7/27/2019 Consumer Behavior(Lecture 2)
1/90
7/27/2019 Consumer Behavior(Lecture 2)
2/90
A CUSTOMER IS THE MOST IMPORTANT VISITOR ON OURPREMISES,
HE IS NOT DEPENDENT ON US,
WE ARE DEPENDENT ON HIM.
HE IS NOT AN INTERRUPTION ON OUR WORK, HE IS THE
PURPOSE OF IT.HE IS NOT AN OUTSIDER ON OUR BUSINESS
HE IS A PART OF IT.
WE ARE NOT DOING HIM A FAVOUR BY SERVING HIM,
HE IS DOING US A FAVOUR BY GIVING US THEOPPORTUNITY TO DO SO.
7/27/2019 Consumer Behavior(Lecture 2)
3/90
PERCEPTION
It is the process through which individuals are exposedto information, attend to the information, andcomprehend the information.
The process by which an individual select, organize &
interprets stimuli into a meaningful and coherentpicture of the world
How do we see world around us
7/27/2019 Consumer Behavior(Lecture 2)
4/90
THREE STAGES OF PERCEPTION
Exposure stage - consumers receive information throughtheir senses.
Attention stage - consumers allocate processing capacityto a stimulus.
Comprehension stage - consumers organize and interpretthe information to obtain meaning from it.
7/27/2019 Consumer Behavior(Lecture 2)
5/90
Stimulus-ads, products
Response- physical/mental reaction to the stimulus
Interviewing variables mood, knowledge, attitude,values, situations
7/27/2019 Consumer Behavior(Lecture 2)
6/90
Elements of perception
Sensation
Absoulte threshold
Differential threshold-just noticeable difference Subliminal perception
7/27/2019 Consumer Behavior(Lecture 2)
7/90
Sensation
Immediate & direct response of the sensory organ to
the stimuliA stimulus is the single input of the sense
Human being have sensory organ/sensory receptor
7/27/2019 Consumer Behavior(Lecture 2)
8/90
Nose
SMELL
7/27/2019 Consumer Behavior(Lecture 2)
9/90
Eyes
SIGHT
7/27/2019 Consumer Behavior(Lecture 2)
10/90
Skin
TOUCH
7/27/2019 Consumer Behavior(Lecture 2)
11/90
Ear
SOUND
7/27/2019 Consumer Behavior(Lecture 2)
12/90
Mouth
TASTE
7/27/2019 Consumer Behavior(Lecture 2)
13/90
1) Absoulte Threshold
Minimum level a individual can
experience a sensation Distinguish between something &
nothing
Sensory adaptation-Under
conditions of constant stimulation,the absolute threshold increases.
Level varies from person to person
Time-Place-Environment
7/27/2019 Consumer Behavior(Lecture 2)
14/90
7/27/2019 Consumer Behavior(Lecture 2)
15/90
2) Differential Threshold
Minimal difference that can
be detected between twosimilar stimuli
Also known as the justnoticeable difference (the
j.n.d.)
7/27/2019 Consumer Behavior(Lecture 2)
16/90
Webers Law
The j.n.d. between two stimuli is not an absoluteamount but an amount relative to the intensity ofthe first stimulus
Webers law states that the stronger the initialstimulus, the greater the additional intensityneeded for the second stimulus to be perceived asdifferent.
7/27/2019 Consumer Behavior(Lecture 2)
17/90
Marketing Applications
of the J.N.D.
Marketers need to determine therelevant j.n.d. for their products
so that negative changes are notreadily discernible to the public
so that product improvementsare very apparent to consumers
7/27/2019 Consumer Behavior(Lecture 2)
18/90
7/27/2019 Consumer Behavior(Lecture 2)
19/90
3) Subliminal Perception This is the example ofthreshold of consciousness
A visual or auditory
message that is allegedlyperceived psychologicalbut not consciously
Stimuli that are too weakor too brief to be
consciously seen or heardmay be strong enough tobe perceived by one ormore receptor cells.
7/27/2019 Consumer Behavior(Lecture 2)
20/90
Aspects of Perception
Selection
Organization
Interpretation
7/27/2019 Consumer Behavior(Lecture 2)
21/90
Aspects of Perception
Selection
Organization
Interpretation
7/27/2019 Consumer Behavior(Lecture 2)
22/90
Selection
7/27/2019 Consumer Behavior(Lecture 2)
23/90
Perceptual Selection
Selective Exposure
Selective Attention
Perceptual Defense
Perceptual Blocking
Concepts
7/27/2019 Consumer Behavior(Lecture 2)
24/90
Which one you will choose?
7/27/2019 Consumer Behavior(Lecture 2)
25/90
Which one you will choose?
7/27/2019 Consumer Behavior(Lecture 2)
26/90
Selective exposure
Consumer seek out message which
Are pleasant
They can sympathize
Reassure them of good purchase
7/27/2019 Consumer Behavior(Lecture 2)
27/90
Perceptual Selection
Consumers subconsciously are selective as to what theyperceive.
Stimuli selected depends on two major factors Consumers previous experience Consumers motives
Selection depends on the
Nature of the stimulus Expectations
Motives
7/27/2019 Consumer Behavior(Lecture 2)
28/90
Stimulus Factors
Size and Intensityinfluence the
probability of payingattention
Larger stimuli aremore likely to be
noticed than a smallone
SIZE NO. OF
RESPONS
ES
SPREAD 107
1 PAGE 76
TWO THIRDS
PAGE
68
ONE HALFPAGE
56
ONE THIRD
PAGE
47
7/27/2019 Consumer Behavior(Lecture 2)
29/90
Selective attention Heightened awareness when
stimuli meet need
Consumer prefer differentmessage & medium
7/27/2019 Consumer Behavior(Lecture 2)
30/90
Perceptual defense
Screening out of stimuliwhich are threatening
Eg: Tv cable terminationcampaign
7/27/2019 Consumer Behavior(Lecture 2)
31/90
Perceptual blocking
Consumer avoid beingbombarded by
Tuning out
TiVo (Odd ads)
7/27/2019 Consumer Behavior(Lecture 2)
32/90
Aspects of Perception
Selection
Organization
Interpretation
7/27/2019 Consumer Behavior(Lecture 2)
33/90
7/27/2019 Consumer Behavior(Lecture 2)
34/90
Organization
Figure and ground
Grouping
Closure
People tend to organize
perceptions into figure-and-groundrelationships.
The ground is usually
hazy. Marketers usually designso the figure is thenoticed stimuli.
Principles
7/27/2019 Consumer Behavior(Lecture 2)
35/90
7/27/2019 Consumer Behavior(Lecture 2)
36/90
7/27/2019 Consumer Behavior(Lecture 2)
37/90
7/27/2019 Consumer Behavior(Lecture 2)
38/90
Organization
Figure and ground Grouping
Closure
People group stimuli toform a unifiedimpression or concept.
Grouping helps memory
and recall.
Principles
7/27/2019 Consumer Behavior(Lecture 2)
39/90
7/27/2019 Consumer Behavior(Lecture 2)
40/90
7/27/2019 Consumer Behavior(Lecture 2)
41/90
Organization
Figure and ground
Grouping
Closure
People have a need for
closure and organizeperceptions to form acomplete picture.
Will often fill in missing
pieces Incomplete messages
remembered more thancomplete
Principles
7/27/2019 Consumer Behavior(Lecture 2)
42/90
7/27/2019 Consumer Behavior(Lecture 2)
43/90
Aspects of Perception
Selection
Organization
Interpretation
7/27/2019 Consumer Behavior(Lecture 2)
44/90
Interpretation
Physical
Appearances Stereotypes
First Impressions
Jumping toConclusions
Halo Effect
Percep tual Disto rt ion
7/27/2019 Consumer Behavior(Lecture 2)
45/90
Physical appearances
Positive attributes ofpeople they know tothose who resemble
them Important for model
selection Attractive models are
more persuasive forsome products
7/27/2019 Consumer Behavior(Lecture 2)
46/90
Stereotypes
People hold meaningsrelated to stimuli
Stereotypes influence
how stimuli areperceived
7/27/2019 Consumer Behavior(Lecture 2)
47/90
First Impressions First impressions are
lasting The perceiver is trying to
determine which stimuliare relevant, important,or predictive
7/27/2019 Consumer Behavior(Lecture 2)
48/90
Jumping to conclusion
People tend not to listento all the informationbefore making
conclusion Important to put
persuasive argumentsfirst in advertising
7/27/2019 Consumer Behavior(Lecture 2)
49/90
Halo effect Consumers perceive and
evaluate multiple objectsbased on just one
dimension Used in licensing of names Important with
spokesperson choice
7/27/2019 Consumer Behavior(Lecture 2)
50/90
Issues in Consumer Imagery
Product Positioning and Repositioning
Positioning of Services
Perceived Price
Perceived Quality
Retail Store Image Manufacturer Image
Perceived Risk
7/27/2019 Consumer Behavior(Lecture 2)
51/90
Positioning
Establishing a specific image for a brand in theconsumers mind
Product is positioned in relation to competingbrands
Conveys the concept, or meaning, of the product interms of how it fulfills a consumer need
Result of successful positioning is a distinctive,positive brand image
7/27/2019 Consumer Behavior(Lecture 2)
52/90
Positioning Techniques
Umbrella Positioning
Positioning againstCompetition
Positioning Based on aSpecific Benefit
Finding an UnownedPosition
Filling Several
Positions Repositioning
7/27/2019 Consumer Behavior(Lecture 2)
53/90
Repositioning Changing the way a
product is perceivedby consumer in
relation to otherbrand or product
7/27/2019 Consumer Behavior(Lecture 2)
54/90
Positioning of service Umbrella positioning
7/27/2019 Consumer Behavior(Lecture 2)
55/90
Positioning against competition
7/27/2019 Consumer Behavior(Lecture 2)
56/90
Positioning with benefits
7/27/2019 Consumer Behavior(Lecture 2)
57/90
Perceptual mappingA research technique that enables marketers to plot
graphically consumers perceptions concerningproduct attributes of specific brands
7/27/2019 Consumer Behavior(Lecture 2)
58/90
7/27/2019 Consumer Behavior(Lecture 2)
59/90
LEARNING
Changes in an individuals behavior arising from experience.
LEARNING DEFINED
IT IS RELATIVELY PERMANENT CHANGE IN BEHAVIOUR
OCCURING AS A RESULT OF EXPERIENCE.
7/27/2019 Consumer Behavior(Lecture 2)
60/90
Learning Taxonomy
60
7/27/2019 Consumer Behavior(Lecture 2)
61/90
Learning Theories
Behavioral Theories:Theories based on thepremise that learning
takes place as the resultof observable responsesto external stimuli. Alsoknown as stimulus
response theory.
Cognitive Theories:
A theory of learningbased on mental
information processing,often in response toproblem solving.
61
7/27/2019 Consumer Behavior(Lecture 2)
62/90
Learning Processes
Intentional:
Learning acquired as aresult of a carefulsearch for information
Incidental:
Learning acquired byaccident or withoutmuch effort
62
7/27/2019 Consumer Behavior(Lecture 2)
63/90
Elements of Learning Theories1. Motivation
2. Cues
3. Response
4. Reinforcement
Stimulus
Drive
Response
Reinforcement
63
7/27/2019 Consumer Behavior(Lecture 2)
64/90
Reinforcement
A positive or
negative outcome
that influences thelikelihood that a
specific behavior
will be repeated in
the future in
response to a
particular cue or
stimulus.
64
7/27/2019 Consumer Behavior(Lecture 2)
65/90
StimulusGeneralization
The inabilityto
perceive differences
between slightly
dissimilar stimuli.
65
7/27/2019 Consumer Behavior(Lecture 2)
66/90
Observational Learning
A process by whichindividuals observe
the behavior of
others, and
consequences of
such behavior. Also
known as modeling
or vicarious learning.
66
7/27/2019 Consumer Behavior(Lecture 2)
67/90
COMPONENTS OF OBSERVATIONAL LEARNING
ATTENTIONPRODUCTION
PROCESSRETENTION MOTIVATION
OBSERVATIONAL LEARNING
67
7/27/2019 Consumer Behavior(Lecture 2)
68/90
ClassicalConditioning
A behavioral learning
theory according towhich a stimulus is
paired with another
stimulus that elicitsa known response
that serves to
produce the same
response when used
alone.
68
7/27/2019 Consumer Behavior(Lecture 2)
69/90
Models of Classical Conditioning
69
7/27/2019 Consumer Behavior(Lecture 2)
70/90
Instrumental
(Operant)Conditioning
A behavioral theory of
learning based on atrial-and-error
process, with habits
forced as the result of
positive experiences
(reinforcement)
resulting from certain
responses or
behaviors.
70
7/27/2019 Consumer Behavior(Lecture 2)
71/90
Operant Conditioning . . .. . . is the process in which the frequency ofoccurrence of a bit of behavior is modified bytheconsequences of the behavior.
If positively reinforced, the likelihood of the behaviorbeing repeated increases.
If punished, the likelihood of the behavior being repeateddecreases.
71
Operant (or instrumental) conditioning
7/27/2019 Consumer Behavior(Lecture 2)
72/90
StimulusResponse
Can you explain
Reward habit ?
Reinforcement
72
7/27/2019 Consumer Behavior(Lecture 2)
73/90
Vicarious Learning . . .
. . . is thephenomenonwherepeople observe theactions of others to
develop patterns ofbehavior.
7/27/2019 Consumer Behavior(Lecture 2)
74/90
Consumers
Learn by
Modeling
74
7/27/2019 Consumer Behavior(Lecture 2)
75/90
INFORMATION PROCESSING
Is the process through which consumers are exposed toinformation, attend to it, comprehend it, place it in there
memory and retrieve it when required.
7/27/2019 Consumer Behavior(Lecture 2)
76/90
7/27/2019 Consumer Behavior(Lecture 2)
77/90
What is Motivation?Motivation refers to an activated state of needs
within a person that leads to goal-directedbehavior.
Types of NeedsNeeds can be either innate or learned
Needs can be expressive( emotional)
Needs can be utilitarian( practical and functional).
Needs can be hedonic
77
7/27/2019 Consumer Behavior(Lecture 2)
78/90
Consumer motivations Represents the drive to satisfy both physiological
and psychological needs through product
purchase and consumption .
I t Gives insights into why people buy certain
products. Stems from consumer needs: industries
have been built around basic human needs
78
7/27/2019 Consumer Behavior(Lecture 2)
79/90
Types of Motivational ConflictApproach-approach: deciding between two or
more desirable options
Avoidance-avoidance: deciding between two or
more undesirable options
Approach-avoidance: behavior has both positive
and negative consequences
79
7/27/2019 Consumer Behavior(Lecture 2)
80/90
Motivational Intensity
Motivational intensity: how strongly consumers aremotivated to satisfy a particular need
Depends on needs importance
Involvement: degree to which an object or behavior ispersonally relevant
Motivational intensity and involvement determineamount of effort consumers exert in satisfying needs
80
7/27/2019 Consumer Behavior(Lecture 2)
81/90
The Challenge of UnderstandingConsumer MotivationReasons underlying consumer motivation are not always
obvious
Research is necessary to discover real motivations behind
behaviors
People dont always want to disclose real reasons for their actions
People dont always know why they do what they do ,unconscious motivation
Motivations change over time
81
7/27/2019 Consumer Behavior(Lecture 2)
82/90
7/27/2019 Consumer Behavior(Lecture 2)
83/90
AttitudesGlobal evaluative judgments
Relationships between Consumer Beliefs, Feelings,Attitudes, and Intentions
83
Consumer Attitudes
7/27/2019 Consumer Behavior(Lecture 2)
84/90
Properties of Attitudes
1. Valence: Whether the attitude is positive, negative or
neutral
2. Extremity: The intensity of liking or disliking
3. Resistance: Degree to which the attitude is immune
to change
4. Confidence: Belief that attitude is correct
5. Accessibility: How easily the attitude can be retrieved
from memory
84
7/27/2019 Consumer Behavior(Lecture 2)
85/90
What Is Personality
The inner psychological characteristicsthat both determine and reflect how aperson responds to his or her environment
7/27/2019 Consumer Behavior(Lecture 2)
86/90
The Nature of Personality
Personality reflects individual differences Personality is consistent and enduring
Personality can change
7/27/2019 Consumer Behavior(Lecture 2)
87/90
Theories of Personality Freudian theory
Unconscious needs or drives are at the heart of humanmotivation
Neo-Freudian personality theory
Social relationships are fundamental to the formation anddevelopment of personality
Trait theory
Quantitative approach to personality as a set ofpsychological traits
7/27/2019 Consumer Behavior(Lecture 2)
88/90
Freudian Theory
Id Warehouse of primitive or instinctual needs for which
individual seeks immediate satisfaction
Superego Individuals internal expression of societys moral and
ethical codes of conduct
Ego Individuals conscious control that balances the demands
of the id and superego
7/27/2019 Consumer Behavior(Lecture 2)
89/90
Brand Personality
Personality-like traits associated with brands Examples
Nike and athlete BMW is performance driven Levis 501 jeans are dependable and rugged
Brand personality which is strong and favorablewill strengthen a brand but not necessarilydemand a price premium
7/27/2019 Consumer Behavior(Lecture 2)
90/90
Top Related