The document discusses consumer behavior from an individual perspective, focusing on perception, personality, learning, memory, thinking, and motivation. It covers concepts such as sensory marketing, the role of personality in consumer choices, and the psychological processes influencing buying behavior. Additionally, it explores theories like Maslow's hierarchy of needs and different motivational factors affecting consumer decisions.

1. 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.

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

3. Module 4: Perception

4. Using our 5 Senses
vision
taste
touch hearing
smell

5. 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.

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

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

8. 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.

9. 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.

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

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

12. 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.

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

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

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

16. Organising Perceptual Cues/Distortions
Perceptual Constancy
Depth and Distance
Movement

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

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

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

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

21. Module 5: Personality

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

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

24. 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.

25. Freud’s Developmental Stages

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

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

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

29. 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

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

31. Self Theory

32. 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

33. Trait Theory: Raymond Catell

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

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

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

37. 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)

38. Classical Conditioning

39. Classical Conditioning

40. Classical Conditioning: Consumer Applications

41. Operant Conditioning: The Skinner Box

42. 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.

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

44. The Cognitive Approach
reaction

45. 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.

46. Making Learning Meaningful: Repetition

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

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

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

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

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

52. 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.

53. 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.

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

55. Components of Motivation
Motivation = Need Incentive
Internal External
Buying Behaviour

56. The Fulfillment of Needs: Maslow’s Hierarchy of Needs

57. Maslow’s Hierarchy of Needs Consumer Applications

58. Maslow’s Hierarchy of Needs Consumer Applications

59. 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.

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

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

62. 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

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

64. 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

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

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

67. The Motivational Mix: Specific Needs
Achievement
Affiliation
Power

68. 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.

69. 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.

70. 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.

71. 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.

72. also...

73. 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.

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

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

76. Congrats! You finished Consumer Behaviour part II.

77. www.sebinomics.com