Value Unique benefit I can provide to my customers to satisfy their needs.

It can be
tangible/intangible which my competitor is not able to provide.
Utilitarian aspect of an attitude toward a behavior relates to usefulness, value, and wiseness of
the behavior as perceived by the consumer. Hedonic aspect relates to pleasure experienced or
anticipated from the behavior. Hedonic aspect results from the esthetic/ emotional feelings such
as love, hate, fear, joy, boredom, etc., in addition to like/ dislike.
Both the utilitarian and hedonic aspects are bipolar in nature and vary in magnitude. Hedonic
aspect includes painful and unpleasant feelings as well as pleasant. Utilitarian aspect includes
judgements about foolishness and irrationality as well as wiseness and rationality.
Hedonic goods are consumed for luxury purposes, which are desirable objects that allow the
consumer to feel pleasure, fun, and enjoyment from buying the product. This is the different
from Utilitarian goods, which are purchased for their practical uses and are based on the
consumer's needs.
Affect-rich items are those that can produce associative imagery in the mind of the consumer,
portraying it in a pleasing light and making it desirable. This kind of strategy plays with positive
hedonic motivation and convinces the consumer to buy the product because they will enjoy using
it. Affect-poor items dont offer that kind of imagery and are therefore connected with utilitarian
purposes.

Conspicuous consumption is the spending of money on and the acquiring of luxury goods and
services to publicly display economic powereither the buyer's income or the buyer's

accumulated wealth. Sociologically, to the conspicuous consumer, such a public display of

discretionary economic power is a means either of attaining or of maintaining a given social
status.Moreover, invidious consumption, a more specialized sociologic term, denotes the
deliberate conspicuous consumption of goods and services intended to provoke the envy of other
people, as a means of displaying the buyers superior socio-economic status.Consumer
materialism is a personal value that reflects the importance a consumer places on the acquisition
and possession of material objects. In the consumer-behavior literature, three elements are
typically recognized as constituting materialism: the belief that acquisition is necessary for
happiness, the tendency to judge the success of one's self and others by their possessions, and the
centrality of acquisition and possessions in one's life.
Consumers who are compulsive buyers have an addiction; in some respects, they
are out of control and their actions may have damaging consequences to them and
to those around them. Examples include uncontrollable shopping, gambling, drug
addition, alcoholism and various food and eating disorders. It is distinctively
different from impulsive buying which is a temporary phase and centers on a
specific product at a particular moment. In contrast compulsive buying is enduring
behaviour that centers on the process of buying, not the purchases themselves.
Compulsive consumption the process of repetitive, often excessive, shopped
used to relieve tension, anxiety, depression, or boredom
consumer terrorism the practice of introducing dangerous substances to
foodstuffs or other consumer products, esp to extort money from the manufacturers
Addictive consumption individual's probability of becoming addicted to a
substance is linked to the behavior of their parents, friends and society. In the
infectious disease model current consumption is based only on the level of addiction
and current costs
The anti-consumption spirit of the various scheduled Occupy events has a
precedent in Buy Nothing Day (adbusters)
Anti-consumerism which discourages ever-growing purchasing and consumption
of material possessions. Anti-consumerist activists express concern over modern
corporations or organizations that pursue solely economic goals at the expense of
environmental, social, or ethical concerns; these concerns overlap with those of
environmental activism, anti-globalization, and animal-rights activism.
Consumed consumers those people who are used or exploited, whether willingly
or not, for commercial gain in the marketplace. The unaware hunter will eventually
become the hunted. (Savages story)

Affect emotion based, state of mind, feeling responses[ joy love fear guilt anger
warmth it can be positive or negative] little direct control over affect, anxiety
adrenalin
cognition- mental process, thinking responses(belief based), information
processing, physical/social stimuli, symbolic meaning, sensory meaning(relating to
sensation or the physical senses; transmitted or perceived by the senses), semantic
meaning(relating to meaning in language or logic. It focuses on the relation
between signifiers, like words, phrases, signs, and symbols, and what they stand
for, their denotation.), metaphors and semiotics (verbal, visual,hidden)
semiotics (study of signs and symbols and their use or interpretation.)[marbaro
cigar]
behavior(intention based)

Cognition > Affect > Behaviour high range strawberries

Cognition > Behaviour > Affect tasty treat veggie soup
Affect > Behaviour > Cognition sachin endorsing pepsi
Affect > Cognition > Behaviour 20K happy customers brio
Behaviour > Affect > Cognition minute maid pulpy stall

High Involvement where rational approaches are effective Low Involvement

where emotional appeals are effective
Central Route to Persuasion : make the consumer think
Peripheral Route to persuasion : bias the consumer to have likes
Left Hemisphere : Cognitive
Right Hemisphere : Affective
Subliminal perception: occurs when stimulus is below the level of the consumers
awareness.
Perceptual vigilance: youre in the market for a carso you tend to notice car ads
more than before
Perceptual defense: people see what they want to seeand dont see what they
dont want to see (smokers)
Classical Conditioning ,Meat powder = unconditioned stimulus ,Bell is
conditioned stimulus ,Drooling is the conditioned response
Instrumental Conditioning
Positive reinforcement ,Ad showing beautiful hair as a reinforcement to buy
shampoo
Negative reinforcement ,Ad showing wrinkled skin as reinforcement to buy skin
cream

Attribute
Our
Competitors
Simultaneous Importance Performance
Performance
Result

P Po Neglect
or
ed
O
H
Opportu
O
I
nity
G
R
G
oo Compet
H
d
itive
G
O
O
D

Disadva
Po ntage
or
G Compet
itive
oo
d Advanta
ge

L
O
W P Po HeadO or to-head
O G competi
tion
R oo
d

G
O
O
D

Null
Opportu
Po
nity
or
False
G
Alarm
oo
d
False
Advanta
ge

False
Compet
ition
Volitional control: the degree to which a behavior can be performed at will.
Existence of uncontrollable factors interfere with the ability to do as
intended.
Perceived behavioral control: the persons belief about how easy it is to
perform the behavior.
Cognitive Belief based, Affective emotion based, Behavioral intention based
Beliefs are based on knowledge.

unwittingly become a karate master. Now in good movies, the viewer

participates in something called the willing suspension of disbelief .
What drives us, as consumers, to make the choices we do? What causes us to
choose one brand or product over another?

Stuff that engages us emotionally, and that enhances our lives?

Arouse our interest, encourage us to buy.
Irrational minds flooded with cultural biases.
Subconscious forces that stimulate our interest and ultimately punches a hole in
our wallet