What Is America Eating? Proceedings of a Symposium (1986) / Chapter Skim
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Factors That Shape Eating Patterns: A Consumer Behavior Perspective
Factors That Shape Eating Patterns: A Consumer Behavior Perspective
Pages 72-84
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From page 72... ...
For example, in marketing, where perhaps the most strongly held tenet is that products must meet consumer needs and desires, consumer research can help marketing managers make decisions regarding product offerings. Or in such areas as consumer protection and consumer education, understanding how consumers behave can aid public policymakers in their decisions.
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From page 73... ...
Eye Movement, Skin Response, and Voice Analysis. Results from studies using galvanic skin response, pupil dilation, and voice pitch analysis to measure consumer response have not been very useful in predicting aspects of consumer behavior (Bettma~, 19791.
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From page 74... ...
The Learning Theory Approach In the behaviorist school, which dominated American psychology from the 1940s through the early 1970s, discussion of cognitive processes was believed to be too "mentalistic" to be useful because only behavioral hypotheses could be empirically tested (Lachman et al., 19791. Learning theorists viewed complex behaviors as aggregations of much smaller units of behavior for which a person had been reinforced.
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From page 75... ...
Since information processing is currently the most dominant perspective in consumer behavior research, it is discussed in much greater detail below.
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From page 76... ...
The consumer's personal characteristics, such as age, social class, and personal life-style, affect the way this information is organized (Capon and Burke, 1980; Henry, 19804. When making a product choice, consumers gain access to the organized information in their memory by using various decision rules.
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| Cognitive Analysis Attitude Formation _ 1 Long-Term Memory Analysis for Utility Analysis for Pertinence Previous Opinions FIGURE 2 The infonnation acquisition process. Adapted from Sternthal and Craig, 1982.
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If consumers are less familiar with the product class, they seem to prefer organization of incoming information by attribute. Information Utilization Consumers employ heuristics (empirical rules of thumb)
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In a typical product judgment, a consumer decides the importance of each product attribute, evaluates He extent to which a product possesses each attribute, multiplies the importance weights by the attribute evaluations, and sums across all attributes. For example, a consumer who is judging loaves of bread might decide Hat fiber content and freshness are the most important attributes in evaluating different brands.
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Decision complexity increases with the number of possible alternatives, the number of attribute dimensions, and the novelty of the choice situation Nutrition Information Processing Information Acquisition. In several survey studies (Daly, 1976; cf.
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Improving Information Processing. The ability of consumers to process nutrition information can be improved.
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Studying consumer behavior and, more specifically, consumer information processing can improve our understanding of how nutritional choices are made. To date, research has shown that consumers do not adequately obtain or comprehend nutrition information and that the information they do understand is often misused.
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1980. The effect of information processing ability on processing accuracy.
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1974. Children's information processing of television advertising.
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