Consumer behavior “The actions a person takes in purchasing and using products and services”
Psychological Influences Helps marketers understand why consumers purchase or do not purchase Motivation Perception Learning Beliefs & Attitudes
Motivation “The energizing force that stimulates behavior to satisfy a need” Marketers need to stimulate this need to move to purchase
Perception “The process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world” https://www.youtube.com/watch?v=51Rd4tp6wpg https://www.youtube.com/watch?v=51Rd4tp6wpg
Learning Behavioral learning Developing automatic responses to situations built through repeated experience Stimulus generalization: response by one stimulus is generalized to another Ex. Using packaging similar to a popular brand Stimulus discrimination: ability to perceive differences in stimuli Cognitive learning Learn by thinking and reasoning Brand loyalty A favorable attitude toward a brand in which the consumer consistently buys the same brand over others
Personal Influences - Personality Personality is the inner psychological characteristics that determines and reflects how a person responds to his or her environment. The Nature of Personality Personality varies from person to person Personality is consistent and enduring Personality can change with time
Raymond Cattell Reduced the number of main personality traits from a list of over 4,000 down to 16 by means of a statistical technique called factor analysis 1905-1998
Hans Eysenck Developed a model of personality based on preferences for different forms of factor analysis. He came upon with 3 universal traits. 1916-1997
Theories of Personality Introversion/Extraversion Introversion involves directing attention on inner experiences, while extraversion relates to focusing outward on other people and the environment. Neuroticism/Emotional Stability This is related to moodiness versus even temperedness. Neuroticism refers to an individual’s tendency to become upset or emotional, while stability refers to the tendency to remain emotionally constant. Psychoticism Individuals who have difficulty dealing with reality and may be antisocial, hostile, non-empathetic, and manipulative.
Personality Determinants Heredity Environment Culture Family and social background
Purchase Based On Economic Situation Q. What factors affect the economy?
Social Influences Reference Groups Norms Rules Status Conformity Membership Groups Formal Informal Non-membership groups Aspirational Avoidance
Social Factors Reference Groups The Initiator The Influencer The Decision-Maker The Buyer
Social Factors Social roles and status Family MOST INFLUENTIAL Family Life Cycle
Beliefs & Attitudes Attitudes are shaped by our values and beliefs, which are learned Create favorable or unfavorable ideas about a product or brand Attitudes and Attitude Change They are learned They are predispositions They are consistent They are the link between perception and behavior They are a “hypothetical construct”
Marketing Approaches to Attitude Change Change beliefs about brand attributes Healthy Change perceived importance of attributes Made from sustainable material Add new attributes Different kinds/styles
Attitudes Receiver's Emotions Emotional Security Assurance of Worth Ego Gratification - https://www.youtube.com/watch?v=1UzoO_n8Neo https://www.youtube.com/watch?v=1UzoO_n8Neo Creative Outlets Love Objects - https://www.youtube.com/watch?v=LRpmFk8aXOU https://www.youtube.com/watch?v=LRpmFk8aXOU Sense of Power - http://www.denverpost.com/news/ci_25048554/top-five-2014- super-bowl-commercials http://www.denverpost.com/news/ci_25048554/top-five-2014- super-bowl-commercials Sense of Roots - http://www.ispot.tv/ad/7nDR/budweiser-red- white-and-blue-summer-song-by-miike-snow http://www.ispot.tv/ad/7nDR/budweiser-red- white-and-blue-summer-song-by-miike-snow Immortality
Cultural Influences Culture is defined as the learned patterns of traditions, beliefs, values, norms, meanings, and symbols that serve to regulate the behavior of members of a particular society.
Culture and Consumer Behavior Culture is the ‘lens’ through which people view products and try to make sense of their own and other people’s consumer behavior. The relationship between consumer behavior and culture is an exchange.
Subculture Subculture African American Hispanic American Asian American Ethnic & Racial Subcultures High-context Culture De-ethnicization