Consumer Behavior DA-5 - Marketing Plan Nowmarketingplannow.com/userfiles/marketing/Image/pdf... ·...

ConsumerBehavior-5

Psychological Core of Consumers

Danny AbramovichMarketing Plan Specialist

1. Management2. Marketing3. Research4. Segmentation5. Consumer Behavior-36. Creativity

Management

Marketing

Marketing Research

Market Segmentation

Consumer Behavior

5. Consumer Behavior4Methodology

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

5. What Affects CB?

Decision Making Process

Consumer Behavior Outcomes

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

5.1 Psychological Core

Psychological CoreInternal Process

5.1.1. Perceptions5.1.2. Learning & Memory5.1.3. Motivation and Values5.1.4. Attitudes & Attitude Change5.1.5. The Self

Internal-process

Learning & Memory

Learning – Change in behaviorwhich comes with experience; directly or byobserving eventsthat affect others.

Brand Equity

Internal-process

Learning & Memory

Memory – The process of acquiring information and storingit over time so that it will be available when needed.

External4Encoding4Storage4Retrievalinputs

Nostalgia

üüüü

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?

Internal-process

Motivation, Values

& Involvement

Pyramid of Needs(Maslow, 1954)

Internal-process

Motivation, Values

& Involvement

Internal-process

Motivation, Values

& Involvement

Types of Perceived Riskü Functionalü Financialü Physical-Safetyü Socialü Psychologicalü Time

Internal-process

Motivation, Values

& InvolvementPerceived

risk vs. PLC?

Internal-process

Motivation, Values

& Involvement

Value – A belief about some desirable end-state within a

given culture.

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

5.1 Psychological Core4 LOV

Internal-process

Motivation, Values

& Involvement

4Sense of belonging4Fun & enjoyment in life4Warm relationships with others4Self-fulfillment4Being well-respected4Excitement4Sense of accomplishment4Security4Self-respect

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.

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.

Internal-process

Motivation, Values

& InvolvementFCBgrid

products

Internal-process

Motivation, Values

& Involvement

Thinker

Reactor

Feeler

FCBgrid

products

Internal-process

Motivation, Values

& Involvement

ThinkerL-F-D

TheReactorD-F-L

TheFeelerF-L-D

TheDoer

Learn=information

Feel=attitude

Do=behavior

FCBgrid

products

Internal-process

Motivation, Values

& Involvement

Life insuranceL-F-D

BeerD-F-L

PerfumeF-L-D

DetergentD-L-F

products

Internal-process

Motivation, Values

& Involvement

Measuring Involvement

Un-involvinginvolving5.

UnexcitingExciting4.

IrrelevantRelevant3.

InterestingBoring2.

UnimportantImportant1.

To me (object to be judged) is:

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

üüüüüü

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

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.

Internal-process

Attitudes and

Attitude change

Automated

audience

measurement

solution

www.quividi.com

Internal-process

Attitudes and

Attitude change

…evaluation of people, objects, or issues.

Internal-process

Attitudes and

Attitude change

Changing Attitudes throughCommunication,

Marketing Communication,MarCom!

SourceóCodingóMessageóChannelóDecodingóReceptionObj. Sign Media

ó Ï ¯ » Ð O

Internal-process

Attitudes and

Attitude changeSourceóCodingóMessageóChannelóDecodingóReception

Obj. Sign Media

ó Ï ¯ » Ð O

= Information = Communication

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

ü Sex

• Subliminal techniques.• Sex increases attention.• Brand recall is lower.• May interfere message.

Attitudes and

Attitude change

ü Sex

ü Humor

• Used in 30% of all ads.• Score á in recall tests.

Attitudes and

Attitude change

Attitudes and

Attitude change

ü Sexü Humor

ü Fear

• Solutions to anxiety.• “If-than approach”.•á fear can backfire.

Attitudes and

Attitude change

ü Sexü Humorü Fear

üMetaphors

When aword orphraseis applied to something it does not literally resemblein order to emphasize particular qualities.

Attitudes and

Attitude change

ü Sexü Humorü FearüMetaphors

ü Rational

• Suites for:- Printed media,- B2B advertisers,-á involvement products.

ü Sexü Humorü FearüMetaphorsü Rational

ü Emotional

This ad for a nonprofit animal rights and rescue groupdraws on viewers’ sympathies toward animals.

Attitudes and

Attitude change

üüüüüüüü

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).

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.

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.

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!

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?

Internal-process

The Self

Ideal of beauty refers to aparticular or exemplar appearance.

üüüüüüüüüü

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.

Part Six out of Six

Consumer Behavior DA-5 - Marketing Plan Nowmarketingplannow.com/userfiles/marketing/Image/pdf... ·...

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