Online with
Louise Ripley

 
Consumer Behaviour
Decision Making
Chapter 9 and 11 Solomon Consumer Behaviour

Return to Course Syllabus
 

 

 

 

Exercise
Recent Purchase
Think of a recent purchase you made and try to remember the steps you went through in getting to the decision to buy (bring it to class if you can). We will draw on these experiences in class as we go through the steps of the consumer's decision making process. 
 

Consumers as Problem Solvers

Perspectives on Decision Making

Rational
Behavioural Influence
Experiential

Types of Consumer Decisions

Extended



Limited
Habitual

Problem Recognition
The Marketer's Role:
Primary and Secondary Demand

Information Search

Type of Search

 

Internal

External

 

  
Deliberate

 

Accidental

 

 

 

 

The Economics of Information

Rational Searches
Bias

How Much Search?
Information Available
Prior Expertise
Risk

 

Evaluation of Alternatives

Identifying Alternatives

 

Product Categorization
Product Choice: Choosing Among Alternatives
Cybermediaries
Heuristics
Brand Loyalty vs Habit
Inertia
Decision Rules
Non-Compensatory (true story)

"an MG or nothing"

Compensatory

Simple Additive: a car with as many good qualities as possible

Weighted Additive: A car, in my favourite colour


Chapter 11 Group Influence and Social Media

Exercise
Meaning of Possessions
We will watch Russel Belk's film "The Deep Meaning of Possessions" made in 1987, which started a revolution in how we view the study of the field of Consumer Behaviour, and use it to review the concepts of group influence. 

Reference Groups
We are motivated by desire to please others

Science shows even rats & cockroaches prefer familiar things

Types of Reference Groups
Normative vs Comparative
Formal vs Informal
Membership vs Aspirational

   Identificational and deindividuation
Positive vs Negative

The Power of Reference Groups
Sadly, people will often do things in groups that they'd never do alone, think about lynchings
Types of Power
Referent
Information
Legitimate
Expert
Reward
Coercive

Conformity

Types of Social Influence
Normative vs Informational
Brought on by 
cultural pressures
fear of deviance
commitment
group unanimity
gender influences
susceptibility to interpersonal influence

Social Comparison

Compliance and Obedience
Tactical Requests - foot-in-door, low-ball, door-in-face
Group Effects - risky shift, diffusion of responsibility, decision polarization, social loafing

Resistance to Influence 
anti-conformity vs independence
reactance and uniqueness

Word-Of-Mouth Communication

Dominance
Word of Mouth is a stronger determinant of bank patronage than advertising 
yet banks pour millions of dollars into advertising
Why?

Factors Encouraging WOM
involvement
knowledge
concern for someone else
to reduce uncertainty

Negative WOM
Rumours
Boycotts

Opinion Leadership

Opinion Leaders
Market Maven
Surrogate Customer
Sociometric Methods
Diffusion of Innovation

(This outline does not follow the new Chapter 11 on Social Media)


Time for Group Meetings

OTHER UNITS

Return to Course Syllabus

AP/ADMS 3210 3.0 Consumer Behaviour
York University, Toronto
M Louise Ripley, M.B.A., Ph.D.