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ConsumerBehavior-5

Psychological Core of Consumers

Danny AbramovichMarketing Plan Specialist

1. Management2. Marketing3. Research4. Segmentation5. Consumer Behavior-36. Creativity

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Management

Marketing

Marketing Research

Market Segmentation

Consumer Behavior

5. Consumer Behavior4Methodology

© Danny Abramovich

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5. What Affects CB?

What Affects Consumer Behavior?

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. What Affects CB?

Decision Making Process

Consumer Behavior Outcomes

Ø

Ú

Psychological CoreInternal 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 CoreInternal Process


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5.1.1. Perceptions5.1.2. Learning & Memory5.1.3. Motivation and Values5.1.4. Attitudes & Attitude Change5.1.5. The Self


üü

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Internal-process

Learning & Memory

Learning – Change in behaviorwhich comes with experience; directly or byobserving eventsthat affect others.

Brand Equity

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Internal-process

Learning & Memory

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

External4Encoding4Storage4Retrievalinputs

Nostalgia

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üüüü

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Internal-process

Motivation, Values

& Involvement

Motivation – The processesthat 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

& Involvement

Pyramid of Needs(Maslow, 1954)

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Internal-process

Motivation, Values

& Involvement

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Internal-process

Motivation, Values

& Involvement

Types of Perceived Riskü Functionalü Financialü Physical-Safetyü Socialü Psychologicalü Time

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Internal-process

Motivation, Values

& InvolvementPerceived

risk vs. PLC?

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Internal-process

Motivation, Values

& Involvement

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

given culture.

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Internal-process

Motivation, Values

& Involvement

List of Values (LOV)A widely used nine-categories scalefor the measurement of values in avariety of consumer behavior contexts to include cross-culturalcomparison. e.g. Japanese tourism behavior abroad4

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5.1 Psychological Core4 LOV


Internal-process

Motivation, Values

& Involvement

4Sense of belonging4Fun & enjoyment in life4Warm relationships with others4Self-fulfillment4Being well-respected4Excitement4Sense of accomplishment4Security4Self-respect

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Internal-process

Motivation, Values

& Involvement

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

& Involvement

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

& InvolvementFCBgrid

products

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Internal-process

Motivation, Values

& Involvement

The

Thinker

The

Reactor

The

Feeler

The

Doer

FCBgrid

products

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Internal-process

Motivation, Values

& Involvement

The

ThinkerL-F-D

TheReactorD-F-L

TheFeelerF-L-D

TheDoer

D-L-F

Learn=information

Feel=attitude

Do=behavior

FCBgrid

products

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Internal-process

Motivation, Values

& Involvement

Life insuranceL-F-D

BeerD-F-L

PerfumeF-L-D

DetergentD-L-F

products

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Internal-process

Motivation, Values

& Involvement

Measuring Involvement

Un-involvinginvolving5.

UnexcitingExciting4.

IrrelevantRelevant3.

InterestingBoring2.

UnimportantImportant1.

To me (object to be judged) is:

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Internal-process

Motivation, Values

& Involvement

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

Happy never _:_:_:_:_:_:_:_:_ very oftenExcited 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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üüüüüü

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Internal-process

Attitudes and

Attitude change

Attitude – A lasting, generalevaluation of any marketingstimuli: people, products, brands, etc.Its components are Affection - feel

Behavior - doCognition - know

Social Marketing

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Internal-process

Attitudes and

Attitude change

The ABC of attitudesü The Affective component (feel):

I feel good about myself when Idrive a BMW.

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

ü 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

http://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 throughCommunication,

Marketing Communication,MarCom!

SourceóCodingóMessageóChannelóDecodingóReceptionObj. Sign Media

ó Ï ¯ » Ð O

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Internal-process

Attitudes and

Attitude changeSourceóCodingóMessageóChannelóDecodingóReception

Obj. Sign Media

ó Ï ¯ » Ð O

= Information = Communication

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Internal-process

Attitudes and

Attitude change

Selected Types of Message Appeals:

4Emotional vs. Rational:ü Sex üMetaphorsü Humor ü Rationalü Fear ü Emotional

5.1 Psychological Core4Appeals

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ü Sex


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

Attitudes and

Attitude change

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ü Sex

ü Humor


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

Attitudes and

Attitude change

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Attitudes and

Attitude change

ü Sexü Humor

ü Fear


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

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Attitudes and

Attitude change

ü Sexü Humorü Fear

üMetaphors


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

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Attitudes and

Attitude change

ü Sexü Humorü FearüMetaphors

ü Rational


• Suites for:- Printed media,- B2B advertisers,-á involvement products.

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ü Sexü Humorü FearüMetaphorsü Rational

ü Emotional


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

Attitudes and

Attitude change

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üüüüüüüü

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Internal-process

The Self

Many products are bought becausethe person is trying to highlight orhide 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 á SE tend to prefer last-minute offers while those with â 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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üüüüüüüüüü

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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.

üü

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Part Six out of Six

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