consumer behavior lessons

8/17/2019 Consumer Behavior lessons

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CONSUMER BEHAVIOR -

LECTURE NOTES, FELU 2010

LECTURE 1: Introduction to Consumer Behaior

What is Consumer Behavior?

The dnami! intera!tion o" a""e!t and !o#nition$ %ehavior$ and the environment % &hi!h

human %ein#s !ondu!t the !onsum'tion as'e!ts o" their (ives)

*) It invo(ves the thou#hts and "ee(in#s 'eo'(e e+'erien!e and the a!tions the 'er"orm in

res'e!t to !onsum'tion),) It in!(udes the intera!tion o" the environment so!ia( in 'arti!u(ar. and the individua()

There"ore it is !onte+t %ound %ehavior !annot %e deta!hed "rom its 'hsi!a($ so!ia( and!u(tura( surroundin#s. and dnami! thin/in#$ "ee(in#s$ a!tions o" !onsumers$ !onsumer

#rou's and so!iet at (ar#e are !onstant( !han#in#.)

A Multidisciplinary theory

• psychology, social psychology, anthropology.

• a comprehensive model that reflects both cognitive and emotional

decision making Consumer

The Whee( o" Consumer Behavior 0eter 1 O(son. is !riti!a( "or deve(o'in# a !om'(ete

understandin# o" !onsumers and se(e!tin# strate#ies to in"(uen!e them) It !onsists o" threee(ements2

• !onsumer %ehavior overt a!tions.$

• !onsumer a""e!t and !o#nition "ee(in#$ thin/in#. and

• !onsumer environment 'hsi!a( and so!ia(.)

Mar/etin# strate# is 'ositioned in the midd(e o" the &hee($ %e!ause3

It is a re!i'ro!a( sstem$ as an o" the three e(ements !an %e either a !ause or an e""e!t o"

a !han#e in the other e(ement)

Consumer ana(sis !an %e !ondu!ted at various (eve(s2So!iet Cu(tura( identit$ 4an#ua#es$ So!ia( so(idarit.$ industries 3.$ mar/et se#ments

3.$ individua(s

5or e+am'(e2

I" 6ra"t 5oods in!) &ere to (aun!h their most 'o'u(ar 'rodu!t$ Mi(/a Cho!o(ate in India$&ithout !han#in# the 'rodu!t &ra'$ the &ou(d ma/e a ver %i# mista/e) Sin!e Co&s are


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!onsidered as ho( anima(s$ and the !o(or o" 'ur'(e re'resents #rie"$ most Indian 'eo'(e

&ou(d "ind this ne& 'rodu!t rather o""ensive)

There are a(so e+am'(es o" 'rodu!ts (aun!hed in di""erent !ountries$ &here the name o"

the 'rodu!t !an %e 7uite o""ensive in the native (an#ua#e o" the ne& !ountr)

A.S.S. Concert & Promotion (Hamburg, Germany), art (Polish !uice),i."eat bla##(German Mp$ player), %ids#change consignment store)

Consumer studies are mu(tidis!i'(inar$ &hi!h means that de'endin# on the 'oint o" vie&either mi!ro or ma!ro !onsumer %ehaviour.$ di""erent s!ien!es 's!ho(o#$ so!io(o#$

anthro'o(o#$ e!onomi!s$ ))). !an %e used "or investi#atin# !onsumer %ehaviour)

Consumer %ehavior /no&(ed#e !an %e used % three #rou's2

• Com'anies

• 0u%(i! and non-'ro"it or#ani8ations

• Consumers

The !onne!tion %et&een mar/etin# strate# and !onsumer %ehavior is 3)

5or %usinesses understand !onsumer %ehavior is im'ortant to %e a%(e to tar#et their

'rodu!ts and their mar/etin# on the ri#ht tar#et #rou's)

As a resu(t$ !onsumer %ehavior /no&(ed#e %e!omes a sustaina%(e !om'etitive advanta#e$

&hi!h means that3Com'an not 'ursues their o&n industr avera#e 'ro"ita%i(it rather to the su'erior

'ro"ita%i(it)

IN-C4ASS 9ISCUSSION:E;AM04ES2

The stor o" Water

4, Consumer resear!h

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Edit 3

Consumer researchsstemati! and o%@e!tive 'ro!ess o" #atherin#) Re!ordin# and ana(8in# data tounderstand and 'redi!t !onsumer thou#hts$ "ee(in#s and %ehavior)

"All children are born artists - The problem is to remain artist as we grow up" - Thismeans that &e have the artist and !reativit in us) Chi(dren are o"ten doin# &hat the&ant - resear!h is (i/e this We are trin# to "ind out ho& ou:or the 'eo'(e are thin/in#

a%out di""erent thin#s:'rodu!ts)

!rimar" s Secondar" data

Secondary data: are data that is !o((e!ted "or somethin# e(se %ut &e !an use it "or our

&or/$ issue) 5or e+am'(e s!anner data (oa(t !ard The !om'an !reates a data%ase$ so

the !om'an /no&s e+a!t( &hat ou are %uin# and &hen) So the !om'an !an "i#ureout man thin#s) Some !om'anies !reate out o" their data%ase s'e!ia( "(iers on( "or our

needs) But itDs di""i!u(t to ana(8e these data%ases$ %e!ause the are ver %i#.$ sndi!ated

data more than one !om'an ma/e a 7uestionnaire to#ether and a(( the !om'anies !anshare the in"ormation. and data%ases)

Primary data:We !o((e!t the data es'e!ia(( "or our tas/$ issue) The data !an %e 7uantitative or

7ua(itative)

#uantitatie s $ua%itatie

uantitative is a%out measure and 'rovin#) As a #enera( ru(e at (east *== 'ersons have to

'arti!i'ate in the surve to %e re(ia%(e$ %ut the a!tua( thresho(d "or re(ia%i(it$

re'resenta%i(it and va(idit de'ends on the !onte+t resear!h #oa(s$ methods used$7ua(it o" data$ et!).) The %est &a to do a 7uantitative surve is to do 7uestionnaires or

e-surves)

ua(itative is a%out understandin#) The sam'(in# is sma(( and re(evant) The most

!ommon &as are intervie&s and "o!us #rou's)

uantitative ua(itative

Foa( Measurement$ 'rovin#$ #enera(i8ation identi"i!ation$ understandin#$ des!ri'tion

Sam'(in# 4ar#e re'resentative Sma(( re(evant

9ata Stru!tured$ numeri! Unstru!tured$ ver%a(

Ana(sis Statisti!s Su%stantive$ inter'retive

Out'ut 0redi!tion E+'(i!ation$ de"inition$ h'otheses

O&sered &ehaior2 ItDs hard to #et %e!ause it demand some a!tion and time) O%servin#a 'erson !an %e ver hard and ta/es a (ot o" time) It de'ends on &hat the 'ro%(em is) The

in"ormation ou #et is hi#h 7ua(it)

Re'orted (to%d) research: ItDs a(( a%out re'ortin#$ a 'erson as/s 7uestions$ and another

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'erson ans&er or re'ort:res'ond to the 'erson that as/ed the 7uestion) But the (imit o"

re'orted resear!h is$ that the 'eo'(e !ou(d ma%e (ie the donDt te(( a(&as the truth.)

Re'orted &ehaior *me* research: A(( 7uestions are a%out DmeD) The 'ro%(ems &ith this/ind o" resear!h is so!ia( desira%i(it addi!ts) 0eo'(e ans&er &hat the thin/ other 'eo'(e

&ants to hear$ and %e!ause the &ant to im'ress on others) The do somethin# that is

desired % others)A (ot o" 'eo'(e are a(so se("-de!eit ma!hines$ the (ie to themse(ves) 0eo'(e !an !onvin!e

themse(ves ho& thin#s are su''osed to %e and then the (ie to themse(ves and thin/ the

are a %etter 'erson) E+am'(e "rom (esson$ re!!(in#)

*+e* research Gohn 6iernon. are mu!h more !riti!a($ o%@e!tive and truth"u() We are

#ood in o%servin# others and itDs a(&as easier to %e honest i" ou donDt have to in!(ude

ourse(" in the dis!ussion) ou are more !riti!a( and trust"u() ItDs a sim'(e and use"u(ta!ti!)

La& research, Out o" !onte+t data !o((e!tion Ma/in# the intervie& or surve in a "a/e

environment$ not !(ose to the rea(it) ou sittin# in an o""i!e and dis!uss a 'ro!ess o"sho''in#. and E+'erimenta( Resear!h Re!reatin#$ or simu(atin# the !onte+t or the

natura( environment) E+am'(e2 Co!a-!o(a store in the head 7uarter in the US) A "u(( store %ui(t u' @ust to o%serve !onsumer %ehavior) ItDs a "a/e environment %ut a ver #ood

e+'eriment).

Fie%d research, Fo throu#h the 'ro!ess &here it a!tua(( ha''ens) ou are a!tua(( there

- (earnin# % doin#) I" the issue is a%out sho''in#$ #o to the store and "u("i(( the sho''in#

to o%serve and as/ 7uestions durin# the 'ro!ess)

Ethno#ra'h2 Cost( and ta/es time %ut itDs ver #ood to #et more and %etter in"ormation)Fo sho''in# % ourse(" @ust to a!tua(( %e there and #et the e+'erien!e)

3 approaches to consumer research 1 !s"cho%o-ica% (traditiona%)This method has the most in"(uen!e o" !onsumer resear!h)ou are (oo/in# to an individua($ ho& the ma/e a de!ision$ stimu(i res'onse)It is most(

!o#nitive "o!us o" thin/in#$ emotions.) With this a''roa!h ou tr to measure and it is

most( a 7uantitative resear!h)ou !an ma/e surves ")e+) 7uestionnaire. ande+'eriments are im'ortant that ou see ho& thin#s &i(( !han#e &hen ou !han#e ")e+)

the 'osition o" a 'rodu!t in a store. 2 Inter'retie (Socio.Cu%tura%)ou need to

understand the !ontent - not the individua() ou donDt measure) Norma(( ou use a

7ua(itative resear!h &ith this a''roa!h) / Economic5o!us is on ru(es) 5)e+) #ravititDs a natura( (a&.)The o%@e!t is to 'redi!t &hat ou &i(( do$ %ased on some mode(s:ru(es)

4 0er!e'tion

Edit *, = ,3

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'ecture $ Perception(SBAH Ch.! A"# Ch. $, "% Ch.&'

"erception is defined as the process of attaining aareness or understanding o* sensoryin*ormation (and therefore the environment' such as sights, sounds, smells. t is an internalprocess.

)urthermore, the perception process consists of different stimuli (sights, sounds, smells, tastesand te*tures' +hich are perceived by sensory receptors (eyes, ears, skin, ...'. After receiving,attention is paid to the stimuli and our brain interprets it a meaning of the stimuli is created and+e react +ith a certain response +hich leads to the perception.

About &--/ of stimuli are perceived by our visual organ, our eyes ( Ho+ people perceive andthink. 0ote1 semiotics gives you important notions on this field. Concepts as sign, signified orsignifier and referent sho+ us that the image is indeed one of the first relations to be made byhumans'. But also other senses are important, but mainly having an unconscious effect, likesounds, +hich are mainly perceived as background stimuli (sounds can also be perceived asforeground stimuli! Affects mood! is an important pillar for communication'. 2he smell is usuallythe first thing +e are recogniing, even if +e are doing that +ithout realiing (it is primary,

subconscious, emotional1 the first and the fastest, smells activate memories'. Ho+ever, the +ay+e smell something also influences the +ay, +e see things. Senses for tastes are strongly boundto smell, +hereas feeling te*tures is bound strongly to +hat +e see. 2his makes those t+osenses more personal and intimate (because they re4uire presence' and as said they arestrongly bound to other senses. 2he +ork of the sensory receptors is follo+ed by some kind ofattention, together being considered as sensation (culturespecific5conte*tdependent'1 2here isholistic and synesthesic sensation.

mportant for consumer behaviour is to realise that usually consumers are not e*posed to onespecific, isolated sensory stimuli, because senses +ork in unison. n connection +ith this fact, socalled Synesthesia should be mentioned, +hich describes involuntary 6umps into associatedsensory or cognitive path+ays. 2his means that one stimuli can trigger another one, concerning adifferent sensory receptor.

)urthermore perception is related to the conte*t, for e*ample there are differences bet+eengenders or bet+een people +ith different ages.

Attention means the degree of focus on stimuli during e*posure. t describes your selectivity. 7ecan distinguish t+o levels of control concerning attention12he focal attention (8mode' +ith a high level of control means that +e are able to decide +hat+e perceive. 2he preconscious attention (9mode' +ith a lo+ level of control means that most ofthe time our perception is unconscious and everything happens automatically. )or sure the 9mode is more interesting to marketers for the simple reason that it offers more possibilities toinfluence the consumers.

Sensation + Attention + Comprehension (+esponse) select, organie and interpret stimuli

(SBAH'.7hat is changed5controlled by :arketing; < = ">s1 "roduct, "romotion, "rice, "lacement affectour perception.Consumers attention is limited. n a +orld of a trillion different everchangingoverlapping thingshappening at the same time, people activate filters to +hat they pay attention to, they focus on+hat they believe they need at each moment. 2he consumers- e#posure to in*ormation maybe intentional or accidental but is al+ays selective1 :arketers e*plore this by facilitating access toinformation, ma*imiing accidental e*posure and monitoring its levels. :ost of the marketingstrategies is based on accidental e*posure, +hich on one hand is less and less effective,


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because the +orld +e live in is al+ays bombarding us +ith ne+ informations.

mpulse purchases represent -/ of those made in a supermarket.

:arketing mplication1 strategies that take this into account1 highly visual communication,attention to the background and ?subconscious@ attention.

Being dynamic, attention changes and flo+s but some patterns can be identified and these arecarefully e*plored by :arketers.eterminant )actors to the Attention paid1 Affective States nvolvement and "roduct no+ledge Dnvironmental "rominence (ne+, usual, strong stimuli,E'Dach of these factors is taken into account by marketing1 ad and medium features, status of thebrand, E /nterpretation (comprehension F integration'GHo+ do +e perceive; gestalt psychology SBAH &-&2aking the brain as a holistic, selforganiing +hole, people>s interpretation of e*ternal stimulicontribute to the creation or activation of Memory and %noledge. 2hese actively affect one>s

attitudes, intentions and decisions, in an eternal cycle that +ill change the +ay one interprets thefollo+ing stimuli."erception and Cognition coe*ist and happen very close to each other.

2he perception process consists on three stages1 selection, organi0ation and interpretation.Selection1 t>s the first one, +ere +e select stimuli +e attend.%rganiation1 t>s the second one. 7ere +e arrange the stimuli (information' so +e canunderstand or make sense out of stimuli.2he third one is interpretation1 t>s the stage +ere +e attach meaning to the stimuli. %urinterpretations are sub6ective and based on our values, needs beliefs, e*periences, e*pectations,involvement, selfconcept, and other personal factors.

These three sta#es have more to do &ith the !u(ture$ so!iet and 's!ho(o#$ &hi(e the

sensations &e "ee( are more %ased on medi!ine and %io(o#)


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SemJtKtu(o)@'#

%rganiation and nterpretation stimuli are not really t+o actions, the sensorymotoric system andthe cognitive system are not separate 7e learn ho to perceive. 7e learn by perceiving.

/1C'ASS 2/SC3SS/41 Consumer Perception in etail Settings Creating a Store Dnvironment1 the :arketing play +ith senses and perception to enhance theshopping e*perience < the ultimate evidence that environment change the consumers> behavior,enhancing satisfaction, placement and efficiency. Ietailteinment1 a ne+ +ay of sellingHo+ far can sellers go to sell their products; < ?time itself is manipulated@, ?disorientate theshoppers@, ?create moments of happiness and delight@, seduction.Selective focus and attention, 8 and 9 modes, vista and eye level position < consumers are ?blindto +hat they do not intend to see@ < marketing implications.?7hy do +e say that retailing has to reinvent or go back to its theatrical5sensory beginnings;@

Appeal to every sense! Stand out from a mass of undifferentiated products and sellers. )rom:ass Consumption to "ersonalied Consumption1 a trend can be perceived today to move from a4uest for sterile, e4ual, standardied products made for the masses to a demand for a morepersonalied shopping. D.g. Jourmet products, more e*pensive but richer and uni4ue.

4> Motivation

Edit = = ,3

Motivation is: the process of encouraging and directing the individual towardspecific activity.

Each market segment has its characteristics: Purchase objects (what),objectives (why), organiation (who), occasion, place.

• !ho" (it will show us the personal, group and cultural differences)

• !hen and where" (pointing out the situational and conte#tual

differences)• $ow" (to choose cognitive and affective processes to achieve a goal)

• !hat" (kind of consumption items and consumer behavior are we talking

about)

In terms of motivation the most important is WHY - %otivation: Is aquestion about consumption motives, goals and desires.It’s very dicult to anser to this one.

How do we understand why people do things?L 9ire!t O%servation2 O%serve !onsumers) Can &e o%serve motivation? Usua(( not) We !ant o%serve the

reasons "or that %ehavior$ on( the %ehavior itse(") So$ it sti(( doesnt ans&er the 7uestion WH)

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L As/in# 7uestions2 severa( 'ro%(ems re(ated$ "or e+am'(e$ 'eo'(e &ou(d not %e honest a%out it the

'ro%(em o" so!ia( desira%i(it the sa &hat &e &ant them to sa and &hat ma/es them (oo/ #ood.)

Se!ond$ the mi#h not %e a&are o" their true motives su%!ons!ious motives see 5reud %e(o&.

So$ ou it si di""i!u(t to as/ dire!t( a%out a 'ersonDs motivation)

Where does the encouragement for behavior came from?

Three %road e+'(anations &here motivations !ome "rom$ to %e seen as &or/in#simu(taneous( in man !ases$ are2 the rat$ the #od$ the artist)L From our &od" rat.2 The ratP 'ers'e!tive assumes that 'hsio(o#i!a( "a!tors %odi( needs.drive motivation$ so a human %ein# is a s(ave o" natureP$ dire!ted % instin!ts (i/e an anima()

This 'ers'e!tive re(ates to the %od and %io(o#i!a( needs) It turns to the natura( s!ien!es tounderstand human %ehavior)

L From mind (-od): The #odP 'ers'e!tive assumes a di""erent vie&'oint2 A 'erson is itso&n #odP$ so it is a%(e to de(i%erate( set its o&n #oa(s$ a!t rationa( and is in !ontro() This

'ers'e!tive re(ates to the mind o" the individua() We %e!ame a&are o" our environment$ &eset #oa(s and &e arran#e a &a to a!hieve them)

L From cu%ture (artist)2 The artistP vie& ho(ds it that 'ersons are in"(uen!ed % #rou's and

'eo'(e tr to e+'ress themse(ves throu#h their %ehavior in a #rou':so!iet:!u(ture) 9i""erentritua(s$ %ehaviors and identities are used "or e+'ressin# onese(" and are the reason "or motivations

a!!ordin# to the artist

5or e+am'(e$ ta/e the !onsum'tion o" !ho!o(atee

o In the QratQ 'ers'e!tive endor'hins (i"t the mood !reatin# 'ositive ener#

and "ee(in#s ran#in# "rom the ha''iness to eu'horia) We !ou(d e+'(ore the!hemistr o" %odi( 'ro!esses invo(ved in !onsumin# !ho!o(ate)

o In the QFodQ 'ers'e!tive) Consumin# !ho!o(ate !an %e seen a rationa(

de!ision made % the individua( !onsumer2 &ei#htin# the 'ros and !ons o"!ho!o(ate !hoosin# the %est !ho!o(ate %ein# in !ontro( % "or e+am'(e

(imitin# oneDs !onsum'tion o" !ho!o(ate

In the QArtistQ 'ers'e!tive2 !ho!o(ate !an have di""erent !u(tura( meanin#s) QMen !annot(ive % !ho!o(ate a(one)))%ut &omen !anQ Ne!tar "or the Fods and !urren! Diferentculture, diferent relation with chocolate. As a result we have diferentways to consume it.)!i"erences beteen these # approaches$

% &st and 'nd focus on the individual% &st is very physical% #rd focus on culture and is more abstract.

otiation is a #enera( term "or a #rou' o" 'henomena that a""e!t the nature o" an

individua(Ds %ehavior$ the stren#th o" that %ehavior and the 'ersisten!e o" that %ehavior

and made u' "rom !om'onents)

o 9ire!tion &hat a 'erson is trin# to do.

o E""ort ho& hard a 'erson is trin#.

o 0ersisten!e ho& (on# 'erson !ontinues trin#.


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&he motivation process:'&%* + -eed + %otivation + ctivity + /oal (wish) and then it starts again, it0slike a circle

Key Motivation Theories

12E30' &$E425 41 %4&6&4- + Psychoanalysis model : inner, deeper reasonsfor behavior: aspirations, dreams, fears 7 more emotional. Emphasis on thehidden, subconscious (3).1reud regarded man as an energy system with the energy divided betweenthree components of personality:+ the 3 (impulse, drive) &his part of our body describes our hidden,subconscious drives (cf. 2& perspective) and forces us to satisfy our needs(devil).

+ the 'PE2E/4 (the conscience, the angel). !e are aware of this part of us.&he 'PE2E/4 tries to control our drives (3).+ the E/4 (mediator, or me) &he Ego acts like a mediator and tries to decidebetween 3 and 'PE2E/4 (devil+angel+decision).

8 %arketing usually tries to feed our 38 Products can also encourage our 'PE2E/4: for e#ample ecological products

&$E42E' 41 -EE30' '&'1&4-

!hat is a need" state of tension or lack. !e divide needs e.g. into:

• utilitarian, which means a desire to achieve some functional or practical

benefit (eating something because it is healthy)• hedonic, which is an e#perimental need, that involves emotional

responses or fantasies (leisure). t is used to meet the consumers9 needsfor e#citements, self+confidence.

In the 'ast !onsumer %ehavior resear!hes &ere more "o!us on the "eatures o" 'rodu!ts&hi!h !an satis" the uti(itarian needs rationa( motives o" %uin#.) No&adas the 'utmore attention to hedoni! motives e)#) the need "or "un or trave(.) Sin!e that time there

has %een a shi"t "rom thin/in# a%out needs$ to&ards !on!entratin# on #oa(s$ &ants and

desires)

Three &asic theories o need satisaction are:


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-9rive Theor "o!us on %io#eni! needs.2 Motivation as a !ir!(e &here needs !ome %a!/

to the same 'oint 'oint o" %a(an!e !a((ed homeostasis.

3rie theor" is %ased on the 'rin!i'(e that or#anisms are %orn &ith !ertain 'hsio(o#i!a(

needs and that a ne#ative state o" tension is !reated &hen these needs are not satis"ied)

When a need is satis"ied$ drive is redu!ed and the or#anism returns to a state o"re(a+ation) This states a!tivities &hi!h he(' us to !ame %a!/ to a %a(an!ed situation is

!a((ed homeostasis A!!ordin# to the theor$ drive tends to in!rease over time and

o'erates on a "eed%a!/ !ontro( sstem$ mu!h (i/e a thermostat)

-E+'e!tan! Theor "o!us on in!entives.2 It is ea!h 'ersons #oa(s and e+'e!tations that

dirve him the re&ards he e+'e!ts to #et.) E+'e!tations are a(&as hi#her than the 'revious one Motivation as a s'ira( &e a(&as &ant to a!hieve more and more our

e+'e!tations %e!ame so hi#h that &e need to !onsume more and more)

In E4'ectanc" theor" i" &e have a #oa($ &e /no& ho& to #et there and &e %e(ieve &e

!an Dma/e the di""eren!eD then this &i(( motivate us to a!t to ma/e this "uture !ome true)And ne+t time &e &i(( &ant to do somethin# more and %etter) 5or e+am'(e in s'ort ou

"irst &ant to %e %est in our o&n area$ then in our !ountr$ a"ter that the %est in the&or(d$ a"ter that ou &ant to %e %etter than no%od %e"ore and so on3

-9esire Theor "o!us on the 'ro!ess and so!io#eni! needs.2

In 3esire theor" the &aitin# somethin# is the #oa() Not the /i(($ %ut the hunt) 5or

e+am'(e in movies the %est (ove stor is the one o" the un"u("i((ed (ove) Its the "a((in# in

(ove and "ee(in# the desire "or some%od$ "antasi8in# a%out him or her thats moree+!itin# than a!tua(( %ein# &ith that 'erson) Consum'tion is o"ten (i/e that strivin# "or

somethin# ou !an never rea(( #et$ %ut the &antin# and "antasi8in# itse(" !an %e

'(easura%(e) When ou do #et it$ ou o"ten "ee( disa''ointed and "ind a ne& tar#et o"desire)

*. 9esire !a'tures the sedu!tive s'irit o" the 'ositionin# o" man !ontem'orar %rands,. 9esire has interestin# re(ationshi's &ith !ontro( e+!ess and (a!/ o" !ontro( over

onese(".

. 9esire is one &a o" dea(in# &ith ver 'assionate !onsumers$ stressin# the emotiona(

or irrationa( side o" !onsumer %ehavior

Other mode(s !an %e 'ointed out %rie"(2

*) C(assi! 's!ho(o# mode(2 (earnin#$ im'u(ses-stimu(i-rea!tions),) so!io(o#i!a( mode(2 !% and human ne!essities and desires are motivated not on( %

'ersona(:individua( reasons %ut a(so the ones 'ostu(ated % so!iet2 !u(ture va(ues$

attitudes$ inte#ration and identit.$ su%!u(ture$ so!ia( !(asses$ ro(e mode(s:#rou's o"re"eren!e) Mar/etin# shou(d ta/e advanta#e and stimu(ate identi"i!ation$ !reatin# a stron#

sm%o(ism around the 'rodu!ts$ asso!iatin# it &ith a !ertain va(ue:messa#e)

) E!onomi! mode(2 the !onsumer (oo/s "or in"ormation and tries to ta/e as mu!h

advanta#e as 'ossi%(e "rom his 'ur!hase)


11/38

>) Mas(o& 0ramid o" Needs Are a(( needs in%orn$ %asi!$

#iven and sta%(e?

as%o5*s hierarch" o needs is a theor in 's!ho(o#$

'ro'osed % A%raham Mas(o& in his * 'a'er A Theoryof Human Motivation) Mas(o& su%se7uent( e+tended the

idea to in!(ude his o%servations o" humansD innate

!uriosit) His theories 'ara((e( man other theories o" human deve(o'menta( 's!ho(o#$a(( o" &hi!h "o!us on des!ri%in# the sta#es o" #ro&th in humans)

sor!es2htt'2::en)&i/i'edia)or#:&i/i:Mas(o&,sJhierar!hJo"JneedsCriti!isms

Criticism on this theor" (5hat 'roessor to%d students in c%ass):

*) The (eve( o" needs !an %e !han#ed % de'endin# on !u(tura( di""eren!e),) It !annot %e ado'ted to a(( human-%ein#s$ %e!ause human-%ein#s a(( over the &or(d are

so di""erent individua(()

) ne!essities in a stri!t order - 'hsio(o#i!a($ se!urit$ so!ia($ se("-.esteem$ auto-a!tua(i8ation:"u("i((ment)

This is a vu(nera%(e mode( - the order !an %e !han#ed and other as'e!ts are not !overed

-X Criticism of the concept of need$ (he hole concept of need isideological, because it helps mar)eters to attribute responsibility fore*cessive consumption to universal needs +and mar)eters dont createneeds mar)eting is portrayed merely as giving the solutions to satisfyneeds of consumers. /ut of course needs are not universal 0 they arealso cultural and acquired through sociali1ation +and mar)eting I2 a

part of culture and sociali1ation.Y)Other mode(s2

- Her8%er# Mode( - as /no&n as Motivation-H#iene Theor or T&o 5a!tor Theor o"

@o% satis"a!tion$ this mode( sas that 'eo'(e are in"(uen!ed % t&o "a!tors2 Motivation

"a!tors and H#iene "a!tors) Motiviation "a!tors are !om'osed % a!hievements$re!o#nition$ &or/ itse("$ res'onsa%i(it$ #ro&th and 'romotion) Whi(e$ H#iene "a!tors

are !om'osed % !om'an 'o(i! and administration$ su'ervision$ @o% se!urit$ 'ersona(

(i"e$ &or/in# !onditions$ status$ re(ationshi's &ith !o-&or/ers and 'a and %ene"its)- M!Fre#or Mode( - As /no&n as Theories ; and $ the are theories o" human

motivation !reated and deve(o'ed "or 9ou%(as M!#re#or) Ea!h theor des!ri%es t&o ver

di""erent attitudes to&ard &or/"or!e and M!#re#or thou#ht that "o((o&ed one o" theset&o a''roa!hes)

Compulsive Consumption

the ds"un!tiona($ ma(ada'tive$ or a%norma( !onsum'tive %ehaviors e+hi%ited %

!onsumers &ho are una%(e to !ontro( the over'o&erin# im'u(se or ur#e to %u)

QAre there an 'rodu!ts ou QhaveQ to #et?Q

http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Abraham_Maslowhttp://en.wikipedia.org/wiki/Abraham_Maslowhttp://en.wikipedia.org/wiki/Developmental_psychologyhttp://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs#Criticismshttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Abraham_Maslowhttp://en.wikipedia.org/wiki/Developmental_psychologyhttp://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs#Criticisms


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Some !onsumers %e!ome !om'u(sive$ and are addi!ted to the sho''in# 'ro!ess

Ina''ro'riate addi!tions2 #am%(in#$ overeatin#

A /e to !om'u(sive !onsum'tion is that the "o!us is on the intera!tion %et&een thesho''er and the sa(es'erson the 'rodu!t mi#ht not ever %e used at a((

-E4cessie Bu"ers 'reo!!u'ied &ith %uin#$ %ut at times$ a%(e to resist the ur#e the!an sto' i" the &ant.

-!atho%o-ica% Bu"ers o%sessive-!om'u(sive and im'u(se-!ontro( disorders the !anDt

sto'.

Marketing system work’s in an away to produce a big amount o people they can with ecessive and pathological behaviours.

Factors linked to compulsive consumption:- 0hs!ho(o#i!a( (o& se(" esteem$ de'ression$ an+iet$ 'er"e!tionism.

- Bio(o#i!a( dru#s$ neuro(o#i!a( "eatures.

- Cu(tura( #ender ro(es$ ear( !hi(dhood e+'erien!es$ !han#in# the so!ia( norms and"ee(in# o" a(ienation)

IN-C4ASS 9ISCUSSION2

The e+'(anation "or !om'u(sive !onsum'tion t'e !onsum'tion that is ds"un!tiona($ma(ada'tive$ or a%norma( !onsum'tive %ehaviors e+hi%ited % !onsumers &ho are una%(e

to !ontro( the over'o&erin# im'u(se or ur#e to %u. e o" !an %e !om'ensator

!onsum'tion) That means %uin# somethin# in order to distra!t ourse(" "rom our rea( 'ro%(ems emotiona($ "inan!ia($ 3.) ou !an "or#et our 'ro%(em "or a moment %ut most

o" the time this !reates ne& 'ro%(ems)

T&o t'es o" %uers2*) E#cessive buyers (preocupied with buying, but at times a%(e to resist theur#e.

,) 0atho(o#i!a( Buers Idea( "or the mar/eteers.)

9is!ussion o" Vivians 'ro%(ems and the roots o" her !om'u(sive sho''in# disorder) A(so

see the on(ine dis!ussion re#ardin# the ro(e o" the "or!e o" &i((P and re(ated ideas)

4 Attitudes

Edit = = >3

3einition o attitudes

A 'redis'osition to eva(uate o%@e!ts or 'roud!ts$ (astin# and #enera( Be!ause attitudesare sta%(e &hi!h distin#uishes them "rom %e(ie"s.$ the !an %e measured) Unsta%(e

'henomena !a a(so %e measured$ %ut the im'(i!ations ho& &e !an use them. o" the

measurement are di""erent))) 5urthermore an attitude has !om'onents2 %e(ie"s$ a""e!t and

http://cb2010.wikispaces.com/L5+Attitudeshttp://cb2010.wikispaces.com/L5+Attitudeshttp://cb2010.wikispaces.com/page/messages/L5+Attitudeshttp://cb2010.wikispaces.com/L5+Attitudes?showComments=1http://cb2010.wikispaces.com/page/history/L5+Attitudeshttp://cb2010.wikispaces.com/L5+Attitudeshttp://cb2010.wikispaces.com/L5+Attitudeshttp://cb2010.wikispaces.com/L5+Attitudeshttp://cb2010.wikispaces.com/page/messages/L5+Attitudeshttp://cb2010.wikispaces.com/L5+Attitudes?showComments=1http://cb2010.wikispaces.com/page/history/L5+Attitudeshttp://cb2010.wikispaces.com/L5+Attitudes


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%ehaviora( intentions "ee(in#$ thin/in#$ doin#.) Attitudes e+ist on di""erent (eve(s #oin#

"orm ver #enera( e+) "ast"ood. to ver s'e!i"i! e+) a s'e!i"i! %ur#er "rom a s'e!i"i!

"ast"ood restaurant.)

+h" do attitudes e4ist6

9i""erent theories tr to e+'(ain attitudes and !onne!ted to'i!s2

• "un!tiona( theor

o there are "our "un!tions &ho have di""erent 'ur'ose)

Uti(itarian "un!tion re&ard and 'unishment.$ We deve(o' some o" our attitudes to&ards 'rodu!ts sim'( on the %asis o" &hether these 'rodu!ts 'rovide '(easure or 'ain) I" a

'erson (i/es the taste o" a !heese%ur#er$ that 'erson &i(( deve(o' a 'ositive attitude

to&ard !heese%ur#ers) Ads that stress strai#ht"or&ard 'rodu!t %ene"its e)#)$ ou shou(ddrin/ 9iet Co/e Q@ust "or the taste o" itQ. a''ea( to the uti(itarian "un!tion)

6no&(ed#e "un!tion attitudes as resu(t o" a need "or order$ stru!ture$ meanin#.$ Some

attitudes are "ormed as the resu(t o" a need "or order$ stru!ture$ or meanin#) This need iso"ten 'resent &hen a 'erson is in an am%i#uous situation or is !on"ronted &ith a ne&

'rodu!t e)#)$ QBaer &ants ou to /no& a%out 'ain re(ieversQ. Attitudes 'rovide meanin#

/no&(ed#e. "or (i"e) The /no&(ed#e "un!tion re"ers to our need "or a &or(d &hi!h is!onsistent and re(ative( sta%(e) This a((o&s us to 'redict &hat is (i/e( to ha''en$ and so

#ives us a sense o" !ontro() Attitudes !an he' us or#anise and stru!ture our e+'erien!e)

6no&in# a 'ersons attitude he('s us 'redi!t their %ehaviour) 5or e+am'(e$ /no&in# that

a 'erson is re(i#ious &e !an 'redi!t the &i(( #o to Chur!h) To a""e!t this "un!tion to!han#e an attitude$ !om'anies se((in# !om'(i!ated 'rodu!ts &i(( tr to sim'(i" it "or the

'otentia( !onsumers e+) the %(ue 'i(( "or the !om'(i!ated 'rodu!t via#ra.) I" a !onsumer

does not /no& or re!o#nise a 'rodu!t$ the !han!e is sma((er that he &i(( trust and %u or

use. the 'rodu!t$ es'e!ia(( i" it !an %e !on"used &ith other 'rodu!ts e+) via#ra 'i((s!ou(d %e !on"used &ith man other dru#s i" it didnDt 'romote itse(" as the Q%(ue 'i((Q and

&as &hite "or e+am'(e.)Va(ue e+'ressive "un!tion e+'ressin# va(ues or se(" !on!e't.$ Attitudes that 'er"orm a

va(ue-e+'ressive "un!tion e+'ress the !onsumerDs !entra( va(ues or se("-!on!e't) A 'erson

"orms a 'rodu!t attitude not %e!ause o" o%@e!tive 'rodu!t %ene"its$ %ut rather %e!ause o"

&hat usin# the 'rodu!t sas a%out him or her as a 'erson e)#)$ QWhat sort o" man reads0(a%o?Q.) Va(ue-e+'ressive attitudes are hi#h( re(evant to (i"e-st(e ana(ses$ &here

!onsumers !u(tivate a !(uster o" a!tivities$ interests$ and o'inions to e+'ress a 'arti!u(ar

so!ia( identit)E#o de"ensive "un!tion 'rote!tin# !onsumers "rom e+terna( threats or interna( "ee(in#s.

Attitudes that are "ormed to 'rote!t the 'erson$ either "rom e+terna( threats or interna(

"ee(in#s o" inse!urit$ 'er"orm an e#o-de"ensive "un!tion) 0rodu!ts that 'romise to he(' aman 'ro@e!t a Qma!hoQ ima#e e)#)$ Mar(%oro !i#arettes. ma %e a''ea(in# to his

inse!urities a%out his mas!u(init) Man deodorant !am'ai#ns stress the dire$

em%arrassin# !onse7uen!es o" %ein# !au#ht &ith underarm odor in 'u%(i!) The %asi! ideais that &e #enera((. &ant to (oo/ #ood in "ront o" others and &e do not &ish that our

e#o is distur%ed) 5or e+am'(e2 via#ra 'i(( 'rodu!ers &i(( minimise the Qem%arassmentQ o"

ere!tion 'ro%(ems % statin# that it is norma( and that a %i# 'art o" the 'o'u(ation !am's


14/38

&ith this /ind o" issues) The e#o &onDt ta/e a hit or at (east a sma((er one. "rom havin# to

%u via#ra !om'ared to a situation &here the !onsumer &ou(d thin/ he &as te on( one

&ith this 'ro%(em)

To !han#e an attitude it is im'ortant to use a(( > "un!tions$ "rom the ver %asi! uti(itarian

"un!tion that a(so e+ists "or anima(s to the more !om'(i!ated va(ue-e+'ressive "un!tion&hi!h is t'i!a( "or humans)

• ABC mode( em'hasi8es the interre(ationshi' %et&een /no&in#$ "ee(in# and

doin#.

o A a""e!t - re"ers to the &a a !onsumer "ee(s a%out an attitude o%@e!t$

e+am'(e2 I am s!ared o" s'idersP)

o B %ehaviour - !onsumers intention to do somethin# &ith re#ard to an

attitude o%@e!t e+am'(e2 I &i(( avoid s'iders and s!ream i" I see oneP

o C !o#nition - the %e(ie"s a !onsumer has a%out an attitude o%@e!t)

e+am'(e2 I %e(ieve s'iders are dan#erousP)

• mu(ti-attri%utes mode(s a sim'(e res'onse does not a(&as te(( us everthin# &e

need to /no& a%out &h the !onsumer has !ertain "ee(in#s to&ards a 'rodu!ts ora%out &hat mar/eters !an do to !han#e !onsumerDs attitude tr to %rea/ do&n our

attitude to a 'rodu!t$ it em'hasise !o#nitive e(ements2 a set o" %e(ie"s .

o attri%utes !hara!teristi!s that !onsumer !onsider &hen eva(uatin# the

attitude o%@e!t

o %e(ie"s !o#nitions a%out the s'e!i"i! attri%utes o" the attitude o%@e!t

o im'ortan!e &ei#hts re"(e!t the re(ative 'riorit o" an attri%ute to the

!onsumer) A(tou#ht an attitude o%@e!t !an %e !onsidered on a num%er o"

attri%utes$ some &i(( %e more im'ortante than others$ and these &ei#hts are(i/e( to di""er a!ross !onsumers)

o there are three ma@or 'ossi%i(ities "or the de"inition o" the attri%utes2

(end them "rom a simi(ar 'revious e+'eriment

as/ the !onsumers &hat the %e(ieve shou(d %e eva(uated$ &hi!h

!hara!teristi!s the "ind im'ortant de"ine the attri%utes ourse(" i" ou %e(ieve ou /no& mu!h a%out

the matter &hi!h is %ein# dis!ussed

o these mode(s are 'o'u(ar main( %e!ause the !an 7uanti" 'eo'(es

attitudes$ a(thou#h the resu(ts &i(( not %e !om'(ete( re(ia%(e "or di""erent

reasons e+) 'eo'(e usin# &ei#hts ver di""erent($ 'eo'(e ans&erin# rather

random( %e!ause the donDt rea(( !are$ ))). sti(($ this /ind o" mode( !an %eim'roved and resu(t in some a!!e'ta%(e !a(!u(ations &hi!h !an (ater %e

!om'ared &ith resu(ts "rom the same resear!h at a (ater date$ &hi!h &ou(dsho& the evo(ution o" attitudes)

The 7o5 o attitudes:


15/38

Whi(e a(( three !om'onents o" an attitude are im'ortant$ their re(ative im'ortan!e &i((

var de'endin# u'on a !onsumerDs (eve( o" motivation &ith re#ard to an attitude o%@e!t)

There are three di""erent hierar!hies$ hierar!h o" e""e!ts2

Ima#em*)'n#

Be%ies . 8ects . Behaior - rationa(2 hi#h invo(vement

Attitude %ased on !o#nitive in"ormation 'ro!essin#2 %e(ie"s Zthin/in#[ is "o((o&ed %

a""e!t Z"ee(in#[ resu(tin# in %ehaviour Zdoin#[

Be%ies . Behaior . 8ects - %ehavioristi!2 (o& invo(vement

attitude %ased on %ehaviora( (earnin# 'ro!ess2 %e(ie"s Zthin/in#[ is "o((o&ed % %ehaviour

Zdoin#[ "o((o&ed % a""e!t Z"ee(in#[ &e (earn a"ter doin# somethin#.

8ects . Behaior . Be%ies - e+'erientia(

attitude %ased on hedoni! !onsumtion2 a""e!t Z"ee(in#[ is "o((o&ed % %ehaviour Zdoin#[

and % %e(ie"s Zthin/in#[

Formin- attitudes, the" can occur ia:

- (earnin# % !(assi!a( !onditionin#2 Attitude O%@e!t Ao. name is re'eated - the (eve( o"e+'osure to the %rand in!reases re'eatin# !ommer!ia(s et!).

- (earnin# % instrumenta( !onditionin#2 an attri%ute is asso!iated to the Ao - re&ard and

'unishment e+) M!9ona(ds2 ha'' mea($ ha'' is asso!iated &ith M!9ona(ds$ there is ato in the %o+ &hi!h re'resents a re&ard to the !hi(d.

- (earnin# % !om'(e+ !o#nitive 'ro!ess2 the 'ersons are o'en to the su%@e!t and &i((in#

to (earn more a!tive !om'ared to the 'revious ones.

Lee%s o commitment to an attitude

• 4o&est (eve(2 COM04IANCE - an attitude is "ormed %e!ause it he('s in #ainin#

re&ards or avoidin# 'unishments "rom others) ItDs ver su'er"i!ia() &e !om'($


16/38

e)#) a 'erson ma dress in a !ostume to #o to &or/ %e!ause &earin# other !(othes

&ou(d %e "ro&ned u'on at the o""i!e) do &hat ou are e+'e!ted ou to do.

• I9ENTI5ICATION - We a!!e't the attitude more stron#() Attitudes are "ormed

"or the !onsumer to %e simi(ar to another 'erson or #rou') &e identi" &ith a

!ertain #rou' and its attitudes

•

Hi#hest (eve(2 INTERNA4ISATION - Attitudes %e!ome 'art o" !onsumer\s va(uesstem and it is ver di""i!u(t to !han#e them &e interna(i8e attitudes a(most(i/e a re(i#ion.

5oot%a(( e+am'(e2Com'(ian!e2 ou #o &at!h the mat!h &ith "riends "or the so!ia( e+'erien!e$ @ust to have

some "un to#ether)

Identi"i!ation2 ou #o &at!h the mat!h %e!ause ou are ver "ond o" our

home:"avourite. team and identi" &ith the team and its su''ortersInterna(isation2 ou (ive "or the s'ort$ ou &ou(d not #o to our &or/$ !om'romisin# our

@o% se!urit or other$ (i/e s/i''in# s!oo(. %e!ause the team is '(ain# and ou rea((!anDt miss an mat!h) "oot%a(( is one o". the most im'ortant thin#s. in our (i"e.

O" !ourse "or mar/eters the (ast (eve( is desira%(e i" the attitudes are "avora%(e.$ %ut it is

di""i!u(t to a!hieve that) This (eve( is more !ommon in 'o(iti!s$ re(i#ion et!) and a "e& %rands (i/e A''(e$ Har(e 9avidson$ et!) Ho&ever mar/eters !an more easi( !han#e

attitudes on the "irst t&o (eve(s so there are o''ortunities "or them)

Co-nitie consistenc" and dissonance

Co#nitive !onsisten!2 the !onsumer\s va(ues and %e(ie"s &or/ to#ether &e(() There are

no !on"(i!ts in !om%inin# them) I" ne!essar !onsumers &i(( !han#e their thou#hts$"ee(in#s or %ehaviours to ma/e them !onsistent &ith their other e+'erien!es maintain

uni"ormit

Co#nitive dissonan!e2 !on"(i!ts %et&een !onsumer\s attitudes and %ehaviors) We don\t&ant to #et into situations &here %ehaviour and %e(ieves do not "it to#ether) We &ant to

mat!h it)

The so(ution to this un!om"orta%(e state de'ends on the &ei#ht o" ea!h e(ement -!onsumers tr to #et out o" this un!om"orta%(e state % e(iminatin#$ addin# or !han#in#

e(ements) The 'ressure to redu!e dissonan!e is more (i/e( to %e o%served in hi#h

invo(vement situations in &hi!h the e(ements are more im'ortant to the individua()

9issonan!e-re(ated !o#nitive 'ro!esses aremore (i/e( to o!!ur or in!rease a"ter the 'ur!hase mar/eters shou(d 'rovide use"u($

'ositive in"o)

The USE o attitudes:

Socia% ar9etin-

It invo(ves the 'romotion o" !auses and ideas re#ardin# "a!ets o" everda (i"e)Attitudes are "ormed$ !han#ed and 'er'etuated in man &as$ ran#in# "rom 'ersuasive

messa#es$ to o%servations o" %rands)


17/38

8ttitudes as 'redictors o &ehaiours:

- measurin# %ehaviour is o"ten im'ossi%(e or too !om'(e+ and &e are interested in &hat(eads to it

- on( *= o" %ehaviour varia%i(it !an on avera#e %e e+'(ained via attitude Wi!/er.

- e+tensions o" sim'(e attitude theoriesTheor" o reasoned action 5ish%ein.$ Theor" o '%anned &ehaior A@8en.)

]Theor" o Reasoned 8ction

Intentions vs Behaviour - this theor aims to measure %ehavioura( intentions$ re!o#nisin#

that !ertain un!ontro((a%(e "a!tors inhi%it 'redi!tion o" a!tua( %ehaviour)derived "rom 'revious resear!h that started out as the theor o" attitude$ &hi!h (ed to the

stud o" attitude and %ehavior) The theor &as$ %orn (ar#e( out o" "rustration &ith

traditiona( attitude-%ehavior resear!h$ mu!h o" &hi!h "ound &ea/ !orre(ations %et&een

attitude measures and 'er"orman!e o" vo(itiona( %ehaviorsPIntention Attitude ^ Su%@e!tive Norm

the in"(uen!e o" ones so!ia( environment on his:her %ehaviora( intentions so!ia( 'ressure.$ un!ontro((a%(e "a!tors$ attitude to&ards %uin# 'er!eived !onse7uen!es o"

the 'ur!hase o" the Ao

The mode( &as deve(o'ed to 'redi!t the 'er"orman!e o" an vo(untar a!t)

It measures %ehaviora( intentions and thus assumes that !onsumers are a!tive(

anti!i'atin# and '(annin# "uture %ehaviours)

An addition "rom Wi/i'edia2

! #A$%& ' #S($ %)BI %ehaviora( intention

AB. ones attitude to&ard 'er"ormin# the %ehavior

W em'iri!a(( derived &ei#htsSN ones su%@e!tive norm re(ated to 'er"ormin# the %ehavior

Theor" o !%anned 8ction

A@8en adds a ne& !om'onent to TRA2 Q'er!eived %ehaviora( !ontro(Q

Intention Attitude ^ Su%@e!tive norm ^ 0BC

• an individua(Ds 'er!eived !a'a%i(it o" 'er"ormin# the 'arti!u(ar %ehaviour Q!an I

do it?Q.

ou !an ta/e the e+am'(e o" smo/in#) 0BC is the !ru!ia( "a!tor %e!ause ou "ee( ou

!annot sto' smo/in#)

Some o&stac%es to 'redictin- &ehaiour

- measures o" attitude o"ten do not rea(( !orres'ond to the %ehaviour the are su''osed


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to 'redi!t

- out!omes %eond !onsumersD !ontro(

- %ehaviour is not a(&as intentiona(- time-"rame o" the attitudes measure

_ attitude tra!/in# 'ro#rammes

- attitudes "ormed % dire!t$ 'ersona( e+'erien!e &ith an attitude o%@e!t are stron#er andmore 'redi!tive o" %ehaviour than those "ormed indire!t($ su!h as throu#ht advertisin#

Trac9in- attitudes

- attitude surves 'rovide a sna'shot at a #iven time

- attitude tran!/in# 'rovides in"eren!es a%out 'ro#ress over time % administerin# an

attitude surve at re#u(ar interva(s

- attitude tra!/in# va(ua%(e "or strate#i! de!ision ma/in#

Chan-in- 8ttitudes (e4cer't rom SB87 1 . 1;)

Some %asi! as'e!ts o" !ommuni!ation s'e!i"i!a(( he(' to determine ho& and i" attitudes

&i(( %e !reated or modified ) This o%@e!tive re(ates to 'ersuasion an a!tive attem't to!han#e attitudes)

The %asi! 's!ho(o#i!a( 'rin!i'(es that in"(uen!e 'eo'(e to !han#e their minds or

!om'( &ith a re7uest. are2

Reci'rocit"2 0eo'(e are more (i/e( to #ive i" the re!eive) In!(udin# mone in a mai(surve 7uestionnaire in!reases res'onse rate % Y on av#) over surves that !ome in an

em't enve(o'e)

Scarcit"2 Items %e!ome more attra!tive &hen the are (ess avai(a%(e) One stud as/ed

'eo'(e to rate the 7ua(it o" !ho!o(ate %is!uits and 'arti!i'ants &ho #ot on( , (i/ed them %etter than those &ho #ot *= o" the same /ind o" %is!uit) This he('s to e+'(ain the

attra!tiveness o" Q(imited editionQ items)

8uthorit"2 Re(atin# to &ho de(ivers the messa#e) We tend to %e(ieve an authoritativesour!e mu!h more readi()

Consistenc"2 0eo'(e tr not to !ontradi!t themse(ves in terms o" &hat the sa and do

a%out an issue)

Li9in-2 We tend to a#ree &ith those &e (i/e or admire) In one stud$ #ood (oo/in# "und

raisers !o((e!ted a(most t&i!e the amount as other vo(unteers &ho &ere not as attra!tive)

Consensus2We o"ten ta/e into a!!ount &hat others are doin# %e"ore &e de!ide &hat to

do) The desire to "it in &ith &hat others are doin# in"(uen!es our a!tions)

Other !rinci'%es o !ersuasion

In addition to these Y %asi! 'rin!i'(es o" 'ersuasion$ there is man other &as as &e(()Some times our &or/ is to "a!e resistan!e and ou must /no& %e"orehand ho& to a!t)

This is t'i!a( es'e!ia(( i" ou are se((in# va!uum !(eaners e)#) In this !ase ou !anDt @ust

tr to "or!e 'erson to %u it$ instead ou have to dea( &ith the resistan!e ear() 9onDti#nore resistan!e$ %ut tr to %ui(d t&o-sided-s'ee!h % o""erin# ne& ideas$ ar#uments and

'ro'osa(s)

Eectie Listenin-2 A!!ordin# to Fera(d I) Nieren%er# in his %oo/ QThe Art o"


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Ne#otiationQ I" ou &ant to 'ersuade others 'a attention to the needs o" the one %ein#

'ersuaded) Communi!ation is t&o-&a not one-&a 'ro!ess and i" ou donDt /no& the

needs o" the one %ein# 'ersuaded ou &i(( not (i/e( su!!eed in our e""ort to 'ersuade)On!e ou have dis!overed the needs o" the (istener$ ou !an dea( dire!t( &ith them$

either assurin# the 'erson or !onvin!in# him or her that 'rodu!t$ servi!e or idea &i(( some

&a meet those needs)

!ersuasie Communication has im'ortant uni$ue characteristics Some issues must

&e ans5ered:

- Who? 0er!eived sour!e

- Ho&? Messa#e

- Where? Medium

- To Whom? Tar#et Mar/et s !hara!teristi!s

Im'ortance o the source < messa-e SBAH *,-*`*$ *


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ne#ative emotions

Con!reteVivid mood?

The sour!e Vs the messa#e X The E4M mode(2

- E%a&oration Li9e%ihood ode% o !ersuasion

Ima#em,)'n#

It assumes that on!e a !onsumer re!eives a messa#e he or she %e#ins to 'ro!ess it)

9e'endin# on the 'ersona( re(evan!e o" this in"ormation$ one o" the t&o routes to

'ersuasion &i(( %e "o((o&ed)

> Centra% Route 2 The 'erson is (i/e( to thin/ a!tive( a%out the ar#uments 'resented

and #enerate !o#nitive res'onses) It is (i/e( to invo(ve the traditiona( hierar!h o"e""e!ts) Be(ie"s are !are"u(( "ormed and eva(uated$ and the resu(tin# stron# attitudes &i(( %e (i/e( to #uide %ehavior)

Messa#e "a!tors$ (i/e the 7ua(it o" ar#uments 'resented$ &i(( %e im'ortant in

determinin# attitude !han#e) Most( Hi#h Invo(vement HI. de!isions)

> !eri'hera% Route 2 The 'erson is not motivated to thin/ dee'( a%out the ar#uments 'resented) The !onsumer is (i/e( to use other !ues (i/e the 'rodu!tDs 'a!/a#e$ the

attra!tiveness o" the sour!e. in de!idin# on the suita%i(it o" the messa#e) Most( 4o&

Invo(vement 4I. de!isions)

Attention to the SOURCE or the MESSAFE de'ends on the audien!e and its (eve( o"

invo(vement)As &e !an see$ (o&-invo(ved !onsumers tend to 'a more attention to 'eri'hera( !ues and

to %e more sensitive to stimu(i$ thus %ein# more a""e!ted % the SOURCE)

In situations o" hi#h-invo(vement$ !onsumers ana(8e ar#uments rationa(($ thus 'ain#

more attention to the MESSAFE)


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4Y1 Cu(ture Edit , = ,3

Culture de*ined

?Culture is the collective programming of the human mind that distinguishes themembers of one human group from those of another.@ (Hofstede, K$L-'Cu(ture is a(&as !han#in#)

Cu(ture 'oints the di""eren!e %et&een so!ia( #rou's$ as it &as seen at >th s(ide o" the 'o&er'oint &ith the e+am'(e o" > !ountries$ Bra8i($ India$ Russia and China)

--*ulture is symbolic communication+ Some of its symbols include a group,s sills.

nowledge. attitudes. values. and motives+ The meanings of the symbols are learned and

deliberately perpetuated in a society through its institutions+

CULTURE the meanings that are shared by #most$ people in a social group #P/0$n a broad sense, cultural meanings include1

K. Common affective reactions (?+e love puppies@'. 2ypical cognitions (?the +orld 7AS created in days@'3. Characteristic patterns of behaviour (eating habits'

Simi(ar to the ABC mode( on the 'revious !(ass

/mportance o* culture in consumer beha5iour Culture is part of the external influences that impact the consumer. 2hat is, culture represents influences thatare imposed on the consumer by other individuals.

• Culture can be vie+ed as the collective memory of a society (shared

attitudes, rituals, norms and traditions among members'. from generation

to generation.

• Culture forms the lens through +hich people vie+ products and try to

make sense of their o+n and other people>s behaviour (acts as a filter'.

• Consumption choices cannot be understood +ithout considering the

cultural conte*t in +hich they are made.

2+o Approaches to CMN2MIDK. 2he content of culture (the elements and products of culture'. Culture as a process (creation and movement of cultural meanings' someho+, marketing tries to manipulate this process.

Several issues to consider1K. Cultural meanings can be analyed at different levels (macro < micro'

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. 2he concept of cultural meaning (shared or common meaning' is critical tounderstanding consumer behaviour 3. Cultural meanings are created by people (although +e often e*perience themas given, because +e are constantly doing them'=. Social groups differ in the amount of freedom people have to adopt and use

certain cultural meanings&. Cultural meanings are constantly in motion and can be sub6ect to rapidchanges (e.g., beauty ideals'

Some ads &hi!h &ere ta/en as #reat ones in the 'ast$ no&adas$ due to !onstant !u(ture

!han#es$ the seem not so #ood anmore$ the ma even seem horri%(e)

Consumer beha5iour and cultureCulture determines1

] the overall priorities a person attaches to different activities and products (the

value system'.] the shades of meaning (the lens for interpretation'] MN2:A2DNO1 the success or failure of specific products and services(meaningful and meaningless'.

2he goal of cultural analysis is to understand the cultural meanings from the pointof vie+ of the consumers +ho create and use them.

Cultures modify symbols identified +ith other cultures and present them to a ne+audience. 2hese cultural products undergo a process of cooptation, +here theiroriginal meanings are transformed.

Cu(ture is the !reator o" meanin# &hi!h trave( throu#h the so!iet and !an me moved and '(aed &ith % Mar/etin# strate#ies) Cu(tura( meanin#s are sha'ed % ritua(s and mths

&hi!h use and msti" !ertain #oods)

S'read o ashions in consum'tion: the meanin#s !reated % some mem%ers o" a

!u(ture are inter'reted and 'rodu!ed to mass !onsum'tion) Mar/etin# im'(i!ation

!ross-!u(tura( !ommuni!ation)

Aspects o* culture A cultural system consists of three functional areas.] Ecology – the +ay the system is adapted to its habitat by the technology usedto obtain and distribute resources (eg: industrialied societies vs. less affluentcountries'.] Social structure – they +ay orderly social life is maintained including domesticand political groups (eg 1 the nuclear family vs. e*tended family'.] Ideology – the mental characteristics of the people and the +ay they relate totheir environment (people from one society possess usually a common+orldvie+. 2hey share certain ideas about principles of order an fairness. 2hey


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also share a set of moral and aesthetic principles'.

2i**erent cultural characteristics] Collectivist cultures – +here people subordinate their personal goals to those of a stable ingroup.

] Individualist cultures – +here importance is attached to personal goals and+here people are more likely to change memberships +hen the demands of thegroup (eg 1 +orkplace, church, etc' become too costly.

2he Content of Culture

• 2he beliefs, attitudes, goals, and values held by most people in a society

• 2he meaning of characteristic behaviours, rules, customs, and norms that most

people follo+

• 2he meaning of the significant aspects of the social and physical environment

(social institutions, typical physical ob6ects used by people'

There are , t'es o" norms2

Enacted norms: Ver s'e!i"i! &ritten do&n eas to "o((o& e)#) red (i#ht$ ho& to&rite our thesis$ ru(es &here ou (ive et!.

Crescie norms: Not &ritten do&n$ not sta%(e$ %ut are sti(( there and !ondu!t individua(s

0eo'(e &ithin the !u(ture /no& these norms$ %ut outsiders do not)

Crescive norms are embedded into a culture and are only discovered throughinteraction +ith other members of that culture. 2hese norms can include1

] customs < norms handed do+n from the past that control basic behaviours(e.g.: division of labour in a household or the practice of particular ceremonies'.

] mores < customs +ith strong moral overtones. Piolation of mores often meets+ith strong censure from other members of a society. (more important or stronger than customs' (e.g.1 involve taboo or a forbidden behaviour'] conventions < norms regarding the conduct of everyday life. 2hese deal +ith thesubtleties of consumer behaviour (eg: the correct +ay to furnish oneQs house,+ear oneQs clothes, etc'

This is im'ortant to mar/eters$ %e!ause 'i!/in# the e+am'(e on the !(ass i" ou donDt/no& ho& Christmas &or/s in some !u(tures ou &i(( not se(( in 9e!em%er)

Myths

• :yths are stories containing symbolic elements that e*press the sharedemotions and ideals of a culture.(D*ample1 2he Creation :yth Jod created the earth in days'

• :any myths involve some binary opposition, +here values are defined in terms

of +hat they are and +hat they are not, e.g. nature versus technology.E+am'(e2 A Fod:A 9emon.

• :odern myths are transmitted through advertising, films and other media.


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unctions and structure o* myths:yths serve four interrelated functions in a culture.] Metaphysical < they help to e*plain the origins of e*istence (myths o" the nation$"ami( or !om'an.)

] Cosmological < they emphasise that all components of the universe are part ofa single picture (myths +hich simplify the +orld'.] Sociological < they maintain social order by authorising a social code to befollo+ed by members of a culture (myths +hich offer hope'.] Psychological < they provide models for personal conduct (myths +hich giveyou an idea +hat your identity should be like'.

ituals A ritual is a set of multiple, symbolic behaviours, +hich occur in a fi*ed se4uenceand tend to be repeated periodically.Iituals are related to many consumption activities, +hich occur in popular

culture, e.g. holiday observances, gift giving and grooming. The out(ine an es!a'e"rom the !om'(i!ated &or(d)Ritua(s need to %e !arried out !orre!t( the ri#ht 'ro!edure$ &ith the ri#ht arte"a!ts$ et!).)

Other&ise the don\t &or/)

5our ma@or t'es are2

• 'ossession ritua(s - invo(ve a!ts in &hi!h a 'erson (as !(aim to$ dis'(as or

'rote!ts 'ossessions the a!t o" Q'ersona(i8in#Q a !onsumer #ood$ &hi!h is Qanattem't to trans"er meanin# "rom the individua(Ds o&n &or(d to the ne&(

o%tained #oodQ

• e+!han#e ritua(s - ritua(s in &hi!h 'rodu!ts or servi!es are e+!han#ed amon#

!onsumers Qthe 'ro!ess o" !hoi!e % &hi!h the #iver identi"ies the #i"t &ith the!u(tura( meanin#s the see/ to 'ass a(on# to the re!i'ientQi)e) Christmas.

• #roomin# ritua(s - an individua(Ds a!ts to ensure that s'e!ia($ 'erisha%(e 'ro'erties

resident in !(othin#$ hairst(es$ and (oo/s are maintained$ e)#) ta(/in# to onese(" inthe mirror$ %rushin# oneDs hair *== stro/es a da

• divestment ritua(s - ritua(s 'er"ormed to erase the meanin# asso!iated &ith the

'revious o&ner o" a #ood e)#)$ thorou#h( !(eanin# a ne& home 'rior to movin#in.) the a!t o" Q"reein# u'Q o%@e!ts as the are 'assed "rom one o&ner to another

ites o* passage•

A rite of passage is a special kind of ritual, +hich involves a transition fromone role to another.• 2hese passages typically entail the need to ac4uire products and services

called ritual artefacts, to facilitate the transition. 2hey are increasinglybecoming consumption ob6ects in themselves as +ell as occasions forconsumption.

• :odern rites of passage include graduations, initiation ceremonies and

+eddings, and funerals.


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sta#es o" ro(e transition

Separation: the 'erson enters the rite o" 'assa#e &hi(e she or he is deta!hin# "rom her or

his ori#ina( #rou' or status)

i)e) the "irst-ear-universit student (eaves home. Liminality: midd(e sta#e.

the 'erson is in-%et&een the other t&o sta#es

i)e) the ne& arrives on !am'us tries to &or/ out &hat is ha''enin# durin# orientation&ee/.

aggregation: the 'erson returns to so!iet a"ter the rite o" 'assa#e is !om'(eted

i)e) the student is !omin# home "or Christmas va!ation as a brea( universit studentD.

7ostede?s 3imensions 1ert Hofstede$ a 9ut!h resear!her$ &as a%(e to intervie& a (ar#e

num%er o" IBM e+e!utives in various !ountries$ and "ound that !u(tura( di""eren!es

tended to !entre around "our /e dimensions2

• Individualism vs. collectivism2 To &hat e+tent do 'eo'(e %e(ieve in individua(

res'onsi%i(it and re&ard rather than havin# these measures aimed at the (ar#er #rou'?Onthe individua(ist side &e "ind so!ieties in &hi!h the ties %et&een individua(s are (oose2

everone is e+'e!ted to (oo/ a"ter him:herse(" and his:her immediate "ami() On the

!o((e!tivist side$ &e "ind so!ieties in &hi!h 'eo'(e "rom %irth on&ards are inte#rated intostron#$ !ohesive in-#rou's$ o"ten e+tended "ami(ies &ith un!(es$ aunts and #rand'arents.

&hi!h !ontinue 'rote!tin# them in e+!han#e "or un7uestionin# (oa(t)

Contrar to the stereot'e$ Ga'an a!tua(( ran/s in the midd(e o" this dimension$ &hi(e

Indonesia and West A"ri!a ran/ to&ard the !o((e!tivisti! side) The U)S)$ Britain$ and the Nether(ands rate to&ard individua(ism)

• Power distance1 2o +hat e*tent is there a strong separation of individuals based

on rank; that is the e*tent to +hich the less po+erful members of organiationsand institutions (like the family' accept and e*pect that po+er is distributedune4ually. 2his represents ine4uality (more versus less', but defined from belo+,not from above. t suggests that a societyQs level of ine4uality is endorsed by thefollo+ers as much as by the leaders. "o+er and ine4uality, of course, aree*tremely fundamental facts of any society and anybody +ith some internationale*perience +ill be a+are that Qall societies are une4ual, but some are moreune4ual than othersQ."o+er distance tends to be particularly high in Arab countries and some Natin

American ones, +hile it is more modest in 0orthern Durope and the M.S.

• Masculinity vs) femininity invo(ves a some&hat more ne%u(ous !on!e't)

Mas!u(ineP3 values involve competition and ?con4uering nature by means suchas large construction pro6ects, +hile ?feminine values involve harmony andenvironmental protection. Rapan is one of the more masculine countries, +hilethe 0etherlands rank relatively lo+. 2he M.S. is close to the middle, slightlyto+ard the masculine side. ( 2he fact that these values are thought of as


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?masculine or ?feminine does not mean that they are consistently held bymembers of each respective genderthere are very large ?+ithingroup differences. 2here is, ho+ever, often a large correlation of these cultural values+ith the status of +omen.'

•

Uncertainty avoidance involves the e*tent to +hich a ?structured situation +ithclear rules is preferred to a more ambiguous one! in general, countries +ith lo+er uncertainty avoidance tend to be more tolerant of risk. deals +ith a societyQstolerance for uncertainty and ambiguity! it ultimately refers to manQs search for2ruth. t indicates to +hat e*tent a culture programs its members to feel eitheruncomfortable or comfortable in unstructured situations. Mnstructured situationsare novel, unkno+n, surprising, different from usual. Mncertainty avoidingcultures try to minimie the possibility of such situations by strict la+s and rules,safety and security measures, and on the philosophical and religious level by abelief in absolute 2ruth! Qthere can only be one 2ruth and +e have itQ. "eople inuncertainty avoiding countries are also more emotional, and motivated by inner

nervous energy.Rapan ranks very high. )e+ countries are very lo+ in any absolute sense, butrelatively speaking, Britain and Hong ong are lo+er, and the M.S. is in the lo+errange of the distribution.

Although Hofstede>s original +ork did not address this, a fifth dimension of longterm vs. short term orientation has been proposed. n the M.S., managers like tosee 4uick results, +hile Rapanese managers are kno+n for take a long term vie+,often accepting long periods before profitability is obtained.

Sacred and 'roane consum'tion

Consumer a!tivities !an %e divided into sa!red and 'ro"ane domains)

Sa!red 'henomena are set a'art "rom everda a!tivities or 'rodu!ts 0eo'(e$ events or

o%@e!ts !an %e sa!ra(i8ed)

e)#) 'eo'(e &ho ma/e ho(idascthe sear!h "or a!tivities that di""er "rom those onesthe do at home.

- Sa!ra(i8ation o!!urs &hen "ormer( sa!red o%@e!ts or a!tivities %e!ome 'art o" the

everda- 9esa!ra(i8ation o!!urs &hen o%@e!ts that 'revious( &ere !onsidered sa!red %e!ome

!ommer!ia(i8ed$ &hi!h means 'ro"ane as a resu(t)

i)e) souvenir re'rodu!tions o" sa!red monuments.

0ro"ane !onsum'tion invo(ves !onsumer o%@e!ts and events that are ordinar$

everda o%@e!ts and events that do not have the s'e!ia( attri%utes o" sa!red ones)

Co((e!tin# is one o" the most !ommon &as o" e+'erien!in# sa!red !onsum'tion in dai(

(i"e)

It re"ers to the sstemati! a!7uisition o" a 'arti!u(ar o%@e!t or set o" o%@e!ts)


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In this !onte+t$ !onsum'tion and 'assion are most heavi( intert&ined)

Uti(itarian meanin#2 Use"u(ness$ the "un!tiona(it o" 'rodu!ts) E+am'(e$ Whee(s are not

use"u( &e re!o#ni8e and use them) A motor!!(e is use"u( &hen &e ride it)

Sa!red meanin#s2 5or most %rands$ this never ha''ens) When it ha''ens$ the %rand is

su'reme( im'ortant "or that 'erson) 5or e+am'(e2 A''(e !ommunit or the Ni/e shoe

"rom the movie$ 'ro"essor sho&ed us on the (e!ture) The #u &anted to %u a s'e!ia( 'airo" shoes and save it "or his son) He thou#ht that his son !an stand out &hen he is in

!o((e#e)

Hedoni! meanin#2 Somethin# &e en@o$ "ee(in#s$ sensua($ aestheti!) E+am'(e soa'!onne!ts to s'ort$ ener#$ aroma$ sme((s.) 5or advertisement add nature and &ater"a((s)

So!ia( meanin#2 Communi!atin# &ho &e are and &here &e %e(on#)

Se(" !on!e't e(ements

Content interna($ e+terna(.Va(en!e 0ositive$ ne#ative.

Sta%i(it Sta%(e$ dnami!.

Se("-esteemInner$ 'rivate se(" Outer$ 'u%(i! se("

Who &e are

Midd(ea#e- 'eo'(e &ere %orn into somethin#$ !ou(dnDt !hoose &hat the &anted) I" thedad &as a so(dier$ the son %e!ame a so(dier)

No&adas- Consum'tion and e+'erien!e) We (isten to di""erent musi!$ &ere di""erent

!(othes$ &hat mo%i(e &e use et!)

SE45

• A!tua( What &e are. vs idea( What &e &ant to %e.

• 0ersona( 5or mse(". vs So!ia( 5or others.

• Mu(ti'(e se(" '(ain# di""erent ro(es$ s&it!h % !han#in# !(othes et!) 'art$

&or/$ "ami( dinner.)

• E+tended se(" Somethin# I o&n is a 'art o" me) I" this item is (ost or destroed$

the 'erson "ee(s (i/e their 'ersona(it is !han#ed)

4` 9e!ision-ma/in# Edit Y = `3

!ecision 5a)ing (based on S!H Chapter "#

-6 !ecision ma)ing in its basic sence is problem solving.Choice maker, it's about motivation, in line with the 'god' perspective.(Individuals – power of individual). Can't escape inuences from

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culture and other people.

Decisions

Choices on dierent levels. !asic"#peci$c. %ow the process of makingchoices works.

• &lwas reuire choices between dierent behaviors.• e process is the integration process b which knowledge is

combined to evaluate two or more alternative behaviors andselect one. Intention is not the behavior. Intention to attendclass, someone stops ou – behavior.

• *he outcome is a choice, represented cognitivel as a behavioralintention. (!I)

• Marketers are mostly interested in consumers' purchasechoices.

(here are three phases of consumer behaviour, the prepurchase, theactual purchase and thepost$purchase. 5ar)eters have beenfocusing in the actual purchase hich is directly related to theprepurchase.

%he decisions are a&ected by:

7nvironmental factors - 8s seen in classroom ith the e*ample of the9ista in a store +in 9ivians e*ample also social, physical and :nancial

factors;ognitive and a"ective processes +thoughts, emotion/ehavioural actions$


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Impulsive – act on feelings, without thinking, step +,,-Compulsive – othing in the lecture is important, doesn't reall care,onl step

/ife changing decisions – ot that man, mabe +0 in a lifetime. 1ade

carefull, rationall, lot of research.2ver da decisions – decisions that we make all the time. 3hat toeat, what to wear, what seat to sit on. #ometimes not even aware ofmaking a decision.

Ino%ement

Involvement – how important something is for ou. *he amount ofinvolvement will reects on the choice.

Involvement refers to a person's perceived relevance of the ob4ectbased on their inherent needs, values and interests.Involvement can be viewed as the motivation to process information."it translates into consumer efort and dedication.

9e'ends on2

• The de#ree o" intrinsi! and situationa( se("-re(evan!e - ho& im'ortant is a 'rodu!t

to the !onsumer a""e!ts the (eve( o" invo(vement this !onsumer &i(( have in %uin# this 'rodu!t) This "a!tor !an a(so %e a""e!ted % the situation$ that means

the (eve( o" invo(vement "or ea!h 'rodu!t isnDt "i+ed$ it !an var

Intrinstic – whats important to a person, if high 5 high involvement#ituational – clothes is not important, some situations will force ou tochange our mind, funeral, wedding. 6eople in our societ will e7pecta kind of clothes on a funeral. 8etermine how much eort in choice.

• 0er!eived ris/s2 phsical (our bod, medicine), $nancial, functional(wrong medicine, sta sick), pscho"social (wrong clothes will insome situations give a bad inuence on others. !ad impression. &nd also how people feel about themselves)*he risk isinuenced b the degree of unpleasantness of the negativeconseuences and the likelihood that the will occur.

'erspectives on decision$making) %he rational perspective - people calmly and carefully intergrateas much information as possible ith hat they arleady )no about aproduct. (hay eight up the pros and cons of each before ma)ing adecision.*) ehavioural in+uence perspective - decisions are made under


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conditions of lo involvement. In this situations, the consumersdecisions are learned response to enviromental cues +triggers, e.g.buying something on impulse - =special o"er= #tores tr to manipulatecustomers b putting some goods on big piles, customer thinks its onsale but it is not.

#. ,-periental perpective $ When decision ma)ing is more based onhigh-involvement but still not entirely rational.It is the e7perience and emotional response that determine ourchoice. %igh involvement might not lead to rationali9ing beforechoice.It's a combination of the other two. %igh involvement is not alwasmaking it a rational choice. It is mostl emotions.

Choice Fugitive – Try to avoid decision making, run away.

%ypes of consumer decisions&. .outine decision$making - hen e dont thin) much about thepurchase those that are made habituall and with little or noconscious eort. 1arketers has to :break the routine;'. ,-tensive decision$making - When there is a lot of time and e"ortspent in the purchase usuall initiated b a motive that is fairlcentral to self – concept and the $nal decision is perceived to carr afair degree of risk. Customers wants to learn more, more information,marketers has to share more knowledge.#. /imited decision$making - It lays in the middle of the previous

types. usuall straightforward and simple. *here is no real motivationto search for information and evaluate each alternative rigorousl.

2lements of problem solving

1. Prolem representation – !ow consumers de"ne aprolem

• #nd goals (provide the focus for the entire problem"solvingprocess) *r to come up with new goals, e7ample detergent<main goal" get clothes clean again, new goal – be a good parent.

• $elevant product knowledge (evoked consideration set)The seto" 'rodu!ts !onsidered &hen se(e!tin# one s'e!ia( 'rodu!t. – 2voked< *hestarting point, brands we alread know. It's doesn't have to bethe $nal solution but it's good to have a starting point whenwalking in to a store. It's the alternatives we take to a decision. !onsideration set de'endin# on ho& the !onsumer !ate#ori8es m 'rodu!t$ I have

to set u' the mar/etin# strate#) E)#) is sa(ad !onsidered as main dish or not?.

• %n&ormation search – amount, tpe, bias, etc


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=. Integration processes – %ow to put it together, integrate knowledgeand information Perform two essential tasks:

• *he choice alternatives must be evaluated in terms of the

choice criteria.• >ne of the alternatives must be selected.

Two types of integration procedures can account for these evaluationand choice processes:

• Formal integration strategies – sstematic, serious, carefull,!om%ine /no&(ed#e ver sstemati!a((.2 !om'ensator and non-!om'ensator

inte#ration 'ro!esses$ de!ision ma/in# is in those 'ro!esses rationa( and

in"ormation is #athered and !onsidered Com'ensator" 'rocess #ive a 'rodu!t a !han!e to ma/e u' "or its

short!omin#s) Consumers &ho em'(o these ru(es tend to %e moreinvo(ved in the 'ur!hase and thus are &i((in# to e+ert the e""ort to

!onsider the entire 'i!ture in a more e+a!tin# &a) The &i((in#ness

to o""set #ood 'rodu!t 7ua(ities a#ainst %ad ones !an resu(t in 7uitedi""erent !hoises the o#urth e+am'(e - 'eo'(e are re(u!tant to %u

the more e+'ensive one$ %e!ouse it is BIO or Or#ani!.) There are

t&o %asis t'es o" !om'ensator ru(es2

sim'(e additive ru(es - !onsumer mere( !hooses the a(ternative

havin# the (ar#est num%er o" 'ositive atri%utes) This !hoi!e is more

(i/e( to o!!ure &hen the a%i(it or motivation to 'ro!essin"ormation is (imited

&ei#hted additive ru(e - the !onsumer ta/es into a!!ount a(so there(ative im'ortan!e o" 'ositive( rated attri%utes$ essen!ia(

mu(ti'in# %rand ratin#s % im'ortan!e &ei#hts)27. It'se7pensive, but it tastes good so I will bu it.

Non com'ensator" 'rocess - 'rodu!t &ith a (o& standin# on one

attri%ute !annot ma/e u' "or this 'osition % %eein# %etter on other)0oe'(e sim'( e(iminate a(( o'tions that do not meet some %asi!

standards) The are usua(( a''(ied &hen 'eo'(e are (ess "ami(iar

&ith a 'rodu!t !ate#or or are not ver motivated to 'ro!ess

!om'(e+ in"ormation the tend to use sim'(e ru(es) 27. 2ven ifthe product will be free, the person will not eat?get

itConsumers are likel to use a combination ofprocesses in man problem solving situations.

• #impler procedures called heuristics – simple, fast1ental rules of thumb (shortcut) used to simplif decision"


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making< reling on signals, reling on well"known brand namesas a signal of ualit etc.

@. 8ecision plans – 3hat to doA Intentions – 3hat we want to do•

Bar in their speci$cit and comple7it• 1arketers aim to increase the likelihood that the (positive)

intended behaviors will be performed. This ma in!(ude %uin# %i# 'rodu!t 'a!/a#es %e!ause o" the heuristi! ru(e that %i# 'a!/a#es are !hea'er than

sma(( ones$ even thou#h this ma not %e true "or !ertain 'rodu!ts)• Identif the interruption factors (stimuli, aective states, goal

conicts. 3hat can come in between a decision and a behaviorA

01F2.3!%021 S,!.CH +lecture e*tension>Information search is the process by hich the consumer surveys hisor her environment for appropriate data to ma)e a reasonabledecision?.

(here are di"erent types of information search.@irstly e can distinguish pre$purchase search hen e loo) for thespeci:c information hich ill help us in the decision. An the otherhand e may be involved in ongoing search. Here e build a ban) ofinformation for future use, e chec) o"ers to )no hat is in, probablye have fun doing indo-shopping etc.

Ather to )inds of information search depends on the source e use toachieve our goals. We may scan our memory and base only oninternal search. If e loo) for the product information outside e areinvolved in e-ternal search. 7ven if e are mar)et-aare, esupplement our )noledge ith ads hich attac) us or friends homade similar decisions already. It’s hard tas) to base only on internalsearch.

Bast situation leads us also to recogni1e incidental learning hen e:nd and store information even if e are not directly interested in that.Whereas directed learning means that e probably searched for

relevant information ma)ing similar buying decisions in the past. Inother ords e spea) here about deliberate andaccidental search)

5oreover, decisions are alays related to C inDuenced by otherdicisions.

(he economics of information Eust to highlight this issue$ >people ill put themselves out to collect as


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much information as possible, as long as the process of gathering it isnot too onerous or time-consuming?.

/iases in the decision-ma)ing process..$$ sunk$cost fallacy 0 if e paid for something already e are

reluctant to aste it..$$ loss aversion 0 e used to put much more emphasis on loss thane do on gain

(he consumer’s prior e*pertise>(here is an inverted-< relationship beteen )noledge and e*ternalsearch e"ort?. It means that consumers ho are moderately)noledgeable ill spend the longest time loo)ing for information.Fovices or e*perts ouldn’t involve in such ay.

Ima#em*)'n#

I" ou &ant to (earn more a%out INFOR8TION SE8RC7 ou shou(d read the

!ha'ter in the %oo/2 'a#es ,Y-,,)

IN-C4ASS 9ISCUSSION

The 0arado+ o" Choi!e S!h&art8

A Wor(d o" Choi!es 5reedom? We("are? : Too man? Bad !onse7uen!es?E4am'%es:

0rodu!ts Geans-variet. ]

Hea(th Care shi"t o" the res'onsi%i(it to the !onsumer. ]

Variet #ive !onsumers the !han!e to Areinent "ourse%, in a &or(d that demand ou to

%e uni7ue and di""erent A+hat 9ind o 'erson do "ou 5ant to &e6: Consumerseen choose their identit", a shit o the &urden and res'onsi&i%it"

9ee'( (in/ed to Te!hno(o#2 everthin# and ever%od is no& too (in/ed$ too !(ose$ too


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eas)

Ne-atie Conse$uences or consumers:

0ara(sis2 ou are not a%(e to ma/e a de!ision anmore more o""ers$ (ess !ustomers ]

4o&er 4eve( o" Satis"a!tion - Re#ret2 the more o'tions there are the ] easier to re#ret our

de!ision o''ortunit !ost2 the 'ainP o" (osin# the other 'ossi%i(ities)

Raisin# e+'e!tations2 ho'e "or 'er"e!tion ] no 'ositive sur'rises anmoreAO'tions don?t he%', the" hurt - Se("-B(ame and 9e'ression)

Ne-atie Conse$uence or mar9eters:

9e!reasin# sa(es ]

Unsatis"ia%(e e+'e!tations ]

Consumers re#ret the 'ur!hase ]

ar9etin- O''ortunities:

4ess is more2 Sim'(e so(utions ]

A"ter-Sa(e servi!e ]

Assistants he('in# to ma/e a !hoi!e. ]

- 5a!i(itate !hoi!es2 deve(o' heuristi!s emotiona($ su%!ons!ious stimu(i that a!tivate thesi#na(s &e 'a attention to)

- E+'(ore va(ues (i/e the sim'(estP$ s'e!ia( servi!es !onsu(tin#$ resear!h:data

!o((e!tion.)

a%id or a%% societies6

There is a 'oint unti( &hi!h more variet is desira%(e ma de'end on the 'o(iti!s and

the &ea(th) Western so!ieties have 'ro%a%( rea!hed a(read the (imit o" !hoi!e "or

!om"ort Ever%od needs a "ish %o&(P)In more traditiona( so!ieties$ %ene"its ma sti(( raise &ith an in!rease in the 'ossi%i(ities

o" !hoi!e) The '(a 2iddler in the 3oof #ives us a #ood e+am'(e on ho& traditiona(

so!ieties han# on to tradition$ a desi#ned and sa"e 'ath to /ee' the %a(an!e and (oo/

sus'i!ious( to&ards !han#e and innovation)

4< DNe&D !onsumer

Edit = = *3

+hat ha''ens to consum'tion and consumers in a 5or%d dominated &" the mar9et6

Throu#hout the !ourse &e have seen ho& individua(s in!reasin#( turn to !onsum'tion

&hen "a!ed &ith 'ro%(ems) Even the bhi#her order 'ro%(ems$ su!h as sear!hin# "ormeanin# in (i"e and de"inin# our Dse("D$ that &ere in the 'ast #overned % re(i#ion and the

(o!a( !ommunit the "ami($ !(an$ et!). in!reasin#( shi"t into the domain o" mar/ets and!onsum'tion)

These !han#es 'oint to im'ortant cu%tura% shits) We started the !ourse % 'ointin# out

that the traditiona( de"inition o" b!onsumer is outdated thin/ b'rosumer.) Todas!onsumer is more !om'(e+ and e+tensive than esterdaDs) The !han#es su##ested a%ove

have made it more di""i!u(t to thin/ o" !onsumers and !onsum'tion. outside the other in

the 'ast se'arate. s'heres o" so!ia( e+isten!e)

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We used to distin#uish ver !(ear( %et&een !iti8en and !onsumer) Citi8ens dea( &ith

'o(iti!s and so!ia( 'ro%(ems$ !onsumers &ith 'rodu!ts and !onsum'tion issues) Not anmore When "a!ed &ith 'o(iti!a( and so!ia( 'ro%(ems individua(s no& o"ten res'ond &ith

!onsum'tion instead o" 'o(iti!a( a!tion votin#$ !onta!tin# 'o(iti!ians.) I" the are an#r

at !ertain !ountries the sto' !onsumin# their 'rodu!ts %o!ottin#.) I" the (i/e the 'o(iti!a(:so!ia( so(utions o""ered % a !om'an:%rand the !onsume it to sho& su''ort

BU!ottin#.) Its !a((ed bvotin# &ith our &a((et and its %e!omin# more 'o'u(ar than

the a!tua( votin#) Thin/ Co!a Co(a and Ni/e %o!otts htt'2::/i((er!o/e)or#:. thin/ US %o!otts o" 5ren!h 'rodu!ts &hen 5ran!e re"used to @oin the banti-terrorist

!oa(itionhtt'2::&&&)%o!ott&at!h)or#:mis!:"ran!e-=*)htm. thin/ 5air trade 'rodu!ts

htt'2::&&&)"airtrade)net:. thin/ Ben 1 Gerrs htt'2::&&&)%en@err)!om:a!tivism:. )

We used to se'arate re(i#ion "rom the mar/et'(a!e$ the intimate and 'ersona( "rom the

!ommer!ia() Not an more We sa& &eddin# servi!es %ein# he(d in a ma(( &e sa&

industria( !ha'(ains &e see 'eo'(e in!(udin# ourse(ves. sharin# intimate in"ormation on

!ommer!ia( '(at"orms thin/ 5a!e%oo/$ outu%e$ or an t'e o" rea(it sho& ou !anima#ine. &e see more and more individua(s trans"ormin# themse(ves into 'rodu!ts

thin/ 'o(iti!ians$ !e(e%rities$ ever%od. % o'enin#:ada'tin# their (ives to the!onsumin# 'u%(i!$ % treatin# their %odies as 'a!/a#in# that !an en!oura#e !onsum'tion

thin/ '(asti! sur#er$ steroids$ the %eaut industr$3.) We see our %odies and minds as

instruments that !an %e bu'#raded$ b"i+ed$ et!) We !onsume in &as that &ere notima#ina%(e a "e& de!ades a#o)

As a resu(t$ our understandin# o" !onsumers and !onsum'tion !an more readi( than ever

%e used in areas that used to have nothin# or (itt(e to do &ith !onsum'tion and mar/etin#)0o(iti!ians$ the !hur!h$ do!tors$ edu!ators$ there are a(( in!reasin#( "a!ed % !onsumers

and !onsumer mindsets instead o" !iti8ens$ 'atients or students.) What ha''ens &hen

everthin# %e!omes a !onsum'tion e+'erien!e? ou mi#ht sa that nothin# is sa!redanmore) ou !ou(d a(so sa that !onsum'tion %e!omes sa!red) I 're"er the se!ond one)

Instead o" sim'( !om'(ainin# that the mar/et and !onsum'tion have destroed re(i#ion$

'o(iti!s$ et!) &e !an tr to understand the ne& "orms o" !onsumo-re(i#ion and 'o(iti!a(!onsum'tion that have re!ent( emer#ed) Instead o" !om'(ainin# a%out the bdeath o" the

natura($ 'ure human %ein#$ &e !an !onsider these ne& !onsumer !%or#s more !(ose(

e)#)$ dru#:ma!hine enhan!ed humans$ '(asti! %eauties$ et!).) Thin/ o" the e+!itin# ne&

ideas &e !ou(d (earn)

FENERA4 TREN9S the are interre(ated.

- the rise o" the mar/et 1 !onsum'tion as the !entra( so!io-!u(tura( "or!e

- the %(urrin# o" divisions %et&een other so!ia( s'heres and !onsum'tion

- !ommoditi8ation o" 'revious( bsa!red as'e!ts o" (i"e- !onsum'tion re'(a!in# re(i#ion and an!estr as the 'rime sour!es o" se(" de"inition

- emer#in# 'o(iti!a(:so!ia( !onsum'tion votin# &ith &a((ets.

- movin# to 'ostmodernit see ') Y,*-Y,> in SBAH.

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