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
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
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.
This document outlines a lecture on consumer learning. It discusses the key learning theories of behavioral learning, cognitive learning, and observational learning. For behavioral learning, it covers classical and operant conditioning. Classical conditioning examples include branding using familiar stimuli. Operant conditioning applications are customer satisfaction and reinforcement schedules. Cognitive learning theories discussed are discovery learning and meaningful verbal learning using advance organizers. Models of cognitive processing and the innovation decision process are also presented. The document concludes with measures of consumer learning like recognition, recall, and developing brand loyalty and equity.
This document discusses consumer motivation and behavior. It begins by defining motivation as the driving force within individuals that impels them to action. Needs are the essence of marketing, as marketers make consumers aware of needs rather than create them. The document then discusses the motivation process, types of needs, goals, and the relationship between needs and goals. It also covers positive and negative motivation, rational versus emotional motives, arousal of motives, and philosophies around motive arousal.
This document provides an overview of consumer perception and learning. It discusses the dynamics of perception including sensation, thresholds, and subliminal perception. The elements of perception like selection, organization, and interpretation are also covered. Consumer imagery and positioning are explained. Regarding consumer learning, the summary discusses behavioral learning theories like classical and instrumental conditioning as well as cognitive learning theory. It also outlines measures of consumer learning like recognition, recall, and brand loyalty.
Consumer motivation refers to the internal drives that compel people to identify and purchase products or services to fulfill their conscious and unconscious needs. Motivation involves components like ability, opportunity, and incentives that influence buying behavior. Maslow's hierarchy of needs categorizes human needs into physiological, safety, social, ego, and self-actualization needs that motivate consumer purchases. Fulfilling needs reduces tension and drives repeat purchases or searches for alternatives.
Perception and Marketing- Consumer BehaviorAqib Syed
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
Perception and Marketing- Consumer Behavior
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
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.
This document outlines a lecture on consumer learning. It discusses the key learning theories of behavioral learning, cognitive learning, and observational learning. For behavioral learning, it covers classical and operant conditioning. Classical conditioning examples include branding using familiar stimuli. Operant conditioning applications are customer satisfaction and reinforcement schedules. Cognitive learning theories discussed are discovery learning and meaningful verbal learning using advance organizers. Models of cognitive processing and the innovation decision process are also presented. The document concludes with measures of consumer learning like recognition, recall, and developing brand loyalty and equity.
This document discusses consumer motivation and behavior. It begins by defining motivation as the driving force within individuals that impels them to action. Needs are the essence of marketing, as marketers make consumers aware of needs rather than create them. The document then discusses the motivation process, types of needs, goals, and the relationship between needs and goals. It also covers positive and negative motivation, rational versus emotional motives, arousal of motives, and philosophies around motive arousal.
This document provides an overview of consumer perception and learning. It discusses the dynamics of perception including sensation, thresholds, and subliminal perception. The elements of perception like selection, organization, and interpretation are also covered. Consumer imagery and positioning are explained. Regarding consumer learning, the summary discusses behavioral learning theories like classical and instrumental conditioning as well as cognitive learning theory. It also outlines measures of consumer learning like recognition, recall, and brand loyalty.
Consumer motivation refers to the internal drives that compel people to identify and purchase products or services to fulfill their conscious and unconscious needs. Motivation involves components like ability, opportunity, and incentives that influence buying behavior. Maslow's hierarchy of needs categorizes human needs into physiological, safety, social, ego, and self-actualization needs that motivate consumer purchases. Fulfilling needs reduces tension and drives repeat purchases or searches for alternatives.
Perception and Marketing- Consumer BehaviorAqib Syed
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
Perception and Marketing- Consumer Behavior
Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education. Its an effort to understand Consumer Motivation with human needs, goals and various motives.
Motivational strength refers to the degree of energy a person is willing to expend to achieve different goals. Many theories have attempted to explain human motivation and behavior. Early theories proposed that behavior was driven by innate instincts, but this view has been largely discredited as instincts are difficult to prove or disprove. Later drive theory focused on reducing biological needs that create unpleasant states like hunger. Expectancy theory posits that behavior is motivated more by expectations of positive outcomes than by internal drives.
This document discusses how groups and situational factors influence consumer decision making. It explains that consumers are influenced by their mood, whether they are alone or with others, time constraints, how they will use a product, and their self-image. Situational factors like physical environment, shopping orientation, usage of the product, and time pressures all affect purchase decisions. Reference groups like family, friends, and aspirational figures also influence consumers through normative pressures, comparative influence, and the desire for acceptance.
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.
The document discusses different types of buying motives that influence consumer purchasing decisions. There are emotional and rational motives, with emotional motives influenced by feelings and rational motives based on logical thinking. Product motives refer to reasons for purchasing a certain product class or specific brand/item, while patronage motives determine where products are purchased based on factors like price, location, quality and services. Buying motives can also be inherent physiological needs or learned from one's environment and education. Motives provide the impulse for consumers to buy and determine what, when, where and how much they purchase.
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.
This document summarizes a term paper presentation on consumer motivation. It begins with an introduction defining motivation and how it relates to consumer behavior. It then provides some statistics on the Indian retail market and describes a mall intercept survey conducted to understand shopping experiences. The document finds that consumers are motivated to shop in malls by the variety, quality, innovation and ambiance offered. It also summarizes responses from surveys that found convenience, deals, enjoyment and new product discovery as motivations. In conclusion, it lists findings like entertainment and impulse buying influencing behavior and malls satisfying consumer needs, wants and desires.
This document provides an overview of consumer motivation, ability, and opportunity from a marketing perspective. It discusses how motivation is an inner drive that provides energy to achieve goals. Motivation can be influenced by personal relevance, values, needs and goals, perceived risk, and inconsistencies with attitudes. Ability refers to the resources consumers have like money, knowledge, and time. Opportunity is defined as external constraints that can restrict behavior, such as time, information availability, and complexity. The document outlines how motivation, ability, and opportunity all affect consumer behavior and decision making.
This document provides an overview of key concepts in consumer behavior taught in an introductory consumer behavior course. It discusses definitions of consumer behavior and different consumer orientations throughout history. The marketing concept is explained as well as how marketers segment, target, and position products. The document also covers customer value, satisfaction, trust and retention. It provides examples of how companies like Starbucks create value propositions and how McDonald's communicates value to consumers. The impact of digital technologies and social media on marketing is examined. A simple model of the consumer decision making process is also presented.
This document outlines strategies for changing consumer attitudes. It defines attitudes and discusses their components and formation. Four main strategies for attitude change are described: 1) Changing beliefs about competitor brands, 2) Associating products with admired groups/causes, 3) Altering components of multi-attribute models like attributes or brand ratings, and 4) Changing basic motivation functions like the utilitarian, ego-defensive, value-expressive, or knowledge functions. The document also addresses resolving conflicts between positive and negative attitudes.
Consumer behavior is influenced by social factors such as reference groups, opinion leaders, and subcultures. The consumer decision process involves 5 stages: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Maslow's hierarchy of needs model describes how consumers seek to fulfill physiological, safety, social, esteem, and self-actualization needs. Psychological influences on consumer behavior include motivation, perception, learning, attitudes and beliefs, and lifestyle.
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.
What major psychological processes influence consumer responses?Sameer Mathur
Motivation, perception, learning, and memory are the four main psychological processes that affect consumer behavior. Motivation can come from taste preferences, status seeking, or a desire for relaxation. Perception is selective and can be influenced by selective attention, distortion, retention, and subliminal cues. Learning occurs through experience and can change consumer behavior. Memory of past experiences also shapes responses.
This document discusses key concepts in branding, including what branding is, brand awareness, packaging, brand associations, and types of brand ownership. Branding involves using distinct styles, logos, or designs to promote and distinguish a company or product. Brand awareness, achieved through packaging, slogans, endorsements, and other marketing techniques, is crucial for sales. Effective packaging draws in customers and influences purchases. Strong brand names become directly associated with their products. Co-branding and licensing involve collaborations between brands. National brands are available in many stores while store brands are exclusive to one retailer. Reliability builds trust and loyalty among customers.
Consumer Behaviour Part2: The Individual PerspectiveSebastiano Mereu
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.
Influence of reference groups on consumer behaviourprabaharan b
This document discusses key factors and groups that influence consumer purchasing decisions. It identifies 5 main factors: buyer psychology, personal characteristics, social characteristics, culture, and groups. It then describes different types of reference groups that consumers use for normative and comparative guidance, such as family, friends, work colleagues, celebrities, and experts. The level of influence depends on attributes like a group's credibility, attractiveness, and power, as well as how conspicuous the product is.
The document discusses different types of consumer motivation including emotion, values, and psychological motives. It examines how motives can differ based on demographic factors and explores various theories of motivation relevant to marketing such as opponent process theory, optimum stimulation levels, and hedonic experiences. The document also provides examples of how understanding motivation can inform effective marketing strategies.
The document discusses several key influences on consumer behavior:
1. Consumers are influenced by social factors like reference groups, opinion leaders, and subcultures. Families also socialize consumers at a young age.
2. Maslow's hierarchy of needs describes how consumers aim to fulfill physiological, safety, social, and esteem needs.
3. The consumer decision process involves problem recognition, information search, alternative evaluation, purchase, and post-purchase evaluation.
Organizational Decision Making ,Household Decision Making ,Organizational Buyers, Business-to-Business (B2B) Marketers ,Roles in Decision Making ,Influence in Decision Making ,Family Life Cycle , Factor Affect Family Conflict ,Who Makes Key Decisions in the Family?
Cb unit-vi (psychological influences on consumer decision making)Revisiting Strategy
This document outlines a course on consumer behavior taught by Prof. Amit Kumar. It covers 8 units: 1) the consumer in the marketplace, 2) models of consumer behavior, 3) cultural influences, 4) sociological influences, 5) personal influences, 6) psychological influences, 7) the consumer decision-making process, and 8) consumer influence and diffusion of innovation. One class focuses on psychological influences, discussing the key influences of motivation, perception, learning, and memory on consumer responses to marketing. Motivation theories of Freud, Maslow and Herzberg are mentioned.
The document discusses consumer motivation and goal-setting. It explains that needs produce motivation, and consumers seek to fulfill needs and reduce tension. Marketers do not create needs but can make consumers aware of existing needs. The document also discusses how consumers set generic and product-specific goals to fulfill needs, and how personal experiences, abilities, social norms, and environment influence goal selection. It contrasts rational versus emotional goal selection and discusses different types of motivations like physiological, emotional, cognitive, and environmental arousal.
Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education. Its an effort to understand Consumer Motivation with human needs, goals and various motives.
Motivational strength refers to the degree of energy a person is willing to expend to achieve different goals. Many theories have attempted to explain human motivation and behavior. Early theories proposed that behavior was driven by innate instincts, but this view has been largely discredited as instincts are difficult to prove or disprove. Later drive theory focused on reducing biological needs that create unpleasant states like hunger. Expectancy theory posits that behavior is motivated more by expectations of positive outcomes than by internal drives.
This document discusses how groups and situational factors influence consumer decision making. It explains that consumers are influenced by their mood, whether they are alone or with others, time constraints, how they will use a product, and their self-image. Situational factors like physical environment, shopping orientation, usage of the product, and time pressures all affect purchase decisions. Reference groups like family, friends, and aspirational figures also influence consumers through normative pressures, comparative influence, and the desire for acceptance.
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.
The document discusses different types of buying motives that influence consumer purchasing decisions. There are emotional and rational motives, with emotional motives influenced by feelings and rational motives based on logical thinking. Product motives refer to reasons for purchasing a certain product class or specific brand/item, while patronage motives determine where products are purchased based on factors like price, location, quality and services. Buying motives can also be inherent physiological needs or learned from one's environment and education. Motives provide the impulse for consumers to buy and determine what, when, where and how much they purchase.
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.
This document summarizes a term paper presentation on consumer motivation. It begins with an introduction defining motivation and how it relates to consumer behavior. It then provides some statistics on the Indian retail market and describes a mall intercept survey conducted to understand shopping experiences. The document finds that consumers are motivated to shop in malls by the variety, quality, innovation and ambiance offered. It also summarizes responses from surveys that found convenience, deals, enjoyment and new product discovery as motivations. In conclusion, it lists findings like entertainment and impulse buying influencing behavior and malls satisfying consumer needs, wants and desires.
This document provides an overview of consumer motivation, ability, and opportunity from a marketing perspective. It discusses how motivation is an inner drive that provides energy to achieve goals. Motivation can be influenced by personal relevance, values, needs and goals, perceived risk, and inconsistencies with attitudes. Ability refers to the resources consumers have like money, knowledge, and time. Opportunity is defined as external constraints that can restrict behavior, such as time, information availability, and complexity. The document outlines how motivation, ability, and opportunity all affect consumer behavior and decision making.
This document provides an overview of key concepts in consumer behavior taught in an introductory consumer behavior course. It discusses definitions of consumer behavior and different consumer orientations throughout history. The marketing concept is explained as well as how marketers segment, target, and position products. The document also covers customer value, satisfaction, trust and retention. It provides examples of how companies like Starbucks create value propositions and how McDonald's communicates value to consumers. The impact of digital technologies and social media on marketing is examined. A simple model of the consumer decision making process is also presented.
This document outlines strategies for changing consumer attitudes. It defines attitudes and discusses their components and formation. Four main strategies for attitude change are described: 1) Changing beliefs about competitor brands, 2) Associating products with admired groups/causes, 3) Altering components of multi-attribute models like attributes or brand ratings, and 4) Changing basic motivation functions like the utilitarian, ego-defensive, value-expressive, or knowledge functions. The document also addresses resolving conflicts between positive and negative attitudes.
Consumer behavior is influenced by social factors such as reference groups, opinion leaders, and subcultures. The consumer decision process involves 5 stages: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Maslow's hierarchy of needs model describes how consumers seek to fulfill physiological, safety, social, esteem, and self-actualization needs. Psychological influences on consumer behavior include motivation, perception, learning, attitudes and beliefs, and lifestyle.
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.
What major psychological processes influence consumer responses?Sameer Mathur
Motivation, perception, learning, and memory are the four main psychological processes that affect consumer behavior. Motivation can come from taste preferences, status seeking, or a desire for relaxation. Perception is selective and can be influenced by selective attention, distortion, retention, and subliminal cues. Learning occurs through experience and can change consumer behavior. Memory of past experiences also shapes responses.
This document discusses key concepts in branding, including what branding is, brand awareness, packaging, brand associations, and types of brand ownership. Branding involves using distinct styles, logos, or designs to promote and distinguish a company or product. Brand awareness, achieved through packaging, slogans, endorsements, and other marketing techniques, is crucial for sales. Effective packaging draws in customers and influences purchases. Strong brand names become directly associated with their products. Co-branding and licensing involve collaborations between brands. National brands are available in many stores while store brands are exclusive to one retailer. Reliability builds trust and loyalty among customers.
Consumer Behaviour Part2: The Individual PerspectiveSebastiano Mereu
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.
Influence of reference groups on consumer behaviourprabaharan b
This document discusses key factors and groups that influence consumer purchasing decisions. It identifies 5 main factors: buyer psychology, personal characteristics, social characteristics, culture, and groups. It then describes different types of reference groups that consumers use for normative and comparative guidance, such as family, friends, work colleagues, celebrities, and experts. The level of influence depends on attributes like a group's credibility, attractiveness, and power, as well as how conspicuous the product is.
The document discusses different types of consumer motivation including emotion, values, and psychological motives. It examines how motives can differ based on demographic factors and explores various theories of motivation relevant to marketing such as opponent process theory, optimum stimulation levels, and hedonic experiences. The document also provides examples of how understanding motivation can inform effective marketing strategies.
The document discusses several key influences on consumer behavior:
1. Consumers are influenced by social factors like reference groups, opinion leaders, and subcultures. Families also socialize consumers at a young age.
2. Maslow's hierarchy of needs describes how consumers aim to fulfill physiological, safety, social, and esteem needs.
3. The consumer decision process involves problem recognition, information search, alternative evaluation, purchase, and post-purchase evaluation.
Organizational Decision Making ,Household Decision Making ,Organizational Buyers, Business-to-Business (B2B) Marketers ,Roles in Decision Making ,Influence in Decision Making ,Family Life Cycle , Factor Affect Family Conflict ,Who Makes Key Decisions in the Family?
Cb unit-vi (psychological influences on consumer decision making)Revisiting Strategy
This document outlines a course on consumer behavior taught by Prof. Amit Kumar. It covers 8 units: 1) the consumer in the marketplace, 2) models of consumer behavior, 3) cultural influences, 4) sociological influences, 5) personal influences, 6) psychological influences, 7) the consumer decision-making process, and 8) consumer influence and diffusion of innovation. One class focuses on psychological influences, discussing the key influences of motivation, perception, learning, and memory on consumer responses to marketing. Motivation theories of Freud, Maslow and Herzberg are mentioned.
The document discusses consumer motivation and goal-setting. It explains that needs produce motivation, and consumers seek to fulfill needs and reduce tension. Marketers do not create needs but can make consumers aware of existing needs. The document also discusses how consumers set generic and product-specific goals to fulfill needs, and how personal experiences, abilities, social norms, and environment influence goal selection. It contrasts rational versus emotional goal selection and discusses different types of motivations like physiological, emotional, cognitive, and environmental arousal.
1) The document discusses different types of consumer motivation including emotion, values, psychological motives, needs, and risks. It provides examples of how these concepts influence purchasing behaviors.
2) Various consumer motives for purchasing a golden retriever puppy are explored, such as families wanting a pet, young adults seeking an outdoor companion, or retired couples looking for enjoyment.
3) Motivation is defined as the reason for behavior. Emotion refers to feelings, and values are underlying belief systems. The document examines how these factors differ depending on the consumer and product.
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.
This document discusses consumer motivation and the consumer decision making process. It defines motivation as the internal process that drives consumers to achieve goals. The motivation process involves a need or tension that the consumer wants to resolve. Marketers aim to understand consumers' manifest and latent motivations in order to develop products that satisfy those needs. The summary examines different theories of motivation and how understanding motivation can help guide marketing strategy.
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 consumer motivation and the dynamics of motivation. It defines motivation as the driving force that impels individuals to action. Marketers do not create needs but make consumers aware of them. The document outlines Maslow's hierarchy of needs and a trio of needs model. It discusses how needs are aroused and never fully satisfied, leading people to continually seek new goals. Qualitative research techniques are widely used to measure underlying consumer motives.
Marketers Motivation role in consumer behaviour Ashish Pandita
1) The document defines motivation as the driving force within individuals that impels them to action. It refers to the states within a person that drives behavior toward some goals.
2) It discusses different types of needs including innate needs (physiological) and acquired needs (learned from culture/environment). It also discusses Maslow's hierarchy of needs.
3) It provides an overview of different motivation theories including Maslow's theory of human motivation and incentive theories. It discusses how marketers can target different needs in Maslow's hierarchy through advertising appeals.
This document discusses consumer motivation and values from a psychological perspective. It covers several theories of motivation including:
- Drive theory, which proposes that biological needs create tension that drives goal-oriented behavior to reduce this tension.
- Expectancy theory, which focuses on cognitive expectations of desirable outcomes rather than biological drives.
- Maslow's hierarchy of needs, which proposes needs are satisfied in a fixed order from basic to more advanced needs. However, this model has limitations and may not apply universally across cultures.
The document also discusses unconscious motives according to psychoanalytic theory, different types of consumer needs, how involvement and affective states influence consumer behavior, and the role of values in guiding consumers' goals and choices.
This document discusses consumer buying behavior and decision making. It covers key topics such as factors influencing consumer behavior like cultural, social, personal and psychological factors. It also discusses the buyer decision process, including problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. Additionally, it covers customer satisfaction and the role of marketing in influencing the consumer buying process.
Leon Festinger's theory of cognitive dissonance posits that people seek internal consistency and will alter their behaviors or beliefs to reduce psychological discomfort from inconsistencies. After making a purchase decision, cognitive dissonance can occur if the purchase does not meet expectations. To reduce dissonance, consumers may change their beliefs about the purchase, focus on beliefs that support it, or change the behavior by returning the purchase. Understanding cognitive dissonance allows marketers to better anticipate consumer reactions after purchases and influence post-purchase behaviors.
This document discusses factors that influence consumer behavior, including cultural, social, and personal factors. Cultural factors include social class and subcultures that shape consumer wants. Social factors refer to the influence of reference groups, family roles, and social status. Personal factors comprise age and life stage, occupation, personality, lifestyle, and values. The consumer decision process involves problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Psychological processes like motivation, perception, learning, and memory also impact consumer choices.
The document discusses various theories and strategies related to consumer attitudes. It describes the ABC model of attitudes which includes affective, cognitive and behavioral components. It also discusses theories such as cognitive dissonance theory, functional theory and self-perception theory. The document then outlines some strategies that can be used to change consumer attitudes, such as appealing to motivational functions, associating products with admired groups, resolving conflicting attitudes, altering attributes in multi-attribute models, and changing beliefs about competitors' brands. Evaluation of consumer attitudes is important for marketers to understand purchase decisions and shape effective marketing strategies.
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 consumer buying behavior and the factors that influence it. It provides definitions of consumer behavior and discusses the need to study consumer behavior to satisfy customer needs, understand consumer psychology, motives, choices, and preferences. It then describes different types of consumer buying behavior including complex, dissonance-reducing, habitual, and variety seeking behaviors. The stages of the consumer buying decision process are outlined as well as psychological, social, cultural, personal, and economic factors that influence consumer decisions.
This document discusses various concepts related to consumer learning and behaviorism. It defines learning and discusses elements of consumer learning like motivation, cues, response, and reinforcement. It explains classical and instrumental conditioning theories, including examples. It discusses marketing applications of these learning theories. It also covers elaboration likelihood model, involvement theory, and defines attitudes and discusses models of attitudes. The key topics covered are concepts from consumer psychology related to how consumers learn and form attitudes.
This document summarizes the consumer decision-making process and key factors that influence it. It outlines the 5 stages of the consumer decision process: need recognition, information search, alternative evaluation, purchase and consumption, and post-purchase evaluation. It then describes 4 main factors that shape consumer decisions: psychological factors like motives and attitudes, social factors such as family influence, and situational and marketing mix factors. Finally, it provides more details on specific psychological and social influences.
The document discusses consumer buying behavior and the factors that influence purchase decisions. It describes the consumer buying decision process as having 5 stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It then lists and explains the cultural, social, personal, and psychological factors that affect consumer decisions at each stage of the process. Finally, it outlines 4 types of buying behavior: complex, dissonance, habitual, and variety-seeking.
Motivation refers to the drives and desires that lead to goal-directed behavior. Chapter 5 discusses several theories of motivation including Maslow's hierarchy of needs, McClelland's learned needs theory, and theories related to classical and operant conditioning. It also covers mid-range theories like opponent-process theory, optimum stimulation levels, reactance, risk avoidance, and attribution theory. The chapter provides an overview of how these concepts can be applied to better understand consumer behavior and inform marketing strategies.
This document provides an overview of key concepts in consumer behavior including:
1. Definitions of consumer behavior focus on how individuals make decisions to purchase goods and services to satisfy their needs.
2. Important factors that influence consumer behavior are discussed, including social and cultural influences, psychological factors like motivation and personality, and the consumer purchase decision process.
3. Understanding consumer behavior is important for businesses to develop effective marketing strategies like market segmentation to appeal to different consumer groups. Consumer perceptions and attitudes greatly impact the purchasing decisions.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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2. • 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.
3. • Innate Needs
– Physiological (or biogenic) needs that are
considered primary needs or motives
• Acquired Needs
– Learned in response to our culture or
environment. Are generally psychological and
considered secondary needs
4. • The sought-after results of motivated
behavior
• Generic goals are general categories of
goals that consumers see as a way to
fulfill their needs
• Product-specific goals are specifically
branded products or services that
consumers select as their goals
7. • Rationality implies that consumers select
goals based on totally objective criteria,
such as size, weight, price, or miles per
gallon
• Emotional motives imply the selection of
goals according to personal or subjective
criteria
8. • What products
might be
purchased using
rational and
emotional
motives?
• What marketing
strategies are
effective when
there are
combined
motives?
9. • Needs are never fully satisfied
• New needs emerge as old needs are
satisfied
• People who achieve their goals set new
and higher goals for themselves
10. • Are used when a consumer cannot attain
a specific goal he/she anticipates will
satisfy a need
• The substitute goal will dispel tension
• Substitute goals may actually replace the
primary goal over time
11. • Failure to achieve a goal may result in
frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.
12. • Methods by which people mentally
redefine frustrating situations to protect
their self-images and their self-esteem
13. Construct Items
Aggression In response to frustration, individuals may resort to aggressive
behavior
in attempting to protect their self-esteem. The tennis pro
who slams his tennis racket to the ground when disappointed with
his game or the baseball player who physically intimidates an
umpire
for his call are examples of such conduct. So are consumer
boycotts of companies or stores.
Rationalization People sometimes resolve frustration by inventing plausible
reasons
for being unable to attain their goals (e.g., not having enough
time to practice) or deciding that the goal is not really worth
pursuing
(e.g., how important is it to achieve a high bowling score?).
Regression An individual may react to a frustrating situation with childish or
immature behavior. A shopper attending a bargain sale, for
example,
may fight over merchandise and even rip a garment that another
shopper will not relinquish rather than allow the other
14. Construct Items
Projection An individual may redefine a frustrating situation by projecting
blame for his or her own failures and inabilities on other
objects/persons. Thus the golfer who misses a stroke may blame
his golf clubs .
Daydreaming Daydreaming or fantasizing enables the individual to attain
imaginary gratification of unfulfilled needs.
Identification People resolve feelings of frustration by subconsciously identifying
with other persons or situations that they consider relevant. For e.g.
if the individual experiences frustration, he overcomes the frustration
by using the advertised product.
Repression Another way that individuals avoid the tension arising from
frustration is by repressing the unsatisfied need. Thus individuals
may “force” the need out of their conscious awareness.
17. • Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Needs and past experiences are reasoned,
categorized, and transformed into attitudes and beliefs
17Chapter Four Slide
18. • Researchers rely on a
combination of
techniques
• Qualitative research is
widely used
• Projective techniques
are often very
successful in
identifying motives.
18Chapter Four Slide
19. • Term coined in the 1950s by Dr. Ernest
Dichter
• Based on premise that consumers are not
always aware of their motivations
• Identifies underlying feelings, attitudes,
and emotions
20. Perception
• The process by which an
individual selects,
organizes, and interprets
stimuli into a meaningful
and coherent picture of the
world
• Elements of Perception
– Sensation
– Absolute threshold
– Differential threshold
– Subliminal perception
Chapter Six Slide
21. Sensation
• Sensation is the immediate and direct
response of the sensory organs to stimuli
– A stimulus is any unit of input to any of the
senses.
• The absolute threshold is the lowest level
at which an individual can experience a
sensation.
22. Differential Threshold
(Just Noticeable Difference –
j.n.d.)
• Minimal difference that can be detected
between two similar stimuli
• Weber’s law
– The j.n.d. between two stimuli is not an
absolute amount but an amount relative to the
intensity of the first stimulus
– The stronger the initial stimulus, the greater
the additional intensity needed for the second
stimulus to be perceived as different.
Chapter Six Slide
23. Marketing Applications
of the J.N.D.
• Marketers need to
determine the
relevant j.n.d. for
their products
– so that negative
changes are not
readily discernible
to the public
– so that product
improvements are
very apparent to
consumers
24. Discussion Question
• How might a cereal
manufacturer such as
Kellogg’s use the j.n.d. for
Frosted Flakes in terms
of:
– Product decisions
– Packaging decisions
– Advertising decisions
– Sales promotion decisions
25. Subliminal Perception
• Stimuli that are too weak or too brief to be
consciously seen or heard
– They may be strong enough to be perceived
by one or more receptor cells.
• Is it effective?
– Extensive research has shown no evidence
that subliminal advertising can cause behavior
changes
– Some evidence that subliminal stimuli may
influence affective reactions
31. Organization
• Figure and
ground
• Grouping
• Closure
• People tend to organize
perceptions into figure-
and-ground
relationships.
• The ground is usually
hazy.
• Marketers usually design
so the figure is the
noticed stimuli.
Principles
34. Learning
• The process by which individuals acquire
the purchase and consumption knowledge
and experience that they apply to future
related behavior
38. Information Processing and
Cognitive Learning
• Cognitive Learning
– Learning involves
complex mental
processing of
information
– Emphasizes the
role of motivation
Editor's Notes
Motivation is produced by a state of tension, by having a need which is unfulfilled. Consumers want to fulfill these needs and reduce the state of tension. For example, when you are very hungry, you are extremely motivated to find food. Perhaps when you need a new pair of pants, you are a bit less motivated to fulfill this need as compared to your need for food. In the case of needing pants, it is important for marketers to help increase your motivation and/or specify your need for their products - perhaps Diesel Jeans.
The example of the need for food compared to a new pair of jeans can be further described by understanding types of needs. The need for food is more of an innate need and is considered a primary need. The need for a pair of jeans would be considered acquired. The need for clothing could be considered primary, but the need specifically for a pair of jeans is acquired, especially when they are a certain brand or designer jean.
Needs may have a positive or negative direction. There are in fact some products we are NOT drawn to. For example, when people shop for funeral services, this is not something they are usually drawn to but rather must pursue and purchase.
Continuing with our example of jeans, we can understand the types of goals that exist. When a consumer states they want a pair of jeans, they have stated a generic goal. When they announce they really want a pair of Calvin Klein jeans, then they have stated product-specific goals.
We learned in an earlier slide that needs can be positive or negative. The same is true for goals which can be positive or negative. A positive goal would include joining a gym to get strong and train for an upcoming race. Another person, with a negative goal, might join the gym to avoid health problems that will certainly exist if they do not exercise regularly. Which are you?
There has been extensive research regarding rational versus emotional motives during purchase. Their existence has been tied to how consumers view marketing variables, including advertisements and pricing adjustments. Furthermore, it must be realized that the definition of emotional vs. rational motivation differs significantly from one consumer to another and in different situations.
You should consider that rational motives are often tied to products that are higher involvement and emotional motives are often used on low-involvement items.
The marketing strategies will also differ in the amount of information and the advertising appeals.
Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education.
Humans constantly have needs. This is due in part to the fact that our needs are never fully satisfied, or once satisfied, reappear. Hunger is a good example of a need that is often not satisfied and reappears. As humans, we also develop new needs as we satisfy existing needs. The hierarch of effects model shows how we meet our lower-level needs first and then move up the hierarchy. Finally, our needs are based on the goals that we set for ourselves. If one sets a goal to enter politics, they may feel they need a law degree. However, if they are unsuccessful in getting accepted at law school, their needs may change and they may want to pursue a few years of work experience first and need to find a job.
It is very common that a consumer can not attain a goal. This may be due to a lack of money, ability, desire, or accessibility. In this instance, the consumer often substitutes a different goal to reduce the tension created from the existence of this need. In time, this substitute goal might replace the initial goal. For instance, if a consumer wanted a certain cable television service, but it was not available in their area, they might choose a satellite television provider. Over time, they may be very satisfied with this choice and feel that they actually prefer the satellite service over the cable television service.
Failure to achieve a goal and the frustration that follows has been experienced by everyone at some time or another. Marketers must realize what consumers’ responses might be and how they can address these responses. Online education exists for those who are too far or do not have the structured time to attend college. The table on the next slide represents several defense mechanisms that consumers might exhibit when they are frustrated about not meeting a goal. The understanding of these defense mechanisms will help provide many opportunities to craft advertising messages to reach the emotional side of the consumers.
Defense mechanisms are used when people cannot cope with frustration. They are often developed to protect one’s ego from feelings of failure when goals are not achieved. Perhaps you can identify a time when you used a defense mechanism when reacting to a difficult situation.
Defense mechanisms are used when people cannot cope with frustration. They are often developed to protect one’s ego from feelings of failure when goals are not achieved. Perhaps you can identify a time when you used a defense mechanism when reacting to a difficult situation.
A consumer has a variety of needs but only some of them are aroused at any given time and given top-of-mind priority. Motives become aroused by the consumer’s psychological condition (they get hungry), their emotional state (frustrated), cognitive processes (they read an ad that made them think about their needs), or by events occurring in their general surroundings (the weather becomes cold).
There are two opposing philosophies that deal with the arousal of human motives. The behaviorists see motivation as a mechanical process that results from a stimulus – something prompts the behavior and people behave or react. On the other hand, the cognitive school believes that all behavior is directed toward a fulfilling of goals – consumers think through their motives.
Motives are very difficult to identify and measure. This is in part because they are hypothetical and not physical concepts that can be weighed and measured with a ruler. Because they are not tangible, marketers must use a variety of measurement techniques. Because consumers often cannot or will not express their motivations outright, researchers use qualitative research to uncover consumer motives. Many of these qualitative research techniques are called projective techniques because the consumer must “project” their subconscious or hidden motives onto another stimulus. The following slide summarizes some projective techniques.
Much of the research done in consumer behavior is based on motivational research. The understanding of consumers’ motives can help marketers make better products, communicate more clearly, and deliver benefits to the consumer.
This web link will bring you to the homepage for Olson Zaltman Associates. When visiting the website, you can learn more about the ZMET method and the strengths of motivational research.
Perception is how we see the world around us. You and your friend might see the same person, thing, or event yet you will interpret in different ways. This interpretation is highly individualized and depends on each person’s own needs, values, and expectations.
These are the four major elements of perception. They will be described in detail on the following slides.
Sensation is the response of the sensory organs, including the eyes, ears, nose, mouth, and skin. Most of marketing focuses on sight and sound but much research is being done on smell and touch. The web link on this page connects to a company that uses smell as a marketing tactic.
Advertisers must reach the absolute threshold for consumers to be able to experience their advertising tactic. It is interesting that the absolute threshold changes over time. Consumers adapt and get used to a certain ad or message so no longer notice it. This is one of the reasons why advertisers change their ads frequently.
Marketers are very concerned with the differential threshold, which is also called the just noticeable difference. It was a German scientist named Ernst Weber who realized that this difference was not a fixed amount. The best example is when you buy a low-priced product like a cup of coffee from Starbucks. A $1 increase in your tall coffee would be noticed by you. But if you were buying a laptop whose price changed from $455 to $456 you might not even notice.
Marketers make changes in their products over time. Sometimes they have to make negative changes, perhaps increase price or reduce package size. They want to make this negative change subtle enough that most consumers will not notice. On the other hand, a marketer might want to make positive changes to the product. They would want to determine how small they can make this change so that it is noticeable to the end consumer but does not cost the marketer excessive amounts of money. Marketers also want to be careful that when they change the look of a product or packaging, that consumers still recognize the brand and transfer their positive feelings toward the brand.
Kellogg’s might want to change their ingredients, either to make the product healthier or because they have secured lower-priced raw materials. They might want to reduce package size to avoid a price increase and they would not want this to be noticed. Perhaps Tony the Tiger could look a little different. At one point, Pillsbury made a decision to make the Pillsbury Dough Boy a bit thinner. They wanted to make sure he still was cute but looked a bit more fit and lean.
People have been fascinated by subliminal perception for over 50 years. The question is whether stimuli that are not consciously sensed can still be perceived and are therefore capable of altering behavior. At this point, there is no research that shows that it directly changes attitudes or purchase behavior. No doubt, there will continue to be research on this subject as many feel that there is indeed an effect from subliminal perception.
Consumers are bombarded by stimuli and are therefore very selective as to what messages and information they perceive. As new information comes to their mind, it is organized within their mind. Finally, consumers interpret the stimuli based on their needs, expectations, and experience. Each of these stages will be examined on the following slides.
Consumers are exposed to thousands, if not millions, of stimuli every day. The stimuli that they perceive depends on the three factors on this slide – nature of the stimulus, expectations, and motives. Think of the last time you went to the supermarket – what products did you notice? Why? Perhaps it was the nature of the stimulus, the packaging of the product. You might notice a sale on your favorite brand because you have positive expectations of how that brand performs. Finally, your motive in going to the supermarket might have been to purchase eggs and milk. This might lead you to notice promotions or point-of-purchase displays for these products.
These four concepts are very important to consider when understanding how consumers select which stimuli they will perceive. In general, they are selective as to what they are exposed to – what messages they seek out. Once exposed, they are selective of their attention to some messages over others. Consumers might even screen out or block messages that they consider threatening or overwhelming.
Organization refers to how people organize stimuli into groups and perceive them as a whole. This is referred to as Gestalt which means pattern in German. There are three major principles of perceptual organization, including figure and ground, grouping, and closure. The first, figure and ground, has to do with contrast. An advertiser wants just enough contrast so that the figure is noticed but that the background adds a sensory effect. Product placement, when a product appears in a movie or television show, can be considered a figure and ground issue. The advertiser wants the product (figure) to be noticed as it blends in with the ground (character in the show). This web link takes you to a very fun site called sporcle. The quiz that is opened for you refers to the top brands, organized by product category. Is this similar to how you organize these brands? How did you do on the test?
This definition of learning can be looked at more specifically. It is important to realize that it is a process, that it changes over time as new knowledge and experiences are gained by the consumer. New knowledge and experience serve as feedback to the consumer and will influence their future behavior.
There are the four major elements of all learning theories. Motivation is important because it will differ from one consumer to the next. We may all have a need, but some are more motivated to fulfill the need versus another. Often, a consumer does not realize they have a need. A cue is the stimulus that helps direct a consumer’s motives. They include price, styling, packaging, advertising, and store displays. A consumer will have a response to a drive or a cue. The response is how the consumer behaves after being exposed to a cue or developing motivation. Finally, reinforcement is tied to the likelihood that the response will occur in the future.
These are the two general categories of learning that will be discussed in this chapter. Each is covered in extensive detail on future slides.
The large blocks in this process are the three places where a consumer will store information before processing. The sensory store is very short term; it is where an image or sound will last for just a few minutes and then be forgotten.
The short-term store is the stage where information is processed. Similarly to the sensory store, it is just held for a brief time. Information will move, through encoding, to the long-term store. Information here can last for relatively extended periods of time.
Rehearsal, encoding, and retrieval move information from one place to the next. Rehearsal can be done either by repeating the information or relating it to other data. If held long enough, the information can be encoded, or given a word or visual image to represent the object. Retention, though not shown on this process chart, describes what happens with the information in long-term storage. As it is retained, it is constantly organized and reorganized. Finally, retrieval, the last stage of our process, describes how we recover information. Situational cues are the most common reason to retrieve information.
This is a move away from the behavioral learning theories of classical and operant conditioning. Cognitive learning focuses on problem solving and consumer thinking. It is closely tied to information processing and how consumers store, retain, and retrieve information.