Copyright © 2010 by Nelson Education Ltd. Chapter 4 Consumer Behaviour with Duane Weaver

Copyright © 2010 by Nelson Education Ltd.

Chapter 4

Consumer Behaviour

with Duane Weaver

Copyright © 2010 by Nelson Education Ltd. 4-2

OutlineOutline

1. Perception

2. Cultural Influences

3. Social Influence & Reference Groups

4. Family Roles

5. Motivation – (remember Maslow?)

6. Self Concept

7. Attitudes

8. Learning

9. Buying Process/Consumer Decision Making


Write down the first thought that pops into your head when you see this image

…the FIRST THOUGHT


• Perceptions The meaning that a person attributes to incoming stimuli gathered through the five senses – sight, hearing, touch, taste, and smell

atkinson

change photo to C04-P09-CM2 FPO


• Culture Values, beliefs, preferences, and tastes handed down from one generation to the next

• Culture is a broad environmental determinant of behaviour

Core Values in Canadian Culture• While some cultural values change over time,

basic core values take much longer to evolveExamples: Importance of family; Peace and order

Cultural InfluencesCultural Influences

4-5


Social InfluencesSocial Influences• Group membership influences an individual’s purchase

decisions and behaviour in both overt and subtle ways• Groups establish norms of behaviour• Differences in status and roles within groups also

influence behaviour• Norms The values, attitudes, and behaviours that a

group deems appropriate for its members• Status The relative position of any individual member in

a group• Roles Define behaviour that members of a group expect

of individuals who hold specific positions within the group


• Reference groupsGroups whose value structures and standards influence a person’s behaviour

• Social Power of Reference Groups:“the capacity to alter the actions of others” (Solomon, et. al, 2008, p. 315) is exemplified in the following 6 forms:

1. Referent Power – admired

2. Information Power – access to info.

3. Legitimate Power – social agreement (e.g. judge)

4. Expert Power – possess knowledge/skills

5. Reward Power – means to provide positive reinforcement

6. Coercive Power – effective in short term

Social InfluencesSocial Influences


• Social classes Groups whose rankings are determined by occupation, income, education, family background, and residence location

Research identifiedsix classes:

1. Upper-upper

2. Lower-upper

3. Upper-middle

4. Lower-middle

5. Working class

6. Lower class

Social InfluencesSocial Influences


Family InfluencesFamily Influences• Autonomic role― when the partners independently

make equal numbers of decisions

• Husband-dominant role― when the husband makes most of the decisions

• Wife-dominant role― when the wife makes most of the decisions

• Syncratic role― when both partners jointly make most decisions


PersonalPersonal Determinants of Determinants of Consumer BehaviourConsumer Behaviour


Needs and MotivesNeeds and Motives• Need An imbalance between a consumer’s

actual and desired states• Motive Inner state that directs a person toward

the goal of satisfying a felt need


Self-Concept TheorySelf-Concept Theory• Self-concept A person’s multifaceted picture

of himself or herself, composed of the:• Real self• Self-image• Looking-glass self• Ideal self


AttitudesAttitudes• A person’s enduring favourable or unfavourable

evaluations, emotional feelings, or action tendencies toward some object or idea

Attitude Components• Cognitive—individual’s knowledge about an object

or concept• Affective—deals with feelings or emotional

reactions• Behavioral—tendencies to act in a certain manner


LearningLearning• An immediate or expected change in behaviour

as a result of experience• The learning process includes:

• Drive—any strong stimulus that impels action• Cue—any object in the environment that determines

the nature of the consumer’s response to a drive• Response—an individual’s reaction to a set of cues

and drives• Reinforcement—the reduction in drive that results

from a proper response; creates bond between the drive and the purchase of the product


The Consumer Decision ProcessThe Consumer Decision Process• Consumers complete a step-by-step process

when making purchase decisions• High-involvement purchase decisions are

those with high levels of potential social or economic consequences

• Low-involvement decisions are routine purchases that pose little risk to the consumer

• Cognitive dissonance Post-purchase anxiety that results from an imbalance among an individual’s knowledge, beliefs, and attitudes after an action or decision is taken

SearchSearch

Alternative Alternative EvaluationEvaluation

Purchase Purchase DecisionDecision

Purchase Purchase ActAct

Post-Post-purchase purchase

EvaluationEvaluation

Problem Problem Opportunity Opportunity RecognitionRecognition


Thank You for your Time!Thank You for your Time!

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Copyright © 2010 by Nelson Education Ltd. Chapter 4 Consumer Behaviour with Duane Weaver