2. PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
Concepts such as motivation and personality;
perception; learning; values, beliefs and attitudes; and
lifestyle are useful for interpreting buying processes
and directing marketing efforts.
3. Motivation
Motivation is the energizing force that causes
behaviour that satisfies a need.
An individual consumer may purchase an item
that they believe will further the own goals or will
satisfy a need they have. For example, a shopper may
stop at the mall food court because they are
hungry, and may select a salad to eat because they
believe it will help them achieve weight loss or a
healthier lifestyle
4. Define Motivation
Motivation can be defined as the processes that
account for an individual’s intensity, direction, and
persistence of effort toward attaining a goal.
The following are the three key elements in this
definitions :
Key Elements
1. Intensity: how hard a person tries
2. Direction: toward beneficial goal
3. Persistence: how long a person tries
5. Consumer Motivation
Motivation is an inner drive that reflects goal-
directed arousal. In a consumer behaviour context, the
result is a desire for a product, service, or experience.
It is the drive to satisfy needs and wants, both physiological
and psychological, through the purchase and use of
products and services
Five stages of the motivation process:
Need
Drive (force)
Want or desire
Goal (purpose)
Behaviour(action)
7. Maslow’s Hierarchy of Needs
Self-
actualization
Esteem
Belongingness
Security
PhysiologyFood
Achievement
Status
Friendship
Stability
Job
Friends
Pension
Base
NEEDS
General Examples Organizational Examples
jobChallenging
title
at work
plan
salary
8. Types of Motivation
Positive Motivation(Financial and non Financial )
Negative motivation
9. The Dynamic Nature of Motivation
Needs are never fully satisfied
New needs emerge as old needs are satisfied
People who achieve their goals set new and higher
goals for themselves
10. Arousal of Motives
The arousal of any particular set of needs at a specific
moment in time may be caused by internal stimuli
found in the individual’s physiological condition, by
emotional or cognitive processes or by stimuli in
outside environment.
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
11. Perception
Perception is the process through which the
information from outside environment is selected,
received, organized and interpreted to make it
meaningful to us.
According to S.P. Robbins, “Perception may be defined
as a process by which individuals organize and
interpret their sensory impressions in order to give
meaning to their environment.”
12. Factors that influence perception:
1) Factors in the perceiver
Attitudes
Motives
Interests
Experience
Expectations
2) Factors in the situation
Time
Work setting
Social setting
3)Factors in the target
Novelty (innovation)
Sounds
Size
Background
Proximity(closeness)
Similarity
13. Learning
Define Learning
Learning may be defined as “The process of
acquiring the ability to respond adequately to a
situation which may or may not have been previously
encountered, the favourable modification of response
tendencies consequent upon previous experience; the
process of acquiring insight into situation.”
According to E.R.Hilgar, “Learning is a
relatively permanent change in behavior that occurs as
a result of prior experience.”
14. Leaning theories
Classical conditioning-(e.g. Dog , bell, time,etc)
Operant conditioning ((e.g. if you insert a coin in coffee
machine you can get coffee. You leant from past experience
how to cause the environment to deliver a cup of coffee)
Social conditioning (the ability of individual by observing
others. i.e. can leant from parents, peers, boss, etc.people
gain elf confident when someone else do it than are simply
told what to do)
Cognitive conditioning(people draw on their experience
and use past learning as the basis for present experience)
15. What are the various Elements of Learning
Motivation
Cues(indicator e.g.“ first step is the best step” and base
on time it varies)
Response(choice of behaviour)
Reinforcement(consequence i.e. support,back up))
How learning Influences on Consumer Behavior.
Recognition and Recall
Cognitive Responses to Advertising
Attitudinal and Behavioural Measures of Brand
Loyalty
16. Define Personality
The term Personality has been derived from Latin
word “Personare” which means ‘to speak through’.
Personality is an individual’s characteristics
response tendencies across similar situations.
According to Schiffman and Kanuk, “Personality
can be defined as those inner psychological
characteristics that both determine and reflect how a
person responds to his or her environment.”
17. The Nature of Personality
Impact (force)Behaviours and Actions
Psychological and physiological(shaped by
environment i.e. life experience and our parents
genetic)
Personality reflects Individual Differences
Personality is consistent(steady) and enduring(long
term)
Personality can change
19. Significance of Personality
Differential Features
Differential Emotional Reactions
Differential Stress Handling
20. Theories of Personality
1) Type (individual are categorised depending on their physical
characteristics e.g. age)
2)Trait(factor analysis and rating scale used, he will be describe
himself about his attitude, feeling , etc and asked with other
person to evaluate from what he knows about individual)
3)Psychoanalytic (comprises id, ego and super ego) (a hunger
man can (relax) experience partial gratification of his hunger by
imagining a delicious meal- id, ego- man cannot satisfy his
hunger by eating image, reality must considered, super ego-
judge whether an action is right or Wrong according to the
standard of society,
4) Social learning (stresses on the change of behaviour
through learning from several sources i.e. the person action in
given situation according to specific characteristics of situation)
5) Humanistic (behaviour depends on how an individual
perceives the world)
21. ATTITUDE
Definition
Attitude is defined as a mental, emotional or
rational predisposition with regard to a
fact, state, person or an object. In the context of
consumer behaviour we are studying the attitude of
buyers towards all the relevant attributes of a product
or services as well as the marketer and market.
It is feeling or beliefs of an individual or
groups of people.
22. Characteristics of Attitude
The attitudes that have significant influence on an
individual’s behaviour & personality have certain
characteristics. Attitude is formed on the basis of
learning, knowledge, information, upbringing
(education), thinking, lifestyle, experience,
predisposition (tendency), belief, faith, outlook,
communication, observation, etc. It can be good or
bad, optimistic or pessimistic, positive or negative,
broad or narrow friendly or unfriendly & so on. It may
be consistent, may change with several external factors like
time or environment, may be influenced or even can
influence another attitude
23. Three components of attitude
ABC MODEL
1. Affective (feelings, sentiments and emotions about
some idea, person, event)
2. Behaviour (predisposition (tendency) to get on a
favourable or unfavourable evaluation of something)
3. Cognitive (beliefs, opinion, knowledge, or
information held by individual)
24. Self and Self-Image
Self-image
A person’s perceptions of his/her self
People have multiple selves
Different selves in different situations
25. Different Self Images
Actual Self-Image
How you see your self
Ideal Self-Image
How you would like to see yourself
Social Self-Image
How you think others see you
Ideal Social Self-Image
How you would like others to see you
Expected Self-Image
How you expect to be in the future
“Ought-to” Self
The qualities that you think you should possess
26. Consumer Expectation.
Consumer Expectation may be defined as the desires
or wants of the consumer.
These expectations are in most instances,
different from what the customer gets in a real-life
situation from the organization
27. Consumer Expectations and
Satisfactions
Consumer expectations and satisfaction also impact
purchase decisions.
Expectations are defined as beliefs about a product’s or
service’s attributes or performance at sometime in the
future and are a key determinant of satisfaction.
Consumer Expectation + Lower customer service =
Dissatisfaction.
Consumer Expectation+ Equal customer service=
Satisfaction
Consumer Expectation + Higher customer service=
Delighted Satisfaction
28. The Issues relating to Consumer
Expectation.
Knowledge and Expectation of Consumer.
Level of Expectation
Customer Satisfaction
Performance Significantly below Expectations
Exceeding Expectations
Components of Expectations
29. Define Consumer Satisfaction
Customer Satisfaction is the attitude-like feeling of a
customer towards a product or service after it has been
used.
It is generally described as the full meeting of one’s
expectation
The Factors Influencing Consumer Satisfaction
Product
Sales Activity
After-Sales
Culture
Various Benefits of Consumer Satisfaction
Loyalty
Repeat Purchase
Referrals
Retention(survey)
Reduced Costs
Premium Prices
30. Managing Consumer Satisfaction
There are several things that marketers can to manage
customer satisfaction and leverage it in their
marketing efforts.
Understand what can Go Wrong
Focus on Controllable Issues
Manage Customer Expectations
Offer Satisfaction Guarantees
Make it Easy for customers to complain
Create relationship programs
