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

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The Individual Perspective

4) Perception 5) Personality 6) Learning, Memory & Thinking 7) Motivation

PART II

Module 4: Perception

Using our 5 Senses

vision

hearing

taste

smell

touch

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.

Thresholds of Awareness: j.n.d.

$500

499

just noticeable difference (j.n.d.) for a

night at the Waldorf Astoria?

Thresholds of Awareness: j.n.d.

$3.49

2.49just noticeable

difference (j.n.d.) for a menu at Cindy’s?

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.

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.

Focussing and Attention

In order to p e r c e i v e something we have to give it our attention.

External factors

contrastmovement

repetitionsize

stimulus provided by a change in the environment that is most important

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.

Organising Perceptual Cues/Distortions

Illusions

Figure and Ground

Grouping into patterns

The wearing of uniforms is a common form of grouping the similarand identifying the dissimilar as applied to people.

Closure and The Zeigarnik Effect

If certain things are familiar to us our perceptual process will close the gaps in the picture.

Organising Perceptual Cues/Distortions

Perceptual Constancy

Depth and Distance

Movement

Subliminal Perception

The sheer amount of exposure to a stimulus increases our general feeling of liking for it.

Product Images, Self-images and Consumer Behaviour

Companies try to influence consumer perceptions by encouraging associations between themselves and a desirable and appropriate image.

Perceiving Risk

financialperformance

physicaltime

psychologicalsocial

Six identified forms of risk

Coping with Risk

Relying on brand loyalty is the most popular strategy for reducing perceived risk.

Module 5: Personality

What makes someone a unique person?

The psychologist and the layman use the term personality to make sense of an individual’s behaviour.

Define ‘Personality’

The sum total of all the

factors that make an

individual human being

both individual & human.

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.

Freud’s Developmental Stages

Owning a hot car is the psychic equivalent of having a mistress

Personality Tests

Minnesota Multiphasic Personality Inventory MMPI★ most common encountered personality test, a questionnaire★ 550 statements to answer with ‘true’, ‘false’, or ‘cannot say’

Personality Tests

Thematic Apperception Test TAT★ projective test; widely used★ 20 b/w pictures with ambiguous relationships depicted

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

Neo-Freudian Psychoanalysis:

Compliant, Aggressive, or Detached orientation

Classify relationships

Self Theory

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

Trait Theory: Raymond Catell

Brand Personality

A way of characterising the image of a brand by giving it personal associations, as though it were an individual.

Module 6: Learning, Memory & Thinking

All consumer behaviour is learned behaviour

...the relatively permanent process by which changes in behaviour, knowledge, feelings or attitudes occur as the result of prior experience.

Learning is...

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)

Classical Conditioning

Classical Conditioning

Consumer ApplicationsClassical Conditioning:

Operant Conditioning: The Skinner Box

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.

The Cognitive Approach

See what someone does and infer from that behaviourwhat she thinks or feels.

The Cognitive Approach

reaction

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.

Making Learning Meaningful: Repetition

Making Learning Meaningful: Visuals

one picture is worth a thousand words

Making Learning Meaningful: Self-referencing

When people are asked to relate information to their own livestheir memory of the material is increased.

Making Learning Meaningful: Meaningfulness

We learn new things by linking them with things we already know.

Modelling

Observe the behaviour of others and use them as models for your own behaviour.

Module 7: Motivation

do people buy what they buy?

‘Why’

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.

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.

Motivation and Buying Behaviour

Buying Behaviour

Ability Opportunity Motivation= + +

BB = ƒ(A, O, M)

Components of Motivation

Motivation Need= Incentive

Buying Behaviour

Internal External

The Fulfillment of Needs: Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs Consumer Applications

Maslow’s Hierarchy of Needs Consumer Applications

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.

The Motivational Mix: Approach & Avoidance

Approach-Approach conflict

Avoidance-Avoidance conflict

Approach-Avoidance conflict

The Motivational Mix The Force of Inertia

Unless we are actively seeking certain productswe will follow our established buying habits.

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.

The Motivational Mix:

Product

Antecedents of Involvement 2/3

Consumer’s perception of the product, affects the level of involvement.

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.

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.

The Motivational Mix: Outcomes of Involvement

The outcomes of involvement will depend on the interaction between the preceding two sets of factors.

The Motivational Mix: Specific Needs

Achievement

Affiliation

Power

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.

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.

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.

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.

also...

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,

Semiotics

Semiotics is concerned with the meanings that signs and symbols havefor people, both consciously and unconsciously.

Relationship between Maslow’s hierarchy and specific needs:

MASLOWPhysiologicalSafetySocialSelf-esteemSelf-actualisation

SPECIFIC-----PowerAffiliationAchievementAchievement

Congrats! You finished Consumer Behaviour part II.

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