Consumer Behaviour Part II: The
Individual Perspective Preparation for the Consumer Behaviour exam at Edinburgh Business School Content extracted from the ‘Consumer Behaviour’ text book by David A. Statt All pictures used for educational purposes only. No copyright infringement intended.

PART II The Individual Perspective
4) Perception 5) Personality 6) Learning, Memory & Thinking 7) Motivation

Module 4: Perception

Using our 5 Senses vision
taste touch hearing smell

Multi-sensual Marketing taste & smell
touch vision hearing We are used to associating particular consumer environments with specific senses, like a supermarket with vision, or a perfume counter with smell, but clever marketing will make use of as wide a range of sensory stimulation as possible.

Thresholds of Awareness: j.n.d. just
noticeable difference (j.n.d.) for a night at the Waldorf Astoria? $500 499

Thresholds of Awareness: j.n.d. $3.49
just noticeable difference (j.n.d.) for a 2.49 menu at Cindy’s?

Sensory Adaptation Can you still
smell the fish? Just as people in fish markets get used to the smell, you can get used to the feel of what you wear.

Processing Sensory Information The sense
organs provide our brain with a steady flow of information about our environment and the brain’s task is then to take this raw material and use it to help us make sense of that environment through the process of perception.

Focussing and Attention In or
d e r to perceive something we have to give it our attention.

External factors movement contrast repetition
size stimulus provided by a change in the environment that is most important

Internal factors Different people react
to the same sensations in different ways. One person may put on a sweater because the room is too cold, while another throws open the windows. The most important internal factor in perception is what people expect to see or hear in each situation.

Organising Perceptual Cues/Distortions Figu re
a Grou nd nd sio ns I llu

Grouping into patterns The wearing
of uniforms is a common form of grouping the similar and identifying the dissimilar as applied to people.

Closure and The Zeigarnik Effect
If certain things are familiar to us our perceptual process will close the gaps in the picture.

Organising Perceptual Cues/Distortions Perceptual Constancy
Depth and Distance Movement

Subliminal Perception The sheer amount
of exposure to a stimulus increases our general feeling of liking for it.

Product Images, Self-images and Consumer
Behaviour Companies try to influence consumer perceptions by encouraging associations between themselves and a desirable and appropriate image.

Perceiving Risk performance financial Six
identified time forms of risk physical psychological

Coping with Risk Relying on
brand loyalty is the most popular strategy for reducing perceived risk.

Module 5: Personality

What makes someone a unique
person? The psychologist and the layman use the term personality to make sense of an individual’s behaviour.

Define ‘Personality’ The sum total
of all the factors that make an individual human being both individual & human.

Freudian Iceberg Ego Easy, you
Conscious both. Unconscious ID Superego Do it! No, no. These three aspects of the personality are constantly interacting with each other as we move through life. Frequently they are in conflict.

Freud’s Developmental Stages

Owning a hot car is
the psychic equivalent of having a mistress

Personality Tests Minnesota Multiphasic Personality
Inventory MMPI ★ most common encountered personality test, a questionnaire ★ 550 statements to answer with ‘true’, ‘false’, or ‘cannot say’

Personality Tests Thematic Apperception Test
TAT ★ projective test; widely used ★ 20 b/w pictures with ambiguous relationships depicted

Personality Tests Rorschach ink blot
test ★ projective test; maybe most famous psychological test ★ Testee sees people or things that are important to him or her

Neo-Freudian Psychoanalysis: Classify relationships Compliant,
Aggressive, or Detached orientation

Self Theory

Marketing and the Concept of
Self Actual self image: trad. concept of how people see themselves Ideal self image: how people would like to see themselves Social self image: how people think others see them Ideal social self image: how people would like others see them

Trait Theory: Raymond Catell

Brand Personality A way of
characterising the image of a brand by giving it personal associations, as though it were an individual.

Module 6: Learning, Memory &
Thinking All consumer behaviour is learned behaviour

Learning is... ...the relatively permanent
process by which changes in behaviour, knowledge, feelings or attitudes occur as the result of prior experience.

The Behaviourist Approach Psychology as
the behaviorist views it is a purely objective branch of natural science. Its theoretical goal is the prediction and control of behavior. (Watson, 1913, p. 158)

Classical Conditioning

Classical Conditioning

Classical Conditioning: Consumer Applications

Operant Conditioning: The Skinner Box

Operant Conditioning: Consumer Applications Your
supermarket has a new brand of yoghurt on offer and you decide to try it, your future purchases of the product will depend on whether your response is reinforced or rewarded by your liking it.

The Cognitive Approach See what
someone does and infer from that behaviour what she thinks or feels.

The Cognitive Approach
reaction

Information Processing & the Concept
of Memory Whatever we learned would be of no use to us unless we had some way of storing it, ready to be retrieved when needed.

Making Learning Meaningful: Repetition

Making Learning Meaningful: Visuals one
picture is worth a thousand words

Making Learning Meaningful: Self-referencing When
people are asked to relate information to their own lives their memory of the material is increased.

Making Learning Meaningful: Meaningfulness We
learn new things by linking them with things we already know.

Modelling Observe the behaviour of
others and use them as models for your own behaviour.

Module 7: Motivation ‘Why’ do
people buy what they buy?

How Managers see employee motivation
THEORY X THEORY Y People are inherently lazy so they must be People seek meaning and a sense of motivated by external incentives accomplishment and to exercise auton- omy and be independent in their work They will pursue their own goals, which run As they are basically controlled and self- counter to those of the organisation, so they motivated they will find external controls and need extra controls to keep them in line incentives demeaning They are quite irrational and incapable of If they are only given the chance to do so self-discipline or self-control they will come to regard the organisation’s goals as their own. The rare individuals who are rational, controlled and self-motivated will therefore have to manage others.

Motivation - the wish, need,
desire - to do so. A general term for any part of the hypothetical psychological process which involves the experiencing of needs and drives and the behaviour that leads to the goal which satisfies them.

Motivation and Buying Behaviour Buying
Behaviour = Ability + Opportunity + Motivation BB = ƒ(A, O, M)

Components of Motivation Motivation =
Need Incentive Internal External Buying Behaviour

The Fulfillment of Needs: Maslow’s
Hierarchy of Needs

Maslow’s Hierarchy of Needs Consumer
Applications

Maslow’s Hierarchy of Needs Consumer
Applications

The Motivational Mix: Multiple Motives
One important implication for marketers is that where people do not enter a shopping mall with specific purchases in mind they need to consider the factors that underlie impulse buying.

The Motivational Mix: Approach &
Avoidance Approach-Approach conflict - conflict Approach- conflict

The Motivational Mix The Force
of Inertia Unless we are actively seeking certain products we will follow our established buying habits.

The Motivational Mix: Antecedents of
Involvement 1/3 Concerned with consumer’s self-image and the needs, drives, values, interests and fantasies. I.e.Intimate relationship with their car, buying of car magazines. PERSON

The Motivational Mix: Antecedents of
Involvement 2/3 Consumer’s perception of the product, affects the level of involvement. Product

The Motivational Mix: Antecedents of
Involvement 3/3 A consumer’s level of involvement can also be influenced by the situation in which a product is being purchased. Situation

The Motivational Mix: Properties of
Involvement Consumers who are highly involved will spend a great deal of time and effort on making purchase decisions.

The Motivational Mix: Outcomes of
Involvement The outcomes of involvement will depend on the interaction between the preceding two sets of factors.

The Motivational Mix: Specific Needs
Achievement Affiliation Power

The Motivational Mix: Need of
Achievement (labelled n Ach) People high on n Ach have a preference for particular situations, where the degree of risk involved is neither high nor low but moderate, feedback on their performance is provided, individual responsibility is acknowledged.

The Motivational Mix: Need of
Affiliation This need is characterised by the particular importance to the individual of love and acceptance and the feeling of belonging.

The Motivational Mix: Need of
Power Maslow’s level of Safety. That is, people who are high on this need seek a feeling of security by trying to control as much of their lives and their environment as possible.

Unconscious Motivation When a woman
bakes a cake and pulls it out of the oven she is (unconsciously and symbolically) going through the process of giving birth.

also...

Unconscious Motivation Research showed that
killing roaches with a bug spray and watching them squirm and die allowed women to express their hostility toward men, and it also afforded them a feeling of power and control over their immediate environment.

Semiotics Semiotics is concerned with
the meanings that signs and symbols have for people, both consciously and unconsciously.

Relationship between Maslow’s hierarchy and
specific needs: MASLOW SPECIFIC Physiological ----- Safety Power Social Affiliation Self-esteem Achievement Self-actualisation Achievement

Congrats! You finished Consumer Behaviour
part II.

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