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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
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
5.1.1. Perceptions5.1.2. Learning & Memory5.1.3. Motivation and Values5.1.4. Attitudes & Attitude Change5.1.5. The Self
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
üü
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Learning & Memory
Learning – Change in behaviorwhich comes with experience; directly or byobserving eventsthat affect others.
Brand Equity
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1.1. Perceptions5.1.2. Learning & Memory5.1.3. Motivation and Values5.1.4. Attitudes & Attitude Change5.1.5. The Self
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
üüüü
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Motivation, Values
& Involvement
Pyramid of Needs(Maslow, 1954)
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Motivation, Values
& Involvement
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Motivation, Values
& Involvement
Types of Perceived Riskü Functionalü Financialü Physical-Safetyü Socialü Psychologicalü Time
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Motivation, Values
& InvolvementPerceived
risk vs. PLC?
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Motivation, Values
& Involvement
Value – A belief about some desirable end-state within a
given culture.
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Motivation, Values
& Involvement
4Sense of belonging4Fun & enjoyment in life4Warm relationships with others4Self-fulfillment4Being well-respected4Excitement4Sense of accomplishment4Security4Self-respect
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Motivation, Values
& InvolvementFCBgrid
products
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Motivation, Values
& Involvement
The
Thinker
The
Reactor
The
Feeler
The
Doer
FCBgrid
products
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Motivation, Values
& Involvement
Life insuranceL-F-D
BeerD-F-L
PerfumeF-L-D
DetergentD-L-F
products
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Motivation, Values
& Involvement
Measuring Involvement
Un-involvinginvolving5.
UnexcitingExciting4.
IrrelevantRelevant3.
InterestingBoring2.
UnimportantImportant1.
To me (object to be judged) is:
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1.1. Perceptions5.1.2. Learning & Memory5.1.3. Motivation and Values5.1.4. Attitudes & Attitude Change5.1.5. The Self
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
üüüüüü
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Attitudes and
Attitude change
Automated
audience
measurement
solution
www.quividi.com
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Attitudes and
Attitude change
…evaluation of people, objects, or issues.
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Attitudes and
Attitude change
Changing Attitudes throughCommunication,
Marketing Communication,MarCom!
SourceóCodingóMessageóChannelóDecodingóReceptionObj. Sign Media
ó Ï ¯ » Ð O
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Attitudes and
Attitude changeSourceóCodingóMessageóChannelóDecodingóReception
Obj. Sign Media
ó Ï ¯ » Ð O
= Information = Communication
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5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
ü Sex
5.1 Psychological Core4Appeals
• Subliminal techniques.• Sex increases attention.• Brand recall is lower.• May interfere message.
Attitudes and
Attitude change
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ü Sex
ü Humor
5.1 Psychological Core4Appeals
• Used in 30% of all ads.• Score á in recall tests.
Attitudes and
Attitude change
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5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Attitudes and
Attitude change
ü Sexü Humor
ü Fear
5.1 Psychological Core4Appeals
• Solutions to anxiety.• “If-than approach”.•á fear can backfire.
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5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Attitudes and
Attitude change
ü Sexü Humorü Fear
üMetaphors
5.1 Psychological Core4Appeals
When aword orphraseis applied to something it does not literally resemblein order to emphasize particular qualities.
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5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Attitudes and
Attitude change
ü Sexü Humorü FearüMetaphors
ü Rational
5.1 Psychological Core4Appeals
• Suites for:- Printed media,- B2B advertisers,-á involvement products.
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ü Sexü Humorü FearüMetaphorsü Rational
ü Emotional
5.1 Psychological Core4Appeals
This ad for a nonprofit animal rights and rescue groupdraws on viewers’ sympathies toward animals.
Attitudes and
Attitude change
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5.1 Psychological Core
5.1.1. Perceptions5.1.2. Learning & Memory5.1.3. Motivation and Values5.1.4. Attitudes & Attitude Change5.1.5. The Self
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
üüüüüüüü
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
The Self
Ideal of beauty refers to aparticular or exemplar appearance.
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5.1 Psychological Core
5.1.1. Perceptions5.1.2. Learning & Memory5.1.3. Motivation and Values5.1.4. Attitudes & Attitude Change5.1.5. The Self
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
üüüüüüüüüü
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5.1 Psychological Core
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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