PSYCHOLOGICAL INFLUENCES

ON CONSUMER BEHAVIOUR Unit II

 SELF AND SELF-
IMAGE
Consumers have a variety of enduring
images of themselves
These images are associated
with personality in that
individuals’ tend to buy product and
services and patronize retailers
whose image or personalities relate
in some meaningful way to their own
self image
 ONE OR MULTIPLE SELVES
A single consumer will act differently in different situations or with
different people.
We have a variety of social roles
Marketers can target products to a particular “self”

36
 MAKEUP OF THE SELF-IMAGE
CONTAINS TRAITS, SKILLS, HABITS, POSSESSIONS, RELATIONSHIPS, AND
WAY OF BEHAVIOR DEVELOPED THROUGH BACKGROUND, EXPERIENCE,
AND INTERACTION WITH OTHERS CONSUMERS SELECT PRODUCTS
CONGRUENT WITH THIS IMAGE.

37
 DIFFERENT SELF-
IMAGES
Actual Self- • How consumers see themselves
Image

• How consumer would like to see

Ideal Self-Image themselves

Social Self- • How consumers feel others see them

Image

Ideal Social • How consumers would like others to

Self- see them

Image
 EXTENDED
SELF

Possessions can extend self in a number of ways:

◦ Actually
◦ Symbolically
◦ Conferring status or rank
◦ feelings of immortality
◦ Endowing with magical powers
 ALTERING THE SELF-
IMAGE
Consumer wish to change their selves.
(Clothing, grooming aids or cosmetics, accessories
etc.)

Consumers use self-altering products to express

individualism by:
◦Creating new self
◦Maintaining the existing self
◦Extending the self
◦Conforming
VIRTUAL
PERSONALITY
You can be anyone…
◦ Gender swapping
◦ Age differences
◦ Mild-mannered to aggressive

Chapter Five Slide 42

 Personality and
Consumer Behavior
 WHAT IS PERSONALITY
 The inner psychological characteristics that determine and reflect how
a person responds to his or her environment.

 The emphasis in this definition is on inner characteristics-

Specific qualities, Attributes, Traits, factors, and
Mannerisms that distinguish one individual from other
individuals.
THE NATURE OF
PERSONALITY
The Nature of Personality:
◦Personality reflects individual differences
No two individual are exactly alike
◦Personality is consistent and enduring
Marketer can’t change customer personality
◦ Personality can change
 Birth of a child
 The death of a loved
one
 Divorce
 Significant career
promotion

4
THEORIES OF
PERSONALITY
1. Freudian theory
◦Unconscious needs or drives are at the heart of human
motivation
2. Neo-Freudian personality theory
◦Social relationships are fundamental to the formation and
development of personality
3. Trait theory
◦Quantitative approach to personality as a set of
psychological traits
FREUDIAN
THEORY
Id (Physiological needs)
◦Warehouse of primitive or instinctual needs
for which individual seeks immediate
satisfaction. (Thirst/Hunger /Sex)
Superego
◦Individual’s internal expression of society’s
moral and ethical codes of conduct.
(satisfy need in a socially acceptable fashion)
Mother, can I please have a doll?
Ego
◦Individual’s conscious control that
balances the demands of the id and superego.
(internal monitor that attempt to balance the
impulsive demand)

I am hungry so I want to help mother to cooking

7 .
 Freud emphasized that an individual’s personality is formed as he or she passes through a number
of distinct stages of infant and childhood development.
FREUDIAN THEORY AND “PRODUCT
PERSONALITY”

 Researchers who apply Freud‟s psychoanalytic theory to the study of consumer personality believe
that human drives are largely unconscious and that consumers are primarily unaware of
their true reasons for buying what they buy.
 Consumer researchers using Freud’s personality theory see consumer purchases and
/or consumption situations as a reflection and extension of the consumer’s own
personality.
 In other words, they consider the consumer’s appearance and possessions- grooming,
clothing, jewelry, and so forth- as reflections of the individual’s personality.
PRODUCT PERSONALITY TEST

Snack Foods and Personality Traits

Potato Chips
Nuts Popcorn
SNACK FOODS AND PERSONALITY TRAITS

Potato Chips:
Ambitious, successful, high achiever, impatient

Nuts:
Easygoing, empathetic, understanding, calm, even tempered

Popcorn:
Takes charge, modest, self-confident but not a show-off
 NEO-FREUDIAN PERSONALITY
THEORY
Neo-Freudian believed that Social relationships are
fundamental to personality
Alfred Adler: says human being are seekers of rational goal
◦Style of life
◦Seekers to overcome feelings of inferiority
Harry Stack Sullivan
◦He said people continuously attempt to establish
significant and rewarding relationship with other
◦ Karen Horney’s three personality groups
◦Compliant: move toward others
◦Aggressive: move against others
◦Detached: move away from others

11
 TRAIT
THEORY
 Trait theory Focus on quantitative measurement of personality in terms
of psychological characteristics called traits.
 Trait - any distinguishing, relatively enduring way in which one
individual differs from another

 Personality is linked to how consumers make their choices or to

consumption of a broad product category - not a specific brand.

12
PERSONALITY
TRAITS
• Consumer innovativeness
• Dogmatism
• Social character
• Need for uniqueness
• Optimum stimulation level
• Sensation seeking
• Varity – novelty seeking
 CONSUME
R
Innovativeness
Degree of a customer’s Willingness Levels of Innovativeness
to adopt new product and service
01.Global innovativeness-
Four motivational factors that Independent of any product–
inspire consumer innovativeness related context
 Functional factor-
interest in the Performance
02.Domain-specific
 Hedonic factor-
innovativeness
Feeling gratified by using Specific domain or product
 Social Factor- category
Recognized by others
03. Innovative behavior
 Cognitive Factor-
Early acceptance of change
Mental stimulation and
experienced adopt of innovations
by others

15
 CONSUME
R
Innovativeness

 I enjoy buying and trying very w

ne
customer technology

 I ’ m not brand loyal; I’m always

looking for the “best “and “latest” in
customer technology

 M y friends often ask me questions

before they purchase thing dealing
with new technologies
 DOGMATISM
A personality trait that reflects the degree of
rigidity a person displays toward the unfamiliar and
toward information that is contrary to his or her
own established beliefs.
(Well established product) (Closed mindedness)
 Social character Need for
uniquenes
 Ranges on a continuum rofm s
inner-directedness to other-
directedness
 Inner-directedness
 Consumers who avoid
 rely on own inner values when
appearing to conform to
evaluating products like consumer
Innovators. expectations or standards of
 Prefer ads that stress product others.
features and benefits.
 Other-directedness
 look to others for guidance as to what is
appropriate or inappropriate.
 Prefer ads that social acceptance.

18
NEED FOR
UNIQUENESS

 I work at maintaining my
own
unique persona.

 I stop buying brands

when everyone starts to buy
them.

 I ’ m happy when other people

tell me that my taste is
“different” and “uncommon”.
 Optimum SENSATION
Stimulation Level SEEKING

The need for varied, novel, and

A personality trait that
complex sensations and
measures the level or amount of
experience. And the willingness to
novelty or complexity that
take social and physical risks for
individuals seek in their
the sensations.
personal experiences

High OSL consumers tend to accept

risky and novel products more
readily than low OSL consumers.

20
 VARIETY-NOVELTY
SEEKING
Measures a consumer’s degree of variety seeking
Examples include:
Exploratory Purchase Behavior
Switching brands to experience new and possibility better
alternatives.
Vicarious Exploration
Securing new information about a new or a different
alternative
and then contemplating or even dreaming about the
option.
Use Innovativeness
using an existing product in a new way
 COGNITIVE PERSONALITY FACTORS
 Need for cognition (NFC)
A person’s craving for or enjoyment of
thinking
Visualizers Vs
Verbalizers
A person's preference information presented
for visually or verbally.
Need for cognition (NFC)
High NC
• More like to be responsive to the part of
Ad
• Rich in product- Related information or
description
• More like to written message
• Spend more time processing print
advertisement (superior brand and AD
claim recall)
Low NC
• More like to be attractive to the background or
peripheral aspect of an ad
• Attractive model or well known celebrity
• More like to cartoon messages
• More effect for changing attitude and
subjective norms.
 VISUALIZERS VS
VERBALIZERS
Visualizers Verbalizers
Visualizers are Verbalizers prefer
consumers who prefer written or verbal
visual information. information over
graphics and images
FROM CONSUMER
MATERIALISM TO
COMPULSIVE
Acquire and show off
CONSUMPTION
Self centered and
possessions selfish

Materialistic
People

Do not get greater

Seek lifestyle full personal satisfaction
of possessions from possessions

An example of materialism is explaining love in terms of material

things. An example of materialism is valuing a new car over
friendships.
 FROM CONSUMER
MATERIALISM TO
COMPULSIVE
Fixated consumption behavior CONSUMPTION
◦Consumers fixated on certain products or categories of
products
◦Characteristics
◦ Passionate interest in a product category
◦ Willingness to go to great lengths to secure objects
◦ Dedication of time and money to collecting

Compulsive consumption behavior

◦“Addicted” or “out-of-control” consumers
 CONSUMER ETHNOCENTRISM
Ethnocentrism AND COSMOPOLITANISM
Ethnocentric consumers feel it is wrong to
purchase foreign-made products because
of the impact on the economy
 They can be targeted by
nationalistic
stressing themes

Cosmopolitanism
A cosmopolitan orientation would consider
the word to be their marketplace and
would be attracted to products from other
cultures and countries.

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PERSONAL VALUES AND
CONSUMPTION
> Personal values and consumption values are important factors that guide
consumer behaviors and affect consumer’s preference of goods or services
> Personal values are affected by personality, cultural and social factors.
> Consumption values are formed with regard to demanded benefits from
preferred product
> Personal values are the components determining what is important in
individuals‟ lives.
> Each person has a lots of values differing from each other. Personal values
are “the motives that lead people‟s lives, the significance of which varies
depending on conditions and the goals they want to achieve.”
PERSONAL VALUES AND
CONSUMPTION
> each person has values that he or she prefers more, that directs her/his
behaviors and that has a persistent characteristic. Personal values are
formed by variables, such as security, prestige and maintaining the position
in the society. Individuals use these values to reach certain goals
> Personal values are important tools for marketing staff to analyze
consumers‟ purchase behaviors and to determine marketing divisions.
> Consumers evaluate the features of a product differently depending on
their personal values. The features of a product has a very important role in
providing quality and satisfaction because consumers take into account the
features of a product while making a purchase decision
PERSONAL VALUES
1) Power: Social status, prestige, dominating over other people, controlling other people and sources(social power,
authority, welfare, image)
2) Success: The individual achievement a person attains in the frame of social standards (success, ability, bossy,
passion)
3) Hedonism: Pleasure and individual joys (pleasure, satisfaction, enjoyable life).
4) Stimulation: Excitement, innovations and challenges in life (a brave and rich life, an exciting life).
5)Self-direction: Free thought and actions, creative and searching life (creativeness, autonomy, independence,
curiosity, living for one‟s own goals).
6) Universalism: Being tolerant and respective, welfare for all human beings (open-mindness, wisdom, social justice,
equality, world peace, protecting environment, welfare for the whole world)
7) Traditionalism: Respect for others‟ ideas, following others and acceptance, living in accordance with a culture or
religion (Traditional, modest, religious, respect, middle, fatalist).
8) Benevolence: Maintaining and developing people‟s welfare, maintaining inter-personal relations(useful, honest,
forgiveness, loyal, responsible)
9) Obedience: Restriction for behaviors that are harmful for others, limiting expectations (kindness, obedient, self-
discipline, respect for parents and old, honoring elders)
10) Security: Security, harmony, stability in society, trusts in relations (family security, national security, social order,
responding to benevolence, cleanness).
CONSUMPTION VALUES
In today‟s competitive marketing environments, it is very important for businesses to understand
consumer behaviors properly
Consumption values model developed by Sheth is one of the most up-to-date models that explain
consumers preference processes
Consumption values theory utilized for the explanation of consumers‟ purchasing preferences
suggests that consumers who have different values can be categorized and these values can be
important motives in purchasing decisions
This theory explains why consumers buy certain products or not, prefers one product over others and
prefers one product by focusing on the consumption values. This theory can also be used for several
product categories such as physical or not physical products, industrial goods and services
According to consumption values theory, there five fundamental consumption values that affect
consumers behaviors and preferences.
1) functional, 2) conditional 3) social 4) emotional and 5) epistemic values
LEARNING
UNIT I
LEARNING
Learning as a concept is of great interest to marketers because an insight
into an individual’s learning process will throw light on what, where, how and
why decision of their consumption behavior.
This will help them to plan marketing strategies and teach and inform
consumers about their products, where to try them, how to use them,
maintain them, dispose of them and differentiate them from competitors
offering.
DEFINITION - LEARNING
Learning can be defined as a relatively enduring change in behavior due to
experience.
From marketing perspective “ the process by which persons acquire the
purchase and consumption knowledge and experience that they apply to
future related behavior.”
NATURE OF LEARNING
Learning involves a change in behavior, though this change is not
necessarily an improvement over previous behavior.
Learning is a process which continuously evolves and changes as a result of
newly acquired knowledge.
The behavioral change is based on some form of practice or experience.
 ELEMENTS OF LEARNING
An individual receives a variety of stimulus. When a specific stimulus becomes associated
with specific response in a sufficiently permanent manner, the occurrence of the stimuli tends
to bring out a particular response, then we say learning has occurred.

1) Motivation - based on the concept of needs and goals

2) Cues – are stimuli that gives direction to the motives
3) Response - individual reaction to the cues
4) Reinforcement – increases the likelihood that a specific response will occur in the
future as the result of a particular stimuli and or cues
LEARNING
THEORIES
• Behavioral Theories: Theories based on the basis that learning takes
place as the result of observable responses to external stimuli. Also
known as stimulus response theory.

• Cognitive Theories: A theory of learning based on mental information

processing, often in response to problem solving.
BEHAVIORAL LEARNING
THEORIES
• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning

44
CLASSICAL CONDITIONING
Analogous Model of Classical Conditioning
Unconditioned Stimulus
Dinner aroma
Unconditioned Response
Salivation
Conditioned Stimulus
9 o’clock news

AFTER REPEATED PAIRINGS

Conditioned Stimulus Conditioned Response
9 o’clock news Salivation

45
STRATEGIC APPLICATIONS OF CLASSICAL
CONDITIONING

• Repetition
• Stimulus Generalization
• Stimulus Discrimination

46
A MODEL OF INSTRUMENTAL
CONDITIONING
Try Unrewarded
Brand A Legs too tight

Try Unrewarded
Brand B Tight in seat
Stimulus
Situation
Try Unrewarded
(Need good-
looking Brand C Baggy in seat
jeans)
Try Reward
Brand D Perfect fit

Repeat Behavior

47
REINFORCEMENT
• Positive Reinforcement
• Negative Reinforcement
• Extinction and Forgetting

48
STRATEGIC APPLICATION OF INSTRUMENTAL
CONDITIONING
• Customer Satisfaction ( Reinforcement)
• Relationship Marketing
• Reinforcement Schedules
• Shaping

49
MODEL OR OBSERVATIONAL
LEARNING
• Cognitive learning theory
• Information processing
• Involvement Theory

50
INFORMATION
PROCESSING
Information processing is related to both the consumers cognitive
ability and the complexity of the information to be processed

How consumer store, retain and retrieve information

 Sensory Store
 Short Term Store
 Long term Store
 Rehearsal and Encoding
 Retention
 Retrieval 51
INFORMATION
PROCESSING AND
MEMORY STORES
Working
Long
Sensory Sensory
Memory -
Input Store Rehearsal Encoding Retrieval
(Short- term
term Store
Store)

Forgotten Forgotten Forgotten

: lost unavailable
lost

52
INVOLVEMENT
THEORY
A theory of consumer learning which postulates that
consumers engage in a range of information processing
activity from extensive to limited problem solving, depending
on the relevance of the purchase.

53
ISSUES IN INVOLVEMENT
THEORY
• Involvement Theory and Media Strategy
• Involvement Theory and Consumer Relevance
• Central and Peripheral Routes to Persuasion

54
Consumer
Perception
 INTRODUCTI
ON
• Different individuals tend to see the world in
our own ways.Individuals act and react on
the basis of their thinking , nature &
philsophises of life not on the basis of reality.
• Consumer perception emphasises what
consumer think about the product ,
brand,and producers.
• Difference in perception is natural in
human behaviour.
• Perception is described as persons view
of reality.
 DEFINITIONS OF
PERCEPTION
• “Perception is a process of receiving,
selecting, organising, interpreting,
checking and reacting to sensory stimuli
or data so as to form a meaningful and
coherent picture of the world”. _Davis
Keith
 MEANING OF
PERCEPTION
• The process by which an individual selects,
organizes, and interprets stimuli into a
meaningful and coherent picture of the world
• Two people may be exposed to the same
stimuli under the same apparent condition, but
how each person recognizes, selects,
organizes, and interprets these stimuli is a
highly individual process based on each
persons needs, values and expectation.
 ELEMENTS OF PERCEPTION
• Sensation
• Absolute threshold
• Differential threshold
• Subliminal perception
SENSATION
 The immediate and direct response of
the sensory organs to stimuli.
 Stimulus – any unit of input to any of the
senses.
 Sensory receptors – Eyes, Ears, Nose, Mouth
and Skin
 Stimuli include products, package, brand
name, advt. and commercial
 ABSOLUTE THRESHOLD

• The lowest level at which an

individual can experience a
sensation. [ Detecting difference
between “something and
nothing”]
DIFFERENTIAL
THRESHOLD(J.N.D)
• Also known as Just Noticeable Differences
• The minimal difference that can be detected
between two stimuli
MARKETING APPLICATION OF
J.N.D
 Manufacturer and marketers endeavour to determine relevant j.n.d
for their product for 2 different reasons
1. Negative changes are not readily visible to the public
2. Positive improvements are highly visible to the customers

 When it comes to product improvements, marketers very much

want to meet or exceed the consumers differential threshold i.e
they want consumers to readily perceive any improvements made
in original products
 SUBLIMINAL PERCEPTION

• Perception of very weak or rapid stimuli received

below the level of conscious awareness
• Subliminal perception occurs whenever
stimuli presented below the threshold or limen
for awareness are found to influence thoughts,
feelings, or actions.
• The term subliminal perception was originally
used to describe situations in which weak stimuli
wereperceived without awareness
DYNAMICS OF PERCEPTION
• Perceptual Selection
• Perceptual Organization
• Perceptual Interpretation
PERCEPTUAL SELECTION
• Stimuli get selected on two factors:-
– Consumers previous experience affects their
expectation
– Motives at the time

• 1) Nature of the stimulus

– Nature of the product, physical attributes, the
package design, brand name and advertisements
(includes copy, choice and sex of the model,
positioning, size of ad)
– CONTRAST – Difference creates more
attention towards the ad.
• 2) Expectations:-
– People see what they want to see, based on previous
experience, familiarity and preconditioned set of
expectations.
– Marketers believed that high degree of sexuality
creates
more attention.

• 3) Motives
– People perceive the things they need and want –
Stronger
the need – Greater tendency to ignore unrelated things.
– People who are obese see ads related to gyms and
diet.
SELECTIVE PERCEPTION
Selective Perception is the process by which individuals perceive what they want to
in media messages and disregard the rest. consumers selection of stimuli from the
environment is based on the interaction of expectation and motives.
Selective exposure:-
– People look for pleasant and sympathetic messages and avoid painful or
threatening ones.
• Selective attention:-
– People look into ads which will satisfy their need.
• Perceptual Defense:-
– People avoid psychologically threatening ones. Hence constantly change the
ad nature. [ Smoking – warning with words, and now with images ]
• Perceptual Blocking:-
– People block stimuli which is bombarded
 PERCEPTUAL ORGANIZATION

• When people receive stimuli from the environment, they

do not see them as individual stimuli. In fact they group
them and perceive them as unified whole.
• Gestalt Psychology – Basic principle of perceptual
organization
– Figure and Ground
– Grouping
– Closure
FIGURE AND GROUND
 FIGURE AND GROUND IN
PRODUCT PLACEMENT

You will
certainly notice
Coke kept here
FIGURE AND
GROUND
GROUPING
CLOSURE
 PERCEPTUAL INTERPRETATION

• Interpretation of stimuli is also uniquely individual, because it is based

on what individual expect to see in light of their previous experience on
the number of plausible explanation they can envision, and on their
motives and interests at the time of perception.
1. Perceptual Distortion
2. Physical Appearances
3. Stereotypes
4. First Impression
5. Jumping to conclusion
6. Halo Effect
STEREOTYPES
– People carrying biased pictures in their minds of
the meanings of various stimuli.
– People hold meaning related to stimuli
– Stereotypes influence how stimuli are perceived
– Bias in United Colors of Benetton.
PROBLEMATIC AD OF UCB
This 1991 ad is much more than meets the eye. Sure,
there’s the typical message of unity: one figure from
three historically conflicting continents all being
warmed by a single blanket. Looking closer at the
image, you see that the women on either end of the
child have their hands clasped together (which would
probably explain the colours used for the blanket) and
suddenly the image becomes a family portrait. The
power of this advert is its subtlety and refusal to
submit to any homosexual stereotypes or restrictions
in terms of interracial love or the issue of adopting.
PHYSICAL APPEARANCES

– People associate quality with people in the ads.

– Attractive models have positive influence
– Colors of juices.
– Shape of the package
– Average men are not considered as businessman.
• Ex: Bill gates Vs Sarathbabu Elumalai
WHICH ONE IS ORANGE JUICE?
DESCRIPTIVE TERMS
• Stereotypes are reflected in Verbal messages.

– Accenture – High Performance, Delivered.

– KFC – Spicy Chicken

– McDonald – Happy price (targeting Indians who

are price conscious)
WHICH ONE IS A
COURIER COMPANY?
FIRST IMPRESSIONS
• First impressions are lasting

• The perceiver is trying to determine which

stimuli are relevant, important, or predictive
 JUMPING TO CONCLUSION
• Many people tend to jump to conclusion before examining all
the relevant evidence.
 HALO EFFECT
• Consumers perceive and evaluate product or
service or even product line based on just one
dimension.
• Important with spokesperson choice.

• Tampering the halo effect is detrimental to the

organization.
• Toyota – Quality.
• Volvo – Safety.
• Sony - Music
 CONSUMER
MOTIVATION
 NEEDS AND MOTIVATION
• Needs are the essence of the marketing concept.
Marketers do not create needs but can make
consumers aware of needs.
• Motivation is the driving force within individuals
that impels them to action.
MODEL OF THE
MOTIVATION PROCESS
 TYPES OF
NEEDS
• Innate Needs
– Physiological (or biogenic) needs that are considered
primary needs or motives

• Acquired Needs
– Learned in response to our culture or environment. Are
generally psychological and considered secondary needs
 GOAL
S
• The sought-after results of motivated behavior
• Generic goals are general categories of goals that
consumers see as a way to fulfill their needs
• Product-specific goals are specifically branded
products or services that consumers select as
their goals
 THE SELECTION OF
GOALS
• The goals selected by an individual
depend on their:
– Personal experiences
– Physical capacity
– Prevailing cultural norms and values
– Goal’s accessibility in the physical and
social environment
 MOTIVATIONS AND
GOALS
Positive
• Motivation Negative
 A driving force toward some
• Motivation
object or condition A driving force away
• Approach Goal from some object or
 A positive goal toward which condition
behavior is directed • Avoidance Goal
– A negative goal from
which behavior is
directed away
 RATIONAL VERSUS
EMOTIONAL
• MOTIVES
Rationality implies that consumers
select goals based on totally objective
criteria such as size, weight, price, or
miles per gallon
• Emotional motives imply the selection
of goals according to personal or
subjective criteria
 THE DYNAMIC NATURE OF
• MOTIVATION
Needs are never fully satisfied
• New needs emerge as old needs are
satisfied
• People who achieve their goals set new
and higher goals for themselves
 SUBSTITUTE
GOALS
• Are used when a consumer cannot
attain a specific goal he/she anticipates
will satisfy a need
• The substitute goal will dispel tension
• Substitute goals may actually replace
the primary goal over time
 FRUSTRAT
ION
• Failure to achieve a goal may result in
frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.
 DEFENSE
MECHANISM
• Methods by which people mentally
redefine frustrating situations to
protect their self-images and their self-
esteem
 TABLE 4.2
DEFENSE
MECHANISMS
• Aggression • Projection
• Rationalization • Autism
• Regression • Identification
• Withdrawal • Repression
 AROUSAL OF
MOTIVES
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
 PHILOSOPHIES CONCERNED WITH
AROUSAL
• Behaviorist School OF MOTIVES
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Needs and past experiences are reasoned,
categorized, and transformed into attitudes and
beliefs
 MASLOW’S HIERARCHY OF NEEDS
FIGURE 4.10

weblink
 A TRIO OF
NEEDS
• Power
– individual’s desire to control environment
• Affiliation
– need for friendship, acceptance, and
belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and self-
actualization needs
 MEASUREMENT OF
MOTIVES
• Researchers rely on a combination of
techniques
• Combination of behavioral, subjective,
and qualitative data
• Construction of a measurement scale
can be complex
 MOTIVATIONAL
RESEARCH
• Qualitative research designed to
uncover consumers’ subconscious or
hidden motivations
• Attempts to discover underlying
feelings, attitudes, and emotions
 QUALITATIVE
MOTIVATIONAL
• RESEARCH
Metaphor analysis
• Storytelling
• Word association and sentence
completion
• Thematic apperception test
• Drawing pictures and photo-
sorts
 Consumer Attitude
Formation and Change
 A learned
predisposition to
behave in a
consistently
Attitude
favorable or
unfavorable manner
with respect to a
given object.
 WHAT ARE
ATTITUDES?
• The attitude “object”
• Attitudes are a learned predisposition
• Attitudes have consistency
• Attitudes occur within a situation
 STRUCTURAL
MODELS OF
•
ATTITUDES
Tricomponent Attitude Model
• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-toward-the-Ad Model
A SIMPLE REPRESENTATION OF
THE TRICOMPONENT ATTITUDE
MODEL

Conation

Affect
Cognition
 THE
TRICOMPONENT
• MODEL
Cognitive Component
– The knowledge and perceptions that are acquired by a
combination of direct experience with the attitude
object and related information from various sources.
• Affective Component
– A consumer’s emotions or feelings about a particular
product or brand.
• Conative Component
– The likelihood or tendency that an individual will
undertake a specific action or behave in a particular
way with regard to the attitude object.
Multiattribute Portrays consumer
Attitude attitude with regards to
Models an attitude object as a
function of consumer
perception and
assessment of the key
attributes or beliefs
held with regards to the
particular attitude
object.
MULTIATTRIBUTE
ATTITUDE MODELS
• The attitude-toward-object model
– Attitude is function of evaluation of product-
specific beliefs and evaluations
• The attitude-toward-behavior model
– Is the attitude toward behaving or acting with
respect to an object, rather than the attitude
toward the object itself
• Theory-of-reasoned-action model
– A comprehensive, integrative model of
attitudes
Attitude- Toward- Object Consumers attitude
Model towards a product or a
specific brand of a product
is a function of the
presence or absence and
evaluation of certain
product specific belief or
attributes.
Attitude- Toward- A model that proposes
Behavior Model that a consumer’s
attitude toward a
specific behavior is a
function of how strongly
he or she believes that the
action will lead to a
specific
outcome (either
favorable or
unfavorable).
Theory of A comprehensive
Reasoned Action theory of the
interrelationship
among
attitudes,
intentions, and
behavior.
Theory of An attitude theory
Trying to designed to account
Consume for the many cases
where the action or
outcome is not certain
but instead reflects
the consumer’s
attempt to consume
(or purchase).
Attitude- A model that proposes
Toward- that a consumer forms
the-Ad various feelings (affects)
Model and judgments
(cognitions) as the result
of exposure to an
advertisement, which, in
turn, affect the consumer’s
attitude toward the ad and
attitude toward the brand.
 ISSUES IN ATTITUDE
FORMATION OR BARRIERS TO
CHANGING CONSUMER
ATTITUDE
• How attitudes are learned
• Sources of influence on attitude formation
• Personality factors
 STRATEGIES OF
ATTITUDE CHANGE
• Changing the Basic Motivational Function
• Associating the Product With an Admired Group or Event
• Resolving Two Conflicting Attitudes
• Altering Components of the Multi-attribute Model
• Changing the relative evaluation of attributes
• Changing brand beliefs
• Adding an attribute
• Changing the overall brand rating
• Changing Beliefs About Competitors’ Brands
FOUR BASIC ATTITUDE
FUNCTIONS
The Utilitarian Function
The Ego-defensive Function
The Value-expressive Function
The Knowledge Function
Elaboration A theory that suggests
Likelihood that a person’s level
Model of involvement during
(ELM) message processing is
a critical factor in
determining which
route to persuasion is
likely to be effective.
 The central route
 Peripheral route
 WHY MIGHT BEHAVIOR
PRECEDE ATTITUDE
FORMATION?
• Cognitive Dissonance
Theory Behave (Purchase)
• Attribution Theory
• Self Perception Theory

Form Attitude Form Attitude

SELF PERCEPTION THEORY
• Foot in the door technique
• Attribution towards others
• Attribution towards things