consumer behaviour part2: the individual perspective
DESCRIPTION
Preparation for the Consumer Behaviour exam at Edinburgh Business School. Content extracted from the ‘Consumer Behaviour’ text book by David A. Statt. All pictures used for educational purposes only. No copyright infringement intended.TRANSCRIPT
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Consumer Behaviour Part II: The Individual Perspective
Preparation for the Consumer Behaviour exam at Edinburgh Business SchoolContent extracted from the ‘Consumer Behaviour’ text book by David A. Statt
All pictures used for educational purposes only. No copyright infringement intended.
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The Individual Perspective
4) Perception 5) Personality 6) Learning, Memory & Thinking 7) Motivation
PART II
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Module 4: Perception
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Using our 5 Senses
vision
hearing
taste
smell
touch
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Multi-sensual Marketing
taste & smell
vision
hearing
touch
We are used to associating particular consumer environments with specific senses, like a supermarket with vision, or a perfume counter with smell, but clever
marketing will make use of as wide a range of sensory stimulation as possible.
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Thresholds of Awareness: j.n.d.
$500
499
just noticeable difference (j.n.d.) for a
night at the Waldorf Astoria?
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Thresholds of Awareness: j.n.d.
$3.49
2.49just noticeable
difference (j.n.d.) for a menu at Cindy’s?
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Sensory Adaptation Can you still smell the fish?
Just as people in fish markets get used to the smell,you can get used to the feel of what you wear.
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Processing Sensory Information
The sense organs provide our brain with a steady flow of information about ourenvironment and the brain’s task is then to take this raw material and use it tohelp us make sense of that environment through the process of perception.
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Focussing and Attention
In order to p e r c e i v e something we have to give it our attention.
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External factors
contrastmovement
repetitionsize
stimulus provided by a change in the environment that is most important
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Internal factors
Different people react to the same sensations in different ways. One personmay put on a sweater because the room is too cold, while another throws
open the windows. The most important internal factor in perception iswhat people expect to see or hear in each situation.
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Organising Perceptual Cues/Distortions
Illusions
Figure and Ground
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Grouping into patterns
The wearing of uniforms is a common form of grouping the similarand identifying the dissimilar as applied to people.
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Closure and The Zeigarnik Effect
If certain things are familiar to us our perceptual process will close the gaps in the picture.
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Organising Perceptual Cues/Distortions
Perceptual Constancy
Depth and Distance
Movement
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Subliminal Perception
The sheer amount of exposure to a stimulus increases our general feeling of liking for it.
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Product Images, Self-images and Consumer Behaviour
Companies try to influence consumer perceptions by encouraging associations between themselves and a desirable and appropriate image.
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Perceiving Risk
financialperformance
physicaltime
psychologicalsocial
Six identified forms of risk
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Coping with Risk
Relying on brand loyalty is the most popular strategy for reducing perceived risk.
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Module 5: Personality
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What makes someone a unique person?
The psychologist and the layman use the term personality to make sense of an individual’s behaviour.
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Define ‘Personality’
The sum total of all the
factors that make an
individual human being
both individual & human.
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Freudian Iceberg
Conscious
Unconscious
Ego
ID Superego
Do it!No, no.
Easy, you both.
These three aspects of the personality are constantly interacting witheach other as we move through life. Frequently they are in conflict.
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Freud’s Developmental Stages
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Owning a hot car is the psychic equivalent of having a mistress
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Personality Tests
Minnesota Multiphasic Personality Inventory MMPI★ most common encountered personality test, a questionnaire★ 550 statements to answer with ‘true’, ‘false’, or ‘cannot say’
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Personality Tests
Thematic Apperception Test TAT★ projective test; widely used★ 20 b/w pictures with ambiguous relationships depicted
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Personality Tests
Rorschach ink blot test★ projective test; maybe most famous psychological test★ Testee sees people or things that are important to him or her
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Neo-Freudian Psychoanalysis:
Compliant, Aggressive, or Detached orientation
Classify relationships
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Self Theory
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Marketing and the Concept of Self
Actual self image:
Ideal self image:
Social self image:
Ideal social self image:
trad. concept of how people see themselves
how people would like to see themselves
how people think others see them
how people would like others see them
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Trait Theory: Raymond Catell
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Brand Personality
A way of characterising the image of a brand by giving it personal associations, as though it were an individual.
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Module 6: Learning, Memory & Thinking
All consumer behaviour is learned behaviour
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...the relatively permanent process by which changes in behaviour, knowledge, feelings or attitudes occur as the result of prior experience.
Learning is...
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The Behaviourist Approach
Psychology as the behaviorist views it is a purely objective branch of natural science. Its theoretical goal is the prediction and control of behavior. (Watson, 1913, p. 158)
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Classical Conditioning
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Classical Conditioning
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Consumer ApplicationsClassical Conditioning:
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Operant Conditioning: The Skinner Box
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Operant Conditioning: Consumer Applications
Your supermarket has a new brand of yoghurt on offer and you decide to try it, your future purchases of the product will
depend on whether your response is reinforced or rewarded by your liking it.
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The Cognitive Approach
See what someone does and infer from that behaviourwhat she thinks or feels.
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The Cognitive Approach
reaction
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Information Processing & the Concept of Memory
Whatever we learned would be of no use to us unless we had someway of storing it, ready to be retrieved when needed.
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Making Learning Meaningful: Repetition
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Making Learning Meaningful: Visuals
one picture is worth a thousand words
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Making Learning Meaningful: Self-referencing
When people are asked to relate information to their own livestheir memory of the material is increased.
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Making Learning Meaningful: Meaningfulness
We learn new things by linking them with things we already know.
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Modelling
Observe the behaviour of others and use them as models for your own behaviour.
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Module 7: Motivation
do people buy what they buy?
‘Why’
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How Managers see employee motivation
THEORY X THEORY Y
People are inherently lazy so they must be motivated by external incentives
People seek meaning and a sense of accomplishment and to exercise auton- omy and be independent in their work
They will pursue their own goals, which run counter to those of the organisation, so they need extra controls to keep them in line
As they are basically controlled and self-motivated they will find external controls and incentives demeaning
They are quite irrational and incapable of self-discipline or self-control
If they are only given the chance to do so they will come to regard the organisation’s goals as their own.
The rare individuals who are rational, controlled and self-motivated will therefore have to manage others.
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Motivation - the wish, need, desire - to do so.
A general term for any part of
the hypothetical psychological
process which involves the
experiencing of needs and drives
and the behaviour that leads to
the goal which satisfies them.
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Motivation and Buying Behaviour
Buying Behaviour
Ability Opportunity Motivation= + +
BB = ƒ(A, O, M)
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Components of Motivation
Motivation Need= Incentive
Buying Behaviour
Internal External
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The Fulfillment of Needs: Maslow’s Hierarchy of Needs
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Maslow’s Hierarchy of Needs Consumer Applications
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Maslow’s Hierarchy of Needs Consumer Applications
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The Motivational Mix: Multiple Motives
One important implication for marketers is that where peopledo not enter a shopping mall with specific purchases in mind
they need to consider the factors that underlie impulse buying.
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The Motivational Mix: Approach & Avoidance
Approach-Approach conflict
Avoidance-Avoidance conflict
Approach-Avoidance conflict
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The Motivational Mix The Force of Inertia
Unless we are actively seeking certain productswe will follow our established buying habits.
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The Motivational Mix: Antecedents of Involvement 1/3
PERSON
C o n c e r n e d w i t h consumer’s self-image and the needs, drives, values, interests and fantasies. I.e.Intimate relationship with their car, buying of car magazines.
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The Motivational Mix:
Product
Antecedents of Involvement 2/3
Consumer’s perception of the product, affects the level of involvement.
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The Motivational Mix:
Situation
Antecedents of Involvement 3/3
A consumer’s level of involvement can also be i n f l u e n c e d b y t h e situation in which a p r o d u c t i s b e i n g purchased.
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The Motivational Mix: Properties of Involvement
Purchase Decisions
Consumers who are highly involved will spend a great deal of time and effort on making purchase decisions.
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The Motivational Mix: Outcomes of Involvement
The outcomes of involvement will depend on the interaction between the preceding two sets of factors.
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The Motivational Mix: Specific Needs
Achievement
Affiliation
Power
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The Motivational Mix: Need of Achievement (labelled n Ach)
People high on n Ach have a preference for particular situations, where the degreeof risk involved is neither high nor low but moderate, feedback on their
performance is provided, individual responsibility is acknowledged.
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The Motivational Mix: Need of Affiliation
This need is characterised by the particular importance tothe individual of love and acceptance and the feeling of belonging.
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The Motivational Mix: Need of Power
Maslow’s level of Safety. That is, people who are high on this need seeka feeling of security by trying to control as much of their lives and their
environment as possible.
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Unconscious Motivation
When a woman bakes a cake and pulls it out of the oven she is(unconsciously and symbolically) going through the process of giving birth.
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also...
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Unconscious Motivation
and it also afforded them a feeling of power and control over their immediate environment.
Research showed that killing roaches with a b u g s p r a y a n d watching them squirm and die allowed women t o e x p r e s s t h e i r hostility toward men,
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Semiotics
Semiotics is concerned with the meanings that signs and symbols havefor people, both consciously and unconsciously.
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Relationship between Maslow’s hierarchy and specific needs:
MASLOWPhysiologicalSafetySocialSelf-esteemSelf-actualisation
SPECIFIC-----PowerAffiliationAchievementAchievement
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Congrats! You finished Consumer Behaviour part II.
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