Textbook Chapter 6-3
Influencing Consumer Decisions
LESSON SUMMARY:
This lesson explores the internal and external influences that shape consumer buying decisions. Students learn how individual characteristics such as personality, attitude, self-concept, lifestyle, age, gender, and ethnicity contribute to personal identity and impact purchasing behavior. Additionally, the lesson emphasizes the role of cultural and social environments—including culture, reference groups, and social surroundings—in shaping consumer preferences and habits. By understanding these influences, students gain insight into the complex motivations behind consumer choices.
The lesson also introduces the three primary types of decision making: routine, limited, and extensive. Students examine how each type varies in time, effort, and research, with examples ranging from daily purchases like snacks to major investments like homes or vehicles. Marketers use this understanding to tailor their strategies, targeting consumers with the right level of information and appeal depending on the decision-making process. Through discussion, vocabulary development, and real-life applications, students develop a deeper understanding of how and why consumers make choices—and how businesses respond.
This lesson explores the internal and external influences that shape consumer buying decisions. Students learn how individual characteristics such as personality, attitude, self-concept, lifestyle, age, gender, and ethnicity contribute to personal identity and impact purchasing behavior. Additionally, the lesson emphasizes the role of cultural and social environments—including culture, reference groups, and social surroundings—in shaping consumer preferences and habits. By understanding these influences, students gain insight into the complex motivations behind consumer choices.
The lesson also introduces the three primary types of decision making: routine, limited, and extensive. Students examine how each type varies in time, effort, and research, with examples ranging from daily purchases like snacks to major investments like homes or vehicles. Marketers use this understanding to tailor their strategies, targeting consumers with the right level of information and appeal depending on the decision-making process. Through discussion, vocabulary development, and real-life applications, students develop a deeper understanding of how and why consumers make choices—and how businesses respond.
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Do Now: Think about the last thing you purchased. Was it a routine, limited, or extensive decision? Why?
Write 3-4 sentences explaining your thought process in making that decision.
Quiz 1: Textbook Chapter 6-3 Influencing Consumer Decisions
Section: Influences On Buying Decisions
Directions: Your first quiz is on the first section of Chapter 6-3 titled "Influences On Buying Decisions" and the video. This section goes from pages 168-172. Watch the video below, read (or listen to) the chapter and the summary and take the quiz on Schoology.
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VIDEO SUMMARY:
The video begins by highlighting two primary learning goals: to understand the major influences on consumer decision-making and to examine how different types of decision-making processes are used. It first focuses on personal identity, which includes personality, gender, ethnicity, and age. These elements influence individual purchasing habits in a variety of ways. Personality shapes preferences based on whether someone is outgoing or reserved, while attitudes, self-concept, and lifestyle also play a role in what consumers choose to buy. The speaker illustrates these ideas with humorous and personal examples, such as choosing a car based on values or spending habits, and how individuals like Donald Trump demonstrate how self-concept can influence extravagant purchases.
The video continues by addressing how lifestyle choices—such as job, family size, and hobbies—also shape consumer behavior. Additional influences include gender differences, cultural traditions tied to ethnicity, and the natural evolution of preferences as people age. Finally, the video explains how both culture and social environment—the people and norms surrounding us—heavily impact what we buy, when we buy it, and how we make those decisions. It concludes by emphasizing that marketers must understand these influences in order to effectively reach consumers and tailor their strategies to match different consumer profiles and decision-making styles.
The video begins by highlighting two primary learning goals: to understand the major influences on consumer decision-making and to examine how different types of decision-making processes are used. It first focuses on personal identity, which includes personality, gender, ethnicity, and age. These elements influence individual purchasing habits in a variety of ways. Personality shapes preferences based on whether someone is outgoing or reserved, while attitudes, self-concept, and lifestyle also play a role in what consumers choose to buy. The speaker illustrates these ideas with humorous and personal examples, such as choosing a car based on values or spending habits, and how individuals like Donald Trump demonstrate how self-concept can influence extravagant purchases.
The video continues by addressing how lifestyle choices—such as job, family size, and hobbies—also shape consumer behavior. Additional influences include gender differences, cultural traditions tied to ethnicity, and the natural evolution of preferences as people age. Finally, the video explains how both culture and social environment—the people and norms surrounding us—heavily impact what we buy, when we buy it, and how we make those decisions. It concludes by emphasizing that marketers must understand these influences in order to effectively reach consumers and tailor their strategies to match different consumer profiles and decision-making styles.
Textbook Section Summary
Understanding the factors that influence buying decisions is essential for businesses seeking to meet consumer wants and needs effectively. Internal and external factors guide consumer behavior, with two major categories being individual characteristics and the cultural and social environment. Recognizing these influences allows marketers to position their products appropriately and communicate their value at the right time. These insights support the marketing concept, which prioritizes customer satisfaction to achieve business success.
Individual characteristics that shape personal identity—such as personality, gender, ethnicity, and age—play a significant role in buying behavior. Personality influences preferences in products and services through attitudes, self-concept, and lifestyle. Attitudes reflect values and beliefs, while self-concept is how individuals perceive themselves, and lifestyle represents how they live and spend their time and money. Gender impacts purchasing choices through social norms and expectations, while ethnicity influences decisions through cultural traditions and values. Age also guides consumer choices, as different age groups are targeted with tailored media and product offerings based on their typical interests and needs.
Cultural and social environments are equally powerful influences. Culture shapes values and behavior through shared traditions and customs, while the social environment consists of the communities and groups people interact with daily, such as schools, clubs, and neighborhoods. One of the strongest forces in shaping consumer behavior is reference groups—organizations or peers that individuals admire or aspire to join. Consumers often modify their choices to align with the expectations of these groups. Marketers can leverage this by aligning products with the identity and values of desirable reference groups, encouraging consumers to make purchases that help them "belong."
Individual characteristics that shape personal identity—such as personality, gender, ethnicity, and age—play a significant role in buying behavior. Personality influences preferences in products and services through attitudes, self-concept, and lifestyle. Attitudes reflect values and beliefs, while self-concept is how individuals perceive themselves, and lifestyle represents how they live and spend their time and money. Gender impacts purchasing choices through social norms and expectations, while ethnicity influences decisions through cultural traditions and values. Age also guides consumer choices, as different age groups are targeted with tailored media and product offerings based on their typical interests and needs.
Cultural and social environments are equally powerful influences. Culture shapes values and behavior through shared traditions and customs, while the social environment consists of the communities and groups people interact with daily, such as schools, clubs, and neighborhoods. One of the strongest forces in shaping consumer behavior is reference groups—organizations or peers that individuals admire or aspire to join. Consumers often modify their choices to align with the expectations of these groups. Marketers can leverage this by aligning products with the identity and values of desirable reference groups, encouraging consumers to make purchases that help them "belong."
Quiz 2: Textbook Chapter 6-3 Influencing Consumer Decisions
Section: Types Of Decision Making
Directions: Your second quiz is on the second section of Chapter 6-3 titled "Influences On Buying Decisions" and the video. This section goes from pages 173-175. Watch the video below, read (or listen to) the chapter and the summary and take the quiz on Schoology.
VIDEO SUMMARY:
Consumers use three main types of decision-making processes when making purchases: routine, limited, and extensive decision-making. Routine decision-making involves low-cost, frequent purchases that require little thought—such as buying milk or snacks. These decisions are typically automatic because the consumer is familiar with the product and brand, making the purchase quick and repetitive.
Limited decision-making requires more thought and time than routine decisions. It is used for moderately priced items that are not purchased regularly, like jeans or shoes. Consumers in this category often compare brands, styles, prices, and features before making a choice. This type of decision-making involves some evaluation and consideration, but not as much as a major purchase.
Extensive decision-making is used for high-cost, infrequent purchases such as cars, homes, or vacations. These decisions involve all five steps of the consumer decision-making process: recognizing a need, searching for information, evaluating alternatives, making the purchase, and reviewing the decision afterward. Because of the price and long-term impact, consumers expect detailed information and multiple options. Marketers must align their strategies with the level of decision-making by providing appropriate amounts of information and support based on the product's price and complexity.
Consumers use three main types of decision-making processes when making purchases: routine, limited, and extensive decision-making. Routine decision-making involves low-cost, frequent purchases that require little thought—such as buying milk or snacks. These decisions are typically automatic because the consumer is familiar with the product and brand, making the purchase quick and repetitive.
Limited decision-making requires more thought and time than routine decisions. It is used for moderately priced items that are not purchased regularly, like jeans or shoes. Consumers in this category often compare brands, styles, prices, and features before making a choice. This type of decision-making involves some evaluation and consideration, but not as much as a major purchase.
Extensive decision-making is used for high-cost, infrequent purchases such as cars, homes, or vacations. These decisions involve all five steps of the consumer decision-making process: recognizing a need, searching for information, evaluating alternatives, making the purchase, and reviewing the decision afterward. Because of the price and long-term impact, consumers expect detailed information and multiple options. Marketers must align their strategies with the level of decision-making by providing appropriate amounts of information and support based on the product's price and complexity.
Textbook Section Summary
Consumers use three primary types of decision making—routine, limited, and extensive—depending on the nature of the purchase and the amount of time and thought required. Routine decision making involves habitual, low-cost purchases that are made frequently with little consideration, such as buying toothpaste or snacks. Consumers usually stick to familiar brands or make quick substitutions if needed. Businesses also use routine decision making for predictable, recurring purchases like office supplies or raw materials, typically relying on regular suppliers with minimal evaluation.
Limited decision making requires more effort and thought than routine decisions. It applies to moderately priced or less frequently purchased products, like jeans or movie tickets. In these cases, consumers compare a few alternatives, weigh features like price, style, and quality, and make a decision after brief evaluation. Even common items, like soft drinks, may require limited decision making when preferred brands are unavailable. Businesses similarly apply this type of decision making when selecting vendors or evaluating cost-saving alternatives, such as a new office equipment supplier or courier service.
Extensive decision making is reserved for high-cost, infrequent, and complex purchases—such as buying a car, house, or taking a major vacation. Consumers go through all five steps of the decision-making process: identifying a need, researching, evaluating alternatives, purchasing, and reviewing the decision. These choices demand significant time, research, and input from multiple sources. For businesses, extensive decision making is used for large investments or unfamiliar purchases, like buying new delivery vehicles or major IT infrastructure. Understanding these decision-making styles helps marketers provide the right amount of information and support for each situation, ensuring that consumers can make informed choices and businesses can effectively communicate the value of their products.
Limited decision making requires more effort and thought than routine decisions. It applies to moderately priced or less frequently purchased products, like jeans or movie tickets. In these cases, consumers compare a few alternatives, weigh features like price, style, and quality, and make a decision after brief evaluation. Even common items, like soft drinks, may require limited decision making when preferred brands are unavailable. Businesses similarly apply this type of decision making when selecting vendors or evaluating cost-saving alternatives, such as a new office equipment supplier or courier service.
Extensive decision making is reserved for high-cost, infrequent, and complex purchases—such as buying a car, house, or taking a major vacation. Consumers go through all five steps of the decision-making process: identifying a need, researching, evaluating alternatives, purchasing, and reviewing the decision. These choices demand significant time, research, and input from multiple sources. For businesses, extensive decision making is used for large investments or unfamiliar purchases, like buying new delivery vehicles or major IT infrastructure. Understanding these decision-making styles helps marketers provide the right amount of information and support for each situation, ensuring that consumers can make informed choices and businesses can effectively communicate the value of their products.
