Chapter 1 Consumer Behaviour, Second Edition Martin Evans, Ahmad Jamal Gordon Foxall Cardiff Business School ISBN:978-0-470-99465-8 Chapter 1 © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Chapter Objectives Explain the concept of consumer behaviour Describe the consumption process Explain how consumers are motivated to satisfy their needs Examine ways of defining consumer needs: Maslow’s and Freud’s perspectives Define consumer values 2 © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

What is Consumer Behaviour? Συμπληρώστε την πρόταση: Για μένα, συμπεριφορά καταναλωτή είναι......

Consumer Behaviour Defined The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. Reflects totality of consumer’s decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by (human) decision-making units (over time). Consumption plays an important role in our social, psychological, economical, political, and cultural lives. Consumer Behaviour explores the “why”, “what”, “how”, “how much” and “when” of the consumption process

What is Consumer Behaviour? Hoyer & MacInnis, 2008

Multiple Roles… Multiple Factors Hoyer & MacInnis, 2008

Decision Making & Consumption ENVIRONMENT Culture Social status Income Education Reference Groups Family Social Values Marketing Mix PERSONAL FACTORS Motivation Perception Learning Attitudes Personality DECISION MAKING PROCESS Problem Identifi- cation Solution Search Evaluation of Alternatives P U R C H A S E Post Purchase Behaviour

Consumer Needs, Wants, Motives and Values © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Do you agree, or disagree……..?? Customer Motivation “Marketing Creates Needs” Do you agree, or disagree……..?? © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

A want is a satisfaction of a need Marketing doesn’t create needs, but exploits them by reminding us of salient needs at the right time Marketing encourages us to want brand X by associating its acquisition with the satisfaction of a need Even physiological hunger might lead to a want for a Bounty Nat (chocolate/coconut bar advertised in an island paradise context): imagery suggests hunger satisfaction but also a kind of inner utopia! A want is a satisfaction of a need © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

The Homeostasis Need Satisfaction Deprivation Homeostasis A need is an internal state of tension caused by disequilibrium from an ideal or desired state We strive for a state of equilibrium (Homeostasis) Physiological needs (e.g. hunger) move us away from this… but so do social and psychological needs Motivation drives individuals to move from one point to another. It is an “. . . an inner state of arousal that [creates] . . . energy to achieve a goal. ” (Hoyer & MacInnis, 2008) © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Nicorette is targeting consumers who have a specific goal: They want to quit smoking. © 2007 GlaxoSmithKline Consumer Healthcare, LP.

Biogenic drives: such as hunger & thirst originate from our physiology. Psychogenic drives: such as to achieve a certain status originate from our social & cultural environment and psychological make up. Cognitive Motives: we are motivated to adapt to our environment and achieve a sense of meaning. Affective Motives: we are motivated to attain emotional goals and to achieve satisfying feeling states McGuire (1974) © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Different Kinds of Motivation Internal External Positive Pleasure, comfort Attractive goods and services, attractive situations Negative Pain, discomfort Unattractive goods and services, unattractive situations © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

How to identify consumer needs? Hoyer & MacInnis, 2008

Maslow’s Hierarchy of Needs © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Maslow’s Hierarchy of Needs Examples of how marketers have targeted Maslow’s ‘cognitive’ needs  consumers motivated to learn Rather than focusing on complex medical information, this ad for Eucerin focuses on the endorsement by the Skin Cancer Foundation and thereby enhances consumers’ ability to process information about this product. The ad copy also states that Eucerin is the brand recommended by dermatologists. A website is provided for consumers who are motivated to learn more about the product. Reproduced by permission of Volvo Car UK Ltd. and Abbott Mead Vickers BBDO © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans Beiersdorf Inc. © 2008

The Freudian Approach to Needs Id Superego Ego Naughty Nice Naughty but Nice © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Id appeal within what are socially acceptable products Phallic symbolism of design or packaging (e.g. E-type Jaguar, Flake) © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Good vs. Real Reasons for Buying: Naughty, Nice, Naughty But Nice Id Superego Ego Maybe you can think of examples for you and the people you know! Source: Ann Summer’s, www.annsummers.com (id), Freemans Plc, www.freemans.com (superego and ego) Source: Ann Summer’s, www.annsummers.com (id), Freemans Plc, www.freemans.com (superego and ego) © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Even ice cream has been promoted with a ‘free the Id’ appeal using the copy headline of ‘Lose Control’ © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Manifestations of Id in advertising… Could these tap the Id in a socially acceptable way? Why or why not? © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Consumer Values Critical determinants of consumer behaviour “An enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state” How things “should be” rather than how “they are”

Consumer Value Systems More centrally held Global Values Enduring beliefs about desired states of existence or models of behaviour Domain Specific Values Beliefs relevant to economic, social, religious and other activities Source: D. Vinson, J.Scott and L.Lamont; The Role of Personal Values in Marketing and Consumer Research, Journal of Marketing 41 (April 1977), Evaluation of Product Attributes Evaluative beliefs concerning product activity Less centrally held Source: D. Vinson, J.Scott and L.Lamont; The Role of Personal Values in Marketing and Consumer Research, Journal of Marketing 41 (April 1977) © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Summary You should now be able to: Distinguish between needs and wants Apply theories of motivation to how consumers behave Explain consumer values and how they relate to motives Define motives for ‘going shopping’ Demonstrate awareness of motivation research techniques, their nature and applications © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans