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Editor's Notes

• #2: Good morning… Blazing intro to behavior change and the decision making process….
• #3: Determining Behavior Change….is not magic… There is a lot that goes into understanding behavior, and even more involved in change, in fact whole disciplines have been devoted to both, so as you might imagine there is a lot that goes into determining behavior change.
• #4: So lets start with behavior … Behavior can be defined in a myriad of ways, but basically it is: A manner of conducting oneself, or anything an individual, or group does involving action and response to stimulation or their environment. (http://www.merriam-webster.com/dictionary/behavior)
• #5: There are several things that can influence behavior, but overall they fall into 3 key categories: ｷ  Cultural ｷ  Social ｷ  Personal These can also be seen as broadening in influences as they grow, from intimate to global, with Cultural Influences being as fundamental in developing a persons consumer behavior’ s as individual’s personal preference.
• #6: So what is Culture? Cultural factors include … ｷ  Cultural Values ｷ  Subcultures (for more specific identification) ｷ  Social Stratification / classes (7 ascending levels from lower lowers to upper uppers)
• #7: Social Factors include… ｷ  Reference Groups ｷ  Family ｷ  Social Roles and Statuses
• #8: Personal Factors refer to … ｷ  Age ｷ  Stages in the Life Cycle ｷ  Occupation ｷ  Economic Circumstances ｷ  Lifestyle
• #9: ｷ  Personality ｷ  Self-concept These too influence buying behavior. Personality refers to human psychological traits, but we also attribute personalities to brands assigning them similar traits. We tend to buy things aligned with our personality and self concept.
• #10: There are also other psychological factors that go into identifying the need and motivating behavior for consumer decisions and behavior change such as the Maslow’s hierarchy of needs.
• #11: When trying to get a target group, or individuals, to “b u y in” on a social change or consumer behavior campaign, it is important to remember that your aim is to get them to either .. . ｷ  Accept ｷ  Reject ｷ  Modify ｷ  Or Abandon behavior! It is also important that the changes be: ｷ  Singular ｷ  Specific ｷ  Measurable
• #12: It is also important to understand how consumers actually make buying decisions. (animate next set) Motivation, Perception, Learning, and Memory can all play a role As can the 5 Stage model of the Consumer Buying Process ...
• #13: So to dig a bit deeper into the 5 Stage Model The first stage is Problem Recognition, where the consumer identifies an issue or need, and it can be triggered by external or internal forces.
• #14: The next stage is Information Search. This is the time when the consumer begins looking for solutions and it has two levels of involvement: Heightened Attention (in which they are merely more receptive to new information) And Active Information Search (when they are actively engaged in seeking information)
• #15: Next comes Evaluation of Alternatives. This is where the consumer begins to distinguish between options that will fulfill their needs, as well as provide additional benefits. Again there are many determining factors that go into a consumer’s ultimate purchasing decision, ma inly: Beliefs and Attitudes and Attribute Evaluation contribute to the process.
• #16: So we arrive at a Purchase Decision. Even with evaluation there are still factors that can impact the choice. Pulling the trigger can often be affected by what others think, as well as situational factors, and other heuristics that can change the trajectory of the decision.
• #17: However, once the consumer has at last selected, we get to Post-purchase Behavior. This includes Satisfaction or Buyers Remorse Which leads to action, a happy consumer is more likely to buy again
• #18: And of course use and disposal of the product. All of which are important indicator for marketers.
• #19: It is important to recognize that all consumers go through all stages of the process at some point, weather implicitly or explicitly. Regardless of if it is a product or a service the stages are the same.
• #20: And of course all of this consumer behavior information is crucial to understand, because it really is all about the customer …and if you don’t understand your customer you can get really off target.
• #21: So now my teammates will dig in a bit deeper to some of these beginning with Brianna who will look at how the 5 stage model can apply to your EL projects…