Consumer Behavior-5 Psychological Core of Consumers Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing ...
5.  Consumer Behavior  M e t h o d o l o g y Management Marketing Marketing Research Market Segmentation Consumer Behavio...
5.  What Affects CB ? <ul><li>What Affects Consumer Behavior? </li></ul><ul><ul><li>5.1  Psychological Core  (Internal Pro...
5.  What Affects CB ? D ecision Making Process C onsumer Behavior Outcomes   Psycho logical Core Internal Process C onsu...
5.1  Psychological Core Psycho logical Core Internal Process <ul><ul><li>5.1  Psychological Core (Internal Process) </li><...
5.1  Psychological Core   5.1. 1.   Perceptions 5.1. 2.   Learning & Memory 5.1. 3.  Motivation and Values 5.1. 4.  Attitu...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core   5.1. 1.   Perceptions 5.1. 2.   Learning & Memory 5.1. 3.  Motivation and Values 5.1. 4.  Attitu...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core    LOV <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Dec...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core   5.1. 1.   Perceptions 5.1. 2.   Learning & Memory 5.1. 3.   Motivation and Values 5.1. 4.  Attit...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core    Appeal s <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2...
5.1  Psychological Core  Appeals <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  D...
5.1  Psychological Core  Appeals    Sex    Humor <ul><li>Used in 30% of all ads. </li></ul><ul><li>Score    in recall ...
5.1  Psychological Core  Appeals <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  D...
5.1  Psychological Core  Appeals <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  D...
5.1  Psychological Core  Appeals <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  D...
5.1  Psychological Core  Appeals    Sex    Humor    Fear    Metaphors    Rational    Emotional This ad for a nonpro...
5.1  Psychological Core   5.1. 1.   Perceptions 5.1. 2.   Learning & Memory 5.1. 3.   Motivation and Values 5.1. 4.   Atti...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core <ul><ul><li>5.1  Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2  Decision Ma...
5.1  Psychological Core   5.1. 1.   Perceptions 5.1. 2.   Learning & Memory 5.1. 3.   Motivation and Values 5.1. 4.   Atti...
5.1  Psychological Core
5.  What Affects CB ? <ul><li>What Affects Consumer Behavior? </li></ul><ul><ul><li>5.1  Psychological Core  (Internal Pro...
Part  Six  out of Six
Upcoming SlideShare
Loading in …5
×

Consumer Bahavior-5 a Marketing Plan prerequisite by www.marketingPlanNOW.com

1,863 views

Published on

Consumer behavior has a lot to do with the psychological core; internal processes that involve perceptions, learning, and issues such as memory, motivations, values and needs.
Furthermore, the presentation involves issues such as perceived risks, list of values (LOV) and FCB, a model that is based on the level of involvement of the consumer.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,863
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
244
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Consumer Bahavior-5 a Marketing Plan prerequisite by www.marketingPlanNOW.com

  1. 1. Consumer Behavior-5 Psychological Core of Consumers Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior-3 6. Creativity
  2. 2. 5. Consumer Behavior  M e t h o d o l o g y Management Marketing Marketing Research Market Segmentation Consumer Behavior © Danny Abramovich
  3. 3. 5. What Affects CB ? <ul><li>What Affects Consumer Behavior? </li></ul><ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  4. 4. 5. What Affects CB ? D ecision Making Process C onsumer Behavior Outcomes   Psycho logical Core Internal Process C onsumer’s Culture External Process <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  5. 5. 5.1 Psychological Core Psycho logical Core Internal Process <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  6. 6. 5.1 Psychological Core 5.1. 1. Perceptions 5.1. 2. Learning & Memory 5.1. 3. Motivation and Values 5.1. 4. Attitudes & Attitude Change 5.1. 5. The Self <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  7. 7. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Learning & Memory Learning – Change in behavior which comes with experience; directly or by observing events that affect others. Brand Equity
  8. 8. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Learning & Memory Memory – The process of acquiring information and storing it over time so that it will be available when needed. External  Encoding  Storage  Retrieval inputs Nostalgia
  9. 9. 5.1 Psychological Core 5.1. 1. Perceptions 5.1. 2. Learning & Memory 5.1. 3. Motivation and Values 5.1. 4. Attitudes & Attitude Change 5.1. 5. The Self <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul> 
  10. 10. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement Motivation – The processes that cause people to behave as they do especially when a NEED is aroused. Marketing to satisfy needs! What are those needs? Why do they exist?
  11. 11. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement Pyramid of Needs (Maslow, 1954)
  12. 12. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement
  13. 13. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement Types of Perceived Risk  Functional  Financial  Physical-Safety  Social  Psychological  Time
  14. 14. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement Perceived risk vs. PLC?
  15. 15. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement Value – A belief about some desirable end-state within a given culture.
  16. 16. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement List of Values (LOV) A widely used nine-categories scale for the measurement of values in a variety of consumer behavior contexts to include cross-cultural comparison. e.g. Japanese tourism behavior abroad 
  17. 17. 5.1 Psychological Core  LOV <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement  S ense of belonging  F un & enjoyment in life  W arm relationships with others  S elf-fulfillment  B eing well-respected  E xcitement  S ense of accomplishment  S ecurity  S elf-respect
  18. 18. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement Involvement – The level of perceived personal importance evoked by the stimuli within a specific situation. These levels can vary from ‘inertia’ ; buying a baguette, to ‘passion’ ; buying a ticket to a concert of a celebrity you worship.
  19. 19. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement FCB Grid – Working in F oote, C one & B elding (FCB) advertising agency, Richard Vaughn has incorporated a model that allows to understand people’s attitude toward advertising (1980). It is based on two dimensions: 1. Level of Involvement. 2. Thinking/ Feeling-related products.
  20. 20. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement FCB grid products
  21. 21. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement The Thinker The Reactor The Feeler The Doer FCB grid products
  22. 22. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement The Thinker L-F-D The Reactor D-F-L The Feeler F-L-D The Doer D-L-F Learn = information Feel = attitude Do = behavior FCB grid products
  23. 23. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement Life insurance L-F-D Beer D-F-L Perfume F-L-D Detergent D-L-F products
  24. 24. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement Measuring Involvement Un-involving involving 5. Unexciting Exciting 4. Irrelevant Relevant 3. Interesting Boring 2. Unimportant Important 1. To me (object to be judged) is:
  25. 25. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Motivation, Values & Involvement How often do you experience the following feelings as a result of eating chocolate? Happy never _:_:_:_:_:_:_:_:_ very often Excited never _:_:_:_:_:_:_:_:_ very often Delighted never _:_:_:_:_:_:_:_:_ very often Joyous never _:_:_:_:_:_:_:_:_ very often Satisfied never _:_:_:_:_:_:_:_:_ very often Proud never _:_:_:_:_:_:_:_:_ very often Annoyed never _:_:_:_:_:_:_:_:_ very often Depressed never _:_:_:_:_:_:_:_:_ very often Guilty never _:_:_:_:_:_:_:_:_ very often Regretful never _:_:_:_:_:_:_:_:_ very often
  26. 26. 5.1 Psychological Core 5.1. 1. Perceptions 5.1. 2. Learning & Memory 5.1. 3. Motivation and Values 5.1. 4. Attitudes & Attitude Change 5.1. 5. The Self <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>  
  27. 27. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Attitudes and Attitude change Attitude – A lasting, general evaluation of any marketing stimuli: people, products, brands, etc. Its components are A ffection - feel B ehavior - do C ognition - know Social Marketing
  28. 28. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Attitudes and Attitude change <ul><li>The ABC of attitudes </li></ul><ul><li> The A ffective component (feel): </li></ul><ul><ul><li>I feel good about myself when I </li></ul></ul><ul><ul><li>drive a BMW . </li></ul></ul><ul><li> The B ehavioral Component (act): </li></ul><ul><ul><li>I will buy a BMW next time. </li></ul></ul><ul><li> The C ognitive Component (beliefs): </li></ul><ul><ul><li>I think BMWs are quality cars. </li></ul></ul>
  29. 29. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Attitudes and Attitude change Automated audience measurement solution www.quividi.com
  30. 30. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Attitudes and Attitude change … evaluation of people, objects, or issues .
  31. 31. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Attitudes and Attitude change Changing Attitudes through Communication, Marketing Communication, MarCom ! Source  Coding  Message  Channel  Decoding  Reception Obj. Sign Media      
  32. 32. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Attitudes and Attitude change Source  Coding  Message  Channel  Decoding  Reception Obj. Sign Media       = Information = Communication
  33. 33. 5.1 Psychological Core  Appeal s <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Attitudes and Attitude change Selected Types of Message Appeals:  Emotional vs. Rati o nal:  Sex  Metaphors  Humor  Rational  Fear  Emotional
  34. 34. 5.1 Psychological Core  Appeals <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul> Sex <ul><li>Sub liminal techniques. </li></ul><ul><li>Sex increases attention. </li></ul><ul><li>Brand recall is lower. </li></ul><ul><li>May interfere message. </li></ul>Attitudes and Attitude change
  35. 35. 5.1 Psychological Core  Appeals  Sex  Humor <ul><li>Used in 30% of all ads. </li></ul><ul><li>Score  in recall tests. </li></ul>Attitudes and Attitude change
  36. 36. 5.1 Psychological Core  Appeals <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Attitudes and Attitude change  Sex  Humor  Fear <ul><li>Solutions to anxiety. </li></ul><ul><li>“ If-than approach”. </li></ul><ul><li> fear can backfire. </li></ul>
  37. 37. 5.1 Psychological Core  Appeals <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Attitudes and Attitude change  Sex  Humor  Fear  Metaphors W hen a word or phrase is applied to something it does not literally resemble in order to emphasize particular qualities.
  38. 38. 5.1 Psychological Core  Appeals <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Attitudes and Attitude change  Sex  Humor  Fear  Metaphors  Rational <ul><li>Suites for: </li></ul><ul><li>- Printed media, </li></ul><ul><li>- B2B advertisers, </li></ul><ul><li>-  involvement products . </li></ul>
  39. 39. 5.1 Psychological Core  Appeals  Sex  Humor  Fear  Metaphors  Rational  Emotional This ad for a nonprofit animal rights and rescue group draws on viewers’ sympathies toward animals. Attitud es and Attitude ch ange
  40. 40. 5.1 Psychological Core 5.1. 1. Perceptions 5.1. 2. Learning & Memory 5.1. 3. Motivation and Values 5.1. 4. Attitudes & Attitude Change 5.1. 5. The Self <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>   
  41. 41. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process The Self Many products are bought because the person is trying to highlight or hide some aspect of the self . e.g. consumers strive to fulfill their society’s expectations about how a male or female should look and act (Solomon & Al., 1999) .
  42. 42. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process The Self Self-esteem (SE) refers to the +ity level of a person’s self-concept. e.g. consumers with a  SE tend to prefer last-minute offers while those with  SE tend to opt for portion-controlled snacks.
  43. 43. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process The Self Self-consciousness (SC) refers to The l evel of embarrassment deriving from the feeling that others are critically aware of you. e.g. a student during class vs. in a student party.
  44. 44. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process The Self Sexual identity is a state of mind as well as body and may vary according to cultures. Each society determines what “real” men and women should and should not do !
  45. 45. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process The Self Ideal of beauty refers to a particular or exemplar appearance: physical features, clothing style, cosmetics, skin tone, body type, etc. Is beauty universal?
  46. 46. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process The Self Ideal of beauty refers to a particular or exemplar appearance .
  47. 47. 5.1 Psychological Core 5.1. 1. Perceptions 5.1. 2. Learning & Memory 5.1. 3. Motivation and Values 5.1. 4. Attitudes & Attitude Change 5.1. 5. The Self <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>    
  48. 48. 5.1 Psychological Core
  49. 49. 5. What Affects CB ? <ul><li>What Affects Consumer Behavior? </li></ul><ul><ul><li>5.1 Psychological Core (Internal Process) . </li></ul></ul><ul><ul><li>5.2 Decision Making Process. </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) . </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes. </li></ul></ul>
  50. 50. Part Six out of Six

×