04 - The behaviour of buyers I - Individuals Flashcards
What is buyer/consumer behaviour research?
Research that deals with those aspects of human behaviour that have to do with the purchase and consumption of commercial goods and services
From buyer behaviour to consumption experience
- Grand logical flow theories
- Attitude theory
- Information processing and decision making
- Experimental consumtion and consumer culture theory
What does Grand logical flow theories do?
- Constitute the field
- Draw theoretical constructs together
- Create common language
- Open up for research questions
-… At the expense of specificity… they are not testable
Explain the constructive consumer choice process (Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes.)
Meta goals:
- Accuracy
- Effort
- Experience of negative emotions
- Justification
Characteristics of choice situations:
- Problem size
- Time pressure
- Attribute correlation
- Completeness of information
- Information format
- Comparability of choices
- Framing
Explain attitude theory (The Fishbein Model)
You have som personal evaluation of attribute towards a product, which leads you to have some beliefs about the product as well. These define your attitude towards a certain product.
The theory of planned behaviour (Udvidet Fishbein Model)
Attitude, subjective norms and Perceived behavioral control defines your intentions which results in the actual behavior
Pin out the processes and points in the Experimental consumption cycle
- Wanting and planning to buy a product
- Buying the product
- Consumption (Use the product)
- Disposal
Repeat
Explain this model
There are some environmental (External) inputs that influence our information processing and choices, which results in how we behave as consumers. These inputs are:
- Products
- Stimulus properties (verbal/non-verbal)
- Communication content
There are also consumer inputs (internal) that influence our information processing and choices, which results in how we behave as consumers. These inputs are:
- Ressources (Time, money etc.)
- Task definition (With what purpose are we buying the product?)
- Type of involvement
- Search activity
- Individual differences (Demographics, religion etc.)
Major messages from this lecture
The field of buyer/consumer behaviour is characterized by many, partly competing theories with roots in a multitude of fields
However: Decision-making, Attitude theory, and to a lesers extent Experiental consumption dominates the field
Explain the domain: The behaviour of buyers
“why do which buyers purchase what they do, where they do, when they do, and how they do?
NAme the roots for buyer behaviour
- Economics
- Sensory Science
- Psychology
- Sociology
- Anthrolopogy/Ethnography
Explain the information processing view
The information processing perspective are the consequences of consumer choice typically are viewed in terms of the product’s useful function
Explain the experiential view
In the experiential view, the consumption appears in the fun and pleasure the purchase evokes
Explain the Intervening response system
Experiential system
Information processing system
What does the text: The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Holbrook, M. B., & Hirschman, E. C. (1982) Explain?
Explains that there are different inputs that influence the decision of a purchase. This can be split as environmental inputs or consumer inputs. All these inputs have an influence with a experimental view or information processing view. The information processing perspective are the consequences of consumer choice typically are viewed in terms of the product’s useful function. In the experiential view, the consumption appears in the fun and pleasure the purchase evokes. So, a decision to make for a consumer is also whether he buys a product with an information processing view or an experimental view.
