consumer behaviour mod ii

7/31/2019 Consumer Behaviour Mod II

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CONSUMER BEHAVIOURMODULE-II


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CHAPTER OUTLINES

Individual determinants of behavior:

A. Personality

B. Perception

C. Attitudes

(Structural models of attitudes: Tri-

component attitude model, multi attribute

model, the measurement of attitudes-scalingtechniques and projective techniques)

D. Learning and motivation


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A. Personality

An individuals unique psychological makeup, which

consistently influences how the person responds to

his or her environment.

Personality is the characteristic and relativelyenduring ways that people have of responding to

the situations they face, which include responses

to marketing strategies.

Understand the nature of personality, the role it plays in the consumptionprocess, and how marketers can use personality in developing mktg. strategy.


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CONCEPTS OF PERSONALITY

The personality of a consumer guides and directs the behaviorchosen to accomplish goals in different situations. There are twobasic approaches to understanding personality. Individual theorieshave two common assumptions: (1) all individuals have internalcharacteristics or traits, and (2) there are consistent differencesbetween individuals on these characteristics or traits that can bemeasured. Most of the individual theories state that traits are formedat an early age and are relatively unchanging over the years. Sociallearning theories emphasize the environment as the importantdeterminant of behavior. Therefore, the focus is on external(situational) versus internal factors.

Brands, like individuals, have personalities, and consumers tend toprefer products with brand personalities that are pleasing to them. Itis also apparent that consumers prefer advertising messages thatportray their own or a desired personality.


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Personality has four essential

characteristics:

Behavior must show consistency over time.

Behavior should distinguish the person from others. Personality characteristics are not rigidly connected to

specific types of behavior.

Personality variables often moderate the effects of other

variables on behavior.


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Freuds Psychoanalytic Theory

Personality results from

the clash of 3 forces - the

id, the ego, and the

superegoThe id represents

physiological drives

The ego acts to curb

the appetites of theid

The superego is the

conscience or voice

within


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How does personality influence

consumer behavior?

I. Psychoanalytic Theory

II. Socio psychological Theory

III. Trait-Factor Theory


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1. Human personality system consists of the id, ego, andsuperego.

2. The dynamic interaction of these results in unconsciousmotivations that are manifested in observed human behavior.

3. Personality is derived from conflict between the desire to satisfyphysical needs and the needs to be a contributing member ofsociety.

4. Personality is a result of more than just subconscious drives.

5. Some advertising is influenced by psychoanalytic approach

I. Psychoanalytic theory


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1. Recognizes interdependence of the individual and societyindividual strives to meet needs of society and society helpsindividual attain personal goals

2. Social variables (rather than biological instinct) are most

important in shaping personality

3. Behavioral motivation is directed to meet those needs.

4. Person may buy a product that symbolizes an unattainable or

unacceptable goalthe acquisition fulfills some subconsciousforbiddendesire

II. Socio-psychological Theory


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1. Quantitative approach to personality.

2. Personality made up of traits: any distinguishable, relatively enduring wayin which one individual differs from another

3. Understanding consumer traits can be useful in marketing planning

4. Assumes that traits are common to many individuals and vary in absolute

amounts among individuals

5. Traits are relatively stable and exert fairly universal effects on behaviorregardless of the environmental situation

6. Traits can be inferred from the measurement of behavioral indicators.

7. Trait theory is most useful to marketing strategists in developing brandpersonalitythe personality consumers interpret from a specific brand

8. Brands may be characterized as old-fashioned, modern, fun,

provocative, masculine, or glamorous

III. Trait-Factor Theory


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Predicting Buyer Behavior

1. Research typically attempts to find relationships betweenpersonality variables and consumer behaviors

2. Research tried to predict brand and store preference based onpersonality but with poor results.

3. Research typically attempts to find relationships betweenpersonality variables and consumer behaviors

4. Research tried to predict brand and store preference based on

personality but with poor results

5. Personality is just one variable in the consumer decision makingprocess


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Dimensions of Brand Personality

10-5

Sincerity Ruggedness

Brand personality

Down-to-earth

Honest

WholesomeCheerful

Excitement Competence Sophistication

Daring

Spirited

ImaginativeUp-to-date

Reliable

Intelligent

Successful

Upper class

Charming

Outdoorsy

Tough

Source: J.L. Aaker, Dimensions of Brand Personality,Journal of the Marketing Research,

August 1997, p. 352.


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Student Handout 1 :

PERSONALITY AND BEER PREFERENCES

Anheuser-Busch created four commercial advertisements for four new brands ofbeer. Each commercial represented one of the new brands and was created toportray the beer as appropriate for a specific drinkerpersonality. For example,one brand was featured in a commercial that portrayed the reparativedrinker,a self-sacrificing, middle-aged person who could have achieved more if he hadnot sacrificed personal objectives in the interest of others. For this consumer,drinking a beer serves as a reward for sacrifices. Other personality typessuchas the social drinker who resembles the campus guzzler, and the indulgentdrinker who sees himself as a total failurewere used to develop productpersonalities for the other new brands of beer in the study.

These commercials were watched by 250 beer consumers who then tasted allfour brands of beer. After given sufficient time to see each commercial andsample each beer, they were asked to state a brand preference and complete aquestionnaire which measured their own drinker personality. The resultsshowed that most consumers preferred the brand of beer that matched their owndrinker personality. Furthermore, the effect of personality on brand preferenceswas so strong that most consumers also felt that at least one brand of beer wasnot fit to drink. Unknown to these 250 consumers was the fact that all fourbrands were the same beer. Thus, the product personalities created in thesecommercials attracted consumers with like personalities.


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What is perception?

Perception can be described as how we see the world.

How a person recognizes, selects, organises andinterprets the stimuli in the environment into a

meaningful and coherent picture of the world is calledthe perception.

Perception is a highly individual process based on

each persons own needs, values and expectations.

Perception is subjectiveapproximation of reality.


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Three Stages of Perception

I. Exposure stage - consumers receive informationthrough their senses.

II. Attention stage - consumers allocate processingcapacity to a stimulus.

III.Comprehension stage - consumers organize andinterpret the information to obtain meaning from it.


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How Can We Increase

Consumers Exposure?

Road blocking--you

can run, but you canthide!

Repetition

Wide presence


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II. Attention stage

It occurs when the stimulus activates one or more of the sensory

receptors, and the resulting sensations go into the brain forprocessing.

Because of the amount of stimuli we are exposed to, we selectivelyattend to those stimuli that physically attract us (stimulus factors)or personally interest us (individual factors).

Stimulus factors are physical characteristics of the stimulus itself,such as contrast, size, intensity, color, movement, position, isolation,format, and information quantity.

Individual factors are characteristics of the individual, such as

interests and needs.

Both these factors are moderated by the situation in which theyoccur.


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Capturing Customers Attention

Goal is to activate the

orientation reflex by

creating stimuli that

surprise, threaten,annoy,or violate the

expectation of

consumers.


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III. Comprehension stage

It is the process in which individuals organize andinterpret information.

- It is largely a function of individual learning and

expectations that are triggered by the stimulus andmoderated by the situation.

Marketers are particularly interested in howconsumers differentiate between brands, how they

interpret images, and how they form inferencesaboutmissing information. Both marketing managers andregulators are concerned with the amount ofinformation that is misinterpreted.


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Elements of Perception

a. Sensation

b. Absolute threshold

c. Differential threshold

d. Subliminal perception


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a. Sensation

It is the immediate and direct response of the sensory

organs to stimuli.

A perfectly unchanging environment provides little to nosensation at all!

Sensation itself depends on differentiation of inputs.


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b. Absolute threshold

The lower level at which an individual can experience asensation is called the absolute threshold.


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c. Differential threshold

The minimal difference that can be detected between

two similar stimuli is called the differential threshold or

J. N. D. (Just Noticeable Difference).

German Scientist Weber discovered that the J.N.D.between two stimuli was not an absolute amount, but anamount relative to the intensity of the first stimulus.


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Webers Law

A theory concerning the perceived differentiationbetween similar stimuli of varying intensities.

(i.e., the stronger the initial stimulus, the greater the

additional intensity needed for the second stimulus to beperceived as different).


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Marketing Applications

of the JND

Marketers Need to determine the relevant j.n.d. for their

products

so that negative changes are not readily discernible to

the public.

so that product improvements are very apparent to

consumers.


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Gradual Changes

in Brand NameFall Below the

J.N.D.


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d. Subliminal perception

Perception of very weak or rapid stimuli received belowthe level of conscious awareness.

OR

Refers to presenting a stimulus below the level of

conscious awareness in an attempt to influence behavior

and feelings.


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PerceptualMapping

A research technique that enables

marketers to plot graphicallyconsumers perceptions Concerning

product attributes of specific brands.


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Perceptual Mapping

More

Quality

More

Price

Fashion Coverage

Status Coverage


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Perceived Risk

Types

Functional Risk

Physical Risk Financial Risk

Psychological Risk

Time Risk

The degree of

uncertainty

perceived by the

consumer as to theconsequences

(outcome)

of a specific

purchase decision.


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Consumer Attitudes

The Nature of consumer attitudes:- Meaning, Definition & Concepts.

Characteristics, functions, features

(or Attitudes and Behaviour)

Attitude Models (structural)

Tri-component Attitude Model

Multi Attribute Attitude Model

Attitude toward the ad model.

The Measurement of Attitudes

Factors in Attitude formation

Attitude change


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The Nature of consumer

attitudes

Meaning, Definition & Concepts:-

- Attitudes are an expression of inner feelings of aperson, that reflect whether he is favouring orunfavourably predisposed to some objectives,events or people.

- Attitudes are an outcome of psychologicalprocess.

- Attitudes are not directly observable but must beinferred from what people say or what they do.

- Definition: An attitude is the predisposition of

the individual to evaluate some object in afavourable or an unfavourable manner.


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Attitudes are a learned predisposition-

As learned predispositions, attitudes have

motivational quality, that is, they might force aconsumer towards a particular behaviour or reportthe consumer away from a particular behaviour.

Attitudes have consistency-

Another characteristic of attitude is that they arerelatively consisting with the behaviour they reflect.However, despite their consistency attitudes are notnecessarily permanent, they do change.


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Attitudes occur within a situation-

-By situation, we mean events or circumstances that, ata

particular point in time, influence the relationshipbetween

an attitude and behaviour.

-Indeed, individuals can have a variety of attitudestoward

a particular behaviour, each corresponding to aparticular

situation.

-It is important to understand how consumer attitudesvary

from situation to situation.


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Attitudes and Behaviour Attitudes have been thought as serving four functions and

thereby affecting the behaviour. They are as follows:

Instrumental: Attitudes are aroused by the activation of aneed.

Ego-defensive: The ego-defensive function of attitudes

acknowledges the importance of psychological thought. Ego-defensive attitudes may be aroused by internal and externalthreat, frustrating events and suggestions from authoritariansources.

Value-orientation: The value-orientation function takes intoaccount attitudes that are held because they express apersons values or enhance his self-identity.

Knowledge: The knowledge function of attitudes is based ona persons need to maintain a stable, organized and

meaningful structure of the word.


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Structural Models of Attitudes

To understand the relationship betweenattitudes and behaviour, psychologists constructdifferent models that capture the differentdimensions of attitude.

There are several different attitude models suchas

-A- Tri-component attitude model

-B- Multi-attribute attitude model

-C- Attitude-toward the ad model


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-A- Tri-component attitude model

According to the Tri-component model, attitudesconsist of three major components, such as:-

a). Cognitive

b). Affectivec). Conative

Continued

Cognitive

Affective Conative


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a). The cognitive component

This is the first component of the Tri-component Attitude model.

It consists of a persons cognitions (i.e. the knowledge andperceptions that are acquired by a combination of directexperience with the related attitude object and related informationfrom various sources).

The knowledge and resulting perceptions commonly take the form of

beliefs.

i.e. the consumer believes that the attitude object possesses variousattributes and that specific behaviour lead to specific outcomes.

For Example: If there are 2 products of soap i.e. SA and SB. The

features taken into consideration for perception are price, quality,flavour; for both the product. Where price, quality, quantity, flavour arethe attributes. The consumer believes both SA and SB. But there is adifference between these two products on a single attribute known asprice. And finally, he select product SA as because it has less price.Which is a specific outcome for the customer.


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b). The affective component

A consumersemotions or feelings about a particularproduct or brand constitute the affective component ofan attitude.

These emotions and feelings are frequently treated byconsumer researchers as primarily evaluative innature i.e. the extent to which the individual rates theattitude object as favourable or unfavourable.

Continued


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c). The conative component

The final component of the Tri-component Attitudemodel.

Conation is concerned with likelihood or tendency thatan individual will undertake a specific action orbehave in a particular way with regard to the attitudeobject.

In marketing and consumer research, the conativecomponent is frequently treated as an expression of theconsumers intention to buy.

Buyer intention scales are used to assess the likelihoodof a consumer purchasing a product or behaving in acertain way.


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-B- Multi-attribute attitude

model This concentrates consumers attitudes with regard to

an attitude object (for ex - a product, a service, etc.as a function of consumers perception andassessment of the key characteristics (attitudes orbeliefs) held with regard to the particular attitudeobject.

While there are many variations of this type ofattitude model, it is clearly defined items of the

following three models

a). Attitudes towards object model.

b). Attitude towards behaviour model.

c). Theory of reasoned action model.


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a). Attitudes towards object model.

This model specially suitable for measuring attitudes towards aproduct (or service) category or specific brands.

According to this model, the consumers attitude towards aproduct or specific brands of a product is a function of the

presence (or the absence) and evaluation of the specificproduct specific beliefs and or attributes.

In other words, consumers generally have favourable attitudestowards those brands that they believe have an adequate level

of attributes that they evaluate as positive, and they haveunfavourable attitudes towards those brands they feel do not havean adequate level of desired attributes or have too many negativeattributes.


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b). Attitude towards behaviour model.

The focus in this model is the individuals attitude towardsbehaving or acting with respect to an object rather thanthe attitude towards the object itself.

The appeal of this model is that it seems to correspond moreclosely to actual behaviour that if does in the attitutde-twoards-object model.

It is very much close when a person is going to purchase

any expensive items. Under this model, when a buyer isgoing to buy certain products, it seems logical for him duringpurchasing that particular product not in a negative attitude.


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c). Theory of reasoned action model.

It represents a comprehensive integration of attitude components into a

structure that is designed to lead to both better explanation and betterpredictions of behaviour.

Like the Tricomponent model, the theory of reasoned action modelincorporates a cognitive component, an affective component and aconative component; however, these are arranged in a patterndifferent from that of the Tricomponent model.

The model suggests that the best predictor of behaviour is the intentionto act. To understand the (underlying) factors that contribute to aconsumers intention to act in a particular situation, the factors that led tointention is to be understood, i.e. the consumers attitude toward behaviourand the subjective norm.

The consumers attitude toward behaviour can be directly measured asaffect (i.e. a measure of overall favourability toward the purchase.)

And the subjective norms can be measured directly by assessing aconsumers feelings as to what relevant others (family, friends, roommates,co-workers) would think of the action being contemplated (or done).


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-C- Attitude-toward the ad

model

This model describe the impact of advertising or some

other promotional vehicle on consumer attitudes towards

particular products, brands, etc.

CONTINUED

,(affective) and judgments (cognition) as the result of exposure to


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(affective) and judgments (cognition) as the result of exposure to

an ad. These feelings and judgments in turn affect the

consumers attitude towards the ad and beliefs about the brand

acquired from exposure the ad. Finally, the consumers attitude

toward the ad and beliefs about the brand influence his or herattitude toward the brand.

EXPOSURE TO AN

ADVERTISING

ATTITUDETOWARD THE

ADVERTISING

FEELINGS FROM

THEADVERTISING

(AFFECT)

JUDGEMENTS

ABOUT THEADVERTISING

(COGNITION)

BELIEFS ABOUT

THE BRAND

ATTITUDE TOWARD

THE BRAND


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In assessing consumer attitudes towards an ad, researchers,described that it is critical to distinguish between cognitive

evaluations of the ad (i.e. judgments about the ad such aswhether it is humorous or informative) and affective responsestowards the ad (i.e. feelings experienced from exposure to thead).

Researcher suggested that in high involvement situations, itis more central factors (i.e. the messages argument or theinformational content of the ad) that will influence consumers,whereas in low involvement situations, it is moreperipheral-factors (i.e. the use of celebrities) that influenceconsumers.

And these research findings imply that marketers need toensure that even in low involvement situations, their messagescreate favourable perceptions based on the argumentsquality and credibility. Likewise, even in high-involvementsituations, the marketers message should also not neglect

peripheral or context message elements.

The measurement of


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The measurement of

attitudes Attitudes are subjective attributes of people. Thus, people

may vary along with a number of dimensions.

Keeping the measurement aspect into consideration, theattitudes might be defined operationally by describing themeasurement, developed largely by social psychologists,

is concerned with efforts to tap these attitudes as they arecharacteristics of individual.

There are many methods of attitude measurement suchas

- Self-report (usually of questionnaires dealing withbeliefs, feelings and behaviour)

- Indirect tests (such as projective techniques anddisguised approaches)

- Direct observation techniques.

- Psychological reaction techniques.

Factors in Attitude


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Factors in Attitude

Formation The attitudes are learned. Though there are different approaches as how

learning works and is acquired by individuals, generally it is held thatindividuals learn things from the environment in which they interact.

Thus, for attitude formation, all those factors must be taken into accountfrom which people learn.

Such factors may be analyzed in terms of groups. Starting from the familyas primary group an individual more in a close group called as Reference

Group then to larger groups or secondary groups (Ex-religious Groups) andfinally the society as a whole.

So the factors are as follows:

a) Group factors Family / Primary Group

- Reference Group- Social Group

b) Personality factors

c) Exposure to mass media

d) Direct Experience

consumer behaviour mod ii

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