Kurt Lewin's formula for consumer behavior states that behavior (B) is a function (f) of interpersonal influences (I) and personal factors (P). This means that inputs from others and an individual's own psychology affect their purchasing decisions. The document also discusses how attitudes, social class, opinion leaders, family influences, needs, motives, and the consumer decision process all impact consumer behavior. Understanding these concepts can help a salesperson better understand a customer and make a sale.

1. "Point of View" Slideshare
Dustin Morris
Ch.6 Consumer Behavior
(including some of my own sales experiences)

2. Consumer Behavior

As a brand new Sales
Associate myself consumer
behavior is important to
learn. Here is the formula
for why someone may buy
which was created by
Psychologist Kurt Lewin.
B = f (I,P)

3. B = f (I,P)

(B) Is a function

(f) Interactions of interpersonal influences

(I) Culture, friends, classmates, coworkers, relatives
and personal factors

(P) Attitudes, learning, and perception
In other words, inputs from others and an individual’s
psychological makeup affect his or her purchasing
behavior.

4. Personal Experience

From my own personal experience with this formula
attitude, getting-personal with and relatives make a
major impact on the customer's financial situation
and judgment to buy.

People buy from the person selling the product. If
you sell yourself well they will buy from you even if
you are more expensive.

5. Social Classes

W. Lloyd Warner’s research identified six classes
within the social structures of both small and large
U.S. cities: the upper-upper, lower-upper, upper-
middle, and lower-middle classes, followed by the
working class and lower class.

Who is your target audience? Where do they fit in
this class? Will they buy your expensive product?

6. Opinion Leaders

Their interest motivates them to seek out information from mass
media, manufacturers, and other sources and, in turn, transmit
this information to associates through interpersonal
communications.

Who is the Opinion Leader in your industry? Will they support
your ideas and products

7. Family Influences

The family group is perhaps the most important determinant of consumer
behavior because of the close, continuing interactions among family
members.

Autonomic role

Husband-dominant role

Wife-dominant role

Syncratic role

I sell business to consumer. This is very important
when making sales face-to-face at a customer's
home.

8. Needs and Motives

A need is an imbalance between the consumer’s
actual and desired states. A person who recognizes
or feels a significant or urgent need then seeks to
correct the imbalance.

Motives are inner states that direct a person toward
the goal of satisfying a need. The individual takes
action to reduce the state of tension and return to a
condition of equilibrium.

9. Attitudes
(makes or brakes the sale)

Perception of incoming stimuli is greatly affected by
attitudes. In fact, a consumer’s decision to purchase
an item is strongly based on his or her attitudes
about the product, store, or salesperson.

You MUST always have a good attitude! Grant
Cardone says A3 is “Attitude, Approach, Action”.
Watch this video. It is a very simple idea but true.
https://vimeo.com/5804389

10. The Consumer Decision Process

Understanding the consumer decision process helps you
understand the steps which your customer is currently in.
Are they ready to buy? Are they just now getting ideas?
Does your product fit their need and budget?

11. The End
“You will get all you want in life if you help enough
other people get what they want.”
-Zig Ziglar