1. Chapter 1 Consumer Behaviour, Second Edition Martin Evans, Ahmad Jamal
Gordon Foxall
Cardiff Business School
ISBN:
Chapter 1
© 2009 John Wiley & Sons Ltd.

2. 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.

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

4. 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

5. What is Consumer Behaviour?
Hoyer & MacInnis, 2008

6. Multiple Roles… Multiple Factors
Hoyer & MacInnis, 2008

7. 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

8. Consumer Needs, Wants, Motives and Values
© 2009 John Wiley & Sons Ltd.

9. Do you agree, or disagree……..??
Customer Motivation
“Marketing Creates Needs”
Do you agree, or disagree……..??
© 2009 John Wiley & Sons Ltd.

10. 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.

11. 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.

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

13. 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.

14. 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.

15. How to identify consumer needs?
Hoyer & MacInnis, 2008

16. Maslow’s Hierarchy of Needs
© 2009 John Wiley & Sons Ltd.

17. 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.
Beiersdorf Inc. © 2008

18. The Freudian Approach to Needs
Id Superego
Ego
Naughty Nice
Naughty but Nice
© 2009 John Wiley & Sons Ltd.

20. 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.

21. 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, (id), Freemans Plc, (superego and ego)
Source: Ann Summer’s, (id), Freemans Plc, (superego and ego)
© 2009 John Wiley & Sons Ltd.

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

23. Manifestations of Id in advertising…
Could these tap the Id in a socially acceptable way? Why or why not?
© 2009 John Wiley & Sons Ltd.

24. 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”

25. 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.

26. 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.