Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Attribute hierarchy method wikipedia , lookup
Psychophysics wikipedia , lookup
Learning theory (education) wikipedia , lookup
Music psychology wikipedia , lookup
Psychological behaviorism wikipedia , lookup
Cognitive science wikipedia , lookup
Cognitive development wikipedia , lookup
Classical conditioning wikipedia , lookup
Operant conditioning wikipedia , lookup
Comm 340 Chapter Three Consumer Behaviour Models To be effective… Advertising and Promotion need to be based on understanding why consumers behave the way they do. Understanding the relationship between The Product & The Targeted Consumers Purchasing Motives Attitudes & Lifestyle –need fulfillment –image acquisition –image maintenance Consumer Behaviour The process & activities that people engage in when searching for, selecting, purchasing, using, evaluating & disposing of a product (service) so as to satisfy their needs & desires. –Problem / Need Recognition –Motivations –Information Search –Perception –Alternative Evaluation 1 –Attitude Formation –Purchase Decision –Decision Rules Integration Process –Post Purchase Evaluation –Satisfaction #1 Problem / Need Recognition Out of Stock – Beer – brand loyal Dissatisfaction – Greasy fries - switch New needs / wants – S&T / DVD Related purchases – Discs, TV Marketer induced problem recognition – Demonstrate psychosocial consequences. New Products – Solve problems you did know you had! #2 Motivations Hierarchy of Needs (Maslow’s) •Physiological •Safety •Social •Esteem •Fulfillment Provides useful framework to identify at what level(s) your product satisfies. Maslow’s Hierarchy of Needs Motivations continued… Motivational Research May provide insights into consumer behavior with; •In-depth interviews •Associative tests 2 •Focus groups Some of the Marketing Research Methods Employed to Probe the Mind of the Consumer Subjective & directional but lacks statistical validity Informed (biased) causal speculation. #3 Information Search Internal memory / previous experience External personal sources (friends) public sources (news) personal interaction / experience (touch & feel) IMC (ads, promotion) #3 Information Search continued… Degree of External searching is influenced by: •Amount of previous experience •Time available •Perceived importance / risk •Effort needed #4 Perception Needs Exposure to Attend selectively to process… Reception, selection, organization & interpretation of input to form meaningful learning #4 Perception continued.. 3 Occurs selectively using Sensations (taste, smell, touch, sight & hearing). Responding selectively to exposure to external stimuli that initiate the process. #4 Perception continued… Level of attention is selective (ie: level of interest) dependent on: •Personality •Need state •Motivation •Expectation •Experience #4 Perception continued…. Selective Comprehension (Interpretation of perceptions) & Selective Retention based on same criteria Personality Motivation Need state Expectation Experience Subliminal marketing communication is illegal #5 Alternate Evaluation 4 Compares a select group of brands (the finalists) that are perceived to best meet the consumer’s criteria called an evoked set. #5 Alternate Evaluation continued.. Reminder & Top-of-mind advertising are used by established brands to stay in consumer’s evoked set. #5 Alternate Evaluation continued… Product / Service attributes (objective or subjective) which will have usage consequences functional & psycho-social Usage consequences determine the ‘value’ of product attributes #6 Attitude Formation During the Alternative Evaluation Stage Product attitudes are formed. Decision rules (integration strategies) are established. Attitudes: Overall feelings towards or evaluation of an object Multi-Attribute Attitude Models attempt to predict attitude formation based on attribute analysis Are mathematical constructs designed to determine values (belief strength) & weights (belief evaluation~significance) to groups of attributes that result in 5 specific attitudes being held about a product. # 6 Attitude Formation continued…. Salient Beliefs are beliefs concerning specific attributes or consequences that form the basis of an attitude. They are based on their perceived relevance to sound attitude formation. When consumers are changing… Attitude Change Strategies (Four Basic Ways) 1Increase the evaluation of a strongly held existing belief BMW – “ultimate driving machine”, make even stronger 2Increase the value of an existing belief cereal fibre is good for digestion 3Add a new salient belief - G.I. Joe becomes an astronaut 4Change a belief of perception about a competing brand limited warranty #7 Purchase Decision A purchase intention is formed based on the matching of purchase motivations & brand attributes. #8 Decision Rules / Integration Processes Two Types Planned purchase ‘in-depth’ deliberate, attribute by attribute (gets lots of info prior to purchase) – car/laptop 6 Impulse purchase - simplified decision rules called (Heureistics) #8 Decision Rules / IntegrationProcesses continued.. Example of an Heureistic Rule Affect Referral decision rule or the ‘net / net’ or overall impression of various alternatives. #9 Post-Purchase Evaluation Reality vs. expectation Repeat purchase vs. brand switch Positive vs. negative Word-of-mouth #9 Post-Purchase Evaluation continued… Cognitive Dissonance (Post-purchase doubt causing psychological tension) need for positive reinforcement. Do you like the it? (colour, shape, size, model, etc.) Really? Really, really? # 10 Satisfaction “Level of Consumption related fulfillment” For Marketers, Three common IMC objectives A) Established Brands Keep in the evoked set through high levels of brand awareness & reminder ads. B) New Brands Disrupt consumers routine choice process encourage trial & brand switching (coupons/samples) 7 Consumer Learning The process by which individuals acquire the purchase & consumption knowledge and experience that they apply to future related behaviour. Learning Theories Behavioural vs. Cognitive •A series of behaviours leading to a purchase behaviour. •Marketers want to increase the frequency of certain behaviours. •External stimuli (the environment) cause learning Two Types Classical Conditioning Operant Conditioning Classical Conditioning Unconditioned stimulus Conditioned stimulus Classical Conditioning Example Communication Example: Brand visual image with pleasant background audio. Pleasant associations from the audio is transferred to pleasant attitude toward the visual (product). Classical Conditioning Cont’d For Classical Conditioning to occur you must have: 8 Contiguity between unconditioned stimulus & conditioned stimulus. Repetition to effect learning. Operant Conditioning Action Response (Reinforcement) Operant Conditioning Application of Shaping Procedure in Marketing #1 Cognitive Learning Theory A series of cognitive events resulting in a single behaviour (purchase) –Motivation –Perception –Attitude Formation –Integration –Learning –Action In Cognitive Learning Theory Marketers want to influence these cognitive events leading to a purchase behaviour. Consumers & Their Environment 9 Culture Culture - is learned shared external factors (learned meaning, values, norms & customs) eg: Canadians purchase decisions are culturally sensitive. Subcultures Age, gender, geography, ethnic, racial Eg: Western Canadians Social Class Similar life styles, values, incomes, norms, interest & behaviours. Eg. Middle class Reference Groups The group perspectives & values form the basis for individual judgements, opinions, actions & decisions. Situational Determinants Environmental factors that influence the purchase decision. –The purchase / usage / communication situation –Where it will be purchased –Where it will be used –Where & how the communication is received Consumer Behaviour & The Family Unit Questions? 10 11