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Copyright © 2010 by Nelson Education Ltd. 4-2
OutlineOutline
1. Perception
2. Cultural Influences
3. Social Influence & Reference Groups
4. Family Roles
5. Motivation – (remember Maslow?)
6. Self Concept
7. Attitudes
8. Learning
9. Buying Process/Consumer Decision Making
Copyright © 2010 by Nelson Education Ltd.
Write down the first thought that pops into your head when you see this image
…the FIRST THOUGHT
Copyright © 2010 by Nelson Education Ltd. 4-4
• Perceptions The meaning that a person attributes to incoming stimuli gathered through the five senses – sight, hearing, touch, taste, and smell
Copyright © 2010 by Nelson Education Ltd.
• Culture Values, beliefs, preferences, and tastes handed down from one generation to the next
• Culture is a broad environmental determinant of behaviour
Core Values in Canadian Culture• While some cultural values change over time,
basic core values take much longer to evolveExamples: Importance of family; Peace and order
Cultural InfluencesCultural Influences
4-5
Copyright © 2010 by Nelson Education Ltd. 4-6
Social InfluencesSocial Influences• Group membership influences an individual’s purchase
decisions and behaviour in both overt and subtle ways• Groups establish norms of behaviour• Differences in status and roles within groups also
influence behaviour• Norms The values, attitudes, and behaviours that a
group deems appropriate for its members• Status The relative position of any individual member in
a group• Roles Define behaviour that members of a group expect
of individuals who hold specific positions within the group
Copyright © 2010 by Nelson Education Ltd. 4-7
• Reference groupsGroups whose value structures and standards influence a person’s behaviour
• Social Power of Reference Groups:“the capacity to alter the actions of others” (Solomon, et. al, 2008, p. 315) is exemplified in the following 6 forms:
1. Referent Power – admired
2. Information Power – access to info.
3. Legitimate Power – social agreement (e.g. judge)
4. Expert Power – possess knowledge/skills
5. Reward Power – means to provide positive reinforcement
6. Coercive Power – effective in short term
Social InfluencesSocial Influences
Copyright © 2010 by Nelson Education Ltd. 4-8
• Social classes Groups whose rankings are determined by occupation, income, education, family background, and residence location
Research identifiedsix classes:
1. Upper-upper
2. Lower-upper
3. Upper-middle
4. Lower-middle
5. Working class
6. Lower class
Social InfluencesSocial Influences
Copyright © 2010 by Nelson Education Ltd. 4-9
Family InfluencesFamily Influences• Autonomic role― when the partners independently
make equal numbers of decisions
• Husband-dominant role― when the husband makes most of the decisions
• Wife-dominant role― when the wife makes most of the decisions
• Syncratic role― when both partners jointly make most decisions
Copyright © 2010 by Nelson Education Ltd. 4-10
PersonalPersonal Determinants of Determinants of Consumer BehaviourConsumer Behaviour
Copyright © 2010 by Nelson Education Ltd. 4-11
Needs and MotivesNeeds and Motives• Need An imbalance between a consumer’s
actual and desired states• Motive Inner state that directs a person toward
the goal of satisfying a felt need
Copyright © 2010 by Nelson Education Ltd. 4-12
Self-Concept TheorySelf-Concept Theory• Self-concept A person’s multifaceted picture
of himself or herself, composed of the:• Real self• Self-image• Looking-glass self• Ideal self
Copyright © 2010 by Nelson Education Ltd. 4-13
AttitudesAttitudes• A person’s enduring favourable or unfavourable
evaluations, emotional feelings, or action tendencies toward some object or idea
Attitude Components• Cognitive—individual’s knowledge about an object
or concept• Affective—deals with feelings or emotional
reactions• Behavioral—tendencies to act in a certain manner
Copyright © 2010 by Nelson Education Ltd. 4-14
LearningLearning• An immediate or expected change in behaviour
as a result of experience• The learning process includes:
• Drive—any strong stimulus that impels action• Cue—any object in the environment that determines
the nature of the consumer’s response to a drive• Response—an individual’s reaction to a set of cues
and drives• Reinforcement—the reduction in drive that results
from a proper response; creates bond between the drive and the purchase of the product
Copyright © 2010 by Nelson Education Ltd. 4-15
The Consumer Decision ProcessThe Consumer Decision Process• Consumers complete a step-by-step process
when making purchase decisions• High-involvement purchase decisions are
those with high levels of potential social or economic consequences
• Low-involvement decisions are routine purchases that pose little risk to the consumer
• Cognitive dissonance Post-purchase anxiety that results from an imbalance among an individual’s knowledge, beliefs, and attitudes after an action or decision is taken
SearchSearch
Alternative Alternative EvaluationEvaluation
Purchase Purchase DecisionDecision
Purchase Purchase ActAct
Post-Post-purchase purchase
EvaluationEvaluation
Problem Problem Opportunity Opportunity RecognitionRecognition