consumer behaviour unit1,2, 3
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Internal influences
Unit III
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Psychological Dimensions
Motivation
Perception
Personality Learning and attitude
Self image and life style
Consumer expectation and satisfaction
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Motivation
Motivegive direction to human behaviour
Motivatingdepend on strength of his motive
Motivationprocess of inducing a person toachieve a goal
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Process of motivation
Recognition ofunfulfilled
need
Finding theway out tosatisfy the
same
Fulfillment ofthe need
Discovery ofnew need.
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Motives
Motives
Emotional motives
Rational motives
Motivation
Positive
Negative
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Financial and non financial incentives
Job security
Challenging work
Recognition
Better designationopportunity for advancement
Participation in decision making
Competition
Job rotation
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Need- satisfaction chain
Needs
Wants
Tension
Action
Satisfaction
Frustration
goal
Substitute
goalAggressionRationalization
Regression
Withdrawal
Projection
Identification
repression
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Motivation theories
Maslows need hierarchy
Mc GregorsX and Y theory
Herzbergs two factor theory Mc clellands theory of need (pow,Ach,Aff)
Alderfers ERG theory
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2005 Prentice Hall Inc. Allrights reserved.
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Perception
Perception
A process by which individuals organize and interprettheir sensory impressions in order to give meaning totheir environment.
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Process of perception
Receiving stimuli
Selecting stimuli
Organizing stimuli Interpreting stimuli
Checking- eg: notorious student
Reacting
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2. factors influencing in selecting a
stimuli
External
Intensity and size
Position of display
Contrast
Novelty
Repetition
Movement
Internal
?????
Personality traits
Brand personality
Age differences
Unfulfilled needs
Special interest.
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3. Organizing a stimuli
Principle of figure ground- hard work n conflict
with manager
Principle of similarity- strike
Principle of proximity- output quality is poor
Principle of closure-to fill the gap.
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In order to make sense of our world our brains try
to see patterns or shapes that are recognizable.This principle is called grouping.
http://www.keele.ac.uk/depts/aa/widening/uniworld/webclub/rs/optical.htm
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When you look at the
top figure, your visual
system will organizethe elements into abox. The box willreverse, as in theNecker Cube illusion.The elements in thebottom figure haveterminations and donot readily group intoa box figure thatshows reversals
http://dragon.uml.edu/psych/box_1.html
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4. Interpretation of stimuli
Factors involved in interpretation
Mind set
Attribution- is the process by which the causefor behaviour is determined.
eg: late-coming, credit to manager.
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Stereotyping
Is when a person is perceived based on the
characteristics of the group to which he
belongs rather than his individual
characteristics.
Eg; workers are always anti-management,
cinema stars.
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Halo effect
It refers to a tendency to perceive a person
possessing a few good qualities as totally
good and vice versa.
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2) Halo & Devil Effect A) We select the first (positive or negative)
obvious or dominant characteristic of aperson
Physical appearance, weight, personality, wealth,clothing, regional accent, race, large nose, glasses,nice shoes, etc.
B) We then assign accompanying positiveor negative traits to that person (that they havenot earned)
Halo--Attractive People: smart, happy, rich, honest
Devil--Unattractive People: dumb, poor, dishonest
C) Problem: We unfairly punish some whilerewarding others simply due to onedominant trait we happen to notice
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