cb individual determinants
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Individual determinants of CB-Individual determinants of CB-PersonalityPersonality
Understanding the nature of individualdifferences is a important building block inthe psychological foundation of humanbehaviour
Personality produces life styles which in turnare closely related to social and cultural
influences, standard of living and therebybuying behaviour.
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PersonalityPersonality
Personality is a totality of a persons makeup
rather than focussing on specific actions in aparticular situation
Segmenting markets on the basis ofpersonality traits is on the belief thatconsumers make purchase decisions thatreflect their personalities
Advertising and marketing people have everytime targeted specific personalities
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Meaning of personalityMeaning of personality
Unique combination of factors in persons likeselfconfidence,dominance,autonomy,defence,sociability,defensiveness and adaptability
Its defined as those inner psychologicalcharacteristics that both determine andreflect how a person responds to his or herenvironment
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Nature of personalityNature of personality
It is the essence of individual differences
Its a unique combination of different individualcharacteristics
Many individuals tend to be similar in one ortwo characteristics but they cannot be alike
Personality thus helps a marketer to categorizepeople in to different groups on the basis ofsingle or few traits and also enable them to
segment the market
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Personality is consistent andPersonality is consistent andenduringenduring
Personality is permanent and long termcharacter
Marketers can learn which personality traits
can influence consumer responses
In spite of stable nature of personality CB may
vary because of social,cultural,psychologicaland eviromental factors that affectbehaviour
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Personality can changePersonality can change
Unforeseen happenings like a major accidentdeath of a dear one
A major career promotion or demotion
Change in the status and structure of family
Personality also change gradually in amaturing process.
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Measuring personalityMeasuring personality
Rating methods- Using standardised rating scales and one or
more evaluators assessing the personalitycharecteristics
Informal interview with the individualsconcerned and rating them
Observation of the individuals behavior in adesigned setting or in own environment
The success of this studies on the personalitycharecters chosen and skills of the evaluators
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Situational testsSituational tests
A situation is given to a particular group andpersons are allowed to interact with eachother,behaviour of each persons in the groupare observed and measured
The next is stress test where an individual isput in to a pressure situation.His reacting tothe situation is assessed and rated.
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MotivationMotivation
The word motivation is derived from the latinword Movere which means to move
Its a psychological concept that mobilises
bodily energy and directs it in selectivefashion to goals in the external environment
Garry dessior defines motivation as areflection of a persons desire to fulfillcertain needs
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Types of motivationTypes of motivationPhysiological vs psychogenicPhysiological vs psychogenic
Physiological motives are oriented towardssatisfying biological or physiological needs ofthe individual like hunger,thirst etc
Psychogenic motives focus on the satisfactionof their psychological desires such as
seeking achievements or status
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Primary and selectivePrimary and selectivemotivesmotives
A primary influence involves buying behaviuordirecting towards a generic product
Selective influence guides choices betweenproducts or stores or models
For eg: a individual decides to purchase a TV isa primary influence but to decide which model to
buy is a selective influence
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Conscious and unconsciousConscious and unconsciousmotivesmotives
Conscious motives are ones the consumersare quite aware
Unconscious motives influence consumersbut they are not aware of them
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Rational vs emotional motivesRational vs emotional motives
Rational motives are those where peoplebehave rationally in making purchasesconsidering all alternatives
Emotional motives imply selection of goalsaccording to personal or subjective
criteria like pride,status etc
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Positive vs negative motivesPositive vs negative motives
If they have positive influence onconsumers,they are positive motives and ifits a negative influence its a negativemotive
Positive influences attract consumers towardsdesired goals while negative ones directthem away from desirable consequences
Positive motives are needs,wants,desires etcwhereas negatives are fears or aversions
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The role of motives in CBThe role of motives in CB
Defining basic striving
Motives influence consumers in identifyingtheir basic strivings
Basic strivings include general goals such assafety,affiliation,achievements and otherstates which consumer seek to achieve
To guide behaviour in a general way acrosswide variety of decisions and activities
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Identifying goal objectsIdentifying goal objects
Consumers think products and services as
their goal objects and not as a means ofsatisfying their motives
Identifying products and services as goalobjects is of great importance to marketersas they can be influenced
The promotional efforts also will be targettedto these goal objects
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Influencing choice criteriaInfluencing choice criteria
Product features influence the consumerschoice criteria
Marketers need to explain the product features
to influence their choice
Marketer also can inform consumers about a
particular criteria and how well the productmeets the criteria
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Directing other influencesDirecting other influences
At a more fundamental level motives affect
the individual determinants of perception,learning, personality, attitudes and howpeople process information
It also results in directional influences onbehaviour eg:Motives influence informationprocess info processing and ultimately the
inferences
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Consumer perceptionConsumer perception
Perception can be described as the processby which an individul selects, organizes andinterprets stimuli into a meaninful andcoherant picture of the world
A motivated person works to the best of hisability,but how he actually acts dependsupon the perception of the situation
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SensationSensation
Its the immediate and and direct response ofthe sensory organs to simple stimuli like anadvertisement, a particular brand etc
The absolute threshold is the lowest level atwhich an individual can experience asensation. Its a point which a person canunderstand the difference between
something and nothing
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Sensory adaptation andSensory adaptation anddifferential thresholddifferential threshold
A marketer must understand the changerequired to create a sensation amongviewers.For eg:A commercial appears in the
same time continously after some period oftime the viewers get used to it that they nolonger see it
The differential threshold is the minimaldifference that can be detected betweentwo stimuli or the just noticeable difference
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Marketing application of jndMarketing application of jnd
Negative changes like price increase ,reducedquality etc and not discernable to the publicimmediately
Product improvements are discernable toconsumers without being wastefully
extravagant
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Peceptual selectionPeceptual selection
Consumers are by nature selective and theyunconsciously exercise a great deal ofselectivity as regards to different stimuli
present in the environment
In total people actually percieve only a small
fraction of the stimuli to which they areexposed
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Factors on which stimuli getFactors on which stimuli getselectedselected
Nature of the stimulus-Marketing stimuliinclude an enormous number of variableswhich affect the consumers perceptions
such as the nature of the product,itsphysical attributes,branding,packaging etc
Contrast is one of the most attention drawingattributes of a stimulus and advertisersusually use this attention getting device toachieve the maximum contrast and drawattention of the consumers
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Expectations and motivesExpectations and motives
Consumers expect to see what they used tosee usually based on the past experience orhow they perceive it to be seen
They tend to perceive products and productattributes according to their expectations
Motives or needs perceive things ,the stronger
is the need the greater is the tendency toreceive related stimuli and ignore theunrelated stimuli in the environment
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Distorting influences onDistorting influences onperceptionperception
Physical appearance-People tend to attributequalities they associate with certain peoplewho may resemble them
They may consciously recognize the similarity
Eg:Physical appearance and attraction to amodel are more persuasive and have apositive influence on customers attitude
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Stereotypes-People tend to carry pictures intheir minds of the meaning of various kinds
of stimulus For eg:an young man isperceived as a hero bearing all the odds
The stereotypes serves as expectations ofwhat specific situations or people or eventswill be like
Recent studies indicate that stereotypes arechanging
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Respected sources-Customers tend to giveadded perceptual weight to advice coming
from sources we respect being experts intheir fields
Marketers while advertising their products usecelebrities or known experts to sponsor theirproducts or give testimonials to theirproducts
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Irrelevant Cues-In making a perceptualjudgement consumers often respond toirrelevant cues or stimuli
For eg:Many automobiles are not purchsedfor their techinical excellence but for
attractive features like upholsery,flashylights etc
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Learning -DefinitionLearning -Definition
Consumer learning is the process by which
individuals acquire the purchase andconsumption knowledge and they apply tofuture related behaviour
Learning is a never ending process and itcontinuously evolves and changes as resultof newly acquired knowledge
Learning can be viewed as a relativelypermanent change in behaviour occurring asa result of experience
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Features of learningFeatures of learning
Knowledgecanbeacquiredfromreading,observa
tion or thinking
Learning is gained either from acquired
knowledge and experience
Learning can be intentional and incidental
Learning results in relatively permanentchanges in behaviour
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Types of learning behaviourTypes of learning behaviour
Physical behaviour
Generally we learn physical behaviouralpatterns useful in variety of situations inevery day life
As consumers we learn methods of respondingdifferent situations while purchasingproducts
Consumers also learn some physical activitythrough modelling process imitating
behaviour of their role models inadvertisements
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Symbolic learning and problemSymbolic learning and problemsolvingsolving
Symbolic learning is through the developmentof languages
Symbols communicate the message efficientlyto consumers through vehicles as brandnames and signs and symbols
These symbols carry positive images of themarketers to the consumers and they easilyidentify them
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Affective learningAffective learning
Consumers consider certain elements of their
environment valuable and others theydisregard
Consumers learn from their environment whatare their needs,wants ad goals and whatproducts satisfy these needs
On the basis of this learning consumersdevelop their favourable and unfavourableattitute towards their company as well as itsproducts
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Basic principles of learningBasic principles of learning
Motives Motives arouse individuals,thereby increasing
their readiness to respond
This arousal function is essential,since itactivates the energy needed to engage inlearning activity
Motivation is based on needs and goals andgoals and then acts as a spur to learningwith needs and goals serving as stimuli
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CuesCues
A cue is viewed as a weak stimulus not strongenough to arouse customers,but it is capableof providing direction to already motivatedactivity
Its interesting to note that consumersfrequently about such cues which areessential before making a purchase
Cues serve to direct consumers drive whenthey conform to consumers expectations
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ResponseResponse
A response may be viewed as a mental or
physical activity the consumer makes inreaction to a stimulus situation
Response appropriate to a particular situationare learned through experience over time,infacing that situation
Over time learning will modify the responsehierarchy so that other responses have achance of occuring
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Re - inforcementRe - inforcement
Reinforcement means the likelihood of
repeating the same response in the future asresult of particular cues or stimulus or in asimilar situation.
Some theorists are of the view that an explicitreward for a response is not necessary tobecome part of learned behaviour
Sometimes our behaviour is reinforced subtlythat we may not even be aware of it
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Theories of learningTheories of learning
Various theories of learning have been
developed to explain different aspects oflearning
The major groups are 1,Cognitive theories and2,behavioural theories
Behavioural theories are also referred asstimulus response theories as learning takesplace as result of external stimuli
Behavioural theories are classified on the typeof conditioning in to 1,Classical conditioningtheory and 2,instrumental conditioningtheory
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Classical conditioning theoryClassical conditioning theory
In general the word conditioned has come tomean an automatic response to a situationbuilt up through repeated exposure
A simple association of two objects or stimuliunderlies much of todays advertising
Ivon pavlov,a russian psychologist has doneextensive studies in to it
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Basic principles of conditionedBasic principles of conditionedlearninglearning
Repetition-
Consumer may learn a message whichmarketers want to impart by repeated
exposure of the same message throughadvertising
This will also familiarize the brand name andproduct name to the consumers
Researches also believe that the repetitionincreases the strength of association withthe product and makes slow the process offorgetting or decay
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Stimulus generalisationStimulus generalisation
According to the classical conditioningtheorists learning depends not only on therepetitions but also on the ability of
individuals to generalise
Stimulus generalisation explains why imitative
products crowd on to the market after theintrouction of innovative product
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Stimulus discriminationStimulus discrimination
Its opposite to stimulus generalisation and
results in the selection of a specific stimulusfrom among similar stimulus
The consumers ability to discriminate amongstimuli is the basis of positioning strategywhich seeks to establish a unique image fora brand in the consumers mind
For marketers who enter late the best strategyfor them is to highlight unique charactersand unique price
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Instrumental conditioning theoryInstrumental conditioning theory
According to BF Skinner most learning takesplace in an effort to control the environmentie to obtain favourable outcomes
Instrumental conditioning is to establishconnection between stimulus and responsethrough trial and error process
One behaviour of the individual results in morefavourable response than other behaviours
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The reward reinforces the behaviour whichresults in more favourable response,its
instrumental in teaching the individual aspecific behaviour that gives him morecontrol over the outcome
The consumer tries a number of brands of aparticular product and continues trying untilhe find a suitable brand that satisfies himfulfilling his needs,which he continues to use
Cl i l l
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Classical vs InstrumentalClassical vs Instrumental
In instrumental learning the experimenter controlsthe reward,its action of the subject that causesreward to happen
In classsical conditioning the learners response is
involuntary
In instrumental learning learned response is theresult of trial and error
Classical conditioning is used to learn very simplekinds of behaviour whereas instrumentalconditioning is helpful in explaining complex
activities
Instrumental conditioning andInstrumental conditioning and
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Instrumental conditioning andInstrumental conditioning andmarketing strategymarketing strategy
Marketers prefer instrumental learning theory toclassical learning theory as it tends todescribe better than the other howconsumers learn more about goods to be
purchased
Consumers like to learn great deal of
information before it conditioned to aparticular brand of product
Eg:purchase of a car needs to have more details
provided to a customer than co and brand
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Cognitive theory of learningCognitive theory of learning
According to cognitive theorists ,a considerable
amount of learning takes place as a result ofconsumer thinking and problem solving
In cognitive theory the theorists stress theimportance of perception,problem solvingand insight
The viewpoint says that much learninghappens through mental activity discoveringmeaning patterns that enable us to solveproblems
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These meaningful patterns are termed asgestalts, and cognitive theories rely heavily
on the process of insight to explain thedevelopment of gestalts
According to cognitive theories ,when an
individual is confronted with a problem wetend to get tensed and seek a solutioninstantly
More likely we search for information andcarefully evaluate what we learn in to thebest decision
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Information processingInformation processing
Like computers human mind is also engagedin processing of information which itreceives as inputs
The processed information gets stored in thehuman memory
The process includes how information getsstored and how it is retrieved
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The structure of memoryThe structure of memory
Information processing occurs in stages
According to one widely accepted view thereare temporary storehouses of informationbefore they are processed
In this model there are three separate store
units sensory store,short term store andlong term store
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Sensory storeSensory store
All information come only through senseorgans-visual, auditory and sense organs
The image of sensory input lasts for just a
second or less in minds sensory store and itslost through unless sufficient attention ispaid to sent it to the short term store
Eg:if you look at the TV for few seconds andlook away,we retain the image for somemore time.
ShSh t t t
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Short term storeShort term store
It can be viewed as a workplace for informationprocessing
Its a portion of memory activated to
temporary store and process info to interpretit.
Its a storage for brief period say for a minuteor two
For eg:if someone looks at a no,he forgets itbefore even dialing it if its not rehearsed