Consumer Behavior Summary
Consumer Behaviour * 95 percent of the thought, emotion and learning that force our consumption occur in the unconscious mind
Psychological factors * Motivation * Maslow’s hierarchy of needs theory * Physiological needs * Safety needs * Social needs * Esteem needs * Self actualisation needs * Perception * People can have different perceptions of the same stimulus because of three perceptual processes: * Selective exposure * Consumer’s selection of the type of advertisements they are exposed to/ impact them. As most stimuli is screened out by people * Selective distortion * Stimuli that consumers do not notice not coming across to the consumer in the intended way by advertise * Describes the tendency of people to adapt information to personal meanings * Selective retention * Retention of information that supports a consumer’s attitudes and beliefs * Learning * Learning occurs through the fusion of drives, stimuli, cues, responses and reinforcement * Marketers can build demand for a product by associating it with strong drives, using motivating cues and providing positive reinforcement * Beliefs and attitudes * Attitudes put people into a frame of mind of liking and disliking things * Since attitudes are developed over a period of time it is usually difficult to change them * Personality and self concept * Each person’s distinct personality influences their buying behaviour * Personality is closely tied to motivation and is usually described in terms of traits. * The basic self concept premise is that people’s possessions contribute to and reflect their identities that ‘ we are what we have’
Personal factors * A buyer’s decision is also influenced by
Psychological factors * Motivation * Maslow’s hierarchy of needs theory * Physiological needs * Safety needs * Social needs * Esteem needs * Self actualisation needs * Perception * People can have different perceptions of the same stimulus because of three perceptual processes: * Selective exposure * Consumer’s selection of the type of advertisements they are exposed to/ impact them. As most stimuli is screened out by people * Selective distortion * Stimuli that consumers do not notice not coming across to the consumer in the intended way by advertise * Describes the tendency of people to adapt information to personal meanings * Selective retention * Retention of information that supports a consumer’s attitudes and beliefs * Learning * Learning occurs through the fusion of drives, stimuli, cues, responses and reinforcement * Marketers can build demand for a product by associating it with strong drives, using motivating cues and providing positive reinforcement * Beliefs and attitudes * Attitudes put people into a frame of mind of liking and disliking things * Since attitudes are developed over a period of time it is usually difficult to change them * Personality and self concept * Each person’s distinct personality influences their buying behaviour * Personality is closely tied to motivation and is usually described in terms of traits. * The basic self concept premise is that people’s possessions contribute to and reflect their identities that ‘ we are what we have’
Personal factors * A buyer’s decision is also influenced by