unit 7 psychological influences: motivation & self concept Flashcards
psychological influences
- pertain to workings of the mind
- individual processes that affect behaviours
- help marketers understand why and how consumers behave the way they do
- include: motivation, self concept, perception, learning, attitudes
(MH) physiological needs
- basis requirement for human survival
- universal
- food, water, sleep, shelter, sex
- considered a deficiency need
(MH) safety
- freedom from harm and fear
- sense of security, stability comfort
- ex: financial security , well being, protection and comfort
- considered a deficiency need
- important for car insurance brands for ex
(MH)social needs
- need to be accepted by others
- need for fulfilling relationships
- love, affection, friendship, belonging
- a deficiency need
(MH)esteem
- need for recognition
- need for positive self image (higher)
- ex: status, confidence
- deficiency need
- the need to excel
(MH)self actualization
- need to reach full potential
- focus is on self awareness and personal growth
- expressed in different ways
- growth/being need
- realization of potential and fulfillment
deficiency needs
-esteem needs, social needs, safety needs, physiological needs
growth/being needs
- self actualization
criticism of mallows hierarchy
- little empirical evidence in support of ranking needs (needs as more dynamic and intertwined
- theory developed on basis of restricted samples
- theory can’t be generalized to broader population bc only tested on high achieving college students
- importance of needs change depending on where you are in life
- differences of needs and need hierarchies across cultures (individualist vs collectivist)
self concept
-collection of ideas and beliefs about oneself , liable to change as we grow
real self
- part of self concept
- reflects who we truly and objectively are
- ex: brown hair, siblings, introverted
self concept theory
- states the self has 4 components: real self, self image, looking glass, ideal self
self image
- how we see ourselves, more subjective, may line up with actual self or differs substantially from how we truly are
- ex: narcissists view themselves as better than they are, vice versa for low confidence
looking glass self
- how others perceive us, making assumptions on how people view us, ex: making people laugh, may think you are funny
- marketers know many important decisions are based on this
ideal self
- shaped by numerous factors like life experiences, role models, etc.
- select products in order to reach our ideal self and manage looking glass self
- purchase things that will bring us closer to who we want to be
- important for marketers
perception
- psychological process by which an individual selects, organizes, interprets, responds to information to create a meaningful picture of the world
- coke vs pepsi
- chemical compositions similar, blind taste shows most ppl can’t tell difference
- unbranded: coke and Pepsi equally preferred
branded: greater preference for coke
neuromarketing
- use of neuroimaging tools, and physiological measures to understand consumer behaviour
- examine brain and physiological responses to marketing stimuli
- purchase of products can be predicted based on brain activity changes
- preference of matte potato chips bag to glossy
perceptual selectivity
-selective exposure, selective perception, selective comprehension, selective retention
selective exposure
-involves customers choosing whether or not they’ll make themselves available to paying attention to content versus, pay attention to what coincides with how you see the world. Choose the content that receives attention
selective perception
-pay attention to content that’s salient, ex: hungry and driving, attention drawn to roadside billboards for restaurants and food
selective comprehension
-interpret info so its consistent with our attitudes and beliefs, ex: brand being criticized you interpret attack ads against this ad as desperate or immature, attacking brand attacking your fav brand as opposed to agreeing (rationalization)
selective retention
- remember only relevant info, more ppl more likely to remember things relevant to interests, values, beliefs
behavioural learning
- behaviours as learned habits through association between a stimulus response
1) drive: condition that impels you to act
2) cue: stimulus that tells you how to respond
3) response: reaction to cue
4) reinforcement: effect of the response (consequence)
stimulus generalization
- occurs when a response to one cue is evoked by another similar cue
- increases with cue similarity
- relevant to the intro of new products and copycat brands, use similar packaging to the popular brand theyre copying
stimulus discrimination
- ones ability to perceive differences among similar products or brands
- brands use unique packaging and messaging in an effort to stand out
cognitive learning
- knowledge is acquired through ones own info processing
- learners take in, interpret and store and retrieve info to inform actions
- can occur through own experiences
- can occur through observation of others
attitudes
- attitude: an evaluation of an idea, object, or person
- mixed feelings about issues or people, informed by beliefs and values
- beliefs: assumptions we believe to be true based on past experience and available information
- values: principles, standards, or qualities that are held in high regard (honest and equality)
- expensive to change attitudes
attitude change
- changing attitude may represent a way to gain more customers
- change beliefs about extent to which that product or service has certain attributes
- ex: getcrackin campaign to offset that eggs are unhealthy, resulting in more positive attitudes toward eggs
- change perceived importance of attributes, ex: expiration dates on Pepsi imply fresh soda
sociocultural influences
- influences that stem from one’s relationship with others
- includes social influences and cultural influences
reference group
group of people with common interests who influence an individual’s attitudes and behaviours
- membership: you belong to this group, most easily identified by marketers (social club, religious org, etc)
- aspiration: you wish to be. apart of this group, buy things that bring you closer to being in this group
- dissociative: you distance yourself from this group, undesirable, do not want to purchase these products or services, can put competing brands in a negative light as seen in politics
consumer socialization
- process by which people acquire the skills, knowledge and attitudes necessary to function as consumers
- direct discussion, observation, ex: parents offering instruction to bargain hunting, brands or product preferences, or even by watching your family consume (parents influence us till adolescence)
- family life cycle: a family’s progression from formation to retirement, each phase bringing distinct needs and purchasing behaviour
family life cycle
-bachelor stage: personal appearance focused, basic furniture and kitchen appliances, impulse purchases, unmarried
-newly married: financial stability, durable goods, vacations, gifts, joint decision making
-full nest: numerous stages, home necessities, child needs, savings (education and retirement)
empty nest: retirement, vacations, hobbies, medical, family support. Finances can be saved for medical needs. Often contribute money to support existing family members
- solitary survivor: reduction in income, security, medical costs, downgrade property
culture
- set of values, ideal and attributes that are learned and shared among the members of a group
- consumers purchasing decisions are often aligned w their culture
values
- widely held beliefs about what is socially acceptable or desirable
- individualistic cultures: individuality, efficiency, freedom, ambition, pervasive in USA, Canada, Germany
need
-state of deprivation or absence of something useful
motives
- the conditions that prompt the action necessary to satisfy a need
2 principles at work in the hierarchy
- when lower level needs are satisfied one moves up to higher level needs
- satisfied needs to not motivate. Needs yet to be satisfied influence behaviour
personality
-distinguishing psychological characteristics of a person that produce relatively consistent and enduring responses to the environment in which that person lives
lifestyle
- a persons pattern of living as expressed in his or her activities, interests, opinions, and values
- marketers try and determine who buys their products based on demographic info such as age, income, gender, education
- psychographic research determines the activities, interests, and opinions of consumers
- shows us how an individual’s interest in a product depends on his or her lifestyle
social influences
- factors that influence the purchase decision process
- reference groups: desire to fit in, common interest, younger groups
- family: traditional roles of household members, men now have more influence on household purchases, double targeting (reaches both partners), children increased influence is due to smaller family size
- social class: income, occupation, education, inherited wealth, persons place in class structure influences his or her purchase decisions
cultural influences
- behaviors learned from external courses, such as family, workplace, education
- influenced by where someone lives
- non urban Canadians emphasize family goals, while auburn dwellers tend to have more individually focused goals
- subculture: subgroup of culture that has distinct attitudes and values that set it apart from larger culture
- prudent manager: conclude consumers across the country need the same products but he way products are presented will vary
regional differences
- French vs English
- francophone quebec consumers more emotional that English Canadians, influences buying behaviour
- multicultural countries pose challenge for global marketers
