Consumer Psychology 0.0 / 5 ? MarketingConsumer PsychologyUniversityNone Created by: cxxtlxnCreated on: 22-04-18 23:43 Background Personal Every consumer has differing needs & wants Personality Perceptions Experiences Social The role of society & groups on consumption 1 of 17 Background Environmental Influence of external agents on consumption Exposure to advertising Family or friends activating consumption Transport availability etc 2 of 17 The Self A contested concept East/West Divide Relatively recent construct 3 of 17 Some Key Facts Self Concept Beliefs & evaluations of personal qualities Some parts more central than others Self-Esteem + / - of evaluation of self-concept Associated with levels of confidence (not performance) Recap: Real or ideal? 4 of 17 Consumer Motivation - Broadly Psychologist focus on: Arousal of needs and wants State of tension this creates Desired end-states (goals) Consciousness is a key ambiguity in theory 5 of 17 Drive of Theory Drive to reduce unpleasant states Hunger Cold Creates a push state to achieve desired one Satiation Warmth Can you think of why we might prolong unpleasant states? 6 of 17 Expectancy Theory Behaviour Pulled by expectation Motives created by evaluation of postive outcomes Items with most postive consequences selected 7 of 17 Expectancy Theory Behaviour Pulled by expectation Motives created by evaluation of postive outcomes Items with most postive consequences selected 8 of 17 Motivational Conflicts Approach - Approach Approach - Avoid Avoid - Avoid 9 of 17 Hedonism vs Utilitarianism Hedonic Aestheitc - Chocolate, gourmet foods, personal services Social Needs - Nice shoes, clothes etc. Survival needs - Food, water, basic clothing Utilitarian 10 of 17 True Hedonism Do we consume anything for pleasure alone? Most products or services also offer utility Gucci Jackets keep us warm Nike Mercurials protect our feet However, the utility of products can detract from appeal 11 of 17 Problems in understanding Knowing about motivation is tricky Much of what we do is subconscious Motives may be embarrasing Unpacking why we act is, thus tricky 12 of 17 Consumer Attitudes - Definition "Lasting, General evaluation of people (including oneself), objects, advertisement or issues)" - Solomon et al, 2016). "A psychological tendency that is expressed by evaluating a particular entity with some degree of favour disfavour" (Eagly & Chaiken, 1993). 13 of 17 Three Components of Consumer Attitude THE ABC MODEL: Affect (emotion) Behaviour (purpose) Cognition 14 of 17 Attitude Function Utilitarian function Value-expressive function Ego-defensive function Knowledge function 15 of 17 Hierarchies of Effect Beliefs - Standard learning hierarchy; attitude based on cognitive info processing - Behaviour Behaviour - Low involvement hierarchy; Attitude based on behavioural learning processes - Beliefs Affect - The experimental hierarchy; Attitude based on experience - Beliefs 16 of 17 Normative Influences Psychological perspectives have evolved to include social influences Gender Group Membership Culture Lifecourse Theory of Planned Behaviour!!! 17 of 17
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