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PowerPoint Slides With Teaching Notes
PowerPoint Slide Teaching Notes
6-1: Consumer Behavior Chapter Five – Consumer Behavior
6-2: Consumer Behavior These questions are the learning objectives
guiding the chapter and will be explored in more
detail in the following slides.
6-3: Google Google Glass has so appealed to consumers that
they have competed to pay around $1,500, just to
be able to among the first to try out the new
technological gadget.
Ask students: What makes people shell out so
much to try a virtually untested technology?
What keeps others from giving them a go?
Why are so many companies introducing some
version of wearable technology, despite some
warnings that the trend will never take off among
regular consumers?
6-4: The Consumer Decision Process This slide illustrates the entire consumer decision
process.
This model represents the steps that consumers
go through before, during, and after making
purchasing decisions.
6-5: Need Recogni!on The consumer decision process begins when
consumers recognize they have an unsatisfied
need.
Consumer needs can be functional, which pertain
to the performance of a product or service or
consumer needs can be psychological, which
pertain to the personal gratification consumers
associate with a product or service.
Ask students about needs they have and whether
they are functional or psychological.
6-6: “It’s hard to &nd your li(er box if
you can’t smell it”
Kitty litter marketers know that cat owners have a
need for litter boxes that do not smell.
Ask students: Why is this ad effective?
First of all, animals are usually highly effective at
attracting attention—in this ad they are in unusual
positions which attracts additional attention.
This campaign is effective because the humor
(the cat “holding it”) ties to the product benefit of
not being able to find (smell) the litter box.
6-7: Search for Informa!on After a consumer recognizes a need, he or she
must search for information about the various
options that exist to satisfy that need.
In an internal search for information, the buyer
examines his or her own memory and knowledge
about the product or service.
In an external search for information, the buyer
seeks information outside his or her personal
knowledge base to help make the buying
decision.
Ask students where they looked for external
information when conducting a search for
colleges.
6-8: Factors A2ec!ng Consumers’
Search Process
One important factor that affects consumers’
search process is perceived benefits versus
perceived costs.
Is it worth the time and effort to search for
information about a product or service?
6-9: The Locus of Control Another factor affecting the consumer search
process is locus of control.
Locus of control actually indicates how much
control people think they have over the outcomes
of various activities, such as purchasing a product
or service.
Some people sense their own internal control,
whereas others feel virtually powerless. The
former engage in more search activities.
6-10: Actual or Perceived Risk There are five types of risk associated with
purchase decisions that can delay or discourage a
purchase.
Performance risk involves the perceived danger
inherent in a poorly performing product or
service.
Financial risk is associated with a monetary
outlay and includes the initial cost of the
purchase, as well as the costs of using the item or
service.
Social risk involves the fears that consumers
suffer when they worry others might not regard
their purchases positively.
Psychological risks are those risks associated
with the way people will feel if the product or
service does not convey the right image.
Ask students about the search for a college and
have them classify examples of the three types of
risks.
6-11: Designing For Women Ask students: What type of product are home
improvement and tools?
Students will notice that they are shopping goods.
How might women search for this type of
information differently than men?
Note: Please make sure that the video file is
located in the same folder as the PowerPoint
slides.
6-12: Evalua!on of Alterna!ves: A(ribute
Sets
Research has shown that a consumer’s mind
organizes and categorizes alternatives to aid his
or her decision-making process.
Universal sets include all possible choices for a
product category.
A subset of the universal set is the retrieval set,
which are those brands or stores that can be
readily brought forth from memory.
Another is an evoked set, which comprises the
alternative brands or stores that the consumer
states he or she would consider when making a
purchase decision.
Ask students to name cookie brands. This is their
retrieval set. They may be surprised at how few
brands they retrieve.
6-13: Evalua!on of Alterna!ves: Evaluate
Criteria
Evaluative criteria consist of a set of important
attributes about a particular product.
Determinant attributes are product or service
features that are important to the buyer and on
which competing brands or stores are perceived
to differ.
The students will respond to the question on this
slide with weather, beach, friends, price, and
outdoor activities.
6-14: Evalua!on of Alterna!ves:
Consumer Decision Rules
Consumer decision rules are a set of criteria that
consumers use consciously or subconsciously to
quickly and efficiently select among several
alternatives.
Compensatory decision rules assume that the
consumer, when evaluating alternatives, trades
off one characteristic against another, such that
good characteristics compensate for bad
characteristics.
Sometimes consumers use non-compensatory
decision rules in which they choose a product or
service on the basis of a subset of its
characteristics, regardless of the values of its
other attributes.
6-15: Purchase and Consump!on Retailers use the conversion rate to measure how
well they convert purchase intentions into actual
purchases.
6-16: Postpurchase Customer Sa!sfac!on Setting unrealistically high consumer
expectations of the product can lead to
dissatisfaction when the product fails to achieve
high performance expectations.
Marketers can take several steps to ensure
post-purchase satisfaction such as demonstrating
correct product use, building realistic
expectations, providing a money-back guarantee,
encouraging feedback, and periodically making
contact with customers.
6-17: Postpurchase Cogni!ve Dissonance Postpurchase dissonance, also known as buyer’s
remorse, is the psychologically uncomfortable
state produced by an inconsistency between
beliefs and behaviors that in turn evokes a
motivation to reduce the dissonance.
Ask students: How do firms attempt to reduce
dissonance?
They may mention that firms send thank you
letters advertise awards and quality follow up
with phone calls.
6-18: Postpurchase Customer loyalty Loyal customers will buy only certain brands and
shop at certain stores, and they include no other
firms in their evoked set.
Ask students: Why are you loyal to your favorite
brands?
6-19: Postpurchase Undesirable
Consumer Behavior
A more serious and potentially damaging issue is
negative consumer behavior, such as negative
word of mouth and rumors.
Whirlpool posts both good and bad comments on
Twitter.
It believes that posting negative comments opens
up discussions and emphasizes the proactive
measures the company is taking to remedy
service or product failures.
Ask students: How do you respond to negative
word of mouth?
