cb individual determinants

8/7/2019 CB individual determinants

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Individual determinants of CB-Individual determinants of CB-PersonalityPersonality

Understanding the nature of individualdifferences is a important building block inthe psychological foundation of humanbehaviour

Personality produces life styles which in turnare closely related to social and cultural

influences, standard of living and therebybuying behaviour.


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PersonalityPersonality

Personality is a totality of a persons makeup

rather than focussing on specific actions in aparticular situation

Segmenting markets on the basis ofpersonality traits is on the belief thatconsumers make purchase decisions thatreflect their personalities

Advertising and marketing people have everytime targeted specific personalities


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Meaning of personalityMeaning of personality

Unique combination of factors in persons likeselfconfidence,dominance,autonomy,defence,sociability,defensiveness and adaptability

Its defined as those inner psychologicalcharacteristics that both determine andreflect how a person responds to his or herenvironment


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Nature of personalityNature of personality

It is the essence of individual differences

Its a unique combination of different individualcharacteristics

Many individuals tend to be similar in one ortwo characteristics but they cannot be alike

Personality thus helps a marketer to categorizepeople in to different groups on the basis ofsingle or few traits and also enable them to

segment the market


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Personality is consistent andPersonality is consistent andenduringenduring

Personality is permanent and long termcharacter

Marketers can learn which personality traits

can influence consumer responses

In spite of stable nature of personality CB may

vary because of social,cultural,psychologicaland eviromental factors that affectbehaviour


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Personality can changePersonality can change

Unforeseen happenings like a major accidentdeath of a dear one

A major career promotion or demotion

Change in the status and structure of family

Personality also change gradually in amaturing process.


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Measuring personalityMeasuring personality

Rating methods- Using standardised rating scales and one or

more evaluators assessing the personalitycharecteristics

Informal interview with the individualsconcerned and rating them

Observation of the individuals behavior in adesigned setting or in own environment

The success of this studies on the personalitycharecters chosen and skills of the evaluators


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Situational testsSituational tests

A situation is given to a particular group andpersons are allowed to interact with eachother,behaviour of each persons in the groupare observed and measured

The next is stress test where an individual isput in to a pressure situation.His reacting tothe situation is assessed and rated.


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MotivationMotivation

The word motivation is derived from the latinword Movere which means to move

Its a psychological concept that mobilises

bodily energy and directs it in selectivefashion to goals in the external environment

Garry dessior defines motivation as areflection of a persons desire to fulfillcertain needs


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Types of motivationTypes of motivationPhysiological vs psychogenicPhysiological vs psychogenic

Physiological motives are oriented towardssatisfying biological or physiological needs ofthe individual like hunger,thirst etc

Psychogenic motives focus on the satisfactionof their psychological desires such as

seeking achievements or status


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Primary and selectivePrimary and selectivemotivesmotives

A primary influence involves buying behaviuordirecting towards a generic product

Selective influence guides choices betweenproducts or stores or models

For eg: a individual decides to purchase a TV isa primary influence but to decide which model to

buy is a selective influence


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Conscious and unconsciousConscious and unconsciousmotivesmotives

Conscious motives are ones the consumersare quite aware

Unconscious motives influence consumersbut they are not aware of them


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Rational vs emotional motivesRational vs emotional motives

Rational motives are those where peoplebehave rationally in making purchasesconsidering all alternatives

Emotional motives imply selection of goalsaccording to personal or subjective

criteria like pride,status etc


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Positive vs negative motivesPositive vs negative motives

If they have positive influence onconsumers,they are positive motives and ifits a negative influence its a negativemotive

Positive influences attract consumers towardsdesired goals while negative ones directthem away from desirable consequences

Positive motives are needs,wants,desires etcwhereas negatives are fears or aversions


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The role of motives in CBThe role of motives in CB

Defining basic striving

Motives influence consumers in identifyingtheir basic strivings

Basic strivings include general goals such assafety,affiliation,achievements and otherstates which consumer seek to achieve

To guide behaviour in a general way acrosswide variety of decisions and activities


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Identifying goal objectsIdentifying goal objects

Consumers think products and services as

their goal objects and not as a means ofsatisfying their motives

Identifying products and services as goalobjects is of great importance to marketersas they can be influenced

The promotional efforts also will be targettedto these goal objects


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Influencing choice criteriaInfluencing choice criteria

Product features influence the consumerschoice criteria

Marketers need to explain the product features

to influence their choice

Marketer also can inform consumers about a

particular criteria and how well the productmeets the criteria


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Directing other influencesDirecting other influences

At a more fundamental level motives affect

the individual determinants of perception,learning, personality, attitudes and howpeople process information

It also results in directional influences onbehaviour eg:Motives influence informationprocess info processing and ultimately the

inferences


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Consumer perceptionConsumer perception

Perception can be described as the processby which an individul selects, organizes andinterprets stimuli into a meaninful andcoherant picture of the world

A motivated person works to the best of hisability,but how he actually acts dependsupon the perception of the situation


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SensationSensation

Its the immediate and and direct response ofthe sensory organs to simple stimuli like anadvertisement, a particular brand etc

The absolute threshold is the lowest level atwhich an individual can experience asensation. Its a point which a person canunderstand the difference between

something and nothing


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Sensory adaptation andSensory adaptation anddifferential thresholddifferential threshold

A marketer must understand the changerequired to create a sensation amongviewers.For eg:A commercial appears in the

same time continously after some period oftime the viewers get used to it that they nolonger see it

The differential threshold is the minimaldifference that can be detected betweentwo stimuli or the just noticeable difference


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Marketing application of jndMarketing application of jnd

Negative changes like price increase ,reducedquality etc and not discernable to the publicimmediately

Product improvements are discernable toconsumers without being wastefully

extravagant


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Peceptual selectionPeceptual selection

Consumers are by nature selective and theyunconsciously exercise a great deal ofselectivity as regards to different stimuli

present in the environment

In total people actually percieve only a small

fraction of the stimuli to which they areexposed


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Factors on which stimuli getFactors on which stimuli getselectedselected

Nature of the stimulus-Marketing stimuliinclude an enormous number of variableswhich affect the consumers perceptions

such as the nature of the product,itsphysical attributes,branding,packaging etc

Contrast is one of the most attention drawingattributes of a stimulus and advertisersusually use this attention getting device toachieve the maximum contrast and drawattention of the consumers


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Expectations and motivesExpectations and motives

Consumers expect to see what they used tosee usually based on the past experience orhow they perceive it to be seen

They tend to perceive products and productattributes according to their expectations

Motives or needs perceive things ,the stronger

is the need the greater is the tendency toreceive related stimuli and ignore theunrelated stimuli in the environment


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Distorting influences onDistorting influences onperceptionperception

Physical appearance-People tend to attributequalities they associate with certain peoplewho may resemble them

They may consciously recognize the similarity

Eg:Physical appearance and attraction to amodel are more persuasive and have apositive influence on customers attitude


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Stereotypes-People tend to carry pictures intheir minds of the meaning of various kinds

of stimulus For eg:an young man isperceived as a hero bearing all the odds

The stereotypes serves as expectations ofwhat specific situations or people or eventswill be like

Recent studies indicate that stereotypes arechanging


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Respected sources-Customers tend to giveadded perceptual weight to advice coming

from sources we respect being experts intheir fields

Marketers while advertising their products usecelebrities or known experts to sponsor theirproducts or give testimonials to theirproducts


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Irrelevant Cues-In making a perceptualjudgement consumers often respond toirrelevant cues or stimuli

For eg:Many automobiles are not purchsedfor their techinical excellence but for

attractive features like upholsery,flashylights etc


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Learning -DefinitionLearning -Definition

Consumer learning is the process by which

individuals acquire the purchase andconsumption knowledge and they apply tofuture related behaviour

Learning is a never ending process and itcontinuously evolves and changes as resultof newly acquired knowledge

Learning can be viewed as a relativelypermanent change in behaviour occurring asa result of experience


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Features of learningFeatures of learning

Knowledgecanbeacquiredfromreading,observa

tion or thinking

Learning is gained either from acquired

knowledge and experience

Learning can be intentional and incidental

Learning results in relatively permanentchanges in behaviour


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Types of learning behaviourTypes of learning behaviour

Physical behaviour

Generally we learn physical behaviouralpatterns useful in variety of situations inevery day life

As consumers we learn methods of respondingdifferent situations while purchasingproducts

Consumers also learn some physical activitythrough modelling process imitating

behaviour of their role models inadvertisements


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Symbolic learning and problemSymbolic learning and problemsolvingsolving

Symbolic learning is through the developmentof languages

Symbols communicate the message efficientlyto consumers through vehicles as brandnames and signs and symbols

These symbols carry positive images of themarketers to the consumers and they easilyidentify them


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Affective learningAffective learning

Consumers consider certain elements of their

environment valuable and others theydisregard

Consumers learn from their environment whatare their needs,wants ad goals and whatproducts satisfy these needs

On the basis of this learning consumersdevelop their favourable and unfavourableattitute towards their company as well as itsproducts


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Basic principles of learningBasic principles of learning

Motives Motives arouse individuals,thereby increasing

their readiness to respond

This arousal function is essential,since itactivates the energy needed to engage inlearning activity

Motivation is based on needs and goals andgoals and then acts as a spur to learningwith needs and goals serving as stimuli


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CuesCues

A cue is viewed as a weak stimulus not strongenough to arouse customers,but it is capableof providing direction to already motivatedactivity

Its interesting to note that consumersfrequently about such cues which areessential before making a purchase

Cues serve to direct consumers drive whenthey conform to consumers expectations


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ResponseResponse

A response may be viewed as a mental or

physical activity the consumer makes inreaction to a stimulus situation

Response appropriate to a particular situationare learned through experience over time,infacing that situation

Over time learning will modify the responsehierarchy so that other responses have achance of occuring


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Re - inforcementRe - inforcement

Reinforcement means the likelihood of

repeating the same response in the future asresult of particular cues or stimulus or in asimilar situation.

Some theorists are of the view that an explicitreward for a response is not necessary tobecome part of learned behaviour

Sometimes our behaviour is reinforced subtlythat we may not even be aware of it


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Theories of learningTheories of learning

Various theories of learning have been

developed to explain different aspects oflearning

The major groups are 1,Cognitive theories and2,behavioural theories

Behavioural theories are also referred asstimulus response theories as learning takesplace as result of external stimuli

Behavioural theories are classified on the typeof conditioning in to 1,Classical conditioningtheory and 2,instrumental conditioningtheory


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Classical conditioning theoryClassical conditioning theory

In general the word conditioned has come tomean an automatic response to a situationbuilt up through repeated exposure

A simple association of two objects or stimuliunderlies much of todays advertising

Ivon pavlov,a russian psychologist has doneextensive studies in to it


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Basic principles of conditionedBasic principles of conditionedlearninglearning

Repetition-

Consumer may learn a message whichmarketers want to impart by repeated

exposure of the same message throughadvertising

This will also familiarize the brand name andproduct name to the consumers

Researches also believe that the repetitionincreases the strength of association withthe product and makes slow the process offorgetting or decay


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Stimulus generalisationStimulus generalisation

According to the classical conditioningtheorists learning depends not only on therepetitions but also on the ability of

individuals to generalise

Stimulus generalisation explains why imitative

products crowd on to the market after theintrouction of innovative product


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Stimulus discriminationStimulus discrimination

Its opposite to stimulus generalisation and

results in the selection of a specific stimulusfrom among similar stimulus

The consumers ability to discriminate amongstimuli is the basis of positioning strategywhich seeks to establish a unique image fora brand in the consumers mind

For marketers who enter late the best strategyfor them is to highlight unique charactersand unique price


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Instrumental conditioning theoryInstrumental conditioning theory

According to BF Skinner most learning takesplace in an effort to control the environmentie to obtain favourable outcomes

Instrumental conditioning is to establishconnection between stimulus and responsethrough trial and error process

One behaviour of the individual results in morefavourable response than other behaviours


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The reward reinforces the behaviour whichresults in more favourable response,its

instrumental in teaching the individual aspecific behaviour that gives him morecontrol over the outcome

The consumer tries a number of brands of aparticular product and continues trying untilhe find a suitable brand that satisfies himfulfilling his needs,which he continues to use

Cl i l l


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Classical vs InstrumentalClassical vs Instrumental

In instrumental learning the experimenter controlsthe reward,its action of the subject that causesreward to happen

In classsical conditioning the learners response is

involuntary

In instrumental learning learned response is theresult of trial and error

Classical conditioning is used to learn very simplekinds of behaviour whereas instrumentalconditioning is helpful in explaining complex

activities

Instrumental conditioning andInstrumental conditioning and


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Instrumental conditioning andInstrumental conditioning andmarketing strategymarketing strategy

Marketers prefer instrumental learning theory toclassical learning theory as it tends todescribe better than the other howconsumers learn more about goods to be

purchased

Consumers like to learn great deal of

information before it conditioned to aparticular brand of product

Eg:purchase of a car needs to have more details

provided to a customer than co and brand


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Cognitive theory of learningCognitive theory of learning

According to cognitive theorists ,a considerable

amount of learning takes place as a result ofconsumer thinking and problem solving

In cognitive theory the theorists stress theimportance of perception,problem solvingand insight

The viewpoint says that much learninghappens through mental activity discoveringmeaning patterns that enable us to solveproblems


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These meaningful patterns are termed asgestalts, and cognitive theories rely heavily

on the process of insight to explain thedevelopment of gestalts

According to cognitive theories ,when an

individual is confronted with a problem wetend to get tensed and seek a solutioninstantly

More likely we search for information andcarefully evaluate what we learn in to thebest decision


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Information processingInformation processing

Like computers human mind is also engagedin processing of information which itreceives as inputs

The processed information gets stored in thehuman memory

The process includes how information getsstored and how it is retrieved


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The structure of memoryThe structure of memory

Information processing occurs in stages

According to one widely accepted view thereare temporary storehouses of informationbefore they are processed

In this model there are three separate store

units sensory store,short term store andlong term store


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Sensory storeSensory store

All information come only through senseorgans-visual, auditory and sense organs

The image of sensory input lasts for just a

second or less in minds sensory store and itslost through unless sufficient attention ispaid to sent it to the short term store

Eg:if you look at the TV for few seconds andlook away,we retain the image for somemore time.

ShSh t t t


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Short term storeShort term store

It can be viewed as a workplace for informationprocessing

Its a portion of memory activated to

temporary store and process info to interpretit.

Its a storage for brief period say for a minuteor two

For eg:if someone looks at a no,he forgets itbefore even dialing it if its not rehearsed

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