Consumer Behavior Summary

Topics: Maslow's hierarchy of needs, Psychology, Motivation Pages: 3 (639 words) Published: August 23, 2013
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 personal...
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