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SOURCES OF INFLUENCE ON

CONSUMER BEHAVIOR

Marketer and non-marketer dominated source may bedelivered personally or via mass media.

Marketer-dominated source delivered personally refer

to sales people, service representatives, and customer

service agents who deliver information or retail outlets,at consumer homes or office, over the phone or at trade

shows.



HOW SOCIALIZATION OCCURS

1. Parents may instill thriftiness by.

2. Directly teaching children the importance of money.

3. Letting children observe them being thriftydirect.

4. Rewarding children for being thrifty direct

teaching works best for younger. Childrenwhile observational learning is mosteffective in older children.



SOCIAL INFLUENCES

Information and Pressure from individuals,groups and the mass media that effects how aperson behaves.

Why are social influences important? Source is creditable.

Source can communicate information widely.

Source can communication frequently. Source determines socially appropriate and in

appropriate behaviors.



MOTIVATION

“ Once we learned to do something, the extend

to which we continue to do it is a function of

motivation “ . Motivation is an internal state that results in

and direct actions.



GENERAL EFFECTS OF MOTIVATION

1. Increases

2. Directs

3. Promotes

4. Affects



TYPES OF MOTIVATION

1. Extrinsic

o Motivates lies outside the individual and the

task. It is helpful when a task lacks readily

apparent value.

2. Intrinsic

o Motivate lies with in the individual. The

activity (or the task) in and of itself is viewed

as valuable.



THE NATURE OF MOTIVATION

Motivation is something that engages,

directs, and sustains behavior.

It is often reflected in personal investment

an cognitive engagement.

Environment can also enhance student

motivation to learn (situated motivation)



PERSONALITY

is defined as “the distinctive pattern of behavior,including thoughts, and emotions thatcharacterize each individual’s adaptation to thesituations of his/her life”

The goal is to identify personality variables thatdistinguish large groups of people from eachother.

Individuals difference variables describe how

one persons varies from another in his/her distinctive patterns of behavior: includepersonality, self-concept, psychographic, andeven demographic variables.



The word personality comes from the Latin

persona, which means “actor’s face mask”

ASPECTS OF PERSONALITY1. Behavior shows consistency.

2. Behaviors distinguish one person from

another.3. Behaviors interact w/ the situation.

4. Single measure of personality cannot

predict specific behaviors, such as whichbrand of car a consumer will purchase.



PSYCHOANALYTIC THEORY

Sigmund Freud’s psychoanalytic theory of

personality has had a major impact on our

understanding of human behavior. Freud

argued that the human personality resultsfrom a dynamic struggles between inner

physiological drives (such as hunger, sex,

and aggression) and social pressure tofollow laws, rules, and moral codes.



THE STRUCTURE OF PERSONALITY

The personality is the product of the clash of three

forces the id, ego, and superego.

The id encompasses the physiological drives that

propel a persons to action.

The function of ego is to curb the id’s appetites so

the person can function effectively in the world.

The superego can be understood as theconscience or “voice within” a person that

echoes the morals and values of parents and

society.



PSYCHOGRAPHIC ANALYSIS

Psychographics means different things to

different researchers. The term connotes the

idea of describes (graph) the psychological

(psycho) make up of consumers. In practice,however, psychographics is employed to

asses consumers’ lifestyle by analyzing their

activities, interest, and opinions (IAQ’s). Thegoal of psychographic research are usually

of an applied nature.

emm1 3rd topic

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