Downloaded 86 times
Uploaded byMelissa Baker
Individual determinants of consumer behaviour
The document discusses various theories and models of motivation and consumer behavior. It describes Maslow's hierarchy of needs which proposes that humans seek to satisfy higher level needs after fulfilling basic needs. McGuire's psychological motives model divides motivation into cognitive vs affective and status quo vs growth categories. Murray identified six psychogenic needs like autonomy and dominance. The consumer decision process model outlines stages like problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. Attitudes are influenced by affect through mere exposure effect, classical conditioning and attitude toward the ad.
More Related Content
Similar to Individual determinants of consumer behaviour
Individual determinants of consumer behaviour
- 1. Individual Determinants of ConsumerBehaviour
- 2. Introduction • Consumer Behaviouris influenced by many factors like, individual, group, social, economical cultural determinants. • Among them individual determinants like, motivation, personality, attitude and self- concept play a very important role. This chapter takes you through the details of the said variables in individual determinants.
- 3. Motivation • Motivation iswhat makes people move and act. Motivation refers to the initiation, direction, intensity and persistence of behavior. • Motivation is having the desire and willingness to do something. It is the driving force of all human behavior.
- 4. • Motivation isformally defined as the state of drive or arousal, which impels behaviour towards a goal object. • Thus motivation is comprised of two components – – Drive or arousal, and – Goal Object.
- 5. Theories of Motivation •Maslow’s Hierarchy of Needs: • Maslow's theory contended that as humans meet 'basic needs', they seek to satisfy successively 'higher needs' that occupy a set hierarchy. • Higher level needs are dormant till the lower levels are satisfied. In effect, according to this theory, dissatisfaction and not satisfaction motivates behaviour.
- 6. This theory isbased on four assumptions: 1. All human beings acquire a similar set of motives through genetic factors as also social influences. 2. Some motives among these are more basic than others. 3. First the more basic motives are to be satisfied to a minimum level before other motives are activated. 4. As more and more basic motives are satisfied, more advanced motives come into effect.
- 8. McGuire’s Psychological Motives •McGuire proposed a system of classification, by which marketers could isolate motives likely to be involved in various consumption situations.
- 9. • In thissystem, motivation is first divided into four categories based on two criteria: – Cognitive motivation or affective motivation: Cognitive motives deal with a consumer’s need for adapting to the environment and achieving a sense of meaning while satisfying the need. Affective motive is the one wherein the individual gets a feeling of satisfaction while attaining personal goals. – Preservation of status quo or growth focus: Status- quo goal emphasizes on maintaining equilibrium while the growth-oriented motive emphasizes development.
- 10. • These fourcategories are further divided into 16 categories, based on the source and objective of the motive as under: • Whether the behaviour is actively initiated or whether it is in response to the environment. • Whether the behaviour helps the consumer to achieve a new internal state or whether it creates new external relationship to the environment.
- 11. Cognitive Preservation Motives: •Need for consistency (active, internal): A consumer always desires to have consistency in attitudes, behaviours, opinions, self-image, etc. If there is any inconsistency, the consumer will try to reduce such inconsistency. One of the examples is that of “Cognitive Dissonance” wherein the consumer tries to resolve the conflict in his mind of a wrong decision on a purchase by actively supporting decision in his own mind by selective exposure and search. This will be dealt with more detail later. It is important for marketers to design their advertising campaigns so that the consumer beliefs are consistent with the information provided in the advertisement. If the objective of the marketer is to change the consumer’s attitude, different strategies have to be used which will be discussed later. • .
- 12. • Need forattribution (active, external): This motive attributes the reason for a favourable or unfavourable outcome of a decision to self or to some outside element. This is based an area of research called as “ Attribution Theory” When a consumer feels that the salesman who is describing the product features is doing so for getting his commission, • • he/she will discount the advice by attributing sales motive to the salesman. A similar advice given by a friend or relative may be accepted more readily since the consumer feels that this person is trying to be helpful. Since the consumers always attribute motives to the messages received by them from advertisements or sales people, many of these messages may not have the intended impact. One approach to overcome this is to use a credible spokes person in the ads
- 13. • Need tocategorise (passive, internal): Consumers always organize the information received by them in meaningful and manageable categories. This will help them to process the vast amount of information in a proper way. For example, the consumer may categorise the price parameter of a product while taking a purchase decision. Hence Bata’s pricing strategy of prices for their footwear such as Rs. 99.95 instead of Rs. 100 will elicit better response since the consumer will categorise this product as being below Rs.100 level. • Need for objectification (passive, external): Feelings, impressions and attitudes of consumers are established by observing and comparing cues and symbols from outside. An individual always compares own behaviour with that of others and comes to conclusions as to these impressions. Clothing companies like Raymonds make use of this need to promote their products by presenting a subtle meaning of the desired image and lifestyle to the consumer.
- 14. Cognitive Growth Motives: •Need for autonomy (active, internal): This is the need for individuality and independence. This is characteristic of some cultures like that of USA. All cultures have this need at different levels, depending on the social acceptance of this need. While in America this need is actively encouraged from childhood, in Japan, this need is discouraged. Marketers respond to this need by designing their products with unique features or by offering a wide variety of products. Many go for customisation of options as per the individualistic needs. Many products are advertised as unique, independent and individualistic to cater to this need.
- 15. • Need forstimulation (active, external): This is a variety seeking behaviour of a consumer just for self-stimulation. This behaviour results in brand switching and also impulse purchases. • This need for stimulation keeps changing over time. Some consumers who in their early years want rapid changes become more stable over a period of time desiring stability. Some consumers who prefer stable environments may start getting bored & then look for stimulation by desiring change.
- 16. • Teleological Need(passive, internal): Consumers have certain images of desired outcomes and they try to compare that to their current status. Behaviours are constantly changed and the results are continuously monitored, by moving towards the desired state. This motive moves people to prefer certain patterns like good guys winning, hero and heroine getting together, etc. in mass media like movies, books, television serials etc. Marketers make use of these motives by designing their ad campaigns suitably.
- 17. • Utilitarian Need(Passive, external): In this need, consumer is vied as a problem solver who always approaches situations or opportunities to acquire useful information and skills. For example, a consumer may learn new fashions and clothing styles, etiquette, lifestyles, etc. while watching a movie or a TV serial. Consumers may also approach advertising campaigns and store displays as a source of learning for future or current purchase decisions.
- 18. • Murray’s Listof Psychogenic Needs: Murray identified six psychogenic needs of individuals resulting in certain marketplace behaviours. These are: • Autonomy need-results in impulse buying, wearing unconventional clothes, etc. – Dominance need- results in aggressively demanding attention in service organisations – Nurturance need – results in donating to humanitarian causes – – Exhibition need- results in wearing high fashion clothing – – Cognizance need- results in visiting museums, learning about new technology, etc. – Exposition need- results in playing opinion leaders.
- 19. 9-19 Customer vs. ConsumerBehavior • Customer behaviorCustomer behavior • Consumer behaviorConsumer behavior
- 20. 9-20 Interpersonal Determinants ofConsumer Behavior • Cultural InfluencesCultural Influences – Culture – ethnocentrism
- 21. 9-21 • Core ValuesinCore Values in the U.S. Culturethe U.S. Culture – While some cultural values change over time, basic core values do not
- 22. 9-22 • International PerspectiveonInternational Perspective on Cultural InfluencesCultural Influences – Cultural differences are particularly important for international marketers
- 23. 9-23 • Subcultures:Subcultures: subgroupof culture with its own, distinct modes of behavior • Subcultures can differ by: – Ethnicity – Nationality – Age – Religion – Geographic distribution
- 24. 9-24 0.40% 12.10% 12.50% 1.80% 0.70% 3.10% Hispanic American African Americans AsianAmerican Native American Two or More Races Other Note: Percentages have been rounded. SOURCE: Data from Roger Simon and Angie Cannon, “An Amazing Journey,” U.S. News & World Report, August 6. 2001, p. 12. Ethnic and Racial MinoritiesEthnic and Racial Minorities
- 25. 9-25 Interpersonal Determinants ofConsumer Behavior • Social InfluencesSocial Influences Group membership influences an individual’s purchase decisions and behavior in both overt and subtle ways. – Norms – Status – Roles
- 26. 9-26 • Jordache – Advertisement Illustratingthe Influence of Friendship Groups on Purchase Decisions
- 27. 9-27 • The AschPhenomenon:The Asch Phenomenon: the effect of a reference group on individual decision-making • Reference groupsReference groups • The purchased product must be one that others can see and identify. • The purchased item must be conspicuous
- 28. 9-28 • Social classes:Socialclasses: groups whose rankings are determined by occupation, income, education, family background, and residence location W. Lloyd Warner identified six classes: 1. Upper-upper 2. Lower-upper 3. Upper-middle 4. Lower-middle 5. Working class 6. Lower class
- 29. 9-29 • Opinion leaders:Opinionleaders: individuals likely to purchase new products before others and then share the resulting experiences and opinions by word-of-mouth Alternative Channels for Communications Flow
- 30. 9-30 • Family InfluencesFamilyInfluences – Autonomic – Husband-dominant – Wife-dominant – Syncratic Interpersonal Determinants of Consumer Behavior
- 31. 9-31 • Children andChildrenand teenagers inteenagers in family purchasesfamily purchases – Growing numbers are assuming responsibility for family shopping – They also influence what parents buy – They represent over 50 million consumers in their own right
- 32. 9-32 Personal Determinants ofConsumer Behavior
- 33. 9-33 Why do yousee so many people wearing football clothing? What drives that kind of consumer behavior?
- 34. 9-34 • Needs andMotivesNeeds and Motives – Need – Motives
- 35. 9-35 • Maslow’s Hierarchyof NeedsMaslow’s Hierarchy of Needs Esteem Needs Social Needs Safety Needs Physiological Needs Self-Actualization
- 36. 9-36 • Lindblad Special Expeditions –Service Aimed at Satisfying a Self- actualization Need
- 37. 9-37 • PerceptualPerceptual screens:screens: the filtering processes throughwhich all inputs must pass • Sony – Breaking Through Perceptual Screens
- 38. 9-38 • Subliminal Perception:SubliminalPerception: subconscious receipt of information – Almost 50 years ago, a New Jersey movie theater tried to boost concession sales by flashing the words Eat Popcorn and Drink Coca-Cola. – Research has shown that subliminal messages cannot force receivers to purchase goods that they would not consciously want.
- 39. 9-39 • AttitudesAttitudes –Attitudes: enduringevaluations, emotional feelings, or action tendencies toward some object or data –Attitude components: • cognitive • affective • behavioral
- 40. 9-40 This advertisement dealswith feelings or emotional reactions many of us have felt at one time or another.
- 41. 9-41 • ChangingChanging ConsumerConsumer AttitudesAttitudes – Marketershave two choices to lead prospective buyers to adopt a favorable attitude toward their product:
- 42. 9-42 • Modifying theModifyingthe Components ofComponents of AttitudeAttitude – Marketers can work to modify attitudes by providing evidence of product benefits and by correcting misconceptions
- 43. 9-43 • Learning:Learning: animmediate or expected change in behavior as a result of experience – Drive – Cue – Response – Reinforcement
- 44. 9-44 • Self-Concept:Self-Concept: person’s multifacetedpicture of himself or herself, composed of the real self, self-image, looking-glass self, and ideal self
- 45. 9-45 The Consumer DecisionProcess • Consumers complete a step-by-step process when making purchase decisions – High-involvement – Low-involvement SearchSearch AlternativAlternativ ee EvaluationEvaluation PurchasePurchase DecisionDecision PurchasePurchase ActAct Post-Post- purchasepurchase EvaluationEvaluation ProblemProblem OpportuniOpportuni tyty RecognitioRecognitio nn
- 46. 9-46 This advertisement showshow the customer is helped through the buying decision making process…a little unusual but effective none the less.
- 47. 9-47 • Problem orOpportunityProblem or Opportunity RecognitionRecognition – Consumer becomes aware of a significant discrepancy between the existing situation and the desired situation – Motivates the individual to achieve the desired state of affairs
- 48. 9-48 Evoked Set ModelEvokedSet Model AllAll BrandsBrands AllAll BrandsBrands UnknownUnknown BrandsBrands UnknownUnknown BrandsBrands KnownKnown BrandsBrands KnownKnown BrandsBrands OverlookedOverlooked BrandsBrands OverlookedOverlooked BrandsBrands UnacceptableUnacceptable BrandsBrands UnacceptableUnacceptable BrandsBrands AcceptableAcceptable BrandsBrands AcceptableAcceptable BrandsBrands RejectedRejected BrandsBrands RejectedRejected BrandsBrands PurchasedPurchased BrandBrand PurchasedPurchased BrandBrand EvokedEvoked SetSet InertInert SetSet
- 49. 9-49 • Evaluation ofAlternativesEvaluation of Alternatives – Consumer evaluates the evoked set – Outcome of the evaluation stage is the choice of a brand or product – Evaluative criteria: features that a consumer considers in choosing a model alternatives
- 50. 9-50 • Progresso – AnAttempt to Influence Evaluative Criteria
- 51. 9-51 • Purchase DecisionPurchaseDecision – Consumer narrows the alternatives down to one – Next, the purchase location is decided • Purchase ActPurchase Act – Consumers tend to choose outlets by considering such characteristics as location, price, assortment, personnel, store image, physical design, and services – Some choose the convenience of in-home shopping
- 52. 9-52 • Post-purchasePost-purchase EvaluationEvaluation – Afterthe purchase, consumers are either satisfied or experience cognitive dissonance (CD) – Michelin relieving CD
- 53. 9-53 • Classifying ConsumerProblem-Classifying Consumer Problem- Solving ProcessesSolving Processes • Routinized Response BehaviorRoutinized Response Behavior – Purchases made routinely by choosing a preferred brand or one of a limited group of acceptable brands
- 54. 9-54 • Limited ProblemSolvingLimited Problem Solving – Situation where the consumer has previously set evaluative criteria for a particular kind of purchase but then encounters a new, unknown brand or item
- 55. 9-55 • Extended ProblemSolvingExtended Problem Solving – Results when brands are difficult to categorize or evaluate – High-involvement purchase decisions usually require extended problem solving
- 56. ATTITUDE FORMATION ANDCHANGE: LOW CONSUMER EFFORT
- 57. How are Attitudesformed through Affect (Emotion)? • The mere exposure effect • Classical conditioning • Attitude toward the ad • Mood
- 58. The Mere ExposureEffect • Tendency to prefer known over unknown objects • Not dependent on reasoning or active consideration • W
- 59. Classical Conditioning • Originally developedby physiologist (Pavlov) • “Linking” between two objects causes association – e.g., a beautiful woman and a car
- 60. Terms • Unconditioned response • Unconditioned stimulus •Conditioned stimulus • Conditioned response
- 61. Making Classical ConditioningWork • Appropriate symbols (for the population in question) to elicit emotion • NOTE: Test stimuli for desired effect! • Repetition is critical!
- 62. Classical Conditioning GroupExercise • In groups of 3-5, describe one specific example of how classical conditioning could be used by marketers. • Create scenario with UR, US, CS and CR. – Can be “real example” or one you make up. • Be prepared to share your idea with the class
- 63. Attitude Toward theAd (Aad) • Transfer of affect from ad to product • Dual Mediation Hypothesis
- 64. The Dual MediationHypothesis Attitude toward the ad Credibility of message Attitude toward the brand
- 65. Mood • Biasing effecton attitudes • Congruence with product • Effect of colors/lighting on mood
- 66. Influencing Affectively BasedLow- Elaboration Attitudes • Source factors – attractiveness – likability – celebrity status • Message factors – Pleasant pictures – Music – Humor – Sex – Emotional involvement • Contextual factors – Repetition – Program/editorial context
- 67. How are Attitudesformed through Cognition? • Simple inferences • Heuristics – frequency heuristic
- 68. Influencing Cognitively BasedLow- Elaboration Attitudes • Source factors – Expert/credibility • Message factors – Number of arguments – Message simplicity – Involving • Repetition