Consumer Behavior

Jeremy Kees, Ph.D.

Intrapersonal Factors

• Needs and Motives• Perceptions• Attitudes• Learning• Self-Concept

Needs and Motives

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Self-Actualization

Perceptions

• Key variable in marketing• Recall our lecture on the Consumer

Decision Making Process…

Attitude

• Components of Attitude:– _________: What we think– ___________: How we feel – __________: How we act

• Strategies for changing consumer attitude…

Learning

• Drive• Cue• Response• Reinforcement• Implications for marketing…

Self-Concept

• A person’s multifaceted picture of himself or herself, composed of the:– Real self– Self-image– Looking-glass self– Ideal self

Interpersonal Factors

• Culture• Social Influences• Family Influences

Culture

• Culture: values, beliefs, preferences, and tastes handed down from one generation to the next

• What are some characteristics of American culture??

Culture and International Marketing• Culture is perhaps the most critical

aspect of doing business internationally• ____ - ________ ________ = one’s

tendency to judge others based on our own cultural experiences

• _____________ = regarding one’s own culture as superior than another

Culture

• ___________: Subgroup of culture with its own, distinct modes of behavior– Cultures are not homogeneous entities with

universal values– Subcultures can differ by:

• Ethnicity or Nationality• Age or Gender• Religion• Social class or Profession

Culture

Social Influences

• Group membership influences an individual’s purchase decisions and behavior in both overt and subtle ways

• _________ ________:_________ ________: groups whose value structures and standards influence a person’s behavior

Social Influences

• _______ ________:_______ ________: groups whose rankings are determined by occupation, income, education, family background, and residence location

Family Influences

• Family Decision-Making Structures– Autonomic– Husband-dominant– Wife-dominant– Syncratic

• Children’s Influence