Lecture 4 psychological determinants of consumer behavior

PSYCHOLOGICAL DETERMINANTS
OF CONSUMER BEHAVIOR
Prof. SAVICA

DETERMINANTS THAT INFLUENCE
CONSUMER BEHAVIOR
1
2
3
4
Psychological
Sociological
Economic
Demographic

OTHER DETERMINANTS THAT
INFLUENCE CONSUMER BEHAVIOR
1
2
3
War
Earthquake
Flood
Change of consumer
behavior
4 Infectious diseases

PSYCHOLOGICAL DETERMINANTS
1
2
3
Needs
Motives
Motivation
4 Perception
Internal world of a person
5
6
7
8
9
Personality, self-image
Learning
Consumer knowledge
Intentions
Attitudes and beliefs

1. NEEDS
Definitions
Feeling a lack of something and
efforts to remove that feeling
Feeling of imbalance in the body / strive to
make a balance
Physical and emotional
discomfort and dissatisfaction
and desire for their removal
Pressure on the nervous system
to take action

1. NEEDS
Definitions
А В С
Current state
Where are you
at the moment
Gap Desired state
Where you want
to be
The ad shows a man in the
desired state and suggests a
solution (purchasing
equipment) to get fit

1. NEEDS
Factors that influence the appearance of needs:
 Economic and social
development
 Social structure
 Family, friends, partners
 Habits, experience
 Religion
 Fashion, taste, preferences
Needs change over time!

2. MOTIVES
Definitions
need motive objective
1. Internal force that drives man to act!
2. Comes from unfulfilled needs!
3. Strong tension directed towards a specific purpose!
4. Desire to fulfill the needs (physiological and
psychological) by buying products!
5. Immediate triggers to action!
1. Energy towards fulfilling the needs!

2. MOTIVES
Why do people buy?
hunger
fashion
company
standard
habits

2. MOTIVES
How motives occur?
Interpersonal unfulfilled needs
External impact (ads, friends, family)

2. MOTIVES
Classification of motives 1:
А. Rational Б. Emotional
-economic motives
-price, quality, functionality, safety,
durability
Ex: car, laptop, expensive travel
-subjective, personal motives
-prestige, fashion, status, pride, recreation,
curiosity, satisfying human senses
Ex: restaurants, jewelry, new products
TIME

2. MOTIVES
А. Primary Б. Secondary
- innate, biogenic, for living
Ex: food, water, sex, air
- acquired, learned, psychogenic
Ex: restaurants, jewelry, education

2. MOTIVES
А. Positive Б. Negative
-driving force towards some object
or condition
Ex: eating healthy food
-driving force away from some object or
condition
Ex: avoiding fatty food

2. MOTIVES
А. Short-term Б. Long-term
-they have to be fulfilled at once!
Ex: petrol, ATM, food, water
-their satisfaction can be postponed, when
purchasing conditions (price, quality) are
suitable
Ex: car, education, computerAFFECT
-reflex, current, automatic product
purchase
(caused of anger, fear, surprise, confusion)

3. MOTIVATION
Cycle of motivation
Needs Motive Objective (purpose)
Non-filled needs, wants,
desires
Pressure, strive, energy Buying products
New needs Dissatisfaction
(lack of time, money)
Defensive mechanisms
-frustration
-aggression
-blaming others
-withdrawal
-suppressing the need
-rationalization
-fantasizing

3. MOTIVATION
Motivational conflict
Fulfilling a need at the expense of others!
(money and time spent on one need reduce money and time for other needs)
1
2
3
decision between two desirable alternatives new furniture / expensive trip
decision between two undesirable alternatives
decision has both positive and negative
consequences
cleaning the room / washing
dishes
smoking / health
career / private life
Approach - Approach
Avoidance - Avoidance
Approach - Avoidance

3. MOTIVATION
Motivation theories– connecting needs with goods and services
MASLOW THEORY
Physiological
Safety
Social
Esteem
Self-actualization

MASLOW’S HIERARCHY OF NEEDS
Figure 4.2

3. MOTIVATION
Motivation theories– connecting needs with goods and services
David McClelland
Trio needs theory
Power Achievement Affiliation
Achieving
personal success
Desire for
companionship,
friendship,
acceptance,
belonging
Need to control
other persons
and various
subjects

3. MOTIVATION
What motive is shown in the ad?

3. MOTIVATION
power

3. MOTIVATION
affiliation

3. MOTIVATION
success

4. PERCEPTION
How we see the world around us!

4. PERCEPTUAL PROCESS
We receive external
stimuli through
our five senses

4. PERCEPTION
= psychological process of recording and processing information from the
outside world on the basis of personal attitudes, knowledge, experience,
memory, fantasies, expectations
trader
painter
zoologist

4. PERCEPTION
4 types of selection
Selective Exposure
Selective Attention
Selective Retention
Selective Distortion
Exposure on information
Noticing only relevant
information
Memorizing only important
information
Individual interpretation of
information

4. PERCEPTION
Threshold of consciousness
Absolute thresholds = minimum stimulation that an average person can
notice (the lowest level at which an individual can
experience a sensation)
Stimuli Absolute thresholds
Vision A candle flame 30 miles away
Hearing A watch ticking 20 feet away
Taste A teaspoon of sugar in a gallon of water
Smell A drop of perfume in a six-room house
Touch A wing of a fly on your cheek, dropped 1 cm

4. PERCEPTION
Threshold of consciousness
Absolute thresholds = minimum stimulations that an average person can
notice
Differential threshold of consciousness = minimal difference that can be
detected between two similar stimuli
-Negative changes hardly are noticeable (change in volume, change in price)
-Positive changes are more noticeable

4. PERCEPTION
Subliminal Perception
A person sees or hears messages without being aware of them!
very weak or too brief stimuli beneath the threshold of consciousness
sound, music, voice, text inserted in ads
high speed photography
no major effect on the behavior

4. PERCEPTION
Subliminal Perception

4. PERCEPTION
Perceived risk
Level of risk and uncertainty that consumers faces as a result of
the purchase of the product!
Financial
Functional
Social
Psychological
Physical (health)
-buying a brand
-experience
-testimonials
-friends, family
-additional information
-expensive products
-guarantees

5. PERSONALITY AND SELF-IMAGE
What is personality?
Something that is inherited, experienced from early childhood
Something that is constantly changing under the influence of environment/society
One unified entity / special characteristics of a person

What is personality?
Def: inner psychological characteristics that both determine and reflect how a
person responds to his/her environment
Companies must identify those inner specific personality traits to make
appropriate product and promotions
Inner – specific qualities, attributes, traits, factors and mannerisms that distinguish
one individual from another – influencing the individual's product choice!

Definitions
1
2
3
Looks, how one wants to present in front of others!
Internal side of a person
Personal identity
with their
attitudes, beliefs,
desires, motives,
interests, feelings

What kinds of people exist?
We are just like we are! Some are fat, some thin, some tall, some short, some
blue-eyed, some white, and so is the behavior. Some are confident, others
are withdrawn, some are smart, some stupid. Studies show that
We are all born with a wide range of possibilities!

Companies use personality in promotions!
We are all created equal! But after that, it's up to you!

1 feature: Personality reflects individual differences
Personality = unique combination of factors,
no two individuals are exactly alike!

2 feature: Personality is consistent and enduring
Although a child may be characterized as quiet and peaceful, over time,
influenced by environmental, economic, sociological, psychological
factors, he/she can manifest different behavior

3 feature: Personality can change
Personality changes with major changes in life: marriage, divorce, birth of
a child, death of a loved one, a significant career promotion. Personality
changes with aging = more sensitive, calmer, quieter, more stable!

Relationship between food and personality!
Snack food Personality traits
 potato chips
 pretzels
 crackers
 cheese curls
 nuts
 popcorn
 meat snacks
Ambitious, successful, high achiever
Lively, flirtatious, intuitive, overcommit to projects
Rational, logical, contemplative, shy, lonely
Principled, fair, proper, plans ahead, loves order
Easygoing, empathetic, understanding, calm
Modest, self-confident, takes charges
Generous, gregarious, trustworthy, trusting

Colours and personality
Colour Personality link Marketing insights
Blue
Yellow
Green
Red
Orange
White
Black
Silver,
gold
=commands respect, authority
=caution, novelty, warmth, temporary
=secure, natural, relaxed, easygoing
=human, exciting, hot, passionate, strong
=powerful, affordable, informal
=goodness, purity, chastity, delicacy
=sophistication, power, authority, mystery
=regal, wealthy, stately
IBM holds the title to blue
Coffee in yellow tastes “weak”
Vegetables and chewing gum
Makes food smell better
Draws attention quickly
Reduced calories
High-tech electronics, bath
products
Suggests premium price!

According to Jung: two types of people!
introvert closed, withdrawn, cautious, quiet
extrovert open, lively, communicative, dynamic

According to Karen Horney: CAD Theory
compliant aggressive detached
Move towards others Move against others Move away from others
Wants to be loved,
appreciated
Wants to be
admired, respected
Wants to be
independent, self-
sufficient, individual
Survey: Children who are detached, are not loyal to brands, and want to try
different brands!

Consumers have a variety of enduring images of themselves
A person acts quite differently with different people in different situations!
One person has multiple selves!
(different behavior with parents, at school, at work, at a museum, with friends)
Self-image can change!

How a self-image is created and developed?
intelligence
socialization
education
environment
culture

6. CONSUMER LEARNING
Why consumer learning is important for marketers?
From marketing point of view– teaching consumers about products, product
attributes and their potential benefits: where to buy them, how to use them, how
to maintain them, how to dispose of them
Cognitive learning
Behavioral learning
Learning is a mental process
Learning is a result of external stimuli

Definitions
----is a process through which consumers gain new knowledge and use it
accompanied by personal experience as a basis for future behavior in similar
situations
Continuous process of changes in consumer behavior
(learned behavior) from previous experience!
process
Intentional learning
Incidental learning

Learning elements
1.
MOTIVATION
Motivation acts as a spur to learning!

Learning elements
2.
CUES
Cues are the stimuli that give direction to motives!

Learning elements
3.
RESPONSE
How individuals react to a drive or a cue constitutes their
response! Learning can occur even when responses are not overt!

Learning elements
4.
REINFORCEMENT
Likelihood that a specific response will occur in future!

Reinforcement
Likelihood that a specific response will occur in the future!

7. CONSUMER KNOWLEDGE
What consumers know and don’t know about the products!
=set of all the information engraved in the memory of a consumer, relevant
for buying and consuming of products!
1. What is Crest? What Topol means?
2. What the abbreviation SPF means?
3. What is the difference between Rolex and Timex?
4. What is Maybach?

What consumers know and don’t know about the products!
=consumer with more knowledge will buy a better product!
?
?
?
?
? ?
√

5 types of knowledge:
1. Knowledge of the existence of a product
Are consumers aware of the product?
First approach
Can consumers recall the
product?
Second approach
Can consumers recognize the
product name?
Example: Marketer asks
consumers to write all the
chocolate brands they know
The first indicated/listed brand is
called Awareness of the Brand
positioning
Example: Marketer shows a list of
chocolate brands to consumers,
and they need to identify brands
they know!

2. Knowledge of characteristics and associations of the product
Analysis of image-what consumers know about the characteristics and
associations of the product
Ex: What comes to your mind when you
see this rabbit?
consumers who reported the association are
counted!
More consumers- stronger association
Usage of a scale ... on a scale from 1 to 5
consumers are asked to indicate whether or not
are familiar with the product!

3. Knowledge in buying
Knowledge about elements of the purchasing act (prices, working hours,
shop location)
А) knowledge about PRICE
Б) knowledge about TIME
 Traditional discounts
 Trade show discounts
 Seasonal discounts
В) knowledge about LOCATION
 shop, market
 Internet, website
 Catalogue

4. Knowledge of consuming and using the products
Knowledge about how one product can be consumed and what is required
for its usage!
 If the consumer does not
know how to use the
product, he/she wont buy
it!
 Wrong way of using a
product can cause injury!
 Additional information
and education!

5. Knowledge of persuasion
Knowledge of persuasive tactics and goals of companies!
 Manipulations!

Knowledge sources
Comments from others
Family, friends, partner
Media
Internet
Experience

Undesirable (unwanted) knowledge
Bad information, failing to understand the idea of the company
Change of opinion

8. CONSUMER INTENTIONS
Subjective estimates about what consumers will buy in
the future!
What are the intentions of the
consumers?
One can learn from EXPERIENCE!

8. CONSUMER INTENTIONS
Types of consumer intentions
Intention to buy Will you buy Milka chocolate this weekend?
Intention to buy again Will you buy Milka chocolate again?
Consumer intentions Will you spend 10 Euros for Milka chocolate?
Intentions for information Do you need additional information on Milka chocolate?
Intentions to consume Will you consumer Milka chocolate at work?

9. ATTITUDES AND BELIEFS
Attitude = preference for one product over another
= learned predispositions
How attitudes are created?
Experience
Socialization What we like vs. what we don’t like!
Marketers:
1. Repeating the existing
attitudes
2. Changing the existing
attitudes
3. Creating new attitudes

Attitude is not a customer's intention to buy!

Belief = knowledge of what we think is true from our point of
view (from experience)

MINI TEST
Explain the following terms
• Personality-------------------------
• Unwanted knowledge--------------
• Attitude----------------------------
• Introvert is--------------------------
• Belief--------------------------------
• Perception---------------------------
• Differential threshold of
consciousness- -------------------
• Financial risk----------------------

Lecture 4 psychological determinants of consumer behavior

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (6)

Similaire à Lecture 4 psychological determinants of consumer behavior

Similaire à Lecture 4 psychological determinants of consumer behavior (20)

Plus de International Balkan University

Plus de International Balkan University (20)

Dernier

Dernier (20)

Lecture 4 psychological determinants of consumer behavior