unit 9 - consumer behaviour pt 2 Flashcards
psychological influences
Pertain to the workings of the mind
Individual processes that affect behaviours
Help marketers to understand why and how consumers behave the way they do
Include: motivation, self-concept, perception, learning, attitudes
motivation
Energizing force that stimulates behaviour to satisfy a need
Starts with the identification of unmet needs
need
state of felt deprivation; absence of something useful; motivational driver
maslow’s hierarchy of needs
Understand basis and patterns of motivations
Some needs take precedence over others
Largely subconscious
maslow’s hierarchy of needs in order
physiological, safety, social, esteem, self-actualization
physiological needs
Basic physical requirement for human survival, universal
E.g. food, water, sleep, shelter
safety needs
Freedom from harm and fear
Sense of security, stability, comfort
E.g. financial security, well-being
social needs
Need to feel accepted by others
Need for fulfilling relationships
E.g. love, affection, friendship, belonging
esteem needs
Need for recognition from others (lower)
Need for positive self-image (higher)
E.g. status, confidence
self-actualization needs
Need to reach full potential
Focus is on self-awareness and personal growth
Expressed in differing ways
deficiency needs (D-needs)
physiological, safety, social, and esteem needs (lack or deprivation of something)
growth/being need (B-needs)
self-actualization need (no lack or deprivation, don’t diminish overtime like deficiency needs)
maslow’s hierarchy of needs: criticism
Little empirical evidence is support of ranking needs (needs as more dynamic and intertwined)
Theory developed on basis of restricted samples (healthiest 1% of college students)
self-concept
collection of ideas and beliefs about oneself; liable to change as we grow
4 aspects of self-concept
real self, self-image, looking-glass self, ideal self
real self (aka actual self)
Reflects who we objectively are
Attributes, physical characteristics, personality traits, social roles, etc. that make us distinct from other people (siblings, introverted, brown hair)
self-image
How we see ourselves
May line up closely with actual self, or could differ substantially
Narcissism: view themselves more likeable, attractive, and influential
Low self-esteem: focus on their challenges and limitations
looking-glass self
How we think others perceive us
Pay attention ot reactions and ques of other people when interacting with us
ideal self
Who we aspire to be
Shaped by factors like life experiences, role models, cultural values
perception
Process by which an individual selects, organizes, interprets, and responds to information to create a meaningful picture of the world
perception: coca-cola vs pepsi
Chemical compositions are very similar
Blind taste tests show that most people don’t have the sensory ability to discriminate between the two
Most have a strong preference for one vs the other and perceive differences to exist
Taste test #1 - anonymous: coca cola and pepsi unbranded and unnamed
Coke and pepsi were equally preferred
Activity in reward centres of brain
Taste test #2 - brand-cued
Greater preferences for coke
Activity in brain structures associated with emotions, memories, learning
neuromarketing
Use of neuroimaging tools (e.g., fMRI) and physiological measures (e.g., eye tracking, heart rate) to understand consumer behaviour
Examine brain and physiological responses to marketing stimuli
Purchase of products can be predicted based on brain activity changes
ex: matte potato chip bag vs glossy
behavioural learning
Behaviours as learned habits acquired through association between a stimulus and a response
behavioural learning process steps
drive, cue, response, reinforcement
behavioural learning process step 1: drive
Condition that impels a person to act (walking to night class and you are tired)
behavioural learning process step 2: cue
Stimulus that tells you how to respond (see someone carrying a coffee, pass vending machine)
behavioural learning process step 3: response
Reaction to the cue (buy a beverage you were alerted to through environmental cues)
behavioural learning process step 4: reinforcement
Effect of the response (consequence)
Experience is reinforcing (feel joy) if stimulus worked
Experience is not reinforcing (yields learning dilemma) if stimulus doesn’t work; will try new one next time
stimulus generalization
Occurs when a response to one cue is evoked by another similar cue
Increases with cue similarity
Relevant to the introduction of new products and copycat brands
Eg. positive experience with tims coffee, red wendys cup resembles tims, so you believer wendys will be just as effective
stimulus discrimination
One’s 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 one’s own information processing
Learners take in, interpret, store, and retrieve information to inform actions
Can occur through own experiences
Can occur through observation of others
attitudes
Evaluation of an idea, event, object, or person
Defined by our beliefs and values
beliefs
assumptions we believe to be true based on past experience and available information
values
principles, standard, or qualities that are held in high regard (e.g. honesty, equality)
attitude change
Change belief about extent to which product has certain attributes (eggs being unhealthy breakfast food)
Change perceived importance of attributes (pepsi w/ expiration dates for freshness)
Add new attributes (iphones)
reference groups
group of people with common interests who influence an individual’s attitudes and behaviours; Influences that stem from one’s relationships with others
Includes social influences and cultural influences
membership group
you belong to this group, most easily identified by marketers
aspiration group
you wish to be part of this group
anticipatory group
reasonably believe you may belong in the future (training for sports, becoming professional athlete)
symbolic group
likely to never become part of (celebrities)
dissociative group
you distance yourself from this group (undesirable)
consumer socialization
process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers
Direct discussion, observation
Also influenced by peers, media
family life cycle
a family’s progression from formation to retirement. Each phase bringing distinct needs and purchasing behaviours
bachelor stage (family life cycle)
Focused on personal appearance
Basic furniture and kitchen appliances
Impulsive purchases
newly married (family life cycle)
Financial stability
Durable goods, vacations, gifts
Joint decision making
full nest (family life cycle)
Numerous stages
Home necessities, child needs
Savings (education, retirement)
empty nest (family life cycle)
Retirement
Vacations, hobbies, medical
Family support
solitary survivor (family life cycle)
Reduction in income
Security, medical costs
Downgrade property
culture
set of values, ideas, and attitudes that are learned and shared among the members of a group. Consumers’ purchasing decisions are often aligned with their culture
individualistic cultures (eg US)
Prioritization of individual needs over group needs
Key values: individuality, freedom, ambition (reflected in promotional materials)
Preference for products that express individual style and customization
Variety and choice are highly preferred
collectivist cultures (eg japan)
Prioritization of group needs over individual needs
Key values: cooperation, tradition, belongingness (reflected in promotional materials)
More open to product recommendations from close others
Greater degree of brand loyalty
fMRI (functional magnetic resonance imaging)
measures brain activity to reveal emotional, cognitive, and subconscious responses to marketing stimuli, helping marketers understand preferences and decision-making
welch’s study: communication in promotion
Individualistic: prefer promotional messaging (benefits gained)
- energizing, great-tasting, fun to drink
Collectivist: prefer preventative messaging (problems avoided)
- reduce risk of heart disease, avoid thirst
subcultures
group of people with shared value systems based on common life experiences and situations
total market strategy
Integrating ethnic themes and cross-cultural perspectives within a brand’s mainstream marketing, appealing to consumer similarities across subcultural segments rather than differences
social class
relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviours
opinion leader
a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others
motive (or drive)
a need that is sufficiently pressing to direct the person to seek satisfaction of the need
selective attention
tendency for people to screen out most of the information to which they are exposed
selective distortion
tendency of people to interpret information in a way that supports what they already believe
selective retention
consumers are likely to remember good points made about a brand they favour and forget good points made about competing brands
drive
internal stimulus that calls for action. A
drive becomes a motive when it is directed toward a particular
stimulus object
cues
minor stimuli that determine when, where, and how the person responds
