MKTG 13e, Chapter 6: Consumer Decision Making (PDF)

M K T G, 13 e Chapter 6: Consumer Decision Making ©2021 Cengage Learning. ©2021 Cengage...

M K T G, 13 e Chapter 6: Consumer Decision Making ©2021 Cengage Learning. ©2021 Cengage All Rights Learning. Reserved. All Rights May not Reserved. Maybe notscanned, copied be scanned, or or copied duplicated, duplicated,ororposted posted to a publicly publiclyaccessible accessible website, website, in whole in whole or inorpart. in part. 1  Learning Objectives By the end of this chapter you should be able to: 1. Explain why marketing managers should understand consumer behavior 2. Analyze the components of the consumer decision-making process 3. Explain the consumer’s postpurchase evaluation process 4. Identify the types of consumer buying decisions and discuss the significance of consumer involvement 5. Describe how some marketers are reconceptualizing the consumer decision-making process 6. Identify and understand the cultural factors that affect consumer buying decisions 7. Identify and understand the social factors that affect consumer buying decisions 8. Identify and understand the individual factors that affect consumer buying decisions 9. Identify and understand the psychological factors that affect consumer buying decisions ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2  6-1 The Importance of Understanding Consumer Behavior ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3  6-1 The Importance of Understanding Consumer Behavior (1 of 2) To create a proper marketing mix, marketers must understand: − That consumer preferences are constantly changing − How consumers make purchase decisions Consumer behavior – processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4  6-1 The Importance of Understanding Consumer Behavior (2 of 2) Deciding to purchase any product or service is based on: − Value – a personal assessment of the net worth one obtains from making a purchase, or the enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct − Perceived value – the value a consumer expects to obtain from a purchase − Utilitarian value – a value derived from a product or service that helps the consumer solve problems and accomplish tasks − Hedonic value – a value that acts as an end in itself rather than as a means to an end ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5 6-2 The Traditional Consumer Decision-Making Process ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6  Exhibit 6.1 The Consumer Decision-Making Process ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7  6-2 The Traditional Consumer Decision-Making Process (1 of 7) Need Recognition (1st stage in the decision-making process) Need recognition – result of an imbalance between actual and desired states Want – recognition of an unfulfilled need and a product that will satisfy it Stimulus – any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing A marketing manager’s objective is to get consumers to recognize the “want–got gap.” ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8  6-2 The Traditional Consumer Decision-Making Process (2 of 7) Information Search (2nd stage in the decision-making process) Internal information search – the process of recalling information stored in the memory External information search – the process of seeking information in the outside environment − Non-marketing-controlled information source – a product information source that is not associated with advertising or promotion − Marketing-controlled information source – a product information source that originates with marketers promoting the product ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 9  6-2 The Traditional Consumer Decision-Making Process (3 of 7) THE EXTENT OF INFORMATION SEARCH The extent to which an individual conducts an external search depends on his or her: − Perceived risk − Knowledge − Prior experience − Level of interest in the good or service Searching yields an evoked set – a group of brands resulting from an information search from which a buyer can choose ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10  6-2 The Traditional Consumer Decision-Making Process (4 of 7) Evaluation of Alternatives and Purchase (3rd stage in the decision-making process) A consumer will use the information stored in memory and obtained from outside sources to develop a set of criteria. The environment, internal information, and external information help consumers evaluate and compare alternatives. The process is not always rational. − Nudge – a small intervention that can change a person’s behavior ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 11  6-2 The Traditional Consumer Decision-Making Process (5 of 7) TO BUY OR NOT TO BUY Ultimately, the consumer has to decide: 1. Whether to buy 2. When to buy 3. What to buy (product type and brand) 4. Where to buy (type of retailer, specific retailer, online or in store) 5. How to pay ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12  6-2 The Traditional Consumer Decision-Making Process (6 of 7) PLANNED VERSUS IMPULSE PURCHASE Three types of purchases: − Planned purchase – typically made after the consumer has collected a large amount of information (home, car) − Partially planned purchase – typically made when the consumer knows the product category but waits until shopping to choose a specific style or brand (clothing, furniture) − Impulse or unplanned purchase – often low-priced items or items on sale or purchased with a coupon, sometimes triggered by a nudge (food or snack item) ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13  6-2 The Traditional Consumer Decision-Making Process (7 of 7) PSYCHOLOGICAL OWNERSHIP When consumers feel a sense of ownership of a product, they are willing to pay more for it and are more likely to tell other consumers about it. Consumers develop this kind of relationship with a product when they are able to control it, when they invest themselves in it, or when they come to know it intimately. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14  Knowledge Check 1 This morning you spilled an entire Red Bull all over your laptop’s keyboard, and you’ve just determined that your laptop will never work again. List in order the five stages of the traditional decision-making process that you will go through in addressing this situation. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 15 6-3 Postpurchase Behavior ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16  6-3 Postpurchase Behavior (1 of 3) How well consumers’ expectations of a purchase are met determines whether the consumer is satisfied or dissatisfied with the purchase. − Jilting effect – anticipation of receiving a highly desirable option only to have it become inaccessible ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 17  6-3 Postpurchase Behavior (2 of 3) DATA BREACHES Data breaches within online retailers often result in a significant decrease in consumer spending with the breached company. Loyal customers will often change to a different channel of distribution (such as the brick-and-mortar store) for the breached firm. Heavy users of a retailer are often more forgiving of a data breach than those who patronize the firm infrequently. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 18  6-3 Postpurchase Behavior (3 of 3) COGNITIVE DISSONANCE Cognitive dissonance – inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions Marketers can reduce any lingering doubts about the purchase decision in the mind of the buyer by: − Engaging in postpurchase communications − Providing excellent postpurchase customer service ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 19  Discussion 1 Nearly everyone has experienced the feeling of cognitive dissonance after making a purchase of some kind. After sharing a personal experience of cognitive dissonance with your small group, discuss what the product’s marketers could have done better in terms of postpurchase communications and postpurchase customer service to address your feelings of cognitive dissonance. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 20  Discussion 1 Debrief What were some of the common feelings and reactions related to cognitive dissonance? What were some of the commonalities among the recommendations for minimizing cognitive dissonance: − Through postpurchase communications? − Through postpurchase customer service? ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 21 6-4 Types of Consumer Buying Decisions and Consumer Involvement ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 22  Exhibit 6.2 Continuum of Consumer Buying Decisions ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 23 6-4 Types of Consumer Buying Decisions and Consumer Involvement (1 of 5) The three categories of buying decisions can best be described in terms of: Involvement – the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior Routine response behavior – the type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 24 6-4 Types of Consumer Buying Decisions and Consumer Involvement (2 of 5) Limited decision making – the type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category Extensive decision making – the most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 25 6-4 Types of Consumer Buying Decisions and Consumer Involvement (3 of 5) Factors Determining the Level of Consumer Involvement When consumers have had previous experience with a good or service, the level of involvement typically decreases. Involvement is directly related to consumer interests and the degree of interest. As the perceived risk (loss of wealth or status, or increased anxiety) in purchasing a product increases, so does a consumer’s level of involvement. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 26 6-4 Types of Consumer Buying Decisions and Consumer Involvement (4 of 5) Types of involvement: Product – a product category has high personal relevance Situational – the circumstances of a purchase may temporarily transform a low- involvement decision into a high-involvement one Shopping – represents the personal relevance of the shopping experience Enduring – represents an ongoing interest in a product Emotional – represents how emotional a consumer gets during some specific consumption activity ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 27 6-4 Types of Consumer Buying Decisions and Consumer Involvement (5 of 5) Marketing Implications of Involvement For high-involvement product purchases, marketing managers should engage in extensive and informative promotions. For low-involvement product purchases, in-store promotion and targeted mobile ads are important tools. Offering products on a “limited availability” basis is one way marketers can increase involvement. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 28  Discussion 2 Describe the three categories of consumer decision-making behavior: − Routine response behavior − Limited decision making − Extensive decision making Name typical products for which each type of consumer behavior is used. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 29  Discussion 2 Debrief In general, what types of products are associated with each type of consumer behavior? ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 30  6-5 Reconceptualizing the Consumer Decision-Making Process ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 31 Exhibit 6.3 The Consumer Decision Journey ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 32  6-5 Reconceptualizing the Consumer Decision-Making Process (1 of 3) The Consumer Decision Journey The consumer decision journey begins when an advertisement or other stimulus causes a consumer to research a number of products or services to meet his or her needs. The second phase begins when the consumer evaluates the alternatives, using input from peers, reviewers, retailers, the brand itself, and competitors. The consumer then buys (or doesn’t buy) the product and, if he or she enjoys the purchase, may advocate and bond with the brand. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 33  6-5 Reconceptualizing the Consumer Decision-Making Process (2 of 3) To minimize or eliminate the “consider and evaluate” phases, a company must: − Automate to streamline journey steps, including re-ordering − Proactively personalize by using info to instantaneously customize the customer experience − Contextualize interaction by delivering a consumer to the next set of interactions − Innovate by extending customer interactions to new sources of value, such as related products or partnered businesses ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 34  6-5 Reconceptualizing the Consumer Decision-Making Process (3 of 3) Researchers have found two loyalty levels among customers: − The “satisfied” are those who buy regularly, often out of habit, because they are satisfied with the brand’s performance over a long period. − The “committed” have a more intense, involved, emotional relationship with the brand, often becoming brand ambassadors. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 35 Exhibit 6.4 Factors that Affect the Consumer Decision Journey ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 36  6-6 Cultural Influences on Consumer Buying Decisions ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 37  6-6 Cultural Influences on Consumer Buying Decisions (1 of 4) Culture and Values Culture – the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next Cultural factors exert the broadest and deepest influence on purchase decisions. Underlying elements of culture are the values, language, myths, customs, rituals, and laws that guide consumer behavior. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 38  6-6 Cultural Influences on Consumer Buying Decisions (2 of 4) Culture is: − Pervasive – so ingrained that we are unaware of it − Functional – giving order to society − Learned – handed down through generations − Dynamic – adaptive and evolving ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 39  6-6 Cultural Influences on Consumer Buying Decisions (3 of 4) Subculture Subculture – a homogeneous group of people who share elements of the overall culture as well as unique elements of their own group By understanding subcultures, marketers can design special marketing strategies to serve the needs of a subculture. Subcultures are distinguished by identifiable attitudes, values, and needs. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 40  6-6 Cultural Influences on Consumer Buying Decisions (4 of 4) Social Class Social class – a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms Social class is typically measured as a combination of occupation, income, education, wealth, and other variables. Social class is important to marketers for two main reasons: − Often indicates which medium to use for promotion − Helps determine where to best distribute products ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 41  Group Activity 1 Working in teams, choose a product you would like to market and a subculture you would like to target. Imagine that you are the marketing managers for that product, then: 1. List some product attributes that might appeal to your target subculture. 2. List the steps in your customers’ purchase process. 3. Recommend some marketing strategies that can influence their decision. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 42  Group Activity 1 Debrief What factors did you consider when determining the product attributes for your subculture? How did you determine the subculture’s purchase process? What influenced your choice of marketing strategies? ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 43 6-7 Social Influences on Consumer Buying Decisions ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 44  6-7 Social Influences on Consumer Buying Decisions (1 of 6) Reference Groups Many consumers seek out the opinions of direct reference groups to reduce their search and evaluation effort or uncertainty. − Reference group – all of the formal and informal groups in society that influence an individual’s purchasing behavior − Primary membership group – a reference group with which people interact regularly in an informal, face-to-face manner, such as family, friends, and coworkers − Secondary membership group – a reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional group, or religious group ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 45  6-7 Social Influences on Consumer Buying Decisions (2 of 6) Indirect reference groups include: − Aspirational reference group – a group that someone would like to join  Norm – a value or attitude deemed acceptable by a group − Nonaspirational reference group – a group with which an individual does not want to associate For marketers, reference groups have three important implications: − They serve as information sources and influence perceptions. − They affect an individual’s aspiration levels. − Their norms either constrain or stimulate consumer behavior. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 46  6-7 Social Influences on Consumer Buying Decisions (3 of 6) Opinion Leaders Opinion leader – an individual who influences the opinions of others People often rely on each other’s opinions more than marketing messages when making purchase decisions. Thus, marketing managers must persuade opinion leaders to purchase their goods or services. Given the volume of online content, it can be challenging to identify true opinion leaders. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 47  6-7 Social Influences on Consumer Buying Decisions (4 of 6) Family For many consumers, the family projects the strongest influence on values, attitudes, self-concept, and buying behavior. Children learn by observing their parents’ consumption patterns, so they tend to shop in similar patterns. Socialization process – how cultural values and norms are passed down to children ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 48  6-7 Social Influences on Consumer Buying Decisions (5 of 6) Marketers should consider family purchase situations along with the distribution of consumer and decision-maker roles among family members: − Initiator – suggests or initiates the purchase process − Influencer – offers valued opinions − Decision maker – the family member who actually makes the decision to buy or not to buy − Purchaser – the one who exchanges money for the product − Consumer – the end user ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 49  6-7 Social Influences on Consumer Buying Decisions (6 of 6) Individual Differences in Susceptibility to Social Influences Not all persons are equally influenced in their purchase decisions due to differences in their feelings of connectedness to other consumers. − Separated self-schema – a perspective whereby a consumer sees himself or herself as distinct and separate from others − Connected self-schema – a perspective whereby a consumer sees himself or herself as an integral part of a group ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 50  Knowledge Check 2 Define each of the following terms and give one example that is true for you: Primary membership group Secondary membership group Aspirational reference group Nonaspirational reference group ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 51 6-8 Individual Influences on Consumer Buying Decisions ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 52  6-8 Individual Influences on Consumer Buying Decisions (1 of 4) Gender Distinct cultural, social, and economic roles played by men and women often affect their decision-making processes. Statistics show that women are often the primary decision makers when purchasing furniture, home accessories, and small appliances. Similarly, men are often the primary decision makers when purchasing electronics, power tools, auto tires, and batteries. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 53  6-8 Individual Influences on Consumer Buying Decisions (2 of 4) Age and Family Life-Cycle Stage How old a consumer is generally indicates what products he or she may be interested in purchasing. Related to a person’s age is his or her place in the family life cycle, an orderly series of stages through which consumers’ attitudes and behavioral tendencies evolve through maturity, experience, and changing income and status. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 54  6-8 Individual Influences on Consumer Buying Decisions (3 of 4) Marketers should be aware of special situations: NONTRADITIONAL LIFE CYCLES Many nontraditional life-cycle paths are common today, such as divorced parents, lifelong singles, and childless couples. SINGLE PARENTS LIFE EVENTS Life-changing events, such as the death of a spouse, moving, birth or adoption of a child, retirement, job loss, divorce, and marriage, may mean new consumption patterns. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 55  6-8 Individual Influences on Consumer Buying Decisions (4 of 4) Personality, Self-Concept, and Life Cycle By influencing the degree to which consumers perceive a good or service to be self-relevant, marketers can affect consumers’ motivation to learn about, shop for, and buy a certain brand. Personality – a way of organizing and grouping the consistencies of an individual’s reactions to situations Self-concept – how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self-evaluations − Through self-concept, people define their identity, which in turn provides for consistent and coherent behavior. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 56 6-9 Psychological Influences on Consumer Buying Decisions ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 57  6-9 Psychological Influences on Consumer Buying Decisions (1 of 5) Perception Perception – the process by which people select, organize, and interpret stimuli into a meaningful and coherent picture Selective exposure – a process whereby a consumer notices certain stimuli and ignores others Selective distortion – a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs Selective retention – a process whereby a consumer remembers only that information that supports his or her personal beliefs ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 58  6-9 Psychological Influences on Consumer Buying Decisions (2 of 5) MARKETING IMPLICATIONS OF PERCEPTION Marketers must: − Recognize the importance of cues, or signals, in consumers’ perception of products − Identify the important attributes that the targeted consumers want in a product and then design signals to communicate these attributes − Watch their brand identity closely to maintain strong links between perceived brand value and customer loyalty − Take care when changing such stimuli as price, package size, product, or product position or brand ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 59  6-9 Psychological Influences on Consumer Buying Decisions (3 of 5) Motivation Needs become motives when they are aroused sufficiently. − Motive – a driving force that causes a person to take action to satisfy specific needs By studying motivation, marketers can analyze the major forces influencing consumers to buy or not buy products. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 60  6-9 Psychological Influences on Consumer Buying Decisions (4 of 5) Learning Learning – a process that creates changes in behavior, immediate or expected, through experience and practice Two types of learning: − Experiential learning occurs when an experience changes your behavior. − Conceptual learning is based on reasoning, not acquired through direct experience Learning theory is helpful in reminding marketers that concrete and timely strategies are what reinforce desired consumer behavior. ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 61  6-9 Psychological Influences on Consumer Buying Decisions (5 of 5) The Future of Consumer Behavior—Mega Shopping Bots? We already have shopping bots such as 5Gifts4Her, Waylo, PenneyCat, Magic, Kayak, Snaptravel, Hipmunk, and PricingCentral. Future shopping bots will have even greater memory, computer power, and the enhancement of artificial intelligence (AI). ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 62  Knowledge Check 3 Selective exposure is: a. The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture b. A process whereby a consumer notices certain stimuli and ignores others c. A process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs d. A process whereby a consumer remembers only that information that supports his or her personal beliefs ©2021 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 63