Chapter 4 - Perspectives on consumer behavior. After completing this unit, you should be able to: To understand the role consumer behavior plays in the development and implementation of advertising and promotional programs; to understand the consumer decision-making process and how it varies for different types of purchases; to understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion;. | Chapter 4 Perspectives on Consumer Behavior Figure - A Basic Model of Consumer Decision Making Problem Recognition Consumer perceives a need and gets motivated to solve the problem Caused by a difference between consumer’s ideal state and actual state Sources Out of stock Dissatisfaction, new needs or wants New products, related products or purchases Marketer-induced problem recognition Figure - Maslow’s Hierarchy of Needs Social needs (sense of belonging, love) Safety needs (security, protection) Physiological needs (hunger, thirst) Esteem needs (self-esteem, recognition, status) Self- actualization needs (self-development and realization) Psychoanalytic Theory Influenced modern psychology and explanations of motivation and personality Applied to the study of consumer behavior Deep motives can only be determined by probing the subconscious Figure - Some of the Marketing Research Methods Used to Probe the Mind of the Consumer Perception Processes Sensation Immediate, direct response of the senses to a stimulus Selecting information Internal psychological factors determine what one focuses on and/or ignores Interpreting the information Organizing, and categorizing information is influenced by: Internal psychological factors The nature of the stimulus Selective perception Results from the high number and complexity of the marketing stimuli a person is exposed to Selective Perception Process Consumers choose whether or not to make themselves available to information Selective exposure Consumer chooses to focus attention on certain stimuli while excluding others Selective attention Consumers interpret information on the basis of their own attitudes, beliefs, motives, and experiences Selective comprehension Consumers do not remember all the information they see, hear, or read even after attending to and comprehending it Mnemonics: Symbols, rhymes, associations, and images that assist in the . | Chapter 4 Perspectives on Consumer Behavior Figure - A Basic Model of Consumer Decision Making Problem Recognition Consumer perceives a need and gets motivated to solve the problem Caused by a difference between consumer’s ideal state and actual state Sources Out of stock Dissatisfaction, new needs or wants New products, related products or purchases Marketer-induced problem recognition Figure - Maslow’s Hierarchy of Needs Social needs (sense of belonging, love) Safety needs (security, protection) Physiological needs (hunger, thirst) Esteem needs (self-esteem, recognition, status) Self- actualization needs (self-development and realization) Psychoanalytic Theory Influenced modern psychology and explanations of motivation and personality Applied to the study of consumer behavior Deep motives can only be determined by probing the subconscious Figure - Some of the Marketing Research Methods Used to Probe the Mind of the Consumer .
