CH3 : Consumer Motivation
1- Development of the Marketing Concept:
*Production Concept
*Product Concept
*Selling Concept
*Marketing Concept (satisfying consumers’ needs, creating value, and retaining customers –
goods that satisfy consumer needs and meet organizational goals)
2- Marketing Myopia: managers focus on the product, not the needs it is designed to fulfill.
3- Consumer Behavior: study of consumers’ choices during searching, evaluating, purchasing.
4- Motivation: Driving force that impels individuals to act.
5- Motivation Process:
Personality
Perception
Learning
Attitudes
Unfulfilled
Tension Drive Behavior Goal & Need
needs, wants,
fullfilment
and desires
Tension
Reduction
1- Needs & Goals:
*Needs: Biogenic (physiological) – Psychogenic (self-esteem, prestige, affection, power)
*Goals: Generic – Product-Specific
2- Need Arousal:
*Physiological Arousal:
*Cognitive Arousal:
3- Selecting Goals: (Factors)
*Personal experiences & knowledge
*Physical Capacity
*Cultural Norms & Values
*Goal Accessibility
4- Factors that motivate shopping:
*Specific Goods
*Recreational Shopping
*Activity-specific shopping (related to a particular activity or event)
*Demand-specific shopping (Needs that arise in daily life)
5- Frustration: Results from failure to achieve a goal
6- Defense Mechanisms: cognitive or behavioral ways to handle frustration (Aggression –
Rationalization – Regression – Projection – Daydreaming – Identification – Withdrawal
7- Maslow’s Hierarchy of Needs:
8- Validity & Applications (Maslow’s Hierarchy of needs):
*Cannot be tested empirically
*Other societies and cultures rank needs differently
*G&S might satisfy each need
*Different appeals based on different needs
9- Motivational Research: qualitative studies to uncover consumers’ subconscious or hidden
motivations in the consumption context.
10- Projective Techniques: Reveal their subconscious motives into ambiguous stimuli (Storytelling
– Sentence completion – thematic apperception test - picture drawing – photo sorts)
11- Personality: it reflects individual differences (no two individuals are exactly alike – enables
marketers to categorize consumers in different groups – Consistent & Enduring, but can
change)
*Heredity & Early Childhood:
*Social & Environmental Influences:
*Unified Whole:
*Specific Traits:
12- Three Approaches:
*Freudian Concepts: Unconscious needs (heart of human motivation)
*Neo-Freudian Premises: social relationships are fundamental to develop personality
*Measuring distinct traits: takes a quantitative approach to personality (personality tests)
13- Personality Traits:
*Innovators:
*Laggards:
*Measuring the level of Dogmatism: Close-minded vs Open-minded
*Conformity: Other-directed
*Individuality: Inner – Need for uniqueness
14- Other Personality Factors: Optimum Stimulation Level (OSL):
*Sensation Seeking, Novelty Seeking (High OSL)
*Need for recognition
*Visualizers:
*Verbalizer:
*Materialism:
*Compulsions & Fixations:
*Ethnocentrism:
15- Brand Personification: attributing human characteristics to something that is not human.
(e.g.: Mr. Clean)
16- Brand Personality: the personality traits of the consumers should be studied before the brand
personality.
17- Dimensions of brand personality:
*Excitement: Innovative, Modern
*Sophistication: social status and trendy
*Affection: Likeable, personable
*Popularity: in demand
*Competence: reliable, credible
18- Components of Self-Image:
*Actual self-image: how consumers see themselves
*Ideal self-image: would like to see themselves
*Social self-image: how consumers feel others see them
*Ideal social self-image: would like others to see them
19- Types of vanity:
*Physical Vanity: excessive concern with one’s physical appearance
*Achievement Vanity: excessive concern with one’s physical achievements
CH 4: Consumer Perception & Positioning
1. Perception: “how we see the world around us”
2. Sensory Input: (mainly trained by our culture)
*Sight (brand colors, store layouts, website designs
*Scent
*Touch
*Sound
*Taste
3. Absolute threshold: Lowest level an individual can experience a sensation.
4. Differential threshold or just noticeable difference (JND): Minimal difference that can be
detected between two similar stimuli.
5. Subliminal Perception: weak and brief stimuli to be consciously seen or heard (Amazon logo
example)
6. The stimulus: you have to grab attention, trigger interest, increase desire, and convince the
viewer to take action.
7. Selective Perception:
*Selective exposure
*Selective Attention: be aware of the product ads that satisfy your need and leave the ones
you have no interest for)
*Perceptual Defense/Blocking
8. Perceptual Interpretation:
*Stereotyping
*Triggered by: Physical appearance – descriptive terms – first impressions – Halo effect
(favoritism toward a line of products due to positive experiences with other products of this
maker)
9. Perceived Value: reference price – price-quality relationship – positioning – image and quality
10. Elements of perceived risk:
*Functional risk: product will not perform as expected
*Physical: can harm self and others
*Financial: product will not be worth its cost
*Psychological and social: poor product choice will bruise the consumer’s ego
*Time: Time spent in product search may be wasted if the product does not perform as
expected
11. How consumers handle risk?
Information – brand loyalty – brand image – price-quality relationship
12. Positioning: when a company creates an image and identity for its P, S, or brands in
consumers’ minds.
13. Types of positioning:
*Premier positioning: “We’re number 1”
*Positioning against competition
*Key attribute: brand’s superiority on relevant attributes
*Un-owned positioning: niche unfilled in a highly competitive market
*Repositioning
CH5: Consumer Learning:
1. Instrumental Conditioning: Learning associations between behaviors and their
consequences
2. Need for repetition:
*Three-hit theory: exposed to an advertisement or message at least 3 times before
significant impact on behavior or decision-making process
*E.G.: Volvo consistently reinforcing safety and people associate Volvo with safety
3. Difference between intentional and incidental learning:
An intentional learning environment has a self-directed purpose in that it has goals and
objectives on what and/or how to learn.
Incidental learning, however, occurs when the learner picks up on something else in the
learning environment, such as, an unplanned learning objective.
4. Stimulus Generalization: Responding the same way to slightly different stimuli either by
product line extensions, product form extension, family brand, or licensing (Snickers Ice
Cream)
5. Stimulus Discrimination: Brand differentiation – Distinguish between products and
imitators – relevant, meaningful, valuable differentiation.
6. Incentivized Advertising: Consumers may try avoiding ads, thus they try to provide
consumers with rewards for watching engaging ads
7. Extinction: something learned is no longer reinforced, thus the link is eliminated.
8. Forgetting: loss of information from memory over time, which can lead to decrease in the
engagement in a particular behavior
9. Observational Learning ‘modeling’: when people observe and later imitate observed
behaviors.
10. Sensory Store: location in the brain where the sensory input lasts for just a second or
two. If not processed, it’s lost.
11. Cognitive Learning:
12. Information Overload: receiving too much information and finding it difficult to encode
and store it.
13. Advertising Wear-out: Become satiated with numerous exposures, and both attention
and retention decline.
14. Retaining Information:
*Brand Imprinting: messages that convey a brand’s identity
*Sound Symbolism:
*Linguistic Characteristics: Unusual spelling can affect encoding and retention of the
brand
15. Content that captivates: Tells them something new – entertains them – inspires them –
teaches them something – shocks them – makes them act.
16. Cognitive learning: learning in the form of sequential, mental processing of information
17. Passive Learning: consumers receive information from repeated exposures.
18. Measures: recognition and recall tests measure whether consumers remember seeing
and ad:
*Aided Recall (recognition tests): several brands list and asked to identify the ones they
remember
*Unaided Recall (recall tests): spontaneously recall the names of brands they remember
19. Brand Equity: value of a brand (foundation of brand loyalty)