THE CONSUMER

AS AN INDIVIDUALTHE CONSUMERDiscussion on.Consumer MotivationPersonality & Consumer BehaviourConsumer PerceptionConsumer LearningConsumer Attitude FormationCommunication & Consumer Behaviour

Consumer Motivation

NeedsGoalsMotivesInnateAcquiredGenericProduct SpecificRationalEmotional

Dynamics of MotivationNeeds are never fully satisfiedNew needs emerge as old needs are satisfiedSuccess & failure influence goals -Substitute Goals -Frustration - Defense Mechanism4. Multiplicity of needs & variation of goals

Arousal of MotivesPsychological ArousalEmotional ArousalCognitive Arousal

** Maslows Hierarchy of Needs

Trio of NeedsPowerAffiliationAchievement

RevisionWHO is a CONSUMER?WHY is he IMPORTATNT?HOW he needs to be SEGMENTED?Impact of MARKETING on CONSUMERCB w.r.t MARKETING ORIENTATIONNEED,WANT & DESIREHEDOMICSSOCIAL & CULTURAL FACTORS

ActivityFIVE Teams of 5-6 membersChoose any one member from each team as a LEADERFirst part of the activity involves participation of all members of each team including the leader2nd & 3rd part of the activity is done by random members (any two for each part from each team) with the instructor & the team leader Carried out one team after anotherDuration of the activity: 40 minutes.Carefully read the instructions & follow the samePLEASE MAINTAIN SILENCE

PersonalityThose inner characteristics that both determine and reflect how a person responds to his or her environmentNature of Personality-Reflects individual differences-Consistent & enduring-Can change

High/Low in consumer ethnocentrismConsistency in consumption behaviour ( May change!!)Under certain circumstances personalities changeTheories of PersonalityFreudian TheoryNeo-Freudian TheoryTrait TheoryFundamental Assumptions ofPsychoanalytic TheoryUnconscious Motivation

Individuals control their sexual and aggressive urges by placing them in the unconsciousThese take on a life of their own and become the motivated unconsciousAccording to Freud the mind is made up of 3 parts: the conscious, preconscious, and unconscious. The latter is the largest part of the mind and manifests itself in the dreams, slips of the tongue, irrational feelings, physical symptoms, or inexplicable anxiety.11Freudian Theory

Sigmund Freuds Psychoanalytic Theory of Personality is one of the cornerstones of modern psychology

This theory was built on the premise that unconscious needs or drives, especially sexual or other biological drives, are at the heart of human motivation & personality

Freudian TheoryFreud proposed that the human personality consists of three interacting system:The IdThe SuperegoThe EgoWarehouse of primitive & impulsive drives- Physiological NeedsIndividuals Internal Expression of societys moral & ethical codes of conductsIndividuals conscious control. Functions as an internal monitorRepresentation of the interrelationships among the Id, Ego & SuperegoID- System 1SUPEREGO- System 2EGO- System 3GratificationThe Structure of PersonalityThe Id Reservoir of Psychic Energy

Most primitive part of the mind; what we are born withSource of all drives and urgesOperates according to the pleasure principle and primary process thinkingThe pleasure principle is the desire for immediate gratification.Primary process thinking is thinking without logical rules of conscious thought or an anchor in reality.15The Structure of PersonalityThe Ego- Executive of Personality

The part of the mind that constrains the id to realityDevelops around 2-3 years of ageOperates according to the reality principle and secondary process thinkingMediates between id, superego, and environmentThe ego recognizes under the reality principle that the urges of the id are often in conflict with social and physical reality.Refers to the development and devising of strategies for problem solving and obtaining satisfaction.16The ego engages in secondary process thinking whichThe Structure of PersonalityThe Superego- Upholder of Values and Ideals

The part of the mind that internalizes the values, morals, and ideals of societyDevelops around age 5Not bound by realityThe superego determines what is right and what is wrong, and enforces this through the emotion of guilt. It sets the moral goals and ideals of perfection. 17According to Freud your unique character and quirks are the products of how your personality develops during childhood

PeculiarityStages- Psychosexual Development

Oral Stage: Birth to 18 MonthsAnal Stage: 18 months to three yearsPhallic stage: 3 years to 7-8 yearsLatency Stage: 7-8 years to pubertyGenital Stage- Puberty to Adulthood

Researchers who apply Freuds psychoanalytic theory to the study of consumer personality believe that human drives are largely unconscious & that consumers are primarily unaware of their true reasons for buying what they buyNeo-Freudian Theory

Neo Freudians' believed that social relationships are fundamental to the formation & development of personality

21The Neo-Freudians: Carl Jungs Analytical PsychologyThe Personal and the Collective UnconsciousJung shared, yet rejected, many of Freud's beliefsJung believed in the importance of the unconscious and the power of dream analysisJung favored spirituality and the notion of psychosocial rather than psychosexual energy22The Personal and the Collective UnconsciousJung referred to the personal unconscious as a collection of personal experiencesCoined the term complex to reflect personal tensionReferred to a collective unconscious to reflect spiritual influences, composed of various archetypes, that are inherited and universalThe Neo-Freudians: Carl Jungs Analytical PsychologyTypical example of certain person or thing23Specific ArchetypesThe mandala refers to the goal of a developing unified self that is a unique process (individuation) The anima refers to the feminine side of males, whereas the animus refers to the masculine side of femalesThe shadow archetype refers to the dark side of humanityThe Neo-Freudians: Carl Jungs Analytical Psychology24IntroversionExtroversionJung was the first person to make the extroversionintroversion distinction Jung viewed extroversion as energy habitually directed outward and introversion as energy habitually directed inward Jung viewed extroversion and introversion as different cognitive states that affect attention and objectivityThe Neo-Freudians: Carl Jungs Analytical Psychology25IntroversionExtroversionJung linked personality to cultural differencesJung referred to individual differences in personality that reflect psychological functions (ways a person relates to others, the world, and information)Jungs four psychological functions are sensing, intuition, thinking, and feeling that combine to form 16 different psychological types.The Neo-Freudians: Carl Jungs Analytical Psychology26Adlers perspective views each person as unique, and he represents a movement called individual psychologyAdler refuted Freuds notion that sexual urges motivate peopleAdler believed that people try to overcome a sense of inferiority that arises from a biological weakness (organ inferiority) or from a psychological weaknessThe Neo-Freudians:Alfred Adler27The Inferiority ComplexAdler believed that we strive to overcome an inferiority complex by aiming for superiority and perfectionOrgan and inferiority complexes were universal concepts for Adler, but differences in biological and environmental factors accounted for individual differencesThe Neo-Freudians:Alfred Adler28Styles of Life and the Meaning of LifeStyles of life are unique patterns of life expression that are the result of early life experiencesMeanings that are gravely mistaken result from situations that involve organ inferiority, pampered children, and neglected children The Neo-Freudians:Alfred Adler29Styles of Life and the Meaning of LifeOrgan inferiority contributes to humiliation and defensiveness from social comparisons, but can be overcomePampered children feel prominent and may react when they no longer feel this wayNeglected children may become cold and hostile due to their mistrust of othersThe Neo-Freudians:Alfred Adler30Styles of Life and the Meaning of LifeAdlers focus in therapy was on discovering prototypes (early memories) called old remembrances that determine adult styles of lifeAdler outlined four styles of life:Ruling Type: desire for controlGetting Type: dependent on othersAvoiding Type: avoidant and isolatedSocially Useful Type: self-control and social interestThe Neo-Freudians:Alfred Adler31Social InterestSocial interest develops in childhood and is influenced by the interaction with the motherAdler referred to the superiority complex to describe persons having more interest in personal goals than in social interest, and overcompensating for feelings of inferiorityResearch has reported low inter-correlations among measures of social interestThe Neo-Freudians:Alfred Adler32Birth OrderAdler supported a link between birth order and personality and outlined several types:Only children are pampered and lack social interestFirst-born children are conservative and obedientSecond-born children are best adjustedThe Neo-Freudians:Alfred Adler33Birth OrderErnst and Angst (1983) found a low association between birth order and personality, and identified several flaws in this type of researchSulloways (1996) niche model of personality describes first borns as high achievers and second borns as rebelliousMost research in this area is inconsistent, but beliefs about birth order are still held by most peopleThe Neo-Freudians:Alfred Adler34Evaluation of Adlers ContributionsThe inferiority complex is regarded as central to identityThe role of social interest is key to an understanding of maladaptivenessIdentifying pampered and neglected children has contributed to research on parental roles in shaping personalityThe Neo-Freudians:Alfred Adler35Horney and the Importance of CultureHorney believed that cultural factors influence personality and individual differences Horney identified three contradictions for all people: Success vs. LoveIdealism vs. FrustrationIndependence vs. Situational constraints The Neo-Freudians:Karen Horney36Basic Anxiety and Basic HostilityHorney asserted that behavior is directed by basic anxiety (helplessness, fear of abandonment)Horney asserted that children develop basic hostility as a result of parental neglect Horney suggested that a basic conflict arises from contradictions and is central to neurosisThe Neo-Freudians:Karen HorneyNeurosisis a class offunctionalmental disorders involvingdistressbut neitherdelusions norhallucinations, whereby behavior is not outside socially acceptable norms37Moving Toward, Against, and Away From PeopleFor Horney, neurosis stems from opposing desires to move toward, against, and away from others which she called attitudesHorney described dependent persons as engaging in a self-effacing solution in order to gain loveThe Neurotic NeedsHorney outlined ten neurotic needs that reflect personal maladjustment in moving toward, against, and away from peopleThe Neo-Freudians:Karen HorneyTrait Theory

It focuses on the measurements of personality in terms of specific psychological characteristics, called traits.Trait theorists are concerned with the construction of personality tests.Single trait personality tests- Consumer Innovativeness Dogmatism - Consumer Materialism - Consumer Ethnocentrism Degree of Rigidity vs. OpennessQuantitative approach to personality

Personality made up of traits: any distinguishable, relatively enduring way in which one individual differs from another

Understanding consumer traits can be useful in marketing planning

Trait-Factor Theory Assumes that traits are common to many individuals and vary in absolute amounts among individuals

Traits are relatively stable and exert fairly universal effects on behavior regardless of the environmental situation

Traits can be inferred from the measurement of behavioral indicatorsTrait-Factor Theory Trait theory is most useful to marketing strategists in developing brand personalitythe personality consumers interpret from a specific brand

Brands may be characterized as old-fashioned, modern, fun, provocative, masculine, or glamorousTrait-Factor Theory