PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

INTERNAL INFLUENCES ON CONSUMERS DECISION MAKING

A. MOTIVATION AND PERSONALITY1. MOTIVATION2. PERSONALITY

B. PERCEPTION

C. LEARNING

D. VALUES, BELIEFS, AND ATTITUDES 1. ATTITUDE FORMATION2. VALUES3. BELIEFS

EXTERNAL INFLUENCES ON CONSUMER BEHAVIOUR

A.PERSONAL INFLUENCE

B.REFERENCE GROUPS

C.THE FAMILY

D.SOCIAL CLASS

E.CULTURE

F. SUBCULTURE

MOTIVATION

“Motivation is driving force within individuals that impels them to action”-Schiffman

– Is the energizing force that causes behavior that satisfies a need.

– Needs are hierarchical – Once basic physiological needs are met, people seek to satisfy

learned needs

PERSONALITY

“Personality are those inner psychological characteristics that both determine and reflect how a person responds to his or her environment”-Schiffman

– A person's consistent behavior or responses to recurring situations.

– Research suggests that key traits affect brand and product-type preferences.

– Revealed in persons self concept

PERCEPTION

“Perception is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world”-Schiffman.

LEARNING

“Consumer learning is a process by which individuals acquire the purchase and and consumption knowledge and experience that they apply to future related behavior”-Schiffman

Four variables-• Drive• Cue• Response• Reinforcement

VALUES, BELIEFS, AND ATTITUDES

1. ATTITUDE FORMATION– A learned predisposition to respond to an object or class of

objects in a consistently favorable or unfavorable way.

– Shaped by our values and beliefs, which are learned.

2. VALUES Personally or socially preferable modes of conduct or states of

existence that are enduring

3. BELIEFS Consumer's subjective perception of how well a product or brand

performs on different attributes.

PERSONAL INFLUENCE

Aspects of Personal Influence is important to marketing

– Opinion leaders: Individuals who exert direct or indirect social influence over others

– Word of mouth: People influencing each other during face-to-face conversations.

– Power of word of mouth has been magnified by the Internet

and e-mail

REFRENCE GROUPS

Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. Reference groups have an important influence on the purchase of luxury products but not of necessities.

1. Membership group: one to which a person actually belongs.

2. Aspiration group: one with which a person wishes to be identified.

3.Dissociative group: one from which a person wants to maintain a distance because of differences in values or behaviors

FAMILY INFLUENCE

“Family is defined as two or more persons related by blood, marriage, or adoption who reside together.”

Family influences on consumer behavior result from three sources:

• consumer socialization • passage through the family life cycle• decision making within the family

SOCIAL CLASS

– The relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior are grouped.

– Determinants of social class include • occupation, • source of income (not level of income)• education

CULTURE AND SUBCULTURE

• Culture refers to the set of values, ideas and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation.

• Subcultures - groups within the larger, or national, culture with

unique values, ideas, and attitudes.