View
230
Download
0
Category
Tags:
Preview:
Citation preview
Influences on Consumer Behavior
• Cultural Factors
• Social Factors
• Reference Groups
• Family
• Roles
• Demographics (age, $, education)
• Personality
• Lifestyle and Values
5-2
Psychological approaches
• “Drives”
– Freud
– Maslow
– Hertzberg
• “Learning”
– Pavlov
– Skinner
• “Cognitive”5-3
6-8
Other Models of Decision Making
Involvement• Elaboration
Likelihood Model• Low-involvement
marketing strategies• Variety-seeking
buying behaviour
Decision Heuristics• Availability• Representativeness• Anchoring and
adjustment
17-9
Elaboration Likelihood Model• Petty & Caccioppo
– Two questions:• Motivation to process?• Ability to process?
– When YES to both: HIGH elaboration• Central cues
–product
– When NO: LOW elaboration• Peripheral cues -
–source or ad
17-10
INVOLVEMENT
Decoding is ACTIVE
– That is, it requires EFFORT
– When will people to spend effort?
• 1. When they CARE about what you’re saying
–personal relevance
This is the concept of INVOLVEMENT
The personal relevance of the product
interest, price
Recommended