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Chapter 4 Buyer information processing Peggy Simcic Brønn Figure 4.1 Elements of information processing. I. Personality Inner properties of each individual Two main approaches: Freudian theory Trait theory Peggy Simcic Brønn Freudian theory Motivating needs -- 2 primary instincts, life and death Personality consists of id, superego and ego (psychoanalytic theory) Psychoanalytic theory criticism too vague, unresponsive to environment, too reliant on early development of person verification and substantiation nearly impossible Peggy Simcic Brønn Trait theory Empirical perspective, measuring and quantifying personality Personality tests resulting in labels Relationships between broad traits and general styles of behavior Qualititative + quantitative approach, can determine psychographic variables Peggy Simcic Brønn Psychographics: Lifestyle Analysis Psychographics: sociological study of how individuals choose to allocate their time, energy and money. Activities Interests Opinions Demographics Peggy Simcic Brønn VALS 2 (VALUES AND LIFESTYLES SYSTEMS) -- Basic Categories • Principle - oriented: guided by their view of how the world should be • Status - oriented: guided by actions and opinions of others • Action - oriented: guided by desire for social or physical activity, variety, risk-taking Peggy Simcic Brønn VALS 2: Available Resources Relevant to Psychographic Profiles • Education • Income • Health • Energy Level • Self Confidence • Degree of Consumerism Peggy Simcic Brønn Values and Lifestyles 2 (VALS 2) (Stanford Research Institute) Abundant Resources Fulfilleds Believers Minimal Resources PrincipleOriented Actualizers Experiencers Achievers Makers Strivers Strugglers StatusOriented ActionOriented II. Perception How individual see and make sense of their environment Perceptual selection Perceptual organization figure-ground grouping closure contour Perceptual interpretation Peggy Simcic Brønn III. Learning Behavioral learning -- a process that is a function of a person’s acquisition of responses -- stimulus-response Classical conditioning learning is an associative process that occurs with an existing relationship between a response and a stimulus Operant conditioning learning occurs as a result of an individual operating or acting on some part of the environment Peggy Simcic Brønn Cognitive learning -- individuals attempt to control their immediate environments: iconic rote, modeling, reasoning. Peggy Simcic Brønn IV. Attitudes Predisposition, shaped through experience, to respond in an anticipated way to an object of stimulation. Components Cognitive (learn) Affective (feel) Conative (do) Peggy Simcic Brønn Multiattribute Model The Multiattribute Model measures a consumers’ overall attitude toward a brand 1.) The consumer’s evaluation of individual brand or product attributes. 2.) The consumer’s ideal for those attributes. 3.) The importance the consumer assigns to each attribute. Peggy Simcic Brønn V. Environmental influences Culture Sub-cultures Social class Groups Situational influences Usage Purchase Communications Peggy Simcic Brønn