Summary Consumer Behavior - Hoyer, Macinnis, Pieters - Sixth Edition

consumer behavior
wayne hoyer, deborah macinnis, rik pieters
sixth edition



Summary Consumer Behavior - Hoyer, Macinnis,
Pieters - Sixth Edition
Index

Part 1 – An Introduction To Consumer Behavior ................................................................. 2
Chapter 1: Understanding Consumer Behavior ............................................................... 2


Part 2 – The Psychological Core .......................................................................................... 3
Chapter 2: Motivation, Ability And Opportunity .............................................................. 3

Chapter 3: From Exposure To Comprehension ................................................................. 5
Chapter 4: Memory And Knowledge ............................................................................... 8
Chapter 5: Attitudes Based On High Effort .................................................................... 10
Chapter 6: Attitudes Based On Low Effort..................................................................... 13


Part 3 – The Process Of Making Decisions ......................................................................... 14
Chapter 7: Problem Recognition And Information Search ............................................. 14

Chapter 8: Judgment And Decision Making Based On High Effort .................................. 16
Chapter 9 : Judgment And Decision Making Based On Low Effort .................................. 18

Chapter 10: Post-Decision Processes............................................................................. 19


Part 4 – The Consumer’s Culture ....................................................................................... 21

Chapter 11: Social Influences On Consumer Behavior .................................................. 21
Chapter 12: Consumer Diversity .................................................................................. 23

Chapter 13: Household And Social Class Influences ...................................................... 24
Chapter 14: Psychographics: Values, Personality, And Lifestyles ................................... 26
Part 1 – An Introduction To Consumer Behavior

Chapter 1: Understanding Consumer Behavior
Consumer Behavior: The Totality Of Consumers’ Decisions With Respect To The Acquisition, Consumption And
Disposition Of Goods, Services, Time And Ideas, By Human Decisionmaking Units (Over Time).
- Acquisition: The Process By Which A Consumer Comes To Own An Offering.
- Usage: The Process By Which A Consumer Uses An Offering.
- Disposition: The Process By Which A Consumer Discards An Offering.

Consumer Behavior Also Includes Consumers’ Use Of Services, Activities, Experiences And Ideas. How We Use
Time Reflects Who We Are, What Our Lifestyles Are Like And How We Are Both The Same And Different From
Others. Offering Is The Term Used To Encompass These Entities. An Offering Is A Product, Service, Activity,
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,Experience Or Idea Offered By A Marketing Organization To Consumers.

Consumer Behavior Is A Dynamic Process And Involves:
- Many People (Like Group Purchases Or Taking Different Roles In Purchase Process);
- Many Decisions (Like What Offering To Acquire, Why An Offering Is Not Used, How To Dispose An Offering);
- Emotions And Coping (Like Stress Because Of A Purchase Decision).




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, Consumer Behavior Encompasses Four Domains:
1. The Consumer’s Culture:
Social Influences, Like Reference Groups (A Group Of People Consumers Compare Themselves With
For Information Regarding Behavior, Attitudes Or Values), Consumer Diversity, Household And
Social Class Influences And Psychographics Like Values And Lifestyles.
2. The Psychological Core:
Motivation, Ability And Opportunity (Mao), Exposure, Attention, Perception And Comprehension, Memory
And Knowledge And Forming And Changing Attitudes.
3. The Process Of Making Decisions:
Problem Recognition And Information Search, Making Judgments And Decisions And Post-
Decision Processes/Evaluations.
4. Consumer Behavior Outcomes And Issues:
Innovations, Symbolic Consumer Behavior And Marketing, Ethics And Social Responsibility.

Marketing Implications Of Consumer Behavior Illustrate How Marketers Apply Consumer Behavior Concepts:
- Developing And Implementing Customer-Oriented Strategy;
- Making Promotion And Marketing Communication Decisions;
- Making Pricing Decisions;
- Making Distribution Decisions;
Consumer Behavior Research
Methods
Primary Data: Data Originating From A Researcher And Collected To Provide Information Relevant To A Specific Research
Project.
Secondary Data: Data Collected For Some Other Purpose That Is Subsequently Used In A Research Project.

- Survey: A Method Of Collecting Information From A Sample Of Customers, Predominantly By Asking Questions.
- Focus Group: A Form Of Interview Involving 8 To 12 People; A Moderator Leads The Group And Asks Participants To
Discuss A Product, Concept, Or Other Marketing Stimulus.




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- Storytelling: A Research Method By Which Consumers Are Asked To Tell Stories About Product
Acquisition, Usage Or Disposition Experiences. These Stories Help Marketers Gain Insights Into
Consumer Needs And Identify The Product Attributes That Meet These Needs.
- Experiments: Laboratory Testing And Field Experiments With Consumers, Which Is One Way To
Research New Products And Marketing Trends.
- Market Test (Field Research): A Study In Which The Effectiveness Of One Or More Elements Of The
Marketing Mix Is Examined By Evaluating Sales Of The Product In An Actual Market, E.G. A Specific
City.
- Conjoint Analysis: A Research Technique To Determine The Relative Importance And Appeal Of
Different Levels Of An Offering’s Attributes.
- Ethnographic Research: In-Depth Qualitative Research Using Observations And Interviews (Often
Over- Repeated Occasions) Of Consumers In Real-World Surroundings. Often Used To Study The
Meaning That Consumers Ascribe To A Product Or Consumption Phenomenon.
- Data Mining: Searching For Patterns In A Company Database That Offer Clues To Customer
Needs, Preferences And Behaviors.
- Netnography: Observing And Analyzing The Online Behavior And Comments Of Consumers.



Part 2 – The Psychological Core

Chapter 2: Motivation, Ability And Opportunity
There Are Three Critical Factors That Affect Effort: The Motivation, Ability And Opportunity (Mao)
Consumers Have To Engage In Behaviors And Make Decisions.

Motivation Is An Inner State Of Arousal That Provides Energy Needed To Achieve A Goal. Motivation Is
Influenced By Personal Relevance (Self-Concept, Values, Needs, Goals, And Self-Control), Perceived Risk And
Moderate Inconsistency With Aṅtudes.

One Outcome Of Motivation Affects High-Effort Behavior. Motivation Also Reflects How We Process
Information And Make Decisions. In High-Effort Information Processing Consumers Are Highly Motivated To
Achieve A Goal, They Are More Likely To Pay Attention, Think About It, Etc.

However, In Low-Motivation Situations, Consumers Devote Little Effort To Processing Information And Making
Decisions. You Will Use Shortcuts, Like Deciding To Go For The Cheapest, To Buy These Products.

Motivated Reasoning: Processing Information In A Way That Allows Consumers To Reach The Conclusion That
They Want To Reach.

Motivation Finally Also Evokes A Psychological State In Consumers, Called Involvement.
Felt Involvement Is Self-Reported Arousal Or Interest In An Offering, Activity Or Decision.
Felt Involvement Can Be Enduring, Situational, Cognitive Or Affective:
- Enduring Involvement; Long-Term Interest In An Offering, Activity Or Decision.
- Situational Involvement; Temporary Interest In An Offering, Activity Or Decision, Often Caused
By Situational Circumstances.
- Cognitive Involvement; Interest In Thinking About And Learning Information Pertinent To An
Offering, Activity Or Decision.
- Affective Involvement; Interest In Expending Emotional Energy And Evoking Deep Feelings About
An Offering, Activity Or Decision.

Consumers Involved In Certain Decisions And Behaviors Are Experiencing Response Involvement (Interest In
Certain Decisions And Behaviors).
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