely to be innovators

Consumer Innovators And Noninnovators 106.

Innovativeness

Dogmatism

Social character

Need for uniqueness

Optimum stimulation level

Variety-novelty seeking

Consumers who avoid appearing to conform to expectations or standards of others

Consumer Innovators And Noninnovators 107. A Sample Items from a Consumers Need for Uniqueness Scale

I collect unusual products as a way of telling people Im different

When dressing, I have sometimes dared to be different in ways that others are likely to disapprove

When products or brands I like become extremely popular, I lose interest in them

As far as Im concerned, when it comes to the products I buy and the situations in which I use them, custom and rules are made to be broken

I have sometimes purchased unusual products or brands as a way to create a more distinctive personal image

108.

Innovativeness

Dogmatism

Social character

Need for uniqueness

Optimum stimulation level

Variety-novelty seeking

A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences

High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.

Consumer Innovators And Noninnovators 109.

Innovativeness

Dogmatism

Social character

Need for uniqueness

Optimum stimulation level

Variety-novelty seeking

Measures a consumers degree of variety seeking

Examples include:

• Exploratory Purchase Behavior

• Use Innovativeness

• Vicarious Exploration

Consumer Innovators And Noninnovators 110. Cognitive Personality Factors

Need for cognition (NC)

• A persons craving for enjoyment of thinking

• Individual with high NC more likely to respond to ads rich in product information

Visualizers versus verbalizers

• A persons preference for information presented visually or verbally

• Verbalizers prefer written information over graphics and images.

111. From Consumer Materialism to Compulsive Consumption

Consumer materialism

• The extent to which a person is considered materialistic

Fixated consumption behavior

• Consumers fixated on certain products or categories of products

Compulsive consumption behavior

• Addicted or out-of-control consumers

112. Sample Items to Measure Compulsive Buying

When I have money, I cannot help but spend part or the whole of it.

I am often impulsive in my buying behavior.

As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy something.

I am one of those people who often responds to direct mail offers.

I have often bought a product that I did not need, while knowing I had very little money left.

113. Consumer Ethnocentrism

Ethnocentric consumers feel it is wrong to purchase foreign-made products

They can be targeted by stressing nationalistic themes

114. Brand Personality

Personality-like traits associated with brands

Examples

• Nike and athlete

• BMW is performance driven

• Levis 501 jeans are dependable and rugged

Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium

115. A Brand Personality Framework 116. Product Personality Issues

Gender

• Often used for brand personalities

• Some product perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo)

Geography

• Actual locationsnames used

• Color

• Color combinations in packaging and products denotes personality

117. Commands respect, authority

Americas favored color

IBM holds the title to blue

Associated with club soda

Men seek products packaged in blue

Houses painted blue are avoided

Low-calorie, skim milk

Coffee in a blue can perceived as mild

Caution, novelty, temporary, warmth

Eyes register it faster

Coffee in yellow can perceived as weak

Stops traffic

Sells a house

Secure, natural, relaxed or easy- going, living things

Good work environment

Associated with vegetables and chewing gum

Canada Dry ginger ale sales increased when it changed sugar-free package from red to green and white

BLUE YELLOW GREEN The Personality-like Associations of Colors 118. Human, exciting, hot, passionate, strong

Makes food smell better

Coffee in a red can perceived as rich

Women have a preference for bluish red

Men have a preference for yellowish red

Coca-Cola owns red

Powerful, affordable, informal

Draws attention quickly

Informal and relaxed, masculine, nature

Coffee in a dark-brown can was too strong

Men seek products packaged in brown

Goodness, purity, chastity, cleanliness, delicacy, refinement, formality

Suggests reduced calories

Pure and wholesome food

Clean, bath products, feminine

Sophistication, power, authority, mystery

Powerful clothing

High-tech electronics

Regal, wealthy, stately

Suggests premium price

RED ORANGE BROWN WHITE BLACK SILVER, GOLD 119. Self and Self-Image

Consumers have a variety of enduring images of themselves

These images are associated with personality in that individuals consumption relates to self-image

120.

One or multiple selves

Makeup of the self-image

Extended self

Altering the self- image

A single consumer will act differently in different situations or with different people

We have a variety of social roles

Marketers can target products to a particular self

Issues Related to Self and Self-Image 121.

One or multiple selves

Makeup of the self -image

Extended self

Altering the self- image

Contains traits, skills, habits, possessions, relationships and way of behavior

Developed through background, experience, and interaction with others

Consumers select products congruent with this image

Issues Related toSelf and Self-Image 122. Different Self-Images Actual Self-Image Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image 123.

One or multiple selves

Makeup of the self-image

Extended self

Altering the self- image

Possessions can extend self in a number of ways:

• Actually

• Symbolically

• Conferring status or rank

• Bestowing feelings of immortality

• Endowing with magical powers

Issues Related toSelf and Self-Image 124.

One or multiple selves

Makeup of the self-image

Extended self

Altering the self -image

Consumers use self-altering products to express individualism by

• Creating new self

• Maintaining the existing self

• Extending the self

• Conforming

Issues Related toSelf and Self-Image 125.

Social Stratification

Social Class System

Hierarchical division of society into relatively permanent and homogeneous groups with respect to attitudes, values and lifestyles.

Criteria for a Social Class System:Individual Classes Must Be:

• Bounded

• Ordered

• Mutually Exclusive

• Exhaustive

• Influential

126. Social Standing Influences Behavior 127. Not All Behaviors within a Social Class are Unique Unique Behaviors Shared Behaviors Excluded Behaviors Behaviors associatedwith a particularsocial class Behaviors not Engaged in Behaviors shared With other Social Classes 128. Positioning Within Social Class Working- Class Aristocrats Disdain Upper- Middle Class Prefer Working- Class Products And Brands Positioning Working-class Symbolism for Working-class Products 129. Upward-Pull Strategy 130. Measuring Social Status

Single-Item Indexes

• Education

• Occupation (e.g., Socioeconomic Index: SEI)

• Income (e.g., individual, family, before or after tax)

Advantage:Allow estimation of the impact of specific status dimensions on the consumption process.

Disadvantage:Less accurate at predicting an individuals overall position in a community.

131. Measuring Social Status

Multi-Item Indexes

• Hollingshead Index of Social Position

• Warners Index of Status Characteristics

• Census Bureaus Index of Socioeconomic Status

Advantage:More accurate at predicting an individuals overall position in a community.

Disadvantage:Overall status may mask useful associations between individual status dimensions and the consumption process for particular products.

132. Positioning and Social Class Segments 133. What Is a Group?

Two or more people who interact to accomplish either individual or mutual goals

A membership group is one to which a person either belongs or would qualify for membership

A symbolic group is one in which an individual is not likely to receive membership despite acting like a member

134. Indirect Reference Groups Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities. 135. Major Consumer Reference Groups 136. Positive Influences on Conformity

Group Characteristics

Attractiveness

Expertise

Credibility

Past Success

Clarity of Group Goals

Personal Characteristics

Tendency to Conform

Need for Affiliation

Need to be Liked

Desire for Control

Fear of Negative Evaluation

137. GROUP EXERT INFLUENCES

ATTITUDE TOWARDS THE GROUP

VIEWS THE REFERENCE GROUP AS A CREDIBLE SOURCE OF INFORMATION

VALUES THE VIEWS AND REACTIONS

ACCEPTS THE REWARDS AND SANCTIONS

NATURE OF THE GROUP

COHESIVE

FREQUENTLY INTERACTING

DISTINCTIVE AND EXCLUSIVE

NATURE OF THE PRODUCT

VISIBLE

EXCLUSIVE

138. Selected Consumer-RelatedReference Groups

Friendship groups

Shopping groups

Work groups

Virtual groups or communities

Consumer-action groups

Wild Planet Video 139. A FRIENDMENTIONS THAT STORE X HAS A GOODCOLLECTION OF SUITS A DEVELOPS ACONSEVATIVEWARDROBE A BUYS THE RECOMMENDEDMOUTHWASH NEEDING A NEW SUITA DECIDESTO VISITTHE STORE NORMATIVE IDENTIFICATION AN ADSTRESSES THATEVENYOUR FRIENDS WONT TELL YOU IF YOU HAVE BAD BREATH-THEY WILL IGNORE YOU INFORMATIONAL Behavioral response SITUATION Type of influence OVER TIME.A NOTICESTHAT SUCCESSFULEXECUTIVES DRESS CONSERVATIVELY 140. PRIVATE PRIVATE NECESSITIES PRIVATE (WEAK REFERENCE GROUP INFLUENCE ON BRAND) PUBLIC PUBLIC NECESSITIES VISIBLE (STRONG REFERENCE GROUP INFLUENCE ON BRAND) NONNECESSITY (STRONG REFERENCE GROUP INFLUENCE ON PRODUCT) NECESSITY (WEAK REFERENCE GROUP INFLUENCE ON PRODUCT) CONSUMPTION 141.

Visible usage

High relevance of product

to group

Low individual purchase

confidence

Strong individual

commitmentto group

Nonnecessary item

HIGH DEGREEOF REFERENCE GROUP INFLUENCE 142. Consumer Socialization The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers. 143. A Simple Model of theSocialization Process - Figure 10.11 144. Table 10.7Eight Roles in the FamilyDecision-Making Process ROLE DESCRIPTION Influencers Family member(s) who provide information to other members about a product or service Gatekeepers Family member(s) who control the flow of information about a product or service into the family Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Buyers Family member(s) who make the actual purchase of a particular product or service Preparers Family member(s) who transform the product into a form suitable for consumption by other family members Users Family member(s) who use or consume a particular product or service Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction. Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service 145. The Family Life Cycle

Traditional Family Life Cycle

• Stage I: Bachelorhood

• Stage II: Honeymooners

• Stage III: Parenthood

• Stage IV: Postparenthood

• Stage V: Dissolution

Modifications - the Nontraditional FLC

146. 147.

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