AS AN INDIVIDUAL THE CONSUMER Slide 2 Discussion on. 1. Consumer
Motivation 2. Personality & Consumer Behaviour 3. Consumer
Perception 4. Consumer Learning 5. Consumer Attitude Formation 6.
Communication & Consumer Behaviour Slide 3 Consumer Motivation
1. Needs 2. Goals 3. Motives Innate Acquired Generic Product
Specific Rational Emotional Slide 4 Dynamics of Motivation 1. Needs
are never fully satisfied 2. New needs emerge as old needs are
satisfied 3. Success & failure influence goals -Substitute
Goals -Frustration - Defense Mechanism 4. Multiplicity of needs
& variation of goals Slide 5 Arousal of Motives 1.
Psychological Arousal 2. Emotional Arousal 3. Cognitive Arousal **
Maslows Hierarchy of Needs Slide 6 Trio of Needs 1. Power 2.
Affiliation 3. Achievement Slide 7 Revision WHO is a CONSUMER? WHY
is he IMPORTATNT? HOW he needs to be SEGMENTED? Impact of MARKETING
on CONSUMER CB w.r.t MARKETING ORIENTATION NEED,WANT & DESIRE
HEDOMICS SOCIAL & CULTURAL FACTORS Slide 8 Activity 1. FIVE
Teams of 5-6 members 2. Choose any one member from each team as a
LEADER 3. First part of the activity involves participation of all
members of each team including the leader 4. 2 nd & 3 rd 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 another 5. Duration of the activity: 40 minutes.
6. Carefully read the instructions & follow the same 7. PLEASE
MAINTAIN SILENCE Slide 9 Personality Those inner characteristics
that both determine and reflect how a person responds to his or her
environment Nature of Personality -Reflects individual differences
-Consistent & enduring -Can change High/Low in consumer
ethnocentrism Consistency in consumption behaviour ( May change!!)
Under certain circumstances personalities change Slide 10 Theories
of Personality 1. Freudian Theory 2. Neo-Freudian Theory 3. Trait
Theory Slide 11 Fundamental Assumptions of Psychoanalytic Theory
Unconscious Motivation Individuals control their sexual and
aggressive urges by placing them in the unconscious These take on a
life of their own and become the motivated unconscious According 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. Slide 12
Freudian 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 Slide 13 Freudian Theory Freud
proposed that the human personality consists of three interacting
system: The Id The Superego The Ego Warehouse of primitive &
impulsive drives- Physiological Needs Individuals Internal
Expression of societys moral & ethical codes of conducts
Individuals conscious control. Functions as an internal monitor
Slide 14 Representation of the interrelationships among the Id, Ego
& Superego ID- System 1 SUPEREGO - System 2 EGO- System 3
Gratification Slide 15 The Structure of Personality The Id
Reservoir of Psychic Energy Most primitive part of the mind; what
we are born with Source of all drives and urges Operates according
to the pleasure principle and primary process thinking The pleasure
principle is the desire for immediate gratification. Primary
process thinking is thinking without logical rules of conscious
thought or an anchor in reality. Slide 16 The Structure of
Personality The Ego- Executive of Personality The part of the mind
that constrains the id to reality Develops around 2-3 years of age
Operates according to the reality principle and secondary process
thinking Mediates between id, superego, and environment The 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. Slide 17 The Structure of Personality The
Superego- Upholder of Values and Ideals The part of the mind that
internalizes the values, morals, and ideals of society Develops
around age 5 Not bound by reality The 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. Slide 18
According to Freud your unique character and quirks are the
products of how your personality develops during childhood
Peculiarity Slide 19 Stages- Psychosexual Development Oral Stage:
Birth to 18 Months Anal Stage: 18 months to three years Phallic
stage: 3 years to 7-8 years Latency Stage: 7-8 years to puberty
Genital 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 buy
Slide 20 Neo-Freudian Theory Neo Freudians' believed that social
relationships are fundamental to the formation & development of
personality Slide 21 21 The Neo-Freudians: Carl Jungs Analytical
Psychology The Personal and the Collective Unconscious Jung shared,
yet rejected, many of Freud's beliefs Jung believed in the
importance of the unconscious and the power of dream analysis Jung
favored spirituality and the notion of psychosocial rather than
psychosexual energy Slide 22 22 The Personal and the Collective
Unconscious Jung referred to the personal unconscious as a
collection of personal experiences Coined the term complex to
reflect personal tension Referred to a collective unconscious to
reflect spiritual influences, composed of various archetypes, that
are inherited and universal The Neo-Freudians: Carl Jungs
Analytical Psychology Typical example of certain person or thing
Slide 23 23 Specific Archetypes The 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 females The shadow archetype refers
to the dark side of humanity The Neo-Freudians: Carl Jungs
Analytical Psychology Slide 24 24 IntroversionExtroversion Jung was
the first person to make the extroversion introversion 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 objectivity The Neo-Freudians: Carl Jungs
Analytical Psychology Slide 25 25 IntroversionExtroversion Jung
linked personality to cultural differences Jung 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
Psychology Slide 26 26 Adlers perspective views each person as
unique, and he represents a movement called individual psychology
Adler refuted Freuds notion that sexual urges motivate people Adler
believed that people try to overcome a sense of inferiority that
arises from a biological weakness (organ inferiority) or from a
psychological weakness The Neo-Freudians: Alfred Adler Slide 27 27
The Inferiority Complex Adler believed that we strive to overcome
an inferiority complex by aiming for superiority and perfection
Organ and inferiority complexes were universal concepts for Adler,
but differences in biological and environmental factors accounted
for individual differences The Neo-Freudians: Alfred Adler Slide 28
28 Styles of Life and the Meaning of Life Styles of life are unique
patterns of life expression that are the result of early life
experiences Meanings that are gravely mistaken result from
situations that involve organ inferiority, pampered children, and
neglected children The Neo-Freudians: Alfred Adler Slide 29 29
Styles of Life and the Meaning of Life Organ inferiority
contributes to humiliation and defensiveness from social
comparisons, but can be overcome Pampered children feel prominent
and may react when they no longer feel this way Neglected children
may become cold and hostile due to their mistrust of others The
Neo-Freudians: Alfred Adler Slide 30 30 Styles of Life and the
Meaning of Life Adlers focus in therapy was on discovering
prototypes (early memories) called old remembrances that determine
adult styles of life Adler outlined four styles of life: 1. Ruling
Type: desire for control 2. Getting Type: dependent on others 3.
Avoiding Type: avoidant and isolated 4. Socially Useful Type:
self-control and social interest The Neo-Freudians: Alfred Adler
Slide 31 31 Social Interest Social interest develops in childhood
and is influenced by the interaction with the mother Adler referred
to the superiority complex to describe persons having more interest
in personal goals than in social interest, and overcompensating for
feelings of inferiority Research has reported low
inter-correlations among measures of social interest The
Neo-Freudians: Alfred Adler Slide 32 32 Birth Order Adler supported
a link between birth order and personality and outlined several
types: Only children are pampered and lack social interest
First-born children are conservative and obedient Second-born
children are best adjusted The Neo-Freudians: Alfred Adler Slide 33
33 Birth Order Ernst and Angst (1983) found a low association
between birth order and personality, and identified several flaws
in this type of research Sulloways (1996) niche model of
personality describes first borns as high achievers and second
borns as rebellious Most research in this area is inconsistent, but
beliefs about birth order are still held by most people The
Neo-Freudians: Alfred Adler Slide 34 34 Evaluation of Adlers
Contributions The inferiority complex is regarded as central to
identity The role of social interest is key to an understanding of
maladaptiveness Identifying pampered and neglected children has
contributed to research on parental roles in shaping personality
The Neo-Freudians: Alfred Adler Slide 35 35 Horney and the
Importance of Culture Horney believed that cultural factors
influence personality and individual differences Horney identified
three contradictions for all people: 1. Success vs. Love 2.
Idealism vs. Frustration 3. Independence vs. Situational
constraints The Neo-Freudians: Karen Horney Slide 36 36 Basic
Anxiety and Basic Hostility Horney 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 neurosis The Neo-Freudians:
Karen Horney Neurosis is a class of functional mental disorders
involving distress but neither delusions nor hallucinations,
whereby behavior is not outside socially acceptable norms Slide 37
37 Moving Toward, Against, and Away From People For Horney,
neurosis stems from opposing desires to move toward, against, and
away from others which she called attitudes Horney described
dependent persons as engaging in a self-effacing solution in order
to gain love The Neurotic Needs Horney outlined ten neurotic needs
that reflect personal maladjustment in moving toward, against, and
away from people The Neo-Freudians: Karen Horney Slide 38 Trait
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. Openness Slide 39 Quantitative 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 Slide 40 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 indicators Trait-Factor
Theory Slide 41 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 glamorous Trait-Factor Theory
