6. Consumer Decision-Making Process Postpurchase Behavior Purchase Evaluation of Alternatives Information Search Need Recognition Cultural, Social, Individual and Psychological Factors affect all steps

8. The information search stage An internal search involves the scanning of one's memory to recall previous experiences or knowledge concerning solutions to the problem-- often sufficient for frequently purchased products. An external search may be necessary when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and/or the cost of gathering information is low. Personal sources (friends and family) Public sources (rating services like Consumer Reports) Marketer-dominated sources (advertising or sales people) The evoked set: a group of brands from which the buyer can choose

10. Determinants of External Search

12. Wife Dominant Husband Dominant Joint 100 50 0 75 25 Women’s clothing Pots & pans Child clothing groceries vacations TV sets Family car Sport equipment Lawn mower Paint wallpaper lamps Men’s leisure clothing Men’s business clothing camera Financial planning furniture refrigerator luggage carpet NonRx Toys/games stereo hardware Extent of role specialization Relative influence of husbands & wives Information search Final decision

17. Types of consumer involvement and decision making Routine Limited Extensive Involvement Short Low to moderate High Time Low Short to moderate Long Cost Short Low to moderate High Information Search Internal only Mostly internal Internal & external Number of alternatives one few many

20. Postpurchase Behavior Can minimize through: Effective Communication Follow-up Guarantees Warranties Underpromise & overdeliver Marketing Cognitive Dissonance ? Did I make a good decision? Did I buy the right product? Did I get a good value?

21. Sour Grapes– a story of cognitive dissonance … after being unable to reach the grapes the fox said, “these grapes are probably sour, and if I had them I would not eat them.” --Aesop

27. Decision Processing

30. back to Attitudes back to 7670 Homepage Write in the number that best fits your view: 1 2 3 4 completely mostly mostly completely false false true true _____1. I would prefer complex to simple problems. _____2. I like to have the responsibility of handling a situation that requires a lot of thinking. _____3. Thinking is not my idea of fun. * _____4. I would rather do something that requires little thought than something that is sure to challenge my thinking abilities. * _____5. I try to anticipate and avoid situations where there is likely chance I will have to think in depth about something. * _____6. I find satisfaction in deliberating hard and for long hours. _____7. I only think as hard as I have to. * _____8. I prefer to think about small, daily projects to long-term ones. * _____9. I like tasks that require little thought once I’ve learned them. * _____10. The idea of relying on thought to make my way to the top appeals to me. _____11. I really enjoy a task that involves coming up with new solutions to problems. _____12. Learning new ways to think doesn’t excite me very much. * _____13. I prefer my life to be filled with puzzles that I must solve. _____14. The notion of thinking abstractly is appealing to me. _____15. I would prefer a task that is intellectual, difficult, and important to one that is somewhat important but does not require much thought. _____16. I feel relief rather than satisfaction after completing a task that required a lot of mental effort. * _____17. It’s enough for me that something gets the job done; I don’t care how or why it works. * _____18. I usually end up deliberating about issues even when they do not affect me personally. Need for Cognition Scale Items 3, 4, 5, 7, 8, 9, 12, 16, and 17 are reverse scored