This document provides an overview of individual determinants of consumer behavior, including personality, self-concept, motivation, and learning/memory/recall. It discusses several personality theories and traits that influence consumer decisions. It also examines the concepts of self-image and motivation, describing different types of motives and motivation theories. Marketing implications are that personality traits can help segment consumers and appeal to their traits through branding, promotion, and product positioning. Motivation and self-image also influence product choices and how marketers can ensure satisfaction through congruence between products and consumers' self-concepts.
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.
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
This chapter discusses consumer perception and the key elements and aspects that influence how consumers perceive marketing stimuli. It covers sensation and threshold, selection through selective exposure and attention, organization through figure-ground relationships and closure, and interpretation based on stereotypes, first impressions, and halo effects. Marketers must understand these concepts to effectively position products and services, and influence how consumers perceive quality, price, risk, and other attributes.
This document discusses consumer motivation and the psychological forces that drive consumer behavior. It covers topics like the different types of needs that motivate consumers, both innate and acquired needs. The document also discusses the concepts of goals, how motives are aroused, and the dynamics of motivation over time as needs and goals change. Marketers aim to understand consumer motivation to better appeal to consumers' needs and drive purchase decisions.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
Consumer learning, memory and involvements_nsanjibju
This chapter discusses consumer learning and memory theories. It covers the elements of consumer learning including motivation, cues, responses, and reinforcement. Behavioral learning theories like classical and instrumental conditioning are examined in addition to cognitive learning theory. The chapter also addresses memory processes, involvement theory, and measures of consumer learning like recall and brand loyalty. Different types of brand loyalty are defined including no loyalty, covetous loyalty, inertia loyalty, and premium loyalty.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
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.
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
This chapter discusses consumer perception and the key elements and aspects that influence how consumers perceive marketing stimuli. It covers sensation and threshold, selection through selective exposure and attention, organization through figure-ground relationships and closure, and interpretation based on stereotypes, first impressions, and halo effects. Marketers must understand these concepts to effectively position products and services, and influence how consumers perceive quality, price, risk, and other attributes.
This document discusses consumer motivation and the psychological forces that drive consumer behavior. It covers topics like the different types of needs that motivate consumers, both innate and acquired needs. The document also discusses the concepts of goals, how motives are aroused, and the dynamics of motivation over time as needs and goals change. Marketers aim to understand consumer motivation to better appeal to consumers' needs and drive purchase decisions.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
Consumer learning, memory and involvements_nsanjibju
This chapter discusses consumer learning and memory theories. It covers the elements of consumer learning including motivation, cues, responses, and reinforcement. Behavioral learning theories like classical and instrumental conditioning are examined in addition to cognitive learning theory. The chapter also addresses memory processes, involvement theory, and measures of consumer learning like recall and brand loyalty. Different types of brand loyalty are defined including no loyalty, covetous loyalty, inertia loyalty, and premium loyalty.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
This document discusses consumer learning theories and their application in marketing. It covers both behavioral learning theories like classical and instrumental conditioning, as well as cognitive learning theory. Marketers use these theories to build brand loyalty through repetition, associations between stimuli and responses, and driving consumers to rehearse information. Behavioral theories focus on observable behaviors in response to stimuli, while cognitive theory examines mental problem solving and information processing.
The document discusses consumer behavior and organizational buyer behavior. It defines consumer behavior and explains why marketers should study it. It describes Maslow's hierarchy of needs and the consumer decision making process, which involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also discusses cognitive dissonance and organizational buyer behavior, including the decision making unit and types of buying situations.
The document provides an overview of chapters in a book on consumer behavior, including introductions to consumer behavior, the consumer research process, market segmentation and targeting, consumer motivation, personality and consumer behavior, consumer perception, consumer learning, attitude formation and change, communication processes, factors influencing consumer behavior, opinion leadership, and the consumer decision-making process. It lists the chapter titles and page numbers for each of the 11 chapters covered in the book. The document serves as a table of contents that outlines the topics and structure of the consumer behavior book.
This document discusses factors that influence consumer behavior, including internal factors like motivation, personality, perception, learning, values and beliefs, and external factors like personal influence, reference groups, family, social class, and culture. It provides definitions for motivation, personality, perception, learning, values, beliefs, and attitude from various sources.
Motivation is the driving force within individuals that implies them to action…….
TYPES OF MOTIVATION
Positive Motivation
Negative Motivation
Extrinsic Motivation
Intrinsic Motivation
Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption
Gives insights into why people buy certain products
Stems from consumer needs: industries have been built around basic human needs
This document discusses consumer behavior and its importance for marketing. It defines consumer behavior as how individuals select, purchase, use, and dispose of goods and services. Understanding consumer behavior helps companies improve their marketing strategies by learning how consumers think and make decisions. The relationship between marketing and consumer behavior is that marketers must understand consumer markets in order to develop effective marketing strategies. Studying consumer behavior allows companies to segment markets, position products, conduct marketing research, and implement social marketing campaigns more successfully.
The document outlines the consumer research process, which includes 6 major steps: 1) defining research objectives, 2) collecting secondary data, 3) designing primary research studies, 4) collecting primary data, 5) analyzing the data, and 6) preparing a report of findings. It discusses collecting both secondary data from internal and external sources, as well as designing primary research through quantitative methods like surveys and experiments or qualitative methods like in-depth interviews and focus groups. The process concludes with sampling and collecting data, analyzing the results, and reporting key findings.
Consumer Attitude Formation and Changes 1784Zubair Bhatti
Attitudes are learned predispositions to behave positively or negatively towards people, objects, services or ideas. They have three components - cognitive, affective and behavioral. Attitudes are formed through direct experience, social influences and personality traits. Marketers use various strategies to change attitudes, such as associating products with groups, resolving conflicting attitudes, and altering beliefs about attributes. Theories of attitude formation include cognitive dissonance theory and attribution theory, which provide different perspectives on how behavior can precede and influence attitude.
Consumer involvement refers to the level of importance and information processing a consumer applies to a product. The degree of involvement significantly impacts consumer behavior. High involvement occurs for expensive, important, or complex purchases and requires extensive research. Some involvement is needed for moderately important items. Low involvement is for unimportant purchases requiring minimal research. Factors like personal interests, product characteristics, and the situation influence a consumer's level of involvement.
Levels of Consumer Decision making & A model of Consumer Decision making in C...AJIT GAUTAM
The document discusses consumer decision making, including three levels of involvement (routine response behavior, limited decision making, and extensive decision making), and presents a five-stage model of consumer decision making. The model includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Routine decisions involve little consideration, while extensive decisions involve high costs and extensive research between many alternatives.
This document outlines the key concepts and theories related to personality and consumer behavior. It discusses how personality reflects individual differences and influences consumer attitudes and choices. Several theories of personality are examined, including Freudian, Neo-Freudian, and Trait theories. Specific traits like innovativeness, materialism, and need for cognition are also covered. The document explores how personality relates to understanding consumer behaviors and concepts like brand personality, consumer ethnocentrism, and compulsive consumption.
This document discusses several models of consumer buying behavior:
- Traditional models include the economic, learning, psychological, and sociological models.
- Contemporary models include the Howard-Sheth model, Nicosia model, Engle-Kollat-Blackwell model, EBM model, and organizational buying models.
- The Nicosia model explains consumer behavior as a system with stimuli as input and behavior as output across four fields: consumer/firm attributes, search/evaluation, purchase, and post-purchase.
Consumer Behaviour and Retail Operations discusses key concepts in consumer behaviour and how they relate to retail operations. It defines consumer behaviour and explains why studying it is important for retailers. It describes the needs, wants, and demands that drive the consumer purchase process. It also summarizes models of consumer decision making, the factors that influence consumption, and segmentation strategies used by retailers. Overall, the document provides an overview of theoretical frameworks for understanding consumer motivation and decision making in a retail context.
The document discusses attitudes and their influence on consumer behavior. It defines attitudes and describes their nature, how they are formed through conditioning, modeling and cognitive learning. Two models of attitudes are described: the tri-component model involving affective, cognitive and behavioral components, and Fishbein's multi-attribute model. The functions and measurement of attitudes are covered along with methods to change attitudes by influencing feelings, beliefs, behaviors or social norms.
The Nicosia Model of Consumer Behaviour describes a circular flow of influences between a firm's marketing activities, a consumer's psychological attributes and decision-making process, and their experience using a product. It contains four major components: 1) a firm's attributes, communications and a consumer's psychological attributes 2) a consumer's search and evaluation of alternatives 3) their motivated purchase act and 4) storage or use of the product. Fair & Lovely is a skin lightening cream that aims to influence consumers' psychological attributes and motivate their purchase through marketing communications about its skin lightening benefits.
Unit 2 motivation, personality, consumer's perception, learning & attitud...viveksangwan007
Motivation: Nature and Types of Motives, Process of motivation, types of Needs. Personality: Theories, Product Personality, Self Concepts. Consumer Perception: Concept and Elements of Perception, Consumer Imagery, Perceived Risk. Consumer Learning:Behavioural and Cognitive Learning Theories. Consumer Attitude: Functions of Attitude and Sources of Attitude Development, Attitude formation Theories (Tricomponent, Multi attribute and Cognitive Dissonance), Attitude Change Strategies.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Chapter 14 Cross Cultural Consumer BehaviorAvinash Kumar
The document discusses cross-cultural consumer behavior from an international perspective. It covers several topics including the imperative for companies to be multinational, cross-cultural consumer analysis, and alternative multinational marketing strategies. Some key points are that marketers must understand similarities and differences between cultures, there is a growing global middle class and teenage market, and companies can use standardized or localized marketing approaches depending on the product and culture.
This document discusses consumer motivation and needs. It defines needs as the driving force behind consumer actions and distinguishes between innate and acquired needs. Goals are what consumers aim to fulfill needs and can be generic or product-specific. Motivation can be positive or negative and rational or emotional. Needs are never fully satisfied and people set new goals as old ones are achieved. Frustration can occur when goals are not met, and people use defense mechanisms. Motivational research aims to uncover hidden motivations through qualitative techniques.
This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers Freudian theory which views personality as consisting of the id, ego, and super-ego. Trait theory measures specific psychological traits. Self-concept includes the actual self and ideal self. People seek products that reinforce their self-image or help achieve their ideal self. Lifestyle reflects one's self-concept and influences buying habits.
The document discusses various theories and mechanisms related to attitude formation and change. It describes four main ways attitudes can be formed: mere exposure, associative learning, self-perception, and functional reasons. Attitude change can occur through self-perception, learning theory, cognitive dissonance, and persuasion. The theory of planned behavior model proposes that attitudes, subjective norms, and perceived behavioral control influence behavioral intentions and actual behaviors.
This document discusses consumer learning theories and their application in marketing. It covers both behavioral learning theories like classical and instrumental conditioning, as well as cognitive learning theory. Marketers use these theories to build brand loyalty through repetition, associations between stimuli and responses, and driving consumers to rehearse information. Behavioral theories focus on observable behaviors in response to stimuli, while cognitive theory examines mental problem solving and information processing.
The document discusses consumer behavior and organizational buyer behavior. It defines consumer behavior and explains why marketers should study it. It describes Maslow's hierarchy of needs and the consumer decision making process, which involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also discusses cognitive dissonance and organizational buyer behavior, including the decision making unit and types of buying situations.
The document provides an overview of chapters in a book on consumer behavior, including introductions to consumer behavior, the consumer research process, market segmentation and targeting, consumer motivation, personality and consumer behavior, consumer perception, consumer learning, attitude formation and change, communication processes, factors influencing consumer behavior, opinion leadership, and the consumer decision-making process. It lists the chapter titles and page numbers for each of the 11 chapters covered in the book. The document serves as a table of contents that outlines the topics and structure of the consumer behavior book.
This document discusses factors that influence consumer behavior, including internal factors like motivation, personality, perception, learning, values and beliefs, and external factors like personal influence, reference groups, family, social class, and culture. It provides definitions for motivation, personality, perception, learning, values, beliefs, and attitude from various sources.
Motivation is the driving force within individuals that implies them to action…….
TYPES OF MOTIVATION
Positive Motivation
Negative Motivation
Extrinsic Motivation
Intrinsic Motivation
Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption
Gives insights into why people buy certain products
Stems from consumer needs: industries have been built around basic human needs
This document discusses consumer behavior and its importance for marketing. It defines consumer behavior as how individuals select, purchase, use, and dispose of goods and services. Understanding consumer behavior helps companies improve their marketing strategies by learning how consumers think and make decisions. The relationship between marketing and consumer behavior is that marketers must understand consumer markets in order to develop effective marketing strategies. Studying consumer behavior allows companies to segment markets, position products, conduct marketing research, and implement social marketing campaigns more successfully.
The document outlines the consumer research process, which includes 6 major steps: 1) defining research objectives, 2) collecting secondary data, 3) designing primary research studies, 4) collecting primary data, 5) analyzing the data, and 6) preparing a report of findings. It discusses collecting both secondary data from internal and external sources, as well as designing primary research through quantitative methods like surveys and experiments or qualitative methods like in-depth interviews and focus groups. The process concludes with sampling and collecting data, analyzing the results, and reporting key findings.
Consumer Attitude Formation and Changes 1784Zubair Bhatti
Attitudes are learned predispositions to behave positively or negatively towards people, objects, services or ideas. They have three components - cognitive, affective and behavioral. Attitudes are formed through direct experience, social influences and personality traits. Marketers use various strategies to change attitudes, such as associating products with groups, resolving conflicting attitudes, and altering beliefs about attributes. Theories of attitude formation include cognitive dissonance theory and attribution theory, which provide different perspectives on how behavior can precede and influence attitude.
Consumer involvement refers to the level of importance and information processing a consumer applies to a product. The degree of involvement significantly impacts consumer behavior. High involvement occurs for expensive, important, or complex purchases and requires extensive research. Some involvement is needed for moderately important items. Low involvement is for unimportant purchases requiring minimal research. Factors like personal interests, product characteristics, and the situation influence a consumer's level of involvement.
Levels of Consumer Decision making & A model of Consumer Decision making in C...AJIT GAUTAM
The document discusses consumer decision making, including three levels of involvement (routine response behavior, limited decision making, and extensive decision making), and presents a five-stage model of consumer decision making. The model includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Routine decisions involve little consideration, while extensive decisions involve high costs and extensive research between many alternatives.
This document outlines the key concepts and theories related to personality and consumer behavior. It discusses how personality reflects individual differences and influences consumer attitudes and choices. Several theories of personality are examined, including Freudian, Neo-Freudian, and Trait theories. Specific traits like innovativeness, materialism, and need for cognition are also covered. The document explores how personality relates to understanding consumer behaviors and concepts like brand personality, consumer ethnocentrism, and compulsive consumption.
This document discusses several models of consumer buying behavior:
- Traditional models include the economic, learning, psychological, and sociological models.
- Contemporary models include the Howard-Sheth model, Nicosia model, Engle-Kollat-Blackwell model, EBM model, and organizational buying models.
- The Nicosia model explains consumer behavior as a system with stimuli as input and behavior as output across four fields: consumer/firm attributes, search/evaluation, purchase, and post-purchase.
Consumer Behaviour and Retail Operations discusses key concepts in consumer behaviour and how they relate to retail operations. It defines consumer behaviour and explains why studying it is important for retailers. It describes the needs, wants, and demands that drive the consumer purchase process. It also summarizes models of consumer decision making, the factors that influence consumption, and segmentation strategies used by retailers. Overall, the document provides an overview of theoretical frameworks for understanding consumer motivation and decision making in a retail context.
The document discusses attitudes and their influence on consumer behavior. It defines attitudes and describes their nature, how they are formed through conditioning, modeling and cognitive learning. Two models of attitudes are described: the tri-component model involving affective, cognitive and behavioral components, and Fishbein's multi-attribute model. The functions and measurement of attitudes are covered along with methods to change attitudes by influencing feelings, beliefs, behaviors or social norms.
The Nicosia Model of Consumer Behaviour describes a circular flow of influences between a firm's marketing activities, a consumer's psychological attributes and decision-making process, and their experience using a product. It contains four major components: 1) a firm's attributes, communications and a consumer's psychological attributes 2) a consumer's search and evaluation of alternatives 3) their motivated purchase act and 4) storage or use of the product. Fair & Lovely is a skin lightening cream that aims to influence consumers' psychological attributes and motivate their purchase through marketing communications about its skin lightening benefits.
Unit 2 motivation, personality, consumer's perception, learning & attitud...viveksangwan007
Motivation: Nature and Types of Motives, Process of motivation, types of Needs. Personality: Theories, Product Personality, Self Concepts. Consumer Perception: Concept and Elements of Perception, Consumer Imagery, Perceived Risk. Consumer Learning:Behavioural and Cognitive Learning Theories. Consumer Attitude: Functions of Attitude and Sources of Attitude Development, Attitude formation Theories (Tricomponent, Multi attribute and Cognitive Dissonance), Attitude Change Strategies.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Chapter 14 Cross Cultural Consumer BehaviorAvinash Kumar
The document discusses cross-cultural consumer behavior from an international perspective. It covers several topics including the imperative for companies to be multinational, cross-cultural consumer analysis, and alternative multinational marketing strategies. Some key points are that marketers must understand similarities and differences between cultures, there is a growing global middle class and teenage market, and companies can use standardized or localized marketing approaches depending on the product and culture.
This document discusses consumer motivation and needs. It defines needs as the driving force behind consumer actions and distinguishes between innate and acquired needs. Goals are what consumers aim to fulfill needs and can be generic or product-specific. Motivation can be positive or negative and rational or emotional. Needs are never fully satisfied and people set new goals as old ones are achieved. Frustration can occur when goals are not met, and people use defense mechanisms. Motivational research aims to uncover hidden motivations through qualitative techniques.
This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers Freudian theory which views personality as consisting of the id, ego, and super-ego. Trait theory measures specific psychological traits. Self-concept includes the actual self and ideal self. People seek products that reinforce their self-image or help achieve their ideal self. Lifestyle reflects one's self-concept and influences buying habits.
The document discusses various theories and mechanisms related to attitude formation and change. It describes four main ways attitudes can be formed: mere exposure, associative learning, self-perception, and functional reasons. Attitude change can occur through self-perception, learning theory, cognitive dissonance, and persuasion. The theory of planned behavior model proposes that attitudes, subjective norms, and perceived behavioral control influence behavioral intentions and actual behaviors.
The document discusses factors that influence attitude formation and change. It describes four main ways attitudes can be formed: mere exposure, associative learning, self-perception, and functional reasons. Attitudes can also change through self-perception, learning theories, cognitive dissonance, and persuasion. A key model for predicting behavior is the theory of planned behavior, which says behavioral intentions are influenced by attitudes, subjective norms, and perceived behavioral control.
Human behavior can be defined as anything an individual does involving self-initiated action or reaction to a situation. There are various views that seek to understand human behavior, including neurological, behavioral, cognitive, psychoanalytical, and humanistic views. Behavior is classified as either inherited/inborn or learned, and can take the form of habitual, instinctive, symbolic, or complex behaviors. Key factors that influence human behavior include heredity, environment, learning, sensation, perception, and awareness. Theories of human development include Freud's psychodynamic theory of personality development and Erikson's psychosocial theory consisting of 8 stages of development. Emotions, conflicts, and frustration can influence behavior and are responded to through coping
Ob ppt-personality-henry-ford-case-f-g-section-8-9-augPooja Sakhla
The document discusses personality from several perspectives. It defines personality and describes key theories about its determinants including heredity, environment, and situation. It also summarizes major approaches to understanding personality like the psychoanalytic, trait, humanistic, and social-cognitive perspectives. Specific concepts discussed include defense mechanisms, the Big Five model of traits, locus of control, Machiavellianism, self-esteem, self-monitoring, and risk-taking.
Ob ppt personality & henry ford case f & g section, 8 & 9 aug (1)Pooja Sakhla
Personality can be summarized in 3 sentences:
Personality is defined as the unique psychological qualities of an individual that influence behaviors and interactions with others. There are several theories that seek to describe personality, including trait theory which describes personality in terms of stable dimensions or traits, and psychoanalytic theory which emphasizes unconscious motivations and drives. Understanding personality can provide insight into how individuals are likely to behave in different situations.
This document provides an overview of various theories of personality. It begins by defining personality and discussing Allport and Mischel's definitions. It then outlines the goals and approaches of different personality theories, including type/trait theories, dynamic theories like psychoanalysis, learning/behavioral theories, and humanistic theories. For Freudian psychoanalysis specifically, it describes the id, ego, superego, psychosexual stages of development, and concepts like the unconscious. It also briefly discusses Jungian analytical psychology and its differences from Freudian theory, as well as key aspects of learning/behavioral and humanistic theories.
Theories of Motivation - Instincts Theories, Drive – Reduction Theories, Arousal Theory, Incentive Theory, Opponent-Process Theory, Cognitive Theories - Expectancy-Value Theory, Cognitive Dissonance Theory, Attribution Theory, Equity Theory, Social Cognitive Theory - Maslow’s Hierarchy, ERG Theory, Motivation-Hygiene Theory, Theory X and Theory Y, Acquired Needs Theory, Neo-Freudian Theories - Individual Psychology of Alfred Adler, Analytical Psychology Of Carl J Jung, Carl Rogers, Gestalt theory, Kurt Koffka Theory, Erik Erikson's Stages of Psychosocial Development, Karen Horney – Neurotic Relationships, Harry Stack-Sullivan – Selective Inattention, Erich Fromm – Choice of Freedom, The Social Unconscious Orientations, Type A,B, C and D Personalities, Behavioural, Cognitive And Humanistic Perspectives, Temperamental Theories of Personality - Gordon Allport, Ancient Theories of Temperament, Hierarchy of Traits And Super-Factors, Self-report Measures, Projective Techniques
Personality is defined as the sum of ways an individual reacts and interacts with others, and is influenced by heredity, environment, and situation. There are several theories of personality, including trait theory which views personality as unique characteristics, psychoanalytic theory involving the id, ego and superego, and social learning theory where behavior is learned through reinforcement and observation. Personality also influences job fit and person-organization fit.
Talks about Personality and Individual Behavoiur for educational purposes.
* Personality
* Components of Personality
* Nature of Personality
* Framework Of Personality
** Iceberg Theory
** Psychoanalytic Theory
** The Myers Brigg Type Indicators
** The Big 5 Model
* Determinants of Personality
** Biological Factors
** Social Factors
** Cultural Factors
** Situational Factors
* Individual Behaviour
** Individual Behaviour Framework
* Causes of Individual Behaviour
The document discusses psychometric testing and provides information on various types of psychometric tests. It begins with an introduction to psychometric testing, noting that such tests scientifically measure mental capabilities and behavioral styles to assess a candidate's suitability for a role. It then provides details on specific tests, including the Myers-Briggs Type Indicator (MBTI) personality test, Locus of Control test measuring internal vs. external attribution, a self-esteem test, and tests measuring leadership, conflict management, and other skills. The document concludes that psychometric tests objectively measure behavior and are widely used by HR professionals to aid selection and assessment.
The document summarizes three major perspectives on personality: the trait perspective, humanistic perspective, and social cognitive perspective. The trait perspective describes personality through fundamental traits and uses questionnaires to assess traits. The humanistic perspective, developed by Maslow and Rogers, focuses on self-actualization and unconditional positive regard. The social cognitive perspective developed by Bandura emphasizes how external events and cognition interact through reciprocal determinism and influence of personal control and locus of control on achievement.
This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers several theories of personality including Freudian theory which views personality as consisting of the id, ego, and superego. Trait theory views personality in terms of measurable traits. Self-concept is defined as one's thoughts and feelings about oneself and is influenced by one's actual self and ideal self. Products are chosen that are consistent with one's self-concept and that can help improve self-esteem by closing the gap between actual and ideal selves. Marketers aim to appeal to consumers' traits, self-concepts, and fantasies about their ideal selves to influence product choices.
Sigmund Freud developed psychoanalytic theory which posits that unconscious motivations and needs influence behavior. He proposed three models of the mind: the topographic model outlines conscious, preconscious and unconscious parts; the structural model describes the id, ego and superego; and the psychogenetic model explains personality development through psychosexual stages from infancy to adulthood. Erik Erikson expanded on Freud's work and proposed eight psychosocial stages of personality development across the lifespan centered around resolving social and psychological crises through developing virtues like trust, autonomy and integrity.
This document discusses personality from several perspectives. It begins by defining personality and exploring its origins from the Latin word "persona" referring to masks worn by actors. It then examines major theories of personality including trait theory, psychodynamic theory, behavioral theory, social learning theory, and humanistic theory. The document also explores key aspects of personality like the Big Five personality traits and differences in personality across gender, culture and race. It provides an overview of approaches to assessing personality like self-report tests, projective techniques, interviews and thought sampling. Finally, it discusses some methods used in personality research like case studies, experiments, and correlational studies.
This document summarizes several theories of personality psychology. It discusses Freud's psychodynamic theory and the id, ego, and superego. It also covers humanistic theories like Maslow's hierarchy of needs and Carl Rogers' fully functioning person. Social cognitive theory is described, focusing on observational learning and reciprocal determinism. Defense mechanisms like repression and rationalization are defined in the Freudian context.
This document discusses several theories of motivation, including:
1. Maslow's hierarchy of needs which arranges human needs in a pyramid from basic physiological needs at the bottom to self-actualization needs at the top.
2. Drive theory which proposes that internal drives arising from biological needs create tension that motivates behavior aimed at reducing that tension.
3. Arousal theory which suggests people seek to maintain an optimal personal level of arousal and will engage in stimulating or relaxing activities accordingly.
4. Incentive theory which posits that external rewards and punishments motivate behavior rather than internal drives.
This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers several theories of personality including Freudian theory which views personality as consisting of the id, ego, and super ego. Trait theory views personality in terms of measurable traits. The document also discusses self-concept, including actual self, ideal self, and extended self. People seek products that are consistent with their self-concept. Marketers can segment consumers based on personality traits and appeal to consumers' actual and ideal selves. Lifestyle is an expression of self-concept and influences buying habits. Psychographics defines lifestyle through activities, interests, and opinions.
The document discusses the concept of motivation. It defines motivation as the internal factors that direct behavior toward goals. Motivation is important for controlling behavior and achieving happiness. Motivation comes from biological drives, psychological or social drives, and unconscious motives. There is a hierarchy of motives from basic needs to higher levels of creativity and self-actualization. Motivation involves a cycle moving between need and satisfaction. Various theories attempt to explain motivation, such as need-drive theory and cognitive theory. Motivation has educational implications like the need for teachers to motivate students and use incentives to direct behavior positively.
Similar to Individual determinants of Consumer Behaviour (20)
The term IoT, or Internet of Things, refers to the collective network of conn...Dr. Prof. Kiran Shinde
The term IoT, or Internet of Things, refers to the collective network of connected devices and the technology that facilitates communication between devices and the cloud, as well as between the devices themselves.
Customer discovery is a crucial component of the entrepreneurial process, foc...Dr. Prof. Kiran Shinde
Customer discovery is a crucial component of the entrepreneurial process, focusing on understanding the needs, preferences, and pain points of potential customers
Controlling is a fundamental management function that involves monitoring performance, comparing it to standards, and implementing corrections. It ensures organizational activities align with goals. The controlling process establishes standards, measures performance, compares results to standards, and takes corrective actions. Controlling helps improve performance, achieve goals, and adapt to changes through strategic and tactical decisions using various control mechanisms and types of controls.
This document discusses decision-making in organizations. It outlines the decision-making process, which involves identifying a problem, developing alternatives, analyzing alternatives based on identified criteria, selecting an alternative, and implementing and evaluating the decision. It also discusses different approaches to decision-making like rationality, bounded rationality, intuition, and evidence-based management. Decision-making can occur under conditions of certainty, risk, or uncertainty, and involve programmed or non-programmed decisions. Quantitative, environmental, system, ethical, and intuitive approaches are some decision-making styles discussed. The document concludes with factors for effective decision-making like correctness, timing, communication, and participation.
This document discusses organizational structures and organizing principles. It describes common organizational structures like functional, divisional, and matrix structures. It also covers topics such as departmentalization, centralization vs decentralization, span of control, and factors that influence structural choice. Traditional designs like simple and functional structures are outlined as well as more adaptive structures for virtual and learning organizations. The document aims to provide an overview of key concepts in organizing and organizational structure.
Online travel and tourism services refer to platforms that facilitate travel planning, booking, and experiences through internet-based websites and apps. These services offer 24/7 accessibility, aggregate vast amounts of travel information, and allow users to directly book flights, accommodations, and travel packages. The main advantages are convenience, a wide selection of options to compare, and potential cost savings through deals and discounts. However, the abundance of choices can overwhelm users and reliability/data security are ongoing concerns.
The document discusses digital business applications and electronic retailing (e-retailing). It defines e-retailing as the sale of goods and services online, eliminating physical storefronts. The characteristics of e-retailing include an online presence, global reach, convenience, and a diverse product range. Different types of e-retailing are described, as well as factors affecting the changing retail industry dynamics and technology-based e-retailing channels. Issues, business models, and the impact of e-commerce on traditional retail are also covered.
The document discusses digital business ecosystems and online purchasing processes. It describes the various stages of online purchasing including search and discovery, evaluation, purchase, delivery, and after-sales service. It also discusses electronic commerce mechanisms like business-to-consumer and business-to-business transactions. Furthermore, it defines electronic marketplaces as platforms that host products from multiple third-party sellers and describes different types of marketplaces including vertical, horizontal, and consumer-to-consumer models.
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1. Individual Determinants of Consumer
Behavior
- Prof. Kiran S.Shinde
- MBA (Mkt. & HR)
Asst. Professor Sanjivani College of
Engineering and MBA
(An Autonomous Institute under SPPU, Pune)
Kopargaon Dist. Ahmednagar MS
-9890085649
3. Personality & Self Concept
Personality is dynamic organization, inside the person
of psychological system that creates persons
characteristics pattern of behaviour, thought and
feeling.- G.W.Allport
Unique dynamic particular characteristics of person
physical, psychological, which influences behaviour
and responses to social and physical environment.
4. Nature of Personality
Individual difference
Personality is consistence and Enduring
Can Change
5. Components of Personality
/Personality traits
1.Openness to Experience – (Willingness to learn).
Openness to experience is one of the domains which are
used to describe human personality in the Five Factor
Model ,including active imagination (fantasy), aesthetic
sensitivity, attentiveness to inner feelings, preference for
variety, and intellectual curiosity.
2.Conscientious ness (Diligent & Sincere)is the
personality trait of being careful, or vigilant.
Conscientiousness implies a desire to do a task well, and
to take obligations to others seriously.
Conscientious people tend to be efficient and organized
as opposed to easy-going and disorderly.
6. 3.Extroversion(Outgoing & Energetic)
Extroversion is defined as the quality of being
outgoing and directing attention to things other than
yourself. When a person likes going out all the time
and being the center of attention, this is an example
of extroversion.
4. Agreeableness(friendly & passionate)
Agreeableness is a personality trait manifesting itself
in individual behavioral characteristics that are
perceived as kind, sympathetic, cooperative, warm,
and considerate.
7. 5. Neuroticism (Sensitive & nervous)
Individuals who score high on neuroticism are more
likely than average to be moody and to experience such
feelings
as anxiety, worry, fear, anger, frustration, jealousy, guilt
, depressed mood, and loneliness.
6. External- person tend to place blame outside (I failed
because there was a problem with exam)
7. Internal- more analytical & place blame on self. (I
failed because I did not study)
8. Personality Theories
Freudian or Psychodynamic Theory-
Sigmund Freud's psycho analytic theory of personality
argues that human behavior is the result of the
interactions among three component parts of the
mind: the id, ego, and superego.
This theory, known as Freud's structural theory of
personality, places great emphasis on the role of
unconscious psychological conflicts in shaping
behavior and personality. Dynamic interactions among
these fundamental parts of the mind are thought to
progress stages of development.
9. Freud's Structure of the Human Mind
According to Freud, our personality develops from the interactions among what he
proposed as the three fundamental structures of the human mind: the id, ego, and
superego.
10. The Id
The id, the most primitive of the three structures, is concerned with instant
gratification of basic physical needs and urges. It operates entirely
unconsciously (outside of conscious thought). For example, if your id walked
past a stranger eating ice cream, it would most likely take the ice cream for
itself. It doesn't know, or care, that it is rude to take something belonging to
someone else; it would care only that you wanted the ice cream
The Superego
The superego is concerned with social rules and morals—similar to what many
people call their "conscience" or their "moral compass." It develops as a child
learns what their culture considers right and wrong. If your superego walked past
the same stranger, it would not take their ice cream because it would know that
that would be rude. However, if both your id and your superego were involved,
and your id was strong enough to override your superego's concern,
you would still take the ice cream, but afterward you would most likely feel guilt
and shame over your actions.
11. The Ego
In contrast to the id and the superego, the ego is the rational, pragmatic part
of our personality. It's what Freud considered to be the "self," and its job is to
balance the demands of the id and superego in the practical context of reality.
So, if you walked past the stranger with ice cream one more time, your ego
would mediate the conflict between your id ("I want that ice cream right
now") and superego ("It's wrong to take someone else's ice cream") and decide
to go buy your own ice cream. While this may mean you have to wait 10 more
minutes, which would frustrate your id, your ego decides to make that
sacrifice as part of the compromise– satisfying your desire for ice cream while
also avoiding an unpleasant social situation and potential feelings of shame.
12. Neo Freudian Theory
Emphasis on Social approach and childhood
experience to develop personality.
14. Influence of personality on
purchase decision
Aggressiveness – Prefers products associated with high
status and success image.
Detachment – Products appeal to independence .
Generalized self confidence – more likely to choose
products of lesser known companies.
Self conscious – prefers products which convey
appropriate self image
Rigidity- Prefers rigid or rough and tough products.
15. Marketing Implications of
Personality
Helps marketer to group people on the basis of
common traits.
Marketers attempt to influence by appealing to
relevant personality traits.
Helps in brand building.
Helps in promotion & product positioning.
16. Self Image
Self image is once attitude, feelings, perception and
evaluation of oneself.
Different self Images-
1.Actual Self – how consumer see themselves.
2.Social self – how consumer feel others see them.
3.Ideal Self- How consumer would like others see them
4.Expected self- how consumer expected to see
themselves at some specified future time.
17. Use of self Image in Marketing
Discrepancy – Discrepancy between actual and ideal self
Image.
High discrepancy – fairness creams, obesity
Congruence – (agreement or harmony; compatibility)
Consumer choose store to purchase products choose stores
that extends own self concept.
BMW car, Oval soap,Pink Colour femininity , softness,
Marketers use congruence concept to design product size,
shape, colour. Usage, packaging, design etc.
Ensuring satisfaction
Creative Strategy and Positioning
Select Advertising Media
18. Motivation
Behind every action there is motivation
Motivation is a process of inducing a persons
experience the need for something or a goal and
behaviour towards achieving it .
So motivation includes
1. need perception
2.the drive to fulfill it, which guides behaviour
3.the goal
19. Motive can be define as drive or urge for which
individual seeks satisfaction. It becomes buying
motive when individual seek satisfaction through the
purchase something.
Consumer buying Motives
1. Economic factors-
2.Psychological factors- Maslows triangle of needs.
20. Types of Buying Motives
1.Inherent Motives ,Learned diving Motives- , -
Inherent Motives arises from basic needs of
consumers, comfort and safety.
Learned diving Motives- acquires from environment in
which he lives, or society.
Examples- social status, social appearance, economic
political achievements,
21. 2. Emotional and rational motives –
Emotional arises from feelings and affection.
Love and affection etc., hearts overtakes mind
Rational arises from logic and justification. Mind
dominates over heart. Examples- quality, price,
durability, service, future expectations.
22. 3. Psychological and Social Motives-
Psychological arises from internal psychological
process learning, perception, attitudes
Social arises from society for recognition .
23. General Theories of Motivation
1. Instinct Theory - typically fixed pattern of behaviour in
animals in response to certain stimuli. Arises from basic needs of
survival.
2. Drive reduction Theory –
According to this theory people try to reduce internal drives by
fulfilling needs for internal calmness, it happen when tension of
unfulfilled needs reduced.
Example- Internal feeling of hunger or thirst motive to eat or
drink.
Homeostasis-
the tendency of a system, especially the physiological system of
higher animals, to maintain internal stability, owing to the
coordinated response of its parts to any situation or stimulus tha
t would tend to disturb its normal condition or function.
24.
25. 3. Arousal Theory- (excitement)Arousal theory
proposes that motivation is strongly linked to
biological factors that control reward sensitivity and
goal-driven behavior.
4 Psychoanalytic Theory- According to this theory
every individual has two goals behind single activity.
Eg. people persue education not just for being
educated but because it opens avenue of better
employment.
26. 5. Humanistic Theory-
Humans are driven to achieve their maximum
potential and will always do so unless they come across
obstacles that divert their attention and focus . These
obstacles may be physical like hunger, thrust or
financial constraints or emotional like fear, anger etc.
Based on Maslows theory of hierarchy . Maslow
expanded the field of humanistic psychology to
include an explanation of how human needs change
throughout an individual's lifespan, and how these
needs influence the development of personality.
27. Types of Motivation
1. Intrinsic and extrinsic Motivation-
Intrinsic when engage in activity without external
incentive.
Extrinsic comes from outside of performer.
Eg. In sports money, trophy, cheering crowds
2. Positive and negative Motivations-
Positive drive takes towards goal.
Negative associated with emotions like anger , disgust
etc.
28. 3. Latent , Manifest and Obvious motivation-
Latent motives are unknown to person or reluctant to
admit.
Manifest motives are known to the person and freely
admitted.
4. Physiological arousal-
This is mostly involuntary, Individual feel uncomfortable
and tense until need is satisfied. Ex. Soft drink adds
in Summer.
29.
30. 5. Emotional Arousal- Dreaming situation
Individual goes through various emotional states and may
fantasies and enter into a dream like state heaven while
awake.
Eg. Girls use fairness creams to fulfill the dream of becoming
attractive.
6. Cognitive Arousal- Individuals motivation may aroused by
some random thoughts or event linking of the thoughts.
Eg. A person sees florists shop while going and remember
wife's birthday and purchased flower, chocolate, cake and
gift.
Or attractive hoardings, hoarding of popular fast food
restaurant stimulates hunger.
31. 7. Environmental Arousal-
Individual takes cues from environment around them
and he provides his stimulus for action directed
behaviour.
beautiful atmosphere, attractive hoardings, hoarding of
popular fast food
33. Involvement
One of the determinants of consumer purchases is
involvement of consumer himself in selection of the
products .
Depends on extent to which consumer perceives the
products
High involvement – expensive products. Cars, a home
etc. or highly significant products cosmetics, beauty
products, dress etc. High involvement reflects high
risk
1. Personal Risk 2. Social Risk- enhance or drag social
image 3.Economic risk- expenses incurred to purchase
34. Low involvement products – little personal interest, no
of alternatives available, no risk attached, spending is
less , frequently bought.
Eg. Soaps, detergents, shampoo, pen,
35. Buying Situations
1. Routinised response – personal experience, no time
for evaluating alternatives, spending is less, good
brand loyalty.
Eg. Toothpaste, biscuits, shaving cream, fairness
products.
2. Limited problem solving- new product Claim better
performance, spends some time consideration of
alternatives, rebuy or continue with previous products.
Eg. Dish wash , detergent
36. 3. Extensive problem solving-Each purchase becomes
new task. Carry high risk, consumer is unaware about
alternatives, has to collect information.
Eg. Purchasing new software or new version of laptop.
4. Variety Seekers- seek to try new brands, expected
better, they prefers change.
5. Impulse Purchases- unplanned buys, attracted by
discounts and offers, eg. Vegetables
37. Learning Memory and Recall
Learning- It can be defined as any relatively
permanent change in behaviour that occurs as a
result of experience.
Learning is the process of acquiring new knowledge
modifying existing base of behaviour, skills, values or
preferences.
38. Learning Theories and Styles
A. Behaviorism- Focuses on observable aspects of
learning. Based on fact that learning occurs through
the connection between external stimuli and response.
There are two approaches
1.Classical Conditioning-Ivan Pavlov
In the process of classical conditioning a natural
stimulus when paired with unconditional stimulus
39. Application of classical
conditioning
Repetition
Stimulus generation –
Stimulus Discrimination
-Product line extension
- Product form extension
- Product category extension
- Family branding
40. Operant Conditioning or Instrumental –
K.F.Sniker
conditioning- It believes that learning depends on
change in overt(not hidden) behaviour.
Initial Behaviour(Use of product or services)-Positive
or negative consequences(reward or punishment)-
Increase or decrease probability of repeat behaviour
purchasing
41. Application of Instrumental
conditioning
Reinforcement –
Reinforcement is anything that increases strength of
similar response in similar situation.
Positive and negative reinforcement
42. B. Cognitive learning theory
Cognitive- concerned with the act or process of knowing,
perceiving, etc.
According to psychologist cognitive learning viewed as a
problem solving procedure and equated to process of
complex problem solving.
According to this theory learning is not result of stimulus ,
response or reinforcement but learning is result of thought
process or insight.
Considerable learning takes place because consumer
thinking and problem solving.
Goal-Purchase behavior-Insight-Goal achievement
43. C. Observational Learning or
Modeling or Social learning
This is proposed by Bandura in 1977.
It based on social aspects and imitation of others
behavior as a model.
This means that model person serves as ideal and
their behavior pattern will served as goal for others to
follow.
44. Components/Principals of learning
Motivation- It is driving force that implies individuals to
action. Ex- Student seek to learn computer course.
Cues- Signals- Cues are relatively weak stimuli not strong
enough to arouse consumer but can provide direction. Ex-
Advertisement of computer course.
Response- way an individual react to cue or stimuli
Reinforcement- can be anything increases strength of
response. Ex- Remedy provided by medicine.
45. Memory
It is information that individual retains and stores and
can recall for future use.
Experiments shows that whatever consumers obtain
they are unable to retrieve readily.
Consumers have large memory storage, at any given
point of time only portion of memory can be activated
for use.
There are 3 storehouses for memory
46.
47. 1. Sensory Memory- it holds information for few
seconds. Senses do not rely on complete information,
each sense organ receives small portion of
information.
Examples- flowers shape,colour,smell feel etc.
2. Short term memory- Short term memory allows to
recall for few minutes. It is real working memory have
short capacity.
Ex. Telephone numbers displayed in TV commercials
remembers till dialing.
48. 3. Long Term Memory- relatively permanent, having
long term duration, unlimited capacity, individual able
to recall for long period or life time.
Examples- events, birthday parties, persons etc.
49. Long-term memory is often divided into two
further main types: explicit (or declarative)
memory and implicit (or procedural) memory.
Explicit memory (“knowing what”) is memory of
facts and events, and refers to those memories that
can be consciously recalled (or "declared"). it
consists of information that is explicitly stored and
retrieved, although it is more properly a subset of
explicit memory. Explict memory can be further
sub-divided into episodic memory and semantic
memory
50. Episodic memory represents our memory
of experiences and specific events in time in a serial
form, from which we can reconstruct the actual events
that took place at any given point in our lives. It is the
memory of autobiographical events (times, places,
associated emotions and other contextual knowledge)
that can be explicitly stated. Individuals tend to see
themselves as actors in these events, and
the emotional charge and the entire context
surrounding an event is usually part of the memory,
not just the bare facts of the event itself.
51. Semantic memory, on the other hand, is a more
structured record
of facts, meanings, concepts and knowledge about the
external world that we have acquired. It refers to general
factual knowledge, shared with others and independent
of personal experience and of the spatial/temporal
context in which it was acquired. Semantic memories may
once have had a personal context, but now stand alone as
simple knowledge. It therefore includes such things as
types of food, capital cities, social customs, functions of
objects, vocabulary, understanding of mathematics, etc.
Much of semantic memory is abstract and relational and is
associated with the meaning of verbal symbols.
52. Implicit (“knowing how”) is the unconscious memory of
skills and how to do things, particularly the use of objects
or movements of the body, such as tying a shoelace, playing
a guitar or riding a bike. These memories are typically
acquired through repetition and practice, and are
composed of automatic sensorimotor behaviors that are so
deeply embedded that we are no longer aware of them.
Once learned, these "body memories" allow us to carry out
ordinary motor actions more or less automatically.
Procedural memory is sometimes referred to as implicit
memory, because previous experiences aid in the
performance of a task without explicit and conscious
awareness of these previous experiences, although it is
more properly a subset of implicit memory.
53. Recall
Retrieve information or events from past.
Information search
Search of Information-Recognition of information-
Recall
Types of recall
1. Free recall 2. Cued Recall 3.Serial recall
54. Factors affecting recall
1. List length effect
2.Word length
3.Priority
4.Attension
5. Focus
6. Context – Environment
7. State or Condition of Individual
8.Gender- females perform more better on episodic
memory task.
9.Effect of time
10.Stress
55. Use of recall for marketers
Prototype- Xerox, Parle, Nirma
Congruence – linkage eg. Cadbury for festivals
Redundancies- showing stimulus several times
Eg. Mosquito add shows missing significant
opportunities.
Priming- associate products with events eg. paithani
for wedding
Positioning – implementing targeting strategy .
56. Attitude
Attitudes are usually associated with notion of liking
or disliking someone or thing. Attitudes are said to be
resulting from a combination of beliefs, values and
opinions.
Attitudes are learned predispositions to respond
to an object or class of objects in a consistently
favorable or unfavorable way. –Gorden Allport
Attitudes are learned- gets formed on basis of
experience
predispositions- resides in mind of individual
Consistent response – precedes and produce behavior.
57. Attitude Opinion and Belief
Value involve an individuals judgment on what is right,
good desirable and worthwhile. While beliefs are ideas
to which we aspire and may be expressed.
Marketers are trying to understand attitude, modify
them and tries to turn them into positive towards
product, resulting in purchase.
58. Characteristics of Attitude
Attitudes are learned- experience,advt,mouth publicity
Consistency -
Dynamic can change depending upon situation –
Eg. One may not like rise dishes bust has to eat when he is
south.
Controversy- one may not purchase a product of company
employs child labour, in reality doing for cheaper product.
Situation can influence attitude –
Moov – back pain –need to get immediate relief.
Pantene- hair fall-need to use shampoo controls hair fall
59. Nature of consumer
attitude/Component
Nature can be understood by Cognitive components
(Brand belief) Affective component (Brand evolution)
and Conative component (Intension to buy)
1.Cognitive components (Brand belief)- belief and
characteristics they ascribe to it.
Example- general belief-train is always late, personal
belief-service is specific store is poor, ethical beliefs- to
show smoking being enjoyable.
60. 2.Affective Component(Brand Evaluation)- evaluation
can be measured by rating from poor to excellent or from
prefer least to prefer most. Tendency to evaluate brands in
favorable or unfavorable way.
3.Conative component -Intension to buy(Behavioural
component)-
Measuring intension helps to formulate marketing strategy.
Marketers tries to influence intension by ad, brand names
,offers , discounts etc.
61. Factors involved in Attitude
formation
Group factors- family, reference group, Social factors
Personality factors-
Experiences – eg. Sachets availability of products
Marketing – Direct marketing eg. Eureca Forbes, Amway
products
Exposure to media
62. Models for Measuring Attitude
1. Tri component Attitude Model-
A. The cognitive Component(belief)- First
component is individuals cognitions. Knowledge and
perception that are acquired either due to direct
exposure to the attitude object. This may give rise to
beliefs .
B. The Affective Component-(brand evaluation)
Refers to consumers feeling or emotions towards
particular brand or product. Consumers rate attitude
objects as good, bad,and favourable or unfavorable.
63. C. Conative Component(intension)
To understand likelihood of consumer to undertaking
specific action.
2. Multi component model-
Developed by Martin Fishbein
According to Fishbein attitude towards object depends
on
Strength of belief that object has certain attribute
The desirability of these attributes
The number of attributes
64. Attitude towards an object =
i=1 to n ∑(bi ei).
Where n= no of attributes
bi= strength of belief that object contains i attribute
ei= evaluation of desirability of attribute I
This attitude towards object can be described as sum of
multiplications of belief and evaluation for all
attributes
65. Usually b is rated on scale of 1-3
1=strong belief of presence of attribute to 3= uncertainty of
presence
e is rated on scale 1-7
1=highly desirable to 7= undesirable
Attitude= ∑ (bi*ei)
The higher the figure less favorable attitude towards the
product or object.
E.g. Newly Purchased car is having good mileage strong
belief b=1 and and it is highly desirable e=1
Attitude= ∑ (bi*ei) = 1*1=1 (favorable attitude towards
product)