Chapter 4 BB

Problem recognition

Motivation

Information search

Alternative evaluation

Purchase decision

Postpurchase evaluation

Perception

Attitude formation

Integration

Learning

Stages in the consumer decision-making process

Relevant internal psychological processes

Possible problems:

- Out of stock

- Dissatisfaction

- New needs/wants

- Related products

- Marketer induced problems

- New products

Motives:

- Hierarchy of needs (Maslow)

- Psychoanalytic theory

- Motivation research (qualitative research)

Internal search:

Scan information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives.

External search:

- internet

- personal

- marketer controlled

- public

- personal experience

Selective perception process:

1. Selective exposure

2. Selective attention

3. Selective comprehension

4. Selective retention

Evaluation process:

- The evoked set

- Evaluative criteria and consequences

Multi-attribute Models:

- Increasing or changing strength of belief

- Changing consumers perceptions on importance or value of an attribute

- Adding a new attribute

- Changing perceptions or beliefs of a competing brand

Integration process:

- Heuristics

- Affect referral decision rule

Purchase process:

- Purchase intention

- Brand loyalty

Postpurchase process:

- Satisfaction or dissatisfaction

- cognitive dissonance

Behavioural learning:

- Classical conditioning

- Operant conditioning

Cognitive learning:

1. Goal

2. Purpose behaviour

3. Insight

4. Goal achievement

Environmental influences:

1. Culture

2. Subculture

3. Social class

4. Reference groups

5. Situational determinants

3 Perception processes:

1. Sensation

2. Selecting information

3. Interpreting information