This document provides an overview of internal influences on consumer behavior such as motivation, personality, and emotion. It defines motivation and discusses Maslow's hierarchy of needs and McGuire's psychological motives frameworks. It also defines personality and discusses trait theories and the five-factor model. Additionally, it defines emotions and the major emotional dimensions of pleasure, arousal, and dominance. It discusses how an understanding of motivation, personality, and emotions can be applied to developing effective marketing strategies through targeting specific consumer needs, communicating brand personality, and arousing or reducing emotions.
The document discusses consumer behavior and the factors that influence purchasing decisions. It outlines the stimulus-response model of consumer behavior and lists psychological, personal, cultural, and social factors. It explains the buyer decision process, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. It also discusses the adoption of new products and identifies stages in the adoption process.
The document discusses theories of motivation, affect, and personality as they relate to consumer behavior. It covers major motivation theories including Maslow's hierarchy of needs and opponent process theory. It also discusses the structure of emotions and how marketers can use emotions in product positioning, advertising, and branding. Finally, it covers personality theories including the five-factor model and how brands can develop personalities.
introduction to consumer behavior, segmentation, consumer and marketing strategy, psychographic dimensions of consumer; motivation, perception, personality, attitude formation and change
Determinants of consumer buying decisions.KcSanjeev1
Consumer buying behavior is influenced by economic, demographic, psychological, and socio-cultural factors. Psychological factors like personality, learning, perception, and motivation particularly impact buying decisions. Personality traits make each person unique and influence product choices. Through learning, consumers develop brand loyalty from repeated exposure. Perception affects how consumers view products. Motivation comes from needs and a desire to avoid risk, which directs consumers toward goals and influences their purchasing.
Chapter 8 Messaging and Media Strategies 8-1 shpopkinkz
Chapter 8
Messaging and Media
Strategies
8-1
1. Describe characteristics of great creative
minds.
2. Contrast the roles of an agency’s
creative department and its business
managers/account executives.
3. Discuss how teams manage tensions
and promote creativity in integrated
marketing communication.
4. Evaluate your own passion for creativity.
8-2
Why Promotion Needs Creativity
• How we recognize and define creativity in marketing rests on our
understanding of the achievements of acknowledged creative geniuses
from the worlds of art, literature, music, science, and politics.
• A look at great creative minds—such as Picasso, Gandhi, Freud, Eliot,
Stravinsky, Graham, and Einstein—reveals shared sensibilities including
a strikingly exuberant self-confidence, (childlike) alertness,
unconventionality, and an obsessive commitment to their work.
• However, self-confidence at some point becomes crass self-promotion,
and an unconstrained childlike ability to see the world as forever new
eventually devolves into childish self-indulgence.
• In spite of creativity’s downside, it is essential. In today’s world, without
creativity there couldn’t be successful brand promotion.
8-3
Why Promotion Needs Creativity, Continued
8-4
Exhibit 8. 1 Seven Creative Geniuses
Agencies, Clients, and the Creative
Process
• The significant effort required to get the right idea, coupled with the
client’s apparent ease in dismissing that idea, underlies the
contentiousness between an agency’s creative staff and its account
executives and clients.
• Creatives provoke. Managers restrain. Ads that win awards for creative
excellence often make clients uncomfortable and it is one of the
manager’s jobs to help keep the client at ease.
• All organizations deal with the competing agendas of one department
versus another, but in advertising agencies, this competition plays out at
an amplified level.
• The difficulty of assessing the effectiveness of brand promotion only
adds to the problem. Advertising researchers are in the unenviable
position of judging the creatives, pitting “science” against art.
• In spite of these tensions, creativity is essential to the vitality of brands.
Creativity makes a brand, and creativity reinvents established brands in
new and desired ways.
8-5
Coordination, Collaboration,
and Creativity
• There are many sources of conflict and tension in the creation of
a promotional mix. Many organizations attempt to address this
challenging issue through systematic utilization of teams.
• Teams, when effectively managed, will produce outputs that are
greater than the sum of their individual parts. Individuals,
however, can still perform to their best abilities and cognitive
style while benefiting from others’ input and guidance.
• Teams need to be managed to promote creative abrasion but
limit interpersonal abrasion. They need guidance from a
maestro (like a Lee Clow) ...
The document discusses various marketing concepts including the marketing concept, needs and wants, demand, products and services, target markets, and marketing management.
It provides definitions and explanations of these key marketing concepts, highlighting their importance for understanding the marketing function. Merits and drawbacks of different concepts are outlined.
The psychoanalytic model of consumer behavior is also summarized, drawing from Freudian psychology and describing how unconscious desires and longings can influence purchasing decisions according to this theoretical perspective.
Objectives and features of marketing research are defined, including understanding customer buying behaviors, forecasting sales, assessing competitors, and evaluating marketing actions. Market research is positioned as a systematic, objective, and multidisciplinary process.
Silver Line Manufacturers produces automobile components and currently has 3-5 regular suppliers. As the company is expanding operations to new locations, the procurement manager discussed the need to look for new suppliers. When expanding into new markets, it is important for companies like Silver Line to consider adding new suppliers. This will help ensure a reliable supply of materials as demand increases across multiple locations. Selecting additional suppliers involves gathering information on potential new suppliers, evaluating their ability to meet requirements, and potentially conducting a bidding process to select new suppliers to add. Doing this research on new suppliers is crucial to support Silver Line's expansion plans and continued business operations.
The document discusses consumer behavior and the factors that influence purchasing decisions. It outlines the stimulus-response model of consumer behavior and lists psychological, personal, cultural, and social factors. It explains the buyer decision process, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. It also discusses the adoption of new products and identifies stages in the adoption process.
The document discusses theories of motivation, affect, and personality as they relate to consumer behavior. It covers major motivation theories including Maslow's hierarchy of needs and opponent process theory. It also discusses the structure of emotions and how marketers can use emotions in product positioning, advertising, and branding. Finally, it covers personality theories including the five-factor model and how brands can develop personalities.
introduction to consumer behavior, segmentation, consumer and marketing strategy, psychographic dimensions of consumer; motivation, perception, personality, attitude formation and change
Determinants of consumer buying decisions.KcSanjeev1
Consumer buying behavior is influenced by economic, demographic, psychological, and socio-cultural factors. Psychological factors like personality, learning, perception, and motivation particularly impact buying decisions. Personality traits make each person unique and influence product choices. Through learning, consumers develop brand loyalty from repeated exposure. Perception affects how consumers view products. Motivation comes from needs and a desire to avoid risk, which directs consumers toward goals and influences their purchasing.
Chapter 8 Messaging and Media Strategies 8-1 shpopkinkz
Chapter 8
Messaging and Media
Strategies
8-1
1. Describe characteristics of great creative
minds.
2. Contrast the roles of an agency’s
creative department and its business
managers/account executives.
3. Discuss how teams manage tensions
and promote creativity in integrated
marketing communication.
4. Evaluate your own passion for creativity.
8-2
Why Promotion Needs Creativity
• How we recognize and define creativity in marketing rests on our
understanding of the achievements of acknowledged creative geniuses
from the worlds of art, literature, music, science, and politics.
• A look at great creative minds—such as Picasso, Gandhi, Freud, Eliot,
Stravinsky, Graham, and Einstein—reveals shared sensibilities including
a strikingly exuberant self-confidence, (childlike) alertness,
unconventionality, and an obsessive commitment to their work.
• However, self-confidence at some point becomes crass self-promotion,
and an unconstrained childlike ability to see the world as forever new
eventually devolves into childish self-indulgence.
• In spite of creativity’s downside, it is essential. In today’s world, without
creativity there couldn’t be successful brand promotion.
8-3
Why Promotion Needs Creativity, Continued
8-4
Exhibit 8. 1 Seven Creative Geniuses
Agencies, Clients, and the Creative
Process
• The significant effort required to get the right idea, coupled with the
client’s apparent ease in dismissing that idea, underlies the
contentiousness between an agency’s creative staff and its account
executives and clients.
• Creatives provoke. Managers restrain. Ads that win awards for creative
excellence often make clients uncomfortable and it is one of the
manager’s jobs to help keep the client at ease.
• All organizations deal with the competing agendas of one department
versus another, but in advertising agencies, this competition plays out at
an amplified level.
• The difficulty of assessing the effectiveness of brand promotion only
adds to the problem. Advertising researchers are in the unenviable
position of judging the creatives, pitting “science” against art.
• In spite of these tensions, creativity is essential to the vitality of brands.
Creativity makes a brand, and creativity reinvents established brands in
new and desired ways.
8-5
Coordination, Collaboration,
and Creativity
• There are many sources of conflict and tension in the creation of
a promotional mix. Many organizations attempt to address this
challenging issue through systematic utilization of teams.
• Teams, when effectively managed, will produce outputs that are
greater than the sum of their individual parts. Individuals,
however, can still perform to their best abilities and cognitive
style while benefiting from others’ input and guidance.
• Teams need to be managed to promote creative abrasion but
limit interpersonal abrasion. They need guidance from a
maestro (like a Lee Clow) ...
The document discusses various marketing concepts including the marketing concept, needs and wants, demand, products and services, target markets, and marketing management.
It provides definitions and explanations of these key marketing concepts, highlighting their importance for understanding the marketing function. Merits and drawbacks of different concepts are outlined.
The psychoanalytic model of consumer behavior is also summarized, drawing from Freudian psychology and describing how unconscious desires and longings can influence purchasing decisions according to this theoretical perspective.
Objectives and features of marketing research are defined, including understanding customer buying behaviors, forecasting sales, assessing competitors, and evaluating marketing actions. Market research is positioned as a systematic, objective, and multidisciplinary process.
Silver Line Manufacturers produces automobile components and currently has 3-5 regular suppliers. As the company is expanding operations to new locations, the procurement manager discussed the need to look for new suppliers. When expanding into new markets, it is important for companies like Silver Line to consider adding new suppliers. This will help ensure a reliable supply of materials as demand increases across multiple locations. Selecting additional suppliers involves gathering information on potential new suppliers, evaluating their ability to meet requirements, and potentially conducting a bidding process to select new suppliers to add. Doing this research on new suppliers is crucial to support Silver Line's expansion plans and continued business operations.
Consumer Attitude, formation and Change.pptxRabinRegmi7
This document discusses consumer attitude formation and strategies for attitude change. It defines consumer attitude and explains that attitudes have three components: cognitive, affective, and behavioral. Several structural models of attitude are presented, including the tricomponent attitude model. This model views attitudes as consisting of affective, behavioral, and cognitive components. The document also discusses factors that influence attitude formation, such as personal experiences, social influences, and exposure to advertising. Finally, it outlines several strategies that can be used to change attitudes, such as persuasion, education, social influence, cognitive dissonance, self-perception, and increasing self-esteem.
The document discusses various topics related to consumer behaviour including:
1) Consumer behaviour involves studying how and why people make buying decisions. It looks at individual and group decision making processes.
2) Segmenting the market involves dividing consumers into groups based on characteristics like demographics, behaviours, and geographic location. This allows companies to target specific groups.
3) Factors that influence consumer behaviour include psychological, social, cultural, personal and economic factors. Understanding these factors is important for developing marketing strategies.
Individual consumer behavior is influenced by motivation, personality and perception. Motivation is the driving force that impels consumers to action and is produced by unfulfilled needs. Maslow's hierarchy of needs theorizes that humans are motivated to fulfill physiological, safety, social, esteem and self-actualization needs sequentially. Marketers can use this framework to target products at different need levels and position products by appealing to specific needs. Other motivation theories include identifying power, affiliation and achievement as basic human needs, and distinguishing between rational and emotional motives for consumer choices.
What major psychological processes influence customer response to the marketi...120iiminternship
The key psychological processes that influence customer response to marketing are motivation, perception, learning, emotions, and memory. Motivation involves needs and drives that compel action. Perception is the selective process of attention, interpretation, and retention of information. Learning encompasses changes in behavior from experiences and associations. Emotions play a role in non-rational customer responses. Memory has both short-term and long-term components that marketers can leverage through repetition.
Individual determinants of consumer behaviourMelissa Baker
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.
This document discusses different models of consumer buying behavior:
1. Cultural, social, and personal factors influence consumer decisions and purchases. Cultural factors include subcultures and social classes, while social factors include reference groups, family, and social roles. Personal factors include age, lifestyle, purchasing power, and personality.
2. Economic models view consumers as rationally allocating resources to maximize utility based on price, substitution, and income effects. However, these models fail to fully explain actual consumer behavior.
3. Psychological and learning models examine how motivation, perception, attitudes, and learning shape choices. Marketers can promote product associations to positively reinforce consumers.
4. Sociological models view consumers as influenced by and influencing the
The PGDM Marketing Management course aims to empower students with the expertise and
capabilities needed for proficiently devising, executing, and evaluating marketing plans.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior and notes that it is influenced by economics, psychology, sociology, and other disciplines. It also outlines several models of consumer behavior including the economic model, psychological model, learning model, sociological model, and others. Finally, it discusses characteristics of Indian consumers and the various factors such as cultural, social, personal, and psychological that influence consumer purchasing decisions.
The document discusses various theories of motivation and consumer behavior. It covers motivational drives like needs, emotions, and psychographics. Some of the key concepts discussed include Maslow's hierarchy of needs, Murray's list of primary and secondary needs, arousal theory, attribution theory, lifestyle psychographics using AIO profiles and VALS, materialism, and the role of moods and emotions in consumption. Marketers aim to understand consumer motivations to better target products and fulfill psychological and social needs.
1. Motivation is driven by an individual's needs and goals. Needs are innate physiological needs or acquired psychological needs, while goals are the results that individuals seek to fulfill their needs.
2. Maslow's hierarchy of needs proposes that people seek to fulfill lower-level physiological and safety needs before pursuing higher-level social, ego, and self-actualization needs.
3. Motivation is dynamic as needs and goals change based on life experiences, with new needs emerging and goals adapted as other needs are satisfied or not attained.
Personality ,Freudian Theory ,Marketing strategies based on personality differences ,Motivational Research ,Neo-Freudian Theories ,Trait Theory ,Brand Personality ,Psychographic techniques ,The VALS™ Segments (value and life style) ,The Dark Side of Consumer Behavior ,Addictive Consumption
Chapter6.ppt marketing of the chapter sellinginOshadiVindika
This document discusses consumer attitudes. It defines attitudes as learned predispositions to behave favorably or unfavorably towards objects like products. Attitudes are formed through direct experience, word-of-mouth, and advertising exposure. While attitudes can change, they are often consistent once formed. Attitudes affect behavior depending on the situation. The three major influences on attitude formation are personal experience, family/friends, and marketing exposure. Attitudes serve utilitarian, ego-defensive, value-expressive, and knowledge functions. Models of attitudes include the tri-component model and multi-attribute models. Marketers can change attitudes through comparative advertising, emphasizing attributes, adding attributes, and changing perceived attribute values.
Motivation is the driving force within individuals that impels them to action.
Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs
Consumer behavior (sikkim manipal university fall assignment 2014)Devendra Kachhi
Consumer behavior (sikkim manipal university fall assignment 2014)
Sikkim manipal university fall 2014 assignment (marketing)
Call 8602695861(devendra kachhi)
This document discusses various internal determinants of consumer behavior including motivation theories, personality theories, and lifestyle factors. It describes Maslow's hierarchy of needs, McClelland's need for achievement theory, and Vroom's expectancy theory to explain consumer motivation. Regarding personality, it discusses Freudian and trait theories, as well as concepts like self-concept, lifestyle, and brand personality. It also defines activities, interests, and opinions (AIO) inventories which are used in psychographic segmentation. Marketers can use knowledge of these internal determinants to segment markets, position products, and develop promotional strategies.
The document outlines learning objectives and describes different types of buyer behavior, including consumers and business buyers. It then discusses the consumer buying decision process in 3 stages: need recognition, information search, and evaluation of alternatives leading to a purchase decision. It also describes factors that influence consumer behavior such as cultural, social, personal, psychological factors and types of buying behavior.
The document provides an overview of consumer buyer behavior. It discusses characteristics that affect consumer behavior such as cultural, social, personal, and psychological factors. It also examines Henry Assael's model of different types of buying decision behaviors based on involvement. The consumer buying decision process and process for new products are analyzed. Various buying motives and behavioral models including economic, learning, psychoanalytical, and sociological are also examined.
KplusV behavioural change april 2019-handoutSibolt Mulder
1) The document discusses promoting sustainable behavior through understanding the rational, emotional, and subconscious drivers of human behavior.
2) It introduces 10 drivers of behavior that can be used to design interventions targeting knowledge, social norms, personal costs/benefits, and habits.
3) The key is to first define the target behavior and group, then identify barriers and triggers within each behavioral driver to design nudges that make the sustainable behavior easy, attractive, and socially pressure.
This document discusses various factors that influence consumer buying decisions, including cultural, social, individual, and psychological factors. It covers how culture, social classes, reference groups, family roles, gender, age, personality, motivation, learning, beliefs, and attitudes all shape consumer behavior and purchasing decisions. Marketers must understand these influences in order to design effective marketing strategies that appeal to different consumer segments.
Promoting sustainable behaviour_april. Applying behavioural economics with nu...Sibolt Mulder
Applying the theory of behavioural economics to develop interventions to promote sustainable behaviour. Theory, examples and worksheets for workgroups.
By Sibolt Mulder, KplusV, April 2019
soft skills and leadership management and managerOMDINA1
This document appears to be notes from a semester 2 course. It includes topics covered like research, creativity, critical thinking, data analysis, perseverance, open-mindedness, and independence. Problem solving methods are outlined with steps like identifying the problem, defining it, generating alternatives, analysis, selection, implementation, and evaluation. Questions are posed about why people face challenges and if they can find opportunities in challenges or how to do so. The document concludes by thanking the reader for their attention.
Collecting customer information through service memberships could become an invasion of privacy when it allows excessive monitoring of customer behaviors and activities. Some management problems that can arise from allowing service employees discretion in meeting customer needs include lack of consistency in customer experiences and difficulty enforcing quality standards. Services that are well-suited for internet delivery include those that can be digitized, scaled globally, offer interactivity, provide real-time updates, and prioritize security and privacy.
Consumer Attitude, formation and Change.pptxRabinRegmi7
This document discusses consumer attitude formation and strategies for attitude change. It defines consumer attitude and explains that attitudes have three components: cognitive, affective, and behavioral. Several structural models of attitude are presented, including the tricomponent attitude model. This model views attitudes as consisting of affective, behavioral, and cognitive components. The document also discusses factors that influence attitude formation, such as personal experiences, social influences, and exposure to advertising. Finally, it outlines several strategies that can be used to change attitudes, such as persuasion, education, social influence, cognitive dissonance, self-perception, and increasing self-esteem.
The document discusses various topics related to consumer behaviour including:
1) Consumer behaviour involves studying how and why people make buying decisions. It looks at individual and group decision making processes.
2) Segmenting the market involves dividing consumers into groups based on characteristics like demographics, behaviours, and geographic location. This allows companies to target specific groups.
3) Factors that influence consumer behaviour include psychological, social, cultural, personal and economic factors. Understanding these factors is important for developing marketing strategies.
Individual consumer behavior is influenced by motivation, personality and perception. Motivation is the driving force that impels consumers to action and is produced by unfulfilled needs. Maslow's hierarchy of needs theorizes that humans are motivated to fulfill physiological, safety, social, esteem and self-actualization needs sequentially. Marketers can use this framework to target products at different need levels and position products by appealing to specific needs. Other motivation theories include identifying power, affiliation and achievement as basic human needs, and distinguishing between rational and emotional motives for consumer choices.
What major psychological processes influence customer response to the marketi...120iiminternship
The key psychological processes that influence customer response to marketing are motivation, perception, learning, emotions, and memory. Motivation involves needs and drives that compel action. Perception is the selective process of attention, interpretation, and retention of information. Learning encompasses changes in behavior from experiences and associations. Emotions play a role in non-rational customer responses. Memory has both short-term and long-term components that marketers can leverage through repetition.
Individual determinants of consumer behaviourMelissa Baker
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.
This document discusses different models of consumer buying behavior:
1. Cultural, social, and personal factors influence consumer decisions and purchases. Cultural factors include subcultures and social classes, while social factors include reference groups, family, and social roles. Personal factors include age, lifestyle, purchasing power, and personality.
2. Economic models view consumers as rationally allocating resources to maximize utility based on price, substitution, and income effects. However, these models fail to fully explain actual consumer behavior.
3. Psychological and learning models examine how motivation, perception, attitudes, and learning shape choices. Marketers can promote product associations to positively reinforce consumers.
4. Sociological models view consumers as influenced by and influencing the
The PGDM Marketing Management course aims to empower students with the expertise and
capabilities needed for proficiently devising, executing, and evaluating marketing plans.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior and notes that it is influenced by economics, psychology, sociology, and other disciplines. It also outlines several models of consumer behavior including the economic model, psychological model, learning model, sociological model, and others. Finally, it discusses characteristics of Indian consumers and the various factors such as cultural, social, personal, and psychological that influence consumer purchasing decisions.
The document discusses various theories of motivation and consumer behavior. It covers motivational drives like needs, emotions, and psychographics. Some of the key concepts discussed include Maslow's hierarchy of needs, Murray's list of primary and secondary needs, arousal theory, attribution theory, lifestyle psychographics using AIO profiles and VALS, materialism, and the role of moods and emotions in consumption. Marketers aim to understand consumer motivations to better target products and fulfill psychological and social needs.
1. Motivation is driven by an individual's needs and goals. Needs are innate physiological needs or acquired psychological needs, while goals are the results that individuals seek to fulfill their needs.
2. Maslow's hierarchy of needs proposes that people seek to fulfill lower-level physiological and safety needs before pursuing higher-level social, ego, and self-actualization needs.
3. Motivation is dynamic as needs and goals change based on life experiences, with new needs emerging and goals adapted as other needs are satisfied or not attained.
Personality ,Freudian Theory ,Marketing strategies based on personality differences ,Motivational Research ,Neo-Freudian Theories ,Trait Theory ,Brand Personality ,Psychographic techniques ,The VALS™ Segments (value and life style) ,The Dark Side of Consumer Behavior ,Addictive Consumption
Chapter6.ppt marketing of the chapter sellinginOshadiVindika
This document discusses consumer attitudes. It defines attitudes as learned predispositions to behave favorably or unfavorably towards objects like products. Attitudes are formed through direct experience, word-of-mouth, and advertising exposure. While attitudes can change, they are often consistent once formed. Attitudes affect behavior depending on the situation. The three major influences on attitude formation are personal experience, family/friends, and marketing exposure. Attitudes serve utilitarian, ego-defensive, value-expressive, and knowledge functions. Models of attitudes include the tri-component model and multi-attribute models. Marketers can change attitudes through comparative advertising, emphasizing attributes, adding attributes, and changing perceived attribute values.
Motivation is the driving force within individuals that impels them to action.
Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs
Consumer behavior (sikkim manipal university fall assignment 2014)Devendra Kachhi
Consumer behavior (sikkim manipal university fall assignment 2014)
Sikkim manipal university fall 2014 assignment (marketing)
Call 8602695861(devendra kachhi)
This document discusses various internal determinants of consumer behavior including motivation theories, personality theories, and lifestyle factors. It describes Maslow's hierarchy of needs, McClelland's need for achievement theory, and Vroom's expectancy theory to explain consumer motivation. Regarding personality, it discusses Freudian and trait theories, as well as concepts like self-concept, lifestyle, and brand personality. It also defines activities, interests, and opinions (AIO) inventories which are used in psychographic segmentation. Marketers can use knowledge of these internal determinants to segment markets, position products, and develop promotional strategies.
The document outlines learning objectives and describes different types of buyer behavior, including consumers and business buyers. It then discusses the consumer buying decision process in 3 stages: need recognition, information search, and evaluation of alternatives leading to a purchase decision. It also describes factors that influence consumer behavior such as cultural, social, personal, psychological factors and types of buying behavior.
The document provides an overview of consumer buyer behavior. It discusses characteristics that affect consumer behavior such as cultural, social, personal, and psychological factors. It also examines Henry Assael's model of different types of buying decision behaviors based on involvement. The consumer buying decision process and process for new products are analyzed. Various buying motives and behavioral models including economic, learning, psychoanalytical, and sociological are also examined.
KplusV behavioural change april 2019-handoutSibolt Mulder
1) The document discusses promoting sustainable behavior through understanding the rational, emotional, and subconscious drivers of human behavior.
2) It introduces 10 drivers of behavior that can be used to design interventions targeting knowledge, social norms, personal costs/benefits, and habits.
3) The key is to first define the target behavior and group, then identify barriers and triggers within each behavioral driver to design nudges that make the sustainable behavior easy, attractive, and socially pressure.
This document discusses various factors that influence consumer buying decisions, including cultural, social, individual, and psychological factors. It covers how culture, social classes, reference groups, family roles, gender, age, personality, motivation, learning, beliefs, and attitudes all shape consumer behavior and purchasing decisions. Marketers must understand these influences in order to design effective marketing strategies that appeal to different consumer segments.
Promoting sustainable behaviour_april. Applying behavioural economics with nu...Sibolt Mulder
Applying the theory of behavioural economics to develop interventions to promote sustainable behaviour. Theory, examples and worksheets for workgroups.
By Sibolt Mulder, KplusV, April 2019
soft skills and leadership management and managerOMDINA1
This document appears to be notes from a semester 2 course. It includes topics covered like research, creativity, critical thinking, data analysis, perseverance, open-mindedness, and independence. Problem solving methods are outlined with steps like identifying the problem, defining it, generating alternatives, analysis, selection, implementation, and evaluation. Questions are posed about why people face challenges and if they can find opportunities in challenges or how to do so. The document concludes by thanking the reader for their attention.
Collecting customer information through service memberships could become an invasion of privacy when it allows excessive monitoring of customer behaviors and activities. Some management problems that can arise from allowing service employees discretion in meeting customer needs include lack of consistency in customer experiences and difficulty enforcing quality standards. Services that are well-suited for internet delivery include those that can be digitized, scaled globally, offer interactivity, provide real-time updates, and prioritize security and privacy.
This document discusses various cost classifications and cost behavior concepts. It defines variable costs as costs that change with changes in activity level, while fixed costs remain unchanged with activity changes. It also discusses direct costs that can be traced to a specific cost object and indirect costs that cannot. Differential costs are those that differ among alternatives and are relevant for decision making, while sunk costs that cannot be changed should be ignored. The document provides examples to illustrate these concepts for both manufacturing and merchandising companies.
This document discusses key concepts relating to human migration patterns. It explains that geographers study where and why people migrate. The main reasons for migration include economic, cultural, and environmental factors. Major types of migration include internal migration within a country, international migration between countries, and undocumented migration without proper documentation. The document also outlines historical patterns of migration to the United States in three main eras: colonial immigration, 19th century European immigration, and recent immigration from less developed countries.
This document provides an introduction to the topic of demography. It defines demography as the scientific study of human populations, including their size, composition, distribution, and changes over time from factors like fertility, mortality, and migration. The document outlines key concepts in demography like population size, structure, and processes. It also discusses why demography is an important field, with implications for issues like politics, social planning, business, and the environment. By the end of the chapter, readers should understand basic demography concepts and how this information can be applied.
The document provides an outline and guidance for writing a business plan. It explains that a business plan is a written document that describes all relevant internal and external elements of starting a new venture, including functional plans for marketing, finance, manufacturing, sales, and human resources. The outline includes sections for an executive summary, industry and market analysis, description of the venture and products/services, operational, marketing, organizational, financial, and risk plans. It stresses that the business plan should guide operations for the first year and be updated as conditions change to keep the venture on track for success.
Transactional leadership uses rewards and punishments to motivate team members. This type of leader believes clear instructions and close monitoring will lead to better performance. However, transactional leadership has some drawbacks. It can stifle creativity and not support emotional needs. Additionally, it may not have long-term success because the focus is only on short-term goals.
Dr. Professor Prak Polla will present on situational leadership at the Debate Conference panel on leadership and business ethics. The presentation will discuss situational leadership theory, which recognizes that different leadership styles may be effective depending on the situation and maturity of the team members. It will cover the advantages of situational leadership, such as flexibility and developing employee awareness, and the disadvantages, like difficulty defining maturity levels. The lecturer, Mr. Peng Marendy, has extensive education and experience in business management.
This document discusses entrepreneurial leadership style. It defines entrepreneurship and introduces entrepreneurial leadership as focusing on turning problems into economic and social opportunities by navigating uncertainty. It is appropriate when markets are declining, exploring new products/services, or requiring risk-taking and imaginative followers. Consequences include potential failure but also innovative products and job creation. Effective entrepreneurial leaders are passionate visionaries willing to take risks, as exemplified by Steve Jobs, Bill Gates, and Walt Disney.
This document discusses developing pricing strategies and pricing goods and services. It begins with definitions of developing, pricing goods and services. There are several common types of pricing strategies discussed, including value-based pricing, competitive pricing, price skimming, cost-plus pricing, penetration pricing, and dynamic pricing. The document then provides guidance on how to develop prices for goods and services, such as studying the market, assessing costs, deciding the sales method, targeting customer segments, and monitoring prices over time. Examples are also discussed.
This document discusses ethical decision-making and provides a model for making ethical decisions. It begins by outlining a process for ethical decision-making that involves determining the facts, identifying ethical issues and stakeholders, considering alternatives, weighing consequences, and monitoring outcomes. It then discusses why good people sometimes make bad decisions, citing cognitive biases, limitations in considering alternatives, and issues of motivation and willpower. Finally, it addresses how managerial roles can impact ethical decision-making and responsibilities within organizations.
This chapter discusses ethical issues related to the workplace, including employer responsibilities and employee rights. It covers two perspectives on workplace relationships: treating employees well to increase productivity, or out of a duty of rights. The concept of due process in the workplace is explained, acknowledging an employer's authority but arguing it should be used justly. Employment at will and reasons to limit it are defined. Health and safety risks and determining acceptable risk are also discussed. Diversity, affirmative action, guidelines and opposition to such programs are summarized.
This chapter discusses ethical issues in marketing. It introduces the topic and outlines 11 chapter objectives, including understanding responsibility for product safety, evaluating advertising influence, and responsible supply chain management. The chapter then covers key frameworks for analyzing marketing ethics, including the four P's of marketing (product, price, promotion, placement) and three concerns: respecting consumer autonomy, ensuring actual benefits, and considering social values. It also discusses interpretations of responsibility in the context of product safety and liability.
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chapter 10.pptx
1. PART III: INTERNAL INFLUENCES
Chapter: 10
ការល ើកទឹកចិត្ត បុគ្គ ិក
កខណៈ និងអារម្មណ៍
MOTIVATION,
PERSONALITY, AND
EMOTION
2. Contents
I. Review of Previous Lesson
II. Lesson Objectives
III. Introduction
IV. New Lesson
V. Summary
VI. Key Terms
VII. Discussion Questions
VIII.Homework / Journal Writing
3. I. Review of Previous Lesson
1. What is learning?
2. What is memory?
3. Define modeling.
6. What is meant by elaborative activities?
7. What is meant by imagery in working memory?
4. II. Lesson Objectives-i
By the end of this chapter, students are able to:
• Define motivation and summarize the motivation sets put forth by Maslow
and McGuire.
• Articulate motivation’s role in consumer behavior and marketing strategy.
• Define personality and the various theories of personality.
• Discuss how brand personality can be used in developing marketing
strategies.
• Define emotions and list the major emotional dimensions.
• Discuss how emotions can be used in developing marketing strategies.
5. III. Introduction
What is motivation?
Brands, like people, have personalities.
Brand personality, as we will see later in
the chapter, is a set of human
characteristics that become associated
with a brand. These characteristics
contribute to a brand’s image. Personality
traits and other brand associations can be
affected in positive and negative ways by
numerous factors including advertising,
word-of-mouth, direct product experience,
and so on.
6. IV. New Lesson
The Nature of Motivation
Motivation is the reason for behavior.
A motive is a construct representing an unobservable inner
force that stimulates and compels a behavioral response and
provides specific direction to that response.
There are numerous theories of motivation, and many of them
offer useful insights for the marketing manager.
7. IV. New Lesson
The Nature of Motivation
Two useful motivation theories:
1.Maslow’s Hierarchy of Needs
•A macro theory designed to account for most human
behavior in general terms.
2.McGuire’s Psychological Motives
•A fairly detailed set of motives used to account for specific
aspects of consumer behavior.
8. IV. New Lesson
1. Cognitive Preservation
Motives
Need for Consistency
(active, internal)
Need for Attribution
(active, external)
Attribution Theory
Need to Categorize
(passive, internal)
Need for Objectification
(passive, external)
• McGuire’s Psychological Motives
9. IV. New Lesson
• McGuire’s Psychological Motives
2. Cognitive Growth
Motives
Need for Autonomy
(active, internal)
Need for Stimulation
(active, external)
Teleological Need
(passive, internal)
Utilitarian Need
(passive, external)
10. IV. New Lesson
• McGuire’s Psychological Motives
3. Affective Preservation
Motives
Need for Tension Reduction
(active, internal)
Need for Expression (active,
external)
Need for Ego Defense
(passive, internal)
Need for Reinforcement
(passive, external)
11. IV. New Lesson
• McGuire’s Psychological Motives
4. Affective Growth
Motives
Need for Assertion
(active, internal)
Need for Affiliation
(active, external)
Need for Identification
(passive, internal)
Need for Modeling
(passive, external)
12. Applications in Consumer Behavior
• The Mercedes-Benz ad provides an excellent example of
targeting women high in need for assertion
• They are competitive achievers, seeking success, admiration,
and dominance.
• Important to them are power, accomplishment, and esteem.
13. Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation
14. Motivation Theory and Marketing Strategy
1. Adventure Shopping
2. Social Shopping
3. Gratification Shopping
4. Idea Shopping
5. Role Shopping
6. Value Shopping
Hedonic Shopping Motives
15. Motivation Theory and Marketing Strategy
Three types of motivational conflict:
1. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives
2. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative consequences
3. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes
Marketing Strategies Based on Motivation Conflict
16. Personality
Personality is an individual’s characteristic response
tendencies across similar situations.
While motivations are the energizing and directing force that
makes consumer behavior purposeful and goal directed, the
personality of the consumer guides and directs the behavior
chosen to accomplish goals in different situations.
17. Personality
1. Multitrait Approach
• The Five-Factor Model is the most commonly used by
marketers and identifies five basic traits that are
formed by genetics and early learning.
2. Single Trait Approach
• Consumer Ethnocentrism
• Need for Cognition
• Consumers’ Need for Uniqueness
19. Examples of Single-Trait Theories
Neuroticism Vanity Trait Anxiety Locus of
Control
Sensation
Seeking
Compulsive
Buying
Materialism Affect
Intensity
Self-
Monitoring
20. Personality
Three additional traits:
1. Consumer Ethnocentrism
• Reflects an individual difference in consumers’
propensity to be biased against the purchase of foreign
products.
2. Need for Cognition (NFC)
• Reflects an individual difference in consumers’
propensity to engage in and enjoy thinking.
3. Consumers’ Need for Uniqueness
• Reflects an individual difference in consumers’
propensity to pursue differentness relative to others
through the acquisition, utilization, and disposition of
consumer goods.
21. The Use of Personality in Marketing Practice
• Brand image is what people think of and feel
when they hear or see a brand name.
• Brand personality is a set of human
characteristics that become associated with a
brand and are a particular type of image that
some brands acquire.
22. The Use of Personality in marketing Practice
Dimensions of Brand Personality
23. The Use of Personality in Marketing Practice
Three important advertising tactics:
1. Celebrity Endorsers
2. User Imagery
3. Executional Factors
Communicating Brand Personality
24. Emotion
Emotion is the identifiable specific feeling, and affect is the
liking/disliking aspect of the specific feeling.
Emotions are strong, relatively uncontrolled feelings that
affect behavior.
They are strongly linked to needs, motivation, and
personality.
Unmet needs create motivation which is related to the
arousal component of emotion.
Personality also plays a role, e.g., some people are more
emotional than others, a consumer trait referred to as
affect intensity.
27. Emotions and Marketing Strategy
Emotion Arousal as a Product Benefit
• Consumers actively seek products whose
primary or secondary benefit is emotion
arousal.
Emotion Reduction as a Product Benefit
• Marketers design or position many products
to prevent or reduce the arousal of
unpleasant emotions.
28. Emotions and Marketing Strategy
Emotion in Advertising
Emotional content in ads can enhance attention,
attraction, and maintenance capabilities.
Emotional messages may be processed more thoroughly
due to their enhanced level of arousal.
Emotional ads may enhance liking of the ad itself.
Repeated exposure to positive-emotion-eliciting ads may
increase brand preference through classical conditioning.
Emotion may operate via high-involvement processes
especially if emotion is decision relevant.
29. V- Summary-i
LO1: Define motivation and summarize the motivation sets put forth by Maslow and
McGuire
McGuire developed a more detailed set of motives—the needs for consistency, attribution,
categorization, objectification, autonomy, stimulation, desired outcomes (teleological),
utility, tension reduction, expression, ego defense, reinforcement, assertion, affiliation,
identification, and modeling.
LO2: Articulate motivation’s role in consumer behavior and marketing strategy
Consumer needs play a strong role in shaping involvement, and marketers must adapt
their strategies depending on the level (high versus low) and type (enduring versus
situational) of involvement exhibited by their target audience.
LO3: Define personality and the various theories of personality
Trait theories of personality assume that
(1) all individuals have internal characteristics or traits related to action tendencies
(2) there are consistent and measurable differences between individuals on those
characteristics.
Most of these theories assume that traits are formed at an early age and are relatively
unchanging over the years.
30. V- Summary-ii
LO4: Discuss how brand personality can be used in developing marketing
strategies
Consumers also prefer advertising messages that portray their own or a desired
personality. Brand personality can be communicated in a number of ways,
including celebrity endorsers, user imagery, and executional ad elements such as
tone and pace.
LO5: Define emotions and list the major emotional dimensions
The major dimensions of emotion are pleasure, arousal, and dominance. Each of
these major dimensions has specific emotions and feelings associated with it.
LO6: Discuss how emotions can be used in developing marketing strategies
Marketers design and position products to both arouse and reduce emotions. In
addition, consumers must cope with stressful marketing situations such as service
and product failures.
32. VII. Discussion Questions
1. How could Maslow’s motive hierarchy be used to develop marketing strategy for the following?
a. American Bird Conservancy
b. Redkin shampoo
c. Purell hand sanitizer
d. Chipotle Mexican Grill
e. BlackBerry
f. Crest Whitestrips
2. Which of McGuire’s motives would be useful in developing a promotional campaign for the
following? Why?
a. Cadillac CTS
b. Precision Cuts (hair salon chain)
c. Nokia cell phones
d. Just for Men hair coloring
e. Twitter
f. Habitat for Humanity
33. VIII. Homework / Journal Writing
1. 1. Develop an advertisement for one of the items in
Question 21 based on relevant motives from
McGuire’s set
2. 2. Select a product of interest and use motivation
research techniques to determine the latent purchase
motives for five consumers
34. End of Chapter 1
Questions and Answers
Thank you for your attention!