Consumer Bahavior-5 a Marketing Plan prerequisite by www.marketingPlanNOW.com

Consumer Behavior-5 Psychological Core of Consumers Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior-3 6. Creativity

5. Consumer Behavior  M e t h o d o l o g y Management Marketing Marketing Research Market Segmentation Consumer Behavior © Danny Abramovich

5. What Affects CB ? ,[object Object],[object Object],[object Object],[object Object],[object Object]

5. What Affects CB ? D ecision Making Process C onsumer Behavior Outcomes   Psycho logical Core Internal Process C onsumer’s Culture External Process ,[object Object],[object Object],[object Object],[object Object]

5.1 Psychological Core Psycho logical Core Internal Process ,[object Object],[object Object],[object Object],[object Object]

5.1 Psychological Core 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 ,[object Object],[object Object],[object Object],[object Object],

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Learning & Memory Learning – Change in behavior which comes with experience; directly or by observing events that affect others. Brand Equity

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Learning & Memory Memory – The process of acquiring information and storing it over time so that it will be available when needed. External  Encoding  Storage  Retrieval inputs Nostalgia

5.1 Psychological Core 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 ,[object Object],[object Object],[object Object],[object Object], 

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement 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?

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement Pyramid of Needs (Maslow, 1954)

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement Types of Perceived Risk  Functional  Financial  Physical-Safety  Social  Psychological  Time

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement Perceived risk vs. PLC?

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement Value – A belief about some desirable end-state within a given culture.

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement List of Values (LOV) A widely used nine-categories scale for the measurement of values in a variety of consumer behavior contexts to include cross-cultural comparison. e.g. Japanese tourism behavior abroad 

5.1 Psychological Core  LOV ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement  S ense of belonging  F un & enjoyment in life  W arm relationships with others  S elf-fulfillment  B eing well-respected  E xcitement  S ense of accomplishment  S ecurity  S elf-respect

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement Involvement – The level of perceived personal importance evoked by the stimuli within a specific situation. These levels can vary from ‘inertia’ ; buying a baguette, to ‘passion’ ; buying a ticket to a concert of a celebrity you worship.

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement FCB Grid – Working in F oote, C one & B elding (FCB) advertising agency, Richard Vaughn has incorporated a model that allows to understand people’s attitude toward advertising (1980). It is based on two dimensions: 1. Level of Involvement. 2. Thinking/ Feeling-related products.

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement FCB grid products

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement The Thinker The Reactor The Feeler The Doer FCB grid products

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement The Thinker L-F-D The Reactor D-F-L The Feeler F-L-D The Doer D-L-F Learn = information Feel = attitude Do = behavior FCB grid products

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement Life insurance L-F-D Beer D-F-L Perfume F-L-D Detergent D-L-F products

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement Measuring Involvement Un-involving involving 5. Unexciting Exciting 4. Irrelevant Relevant 3. Interesting Boring 2. Unimportant Important 1. To me (object to be judged) is:

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Motivation, Values & Involvement How often do you experience the following feelings as a result of eating chocolate? Happy never _:_:_:_:_:_:_:_:_ very often Excited never _:_:_:_:_:_:_:_:_ very often Delighted never _:_:_:_:_:_:_:_:_ very often Joyous never _:_:_:_:_:_:_:_:_ very often Satisfied never _:_:_:_:_:_:_:_:_ very often Proud never _:_:_:_:_:_:_:_:_ very often Annoyed never _:_:_:_:_:_:_:_:_ very often Depressed never _:_:_:_:_:_:_:_:_ very often Guilty never _:_:_:_:_:_:_:_:_ very often Regretful never _:_:_:_:_:_:_:_:_ very often

5.1 Psychological Core 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 ,[object Object],[object Object],[object Object],[object Object],  

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Attitudes and Attitude change Attitude – A lasting, general evaluation of any marketing stimuli: people, products, brands, etc. Its components are A ffection - feel B ehavior - do C ognition - know Social Marketing

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Attitudes and Attitude change ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Attitudes and Attitude change Automated audience measurement solution www.quividi.com

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Attitudes and Attitude change … evaluation of people, objects, or issues .

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Attitudes and Attitude change Changing Attitudes through Communication, Marketing Communication, MarCom ! Source  Coding  Message  Channel  Decoding  Reception Obj. Sign Media      

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Attitudes and Attitude change Source  Coding  Message  Channel  Decoding  Reception Obj. Sign Media       = Information = Communication

5.1 Psychological Core  Appeal s ,[object Object],[object Object],[object Object],[object Object],Internal-process Attitudes and Attitude change Selected Types of Message Appeals:  Emotional vs. Rati o nal:  Sex  Metaphors  Humor  Rational  Fear  Emotional

5.1 Psychological Core  Appeals ,[object Object],[object Object],[object Object],[object Object], Sex ,[object Object],[object Object],[object Object],[object Object],Attitudes and Attitude change

5.1 Psychological Core  Appeals  Sex  Humor ,[object Object],[object Object],Attitudes and Attitude change

5.1 Psychological Core  Appeals ,[object Object],[object Object],[object Object],[object Object],Attitudes and Attitude change  Sex  Humor  Fear ,[object Object],[object Object],[object Object]

5.1 Psychological Core  Appeals ,[object Object],[object Object],[object Object],[object Object],Attitudes and Attitude change  Sex  Humor  Fear  Metaphors W hen a word or phrase is applied to something it does not literally resemble in order to emphasize particular qualities.

5.1 Psychological Core  Appeals ,[object Object],[object Object],[object Object],[object Object],Attitudes and Attitude change  Sex  Humor  Fear  Metaphors  Rational ,[object Object],[object Object],[object Object],[object Object]

5.1 Psychological Core  Appeals  Sex  Humor  Fear  Metaphors  Rational  Emotional This ad for a nonprofit animal rights and rescue group draws on viewers’ sympathies toward animals. Attitud es and Attitude ch ange

5.1 Psychological Core 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 ,[object Object],[object Object],[object Object],[object Object],   

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],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) .

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],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 for portion-controlled snacks.

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process The Self Self-consciousness (SC) refers to The l evel of embarrassment deriving from the feeling that others are critically aware of you. e.g. a student during class vs. in a student party.

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process The Self Sexual identity is a state of mind as well as body and may vary according to cultures. Each society determines what “real” men and women should and should not do !

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process The Self Ideal of beauty refers to a particular or exemplar appearance: physical features, clothing style, cosmetics, skin tone, body type, etc. Is beauty universal?

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process The Self Ideal of beauty refers to a particular or exemplar appearance .

5.1 Psychological Core 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 ,[object Object],[object Object],[object Object],[object Object],    

5. What Affects CB ? ,[object Object],[object Object],[object Object],[object Object],[object Object],

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