Consumer Bahavior-5 a Marketing Plan prerequisite by

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Consumer Behavior-5

Psychological Core of Consumers

Danny AbramovichMarketing Plan Specialist

1 .Management2 .Marketing

3 .Research4 .Segmentation

5 .Consumer Behavior-36 .Creativity

http://www.marketingplannow.com/

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Management

Marketing

Marketing Research

Market Segmentation

Consumer Behavior

5. Consumer BehaviorMethodology

© Danny Abramovich

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5. What Affects CB?

What Affects Consumer Behavior?

5.1 Psychological Core (Internal Process)

5.2 Decision Making Process

5.3 Consumer’s Culture (External Process)

5.4 Consumer Behavior Outcomes

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5. What Affects CB?

Decision Making Process

Consumer Behavior Outcomes

Psychological Core Internal Process

Consumer’s CultureExternal Process

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

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5.1 Psychological Core

Psychological Core Internal Process


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5.1.1. Perceptions

5.1.2. Learning & Memory

5.1.3. Motivation and Values

5.1.4. Attitudes & Attitude Change

5.1.5. The Self


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Internal-process

Learning & M

emory

Learning – Change in behavior which comes with experience; directly or by

observing events

that affect others.

Brand Equity

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Internal-process

Learning & M

emory

Memory – The process of acquiring information and storingit over time so that it will be available when needed.

ExternalEncodingStorageRetrieval inputs

Nostalgia

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5.1.1. Perceptions




5.1.5. The Self


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Internal-process

Motivation, Values

& Involvem

ent

Motivation – The processes

that cause people to behave as they do especially when a NEED is aroused.

Marketing to satisfy needs!What are those needs?Why do they exist?

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Internal-process

Motivation, Values

& Involvem

ent

Pyramid of Needs(Maslow, 1954)

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Internal-process

Motivation, Values

& Involvem

ent

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Internal-process

Motivation, Values

& Involvem

ent

Types of Perceived Risk

Functional Financial Physical-Safety Social Psychological Time

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Internal-process

Motivation, Values

& Involvem

ent

Perceived risk vs. PLC?

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Internal-process

Motivation, Values

& Involvem

ent

Value – A belief about some desirable end-state within a given culture.

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Internal-process

Motivation, Values

& Involvem

ent

List of Values (LOV)A widely used nine-categories scalefor the measurement of values in avariety of consumer behavior contexts to include cross-cultural

comparison. e.g. Japanese tourism behavior abroad

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5.1 Psychological Core LOV


Internal-process

Motivation, Values

& Involvem

ent

Sense of belongingFun & enjoyment in lifeWarm relationships with othersSelf-fulfillmentBeing well-respectedExcitementSense of accomplishmentSecuritySelf-respect

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Internal-process

Motivation, Values

& Involvem

ent

Involvement – The level ofperceived personal importanceevoked by the stimuli within aspecific situation. These levels can vary from ‘inertia’; buying a baguette, to ‘passion’; buying a ticket to a concert

of a celebrity you worship.

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Internal-process

Motivation, Values

& Involvem

ent

FCB Grid – Working in Foote,Cone & Belding (FCB) advertisingagency, Richard Vaughn has incorporateda model that allows to understand people’sattitude toward advertising (1980).It is based on two dimensions:

1. Level of Involvement.2. Thinking/ Feeling-related products.

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Internal-process

Motivation, Values

& Involvem

entFCBgrid

products

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Internal-process

Motivation, Values

& Involvem

ent

The

Thinker

The

Reactor

The

Feeler

The

Doer

FCBgrid

products

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Internal-process

Motivation, Values

& Involvem

ent

The ThinkerL-F-D

The

ReactorD-F-L

The

FeelerF-L-D

The

DoerD-L-F

Learn = information

Feel = attitude

Do = behavior

FCBgrid

products

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Internal-process

Motivation, Values

& Involvem

ent

Life insurance

L-F-D

Beer

D-F-L

Perfume

F-L-D

Detergent

D-L-F

products

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Internal-process

Motivation, Values

& Involvem

ent

Measuring Involvement

To me (object to be judged) is:1.ImportantUnimportant2.BoringInteresting3.RelevantIrrelevant4.ExcitingUnexciting5.involvingUn-involving

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Internal-process

Motivation, Values

& Involvem

ent

How often do you experience the following feelings as a result of eating chocolate?

Happy never _:_:_:_:_:_:_:_:_ very often

Excited never _:_:_:_:_:_:_:_:_ very oftenDelighted never _:_:_:_:_:_:_:_:_ very oftenJoyous never _:_:_:_:_:_:_:_:_ very oftenSatisfied never _:_:_:_:_:_:_:_:_ very oftenProud never _:_:_:_:_:_:_:_:_ very oftenAnnoyed never _:_:_:_:_:_:_:_:_ very oftenDepressed never _:_:_:_:_:_:_:_:_ very oftenGuilty never _:_:_:_:_:_:_:_:_ very oftenRegretful never _:_:_:_:_:_:_:_:_ very often

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5.1.1. Perceptions




5.1.5. The Self


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Internal-process

Attitudes and

Attitude change

Attitude – A lasting, general evaluation of any marketing stimuli: people, products, brands, etc.

Its components are Affection - feelBehavior - doCognition - know

Social Marketing

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Internal-process

Attitudes and

Attitude change

The ABC of attitudes The Affective component (feel):

I feel good about myself when I drive a BMW.

The Behavioral Component (act):I will buy a BMW next time.

The Cognitive Component (beliefs):I think BMWs are quality cars.

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Internal-process

Attitudes and

Attitude change

Automated

audience

measurement

solution

www.quividi.com

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Internal-process

Attitudes and

Attitude change

…evaluation of people, objects, or issues.

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Internal-process

Attitudes and

Attitude change

Changing Attitudes through

Communication,

Marketing Communication,

MarCom!

Source Coding Message Channel Decoding Reception Obj. Sign Media

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Internal-process

Attitudes and

Attitude change

Source Coding Message Channel Decoding Reception Obj. Sign Media

= Information = Communication

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Internal-process

Attitudes and

Attitude change

Selected Types of

Message Appeals:

Emotional vs. Rational:

Sex Metaphors

Humor Rational

Fear Emotional

5.1 Psychological Core Appeals

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Sex

5.1 Psychological CoreAppeals

• Subliminal techniques.• Sex increases attention.• Brand recall is lower.• May interfere message.

Attitudes and

Attitude change

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Sex

Humor


• Used in 30% of all ads.• Score in recall tests.

Attitudes and

Attitude change

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Attitudes and

Attitude change

Sex Humor

Fear


• Solutions to anxiety.• “If-than approach”.• fear can backfire.

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Attitudes and

Attitude change

Sex Humor Fear

Metaphors


When aword orphraseis applied to something it does not literally resemblein order to emphasize particular qualities.

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Attitudes and

Attitude change

Sex Humor Fear Metaphors

Rational


• Suites for: - Printed media, - B2B advertisers,

- involvement products.

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Sex Humor Fear Metaphors Rational

Emotional


This ad for a nonprofit animal rights and rescue group draws on viewers’ sympathies toward animals.

Attitudes and

Attitude change

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5.1.1. Perceptions




5.1.5. The Self


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Internal-process

The Self

Many products are bought because

the person is trying to highlight or

hide some aspect of the self.e.g. consumers strive to fulfill their society’s expectations about how a male or female should look and act (Solomon & Al., 1999).

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Internal-process

The Self

Self-esteem (SE) refers to the+ity level of a person’s self-concept.

e.g. consumers with a SE tend to prefer last-minute offers while those with SE tend to opt forportion-controlled snacks.

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Internal-process

The Self

Self-consciousness (SC) refers toThe level of embarrassment deriving from the feeling that others are critically aware of you.

e.g. a student during class vs. ina student party.

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Internal-process

The Self

Sexual identity is a state of mindas well as body and may vary according to cultures.Each society determines what “real” men and women should and should not do!

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Internal-process

The Self

Ideal of beauty refers to aparticular or exemplar appearance: physical features, clothing style, cosmetics, skin tone,body type, etc.

Is beauty universal?

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Internal-process

The Self

Ideal of beauty refers to aparticular or exemplar appearance.

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5.1.1. Perceptions




5.1.5. The Self


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5. What Affects CB?

What Affects Consumer Behavior?

5.1 Psychological Core (Internal Process).

5.2 Decision Making Process.

5.3 Consumer’s Culture (External

Process).

5.4 Consumer Behavior Outcomes.


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Part Six out of Six

Business

Consumer Bahavior-5 a Marketing Plan prerequisite by