Marketing_L4(2013)
.pdf3 perceptual processes
Selec&ve aWen&on—the tendency for people to screen out most of the informa&on to which they are exposed—means that marketers must work especially hard to afract the consumer’s afen&on.
Selec&ve distor&on describes the tendency of people to interpret informa&on in a way that will support what they already believe
Selec&ve reten&on means that consumers
are likely to remember good points made about a brand they favor and forget good points made about compe&ng brands.
Subliminal adver7sing
Learning
Changes in an individual’s behavior arising from experience.
Learning occurs through the interplay of
• drives
• s&muli
• cues
• responses
• reinforcement
Beliefs and ANtudes
Belief
A descrip&ve thought that a person holds about something.
AXtude
A person’s consistently favorable or unfavorable evalua&ons, feelings, and tendencies toward an object or idea.
Beliefs and aNtudes: By matching today’s aNtudes about life and healthful living, the SoBe brand has become a leader in the New Age beverage category.
Types of Buying Decision Behavior
Complex buying behavior |
Variety-seeking buying behavior |
Consumer buying behavior in |
Consumer buying behavior in |
situa&ons characterized by high |
situa&ons |
consumer involvement in a purchase |
characterized by low consumer |
and significant perceived di erences |
involvement but significant perceived |
among brands. |
brand di erences. |
Dissonance-reducing buying behavior |
Habitual buying behavior |
Consumer buying behavior in |
Consumer buying behavior in |
situa&ons characterized by high |
situa&ons characterized by low- |
involvement but few perceived |
consumer involvement and few |
di erences among brands |
significantly perceived brand |
|
di erences. |
|
|
The Buyer Decision Process
Need recogni&on
The first stage of the buyer decision process, in which the consumer recognizes a problem or need. 
Informa&on search
The stage of the buyer decision process in which the consumer is aroused to search for more informa&on; the consumer may simply have heightened afen&on or may go into an ac&ve informa&on search.
Alterna&ve evalua&on
The stage of the buyer decision process in which the consumer uses informa&on to evaluate alterna&ve brands in the choice set.
Purchase decision
The buyer’s decision about which brand to purchase.
Postpurchase behavior
The stage of the buyer decision process in which consumers take further ac&on aver purchase based on their sa&sfac&on or dissa&sfac&on with a purchase.
The Buyer Decision Process for New Products
New product
A good, service, or idea that is perceived by some poten&al customers as new.
5 stages in the process of adop&ng a new product:
• Awareness: The consumer becomes aware of the new product but lacks informa&on about it.
• Interest: The consumer seeks informa&on about the new product.
• Evalua&on: The consumer considers whether trying the new product makes sense.
• Trial: The consumer tries the new product on a small scale to improve his or her es&mate of its value.
• Adop&on: The consumer decides to make full and regular use of the new product.
Individual Di erences in
Innova7veness