consumer behaviour unit1,2, 3

8/10/2019 Consumer behaviour Unit1,2, 3

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Internal influences

Unit III


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Psychological Dimensions

Motivation

Perception

Personality Learning and attitude

Self image and life style

Consumer expectation and satisfaction


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Motivation

Motivegive direction to human behaviour

Motivatingdepend on strength of his motive

Motivationprocess of inducing a person toachieve a goal


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Process of motivation

Recognition ofunfulfilled

need

Finding theway out tosatisfy the

same

Fulfillment ofthe need

Discovery ofnew need.


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Motives

Motives

Emotional motives

Rational motives

Motivation

Positive

Negative


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Financial and non financial incentives

Job security

Challenging work

Recognition

Better designationopportunity for advancement

Participation in decision making

Competition

Job rotation


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Need- satisfaction chain

Needs

Wants

Tension

Action

Satisfaction

Frustration

goal

Substitute

goalAggressionRationalization

Regression

Withdrawal

Projection

Identification

repression


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Motivation theories

Maslows need hierarchy

Mc GregorsX and Y theory

Herzbergs two factor theory Mc clellands theory of need (pow,Ach,Aff)

Alderfers ERG theory


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2005 Prentice Hall Inc. Allrights reserved.

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Perception

Perception

A process by which individuals organize and interprettheir sensory impressions in order to give meaning totheir environment.


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Process of perception

Receiving stimuli

Selecting stimuli

Organizing stimuli Interpreting stimuli

Checking- eg: notorious student

Reacting


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2. factors influencing in selecting a

stimuli

External

Intensity and size

Position of display

Contrast

Novelty

Repetition

Movement

Internal

?????

Personality traits

Brand personality

Age differences

Unfulfilled needs

Special interest.


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3. Organizing a stimuli

Principle of figure ground- hard work n conflict

with manager

Principle of similarity- strike

Principle of proximity- output quality is poor

Principle of closure-to fill the gap.


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In order to make sense of our world our brains try

to see patterns or shapes that are recognizable.This principle is called grouping.

http://www.keele.ac.uk/depts/aa/widening/uniworld/webclub/rs/optical.htm


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When you look at the

top figure, your visual

system will organizethe elements into abox. The box willreverse, as in theNecker Cube illusion.The elements in thebottom figure haveterminations and donot readily group intoa box figure thatshows reversals

http://dragon.uml.edu/psych/box_1.html


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4. Interpretation of stimuli

Factors involved in interpretation

Mind set

Attribution- is the process by which the causefor behaviour is determined.

eg: late-coming, credit to manager.


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Stereotyping

Is when a person is perceived based on the

characteristics of the group to which he

belongs rather than his individual

characteristics.

Eg; workers are always anti-management,

cinema stars.


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Halo effect

It refers to a tendency to perceive a person

possessing a few good qualities as totally

good and vice versa.


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2) Halo & Devil Effect A) We select the first (positive or negative)

obvious or dominant characteristic of aperson

Physical appearance, weight, personality, wealth,clothing, regional accent, race, large nose, glasses,nice shoes, etc.

B) We then assign accompanying positiveor negative traits to that person (that they havenot earned)

Halo--Attractive People: smart, happy, rich, honest

Devil--Unattractive People: dumb, poor, dishonest

C) Problem: We unfairly punish some whilerewarding others simply due to onedominant trait we happen to notice

consumer behaviour unit1,2, 3

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