Chapter 6
Consumer Behavior
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Additional Teaching Tips
Brief Chapter Outline
The Consumer Decision Process
Learning Objectives
LO 6-1 Articulate the steps in the consumer buying process.
The consumer buying process consists of five main steps: First, during need recognition,
consumers simply realize they have an unsatisfied need or want that they hope to address.
whether they are satisfied or dissatisfied with their choice.
LO 6-2 Describe the difference between functional and psychological needs.
LO 6-3 Describe factors that affect information search.
The information search that people undertake varies depending on both external and internal
involved in their purchase. Finally, people’s locus of control, whether external or internal,
strongly influences their information search actions.
LO 6-4 Discuss postpurchase outcomes.
Marketers hope that after their purchase, consumers are satisfied and pleased with their purchase,
LO 6-5 List the factors that affect the consumer decision process.
The elements of the marketing mix (product, place, promotion, and price) have significant
effects, of course. In addition, social factors, such as family and culture, influence not only what
setting or even the time of day, can alter people’s decision process.
LO 6-6 Describe how involvement influences the consumer decision process.
More involved consumers, who are more interested or invested in the product or service they are
undertake impulse purchases, or rely on habit to make their purchase decisions.
Extended Chapter Outline With Teaching Tips
I. The Consumer Decision Process (PPT slide 6-4)
A. Need Recognition (PPT slide 6-5)
1. Functional Needs
B. Search for Information (PPT slide 6-7)
1 Internal Search for Information
3. External Search for Information
7. Actual or Perceived Risk (PPT slide 6-10)
C. Evaluation of Alternatives (PPT slide 6-12)
1 Attribute Sets (PPT slide 6-12)
8. Evaluate Criteria (PPT slide 6-13)
D. Purchase and Consumption (PPT slide 6-15)
E. Postpurchase
1 Customer Satisfaction (PPT slide 6-16)
10. Postpurchase Dissonance (PPT slide 6-17)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 6-20)
1. Name the five stages in the consumer decision process.
Purchase.
2. What is the difference between a need and a want?
3. Distinguish between functional and psychological needs.
Answer: Functional needs pertain to the performance of a product or service.
4. What are the various types of perceived risk?
5. What are the differences between compensatory and noncompensatory decision rules?
Answer: A compensatory decision rule assumes that the consumer, when evaluating
6. How do firms enhance postpurchase satisfaction and reduce cognitive dissonance?
thank them for their support.
II. Factors Influencing the Consumer Decision Process (PPT slide 6-21)
A. Psychological Factors: Motives (PPT slide 6-22)
16. Culture (PPT slide 6-29)
D. Situational Factors (PPT slide 6-31)
1 Purchase Situation
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 6-32)
1. What are some examples of specific needs suggested by Maslow’s Hierarchy of Needs?
Answer: Maslow categorized five groups of needs, namely, physiological (e.g., food,
needs).
2. Which social factors likely have the most influence on (a) the purchase of a new outfit for
a job interview and (b) the choice of a college to attend?
Answer: The reference group would likely have the most influence.
3. List some of the tactics stores can use to influence consumers’ decision processes.
Answer: Some retailers and service providers have developed unique images that are
III. Involvement and Consumer Buying Decisions (PPT slide 6-33)
A. Limited Problem Solving (PPT slide 6-34)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 6-35)
1. How do low- versus high-involvement consumers process information in an
advertisement?
Answer: A high involvement consumer will scrutinize all the information provided (e.g.,
gas savings, eco-friendly) and process the key elements of the message more deeply. In
impressions. These impressions are likely to be more superficial in nature.
2. What is the difference between extended versus limited problem solving?
Answer: Extended problem solving is when the customer perceives that the purchase
decision entails a lot of risk. Limited problem solving occurs during a purchase decision
experience more than on external information.