chapter 3 cb

8/3/2019 Chapter 3 CB

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Understanding the nature of individualdifferences is a important building block in thepsychological foundation of human behaviour

Personality produces life styles which in turn areclosely related to social and culturalinfluences, standard of living and therebybuying behaviour.


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Personality is a totality of a persons makeuprather than focussing on specific actions in aparticular situation

Segmenting markets on the basis of personalitytraits is on the belief that consumers makepurchase decisions that reflect their personalities

Advertising and marketing people have everytime targeted specific personalities


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Unique combination of factors in persons likeselfconfidence,dominance,autonomy,defence,sociability,defensiveness and adaptability

Its defined as those inner psychologicalcharacteristics that both determine and reflecthow a person responds to his or her

environment


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It is the essence of individual differences

Its a unique combination of different individualcharacteristics

Many individuals tend to be similar in one or twocharacteristics but they cannot be alike

Personality thus helps a marketer to categorizepeople in to different groups on the basis ofsingle or few traits and also enable them tosegment the market


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Personality is permanent and long termcharacter

Marketers can learn which personality traits caninfluence consumer responses

In spite of stable nature of personality CB mayvary because of social,cultural,psychologicaland eviromental factors that affect behaviour


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Unforeseen happenings like a major accidentdeath of a dear one

A major career promotion or demotion

Change in the status and structure of family

Personality also change gradually in a maturingprocess.


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R ating methods-Using standardised rating scales and one or moreevaluators assessing the personalitycharecteristicsInformal interview with the individuals concernedand rating themObservation of the individuals behavior in a

designed setting or in own environmentThe success of this studies on the personalitycharecters chosen and skills of the evaluators


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A situation is given to a particular group andpersons are allowed to interact with eachother,behaviour of each persons in the groupare observed and measured

The next is stress test where an individual is put into a pressure situation.His reacting to the

situation is assessed and rated.


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The word motivation is derived from the latinword Movere which means to move

Its a psychological concept that mobilisesbodily energy and directs it in selective fashionto goals in the external environment

Garry dessior defines motivation as a reflectionof a persons desire to fulfill certain needs


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Physiological motives are oriented towardssatisfying biological or physiological needs of

the individual like hunger,thirst etc

Psychogenic motives focus on the satisfactionof their psychological desires such as seekingachievements or status


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A primary influence involves buying behaviuor directing towards a generic product

Selective influence guides choices betweenproducts or stores or models

For eg: a individual decides to purchase a TV isa primary influence but to decide which model tobuy is a selective influence


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Conscious motives are ones the consumersare quite aware

Unconscious motives influence consumersbut they are not aware of them


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R ational motives are those where peoplebehave rationally in making purchases

considering all alternatives

Emotional motives imply selection of goalsaccording to personal or subjective criterialike pride,status etc


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If they have positive influence onconsumers,they are positive motives and if itsa negative influence its a negative motive

Positive influences attract consumers towardsdesired goals while negative ones direct themaway from desirable consequences

Positive motives are needs,wants,desires etcwhereas negatives are fears or aversions


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D efining basic strivingMotives influence consumers in identifying their basic strivings

Basic strivings include general goals such assafety,affiliation,achievements and other stateswhich consumer seek to achieve

To guide behaviour in a general way acrosswide variety of decisions and activities


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Consumers think products and services as their goal objects and not as a means of satisfyingtheir motives

Identifying products and services as goalobjects is of great importance to marketers asthey can be influenced

The promotional efforts also will be targetted tothese goal objects


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Product features influence the consumerschoice criteria

Marketers need to explain the product featuresto influence their choice

Marketer also can inform consumers about aparticular criteria and how well the productmeets the criteria


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At a more fundamental level motives affect theindividual determinants of perception, learning,personality, attitudes and how people processinformation

It also results in directional influences onbehaviour eg:Motives influence informationprocess info processing and ultimately theinferences


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Perception can be described as the processby which an individul selects, organizes andinterprets stimuli into a meaninful and coherantpicture of the world

A motivated person works to the best of hisability,but how he actually acts depends upon

the perception of the situation


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Its the immediate and and direct response ofthe sensory organs to simple stimuli like anadvertisement, a particular brand etc

The absolute threshold is the lowest level atwhich an individual can experience asensation. Its a point which a person can

understand the difference between somethingand nothing


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A marketer must understand the changerequired to create a sensation amongviewers.For eg:A commercial appears in thesame time continously after some period oftime the viewers get used to it that they nolonger see it

The differential threshold is the minimaldifference that can be detected between twostimuli or the just noticeable difference


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N egative changes like price increase ,reducedquality etc are not discernable to the public

immediately

Product improvements are discernable toconsumers without being wastefully extravagant


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Consumers are by nature selective and theyunconsciously exercise a great deal of

selectivity as regards to different stimuli presentin the environment

In total people actually percieve only a smallfraction of the stimuli to which they are exposed


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N ature of the stimulus-Marketing stimuli includean enormous number of variables which affectthe consumers perceptions such as the natureof the product,its physicalattributes,branding,packaging etc

Contrast is one of the most attention drawingattributes of a stimulus and advertisers usuallyuse this attention getting device to achieve themaximum contrast and draw attention of the

consumers


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Consumers expect to see what they used to seeusually based on the past experience or howthey perceive it to be seen

They tend to perceive products and productattributes according to their expectations

Motives or needs perceive things ,the stronger isthe need the greater is the tendency to receiverelated stimuli and ignore the unrelated stimuli inthe environment


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Physical appearance-People tend to attributequalities they associate with certain people

who may resemble them

They may consciously recognize the similarity

Eg:Physical appearance and attraction to amodel are more persuasive and have a positiveinfluence on customers attitude


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Stereotypes-People tend to carry pictures in

their minds of the meaning of various kinds ofstimulus For eg:an young man is perceived asa hero bearing all the odds

The stereotypes serves as expectations of whatspecific situations or people or events will belike

R ecent studies indicate that stereotypes arechanging


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R espected sources-Customers tend to give

added perceptual weight to advice comingfrom sources we respect being experts in their fields

Marketers while advertising their products usecelebrities or known experts to sponsor their products or give testimonials to their products


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Irrelevant Cues-In making a perceptual judgement consumers often respond to

irrelevant cues or stimuli

For eg:Many automobiles are not purchsedfor their techinical excellence but for attractive features like upholsery,flashylights etc


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Consumer learning is the process by whichindividuals acquire the purchase andconsumption knowledge and they apply tofuture related behaviour

Learning is a never ending process and itcontinuously evolves and changes as result ofnewly acquired knowledge

Learning can be viewed as a relativelypermanent change in behaviour occurring as a

result of experience


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Knowledgecanbeacquiredfromreading,observation or thinking

Learning is gained either from acquiredknowledge and experience

Learning can be intentional and incidental

Learning results in relatively permanentchanges in behaviour


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Physical behaviour

Generally we learn physical behaviouralpatterns useful in variety of situations in every

day life

As consumers we learn methods of respondingdifferent situations while purchasing products

Consumers also learn some physical activitythrough modelling process imitating behaviour of their role models in advertisements


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Symbolic learning is through the developmentof languages

Symbols communicate the message efficientlyto consumers through vehicles as brand namesand signs and symbols

These symbols carry positive images of themarketers to the consumers and they easilyidentify them


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Consumers consider certain elements of their environment valuable and others theydisregard

Consumers learn from their environment whatare their needs,wants ad goals and whatproducts satisfy these needs

On the basis of this learning consumers developtheir favourable and unfavourable attitutetowards their company as well as its products


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MotivesMotives arouse individuals,thereby increasingtheir readiness to respond

This arousal function is essential,since itactivates the energy needed to engage inlearning activity

Motivation is based on needs and goals andgoals and then acts as a spur to learning withneeds and goals serving as stimuli


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A cue is viewed as a weak stimulus not strongenough to arouse customers,but it is capable ofproviding direction to already motivatedactivity

Its interesting to note that consumers frequentlythink about such cues which are essential

before making a purchase

Cues serve to direct consumers drive when theyconform to consumers expectations


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A response may be viewed as a mental or physical activity the consumer makes inreaction to a stimulus situation

R esponse appropriate to a particular situationare learned through experience over time,infacing that situation

Over time learning will modify the responsehierarchy so that other responses have achance of occuring


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R einforcement means the likelihood ofrepeating the same response in the future asresult of particular cues or stimulus or in a similar situation.

Some theorists are of the view that an explicitreward for a response is not necessary tobecome part of learned behaviour

Sometimes our behaviour is reinforced subtlythat we may not even be aware of it


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Various theories of learning have beendeveloped to explain different aspects oflearningThe major groups are 1,Cognitive theories and

2,behavioural theoriesBehavioural theories are also referred as stimulusresponse theories as learning takes place asresult of external stimuliBehavioural theories are classified on the type ofconditioning in to 1,Classical conditioningtheory and 2,instrumental conditioning theory


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In general the word conditioned has come tomean an automatic response to a situation builtup through repeated exposure

A simple association of two objects or stimuliunderlies much of todays advertising

Ivon pavlov,a russian psychologist has doneextensive studies in to it


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According to the classical conditioning theoristslearning depends not only on the repetitions

but also on the ability of individuals togeneralise

Stimulus generalisation explains why imitativeproducts crowd on to the market after theintrouction of innovative product


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Its opposite to stimulus generalisation and resultsin the selection of a specific stimulus fromamong similar stimulus

The consumers ability to discriminate amongstimuli is the basis of positioning strategy whichseeks to establish a unique image for a brand inthe consumers mind

For marketers who enter late the best strategyfor them is to highlight unique characters and

unique price


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According to BF Skinner most learning takesplace in an effort to control the environment ieto obtain favourable outcomes

Instrumental conditioning is to establishconnection between stimulus and responsethrough trial and error process

One behaviour of the individual results in morefavourable response than other behaviours


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The reward reinforces the behaviour whichresults in more favourable response,itsinstrumental in teaching the individual a specificbehaviour that gives him more control over theoutcome

The consumer tries a number of brands of aparticular product and continues trying until hefind a suitable brand that satisfies him fulfilling his

needs,which he continues to use


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In instrumental learning the experimenter controlsthe reward,its action of the subject that causesreward to happen

In classsical conditioning the learners response isinvoluntary

In instrumental learning learned response is theresult of trial and error

Classical conditioning is used to learn very simplekinds of behaviour whereas instrumentalconditioning is helpful in explaining complex

activities


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Marketers prefer instrumental learning theory toclassical learning theory as it tends to describebetter than the other how consumers learn more

about goods to be purchased

Consumers like to learn great deal of informationbefore it conditioned to a particular brand ofproduct

Eg:purchase of a car needs to have more details

provided to a customer than co and brand


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According to cognitive theorists ,a considerableamount of learning takes place as a result ofconsumer thinking and problem solving

In cognitive theory the theorists stress theimportance of perception,problem solving andinsight

The viewpoint says that much learning happensthrough mental activity discovering meaningpatterns that enable us to solve problems


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These meaningful patterns are termed asgestalts, and cognitive theories rely heavily onthe process of insight to explain thedevelopment of gestalts

According to cognitive theories ,when anindividual is confronted with a problem we tendto get tensed and seek a solution instantly

More likely we search for information andcarefully evaluate what we learn in to the bestdecision


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Like computers human mind is also engaged inprocessing of information which it receives asinputs

The processed information gets stored in thehuman memory

The process includes how information getsstored and how it is retrieved


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Information processing occurs in stages

According to one widely accepted view there

are temporary storehouses of informationbefore they are processed

In this model there are three separate storeunits sensory store,short term store and longterm store


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All information come only through senseorgans-visual, auditory and sense organs

The image of sensory input lasts for just asecond or less in minds sensory store and its lostthrough unless sufficient attention is paid to sentit to the short term store

Eg:if you look at the TV for few seconds andlook away,we retain the image for some moretime.


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It can be viewed as a workplace for informationprocessing

Its a portion of memory activated to temporarystore and process info to interpret it.

Its a storage for brief period say for a minute or

twoFor eg:if someone looks at a no,he forgets itbefore even dialing it if its not reh earsed

chapter 3 cb

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