Consumer Behavior

FREE PPT
TEMPLATES
INSERT THE TITLE
OF YOUR PRESENTATION HERE

Dr. Kawtar Abouhazim

Development of the Marketing Concept
• Production Concept
• Product Concept
• Selling Concept
• Marketing Concept

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Marketing Concept
Defined
The premise that marketing consists of satisfying
consumers’ needs, creating value, retaining customers,
and that companies must produce only the goods that they
have already determined would satisfy consumer needs
and meet organizational goals.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Marketing Concept Application
How does the Vans ad relate to the marketing concept?

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Marketing Myopia
• Short-sighted approach where companies “look in the
mirror instead of out the window”
• In other words, managers focus on the product, not the
needs it is designed to fulfill

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Consumer Behavior
Defined
Consumer behavior is the study of consumers’ choices
during searching, evaluating, purchasing, and using
products and services that they believe would satisfy their
needs.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Consumer Behavior
Twelfth Edition

Chapter 3
Consumer Motivation and
Personality

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Learning Objectives (1 of 2)
3.1 To understand how motives, needs, and goals shape
consumer behavior.
3.2 To understand the systems of classifying needs.
3.3 To understand the impact of hidden motives on
consumer behavior.
3.4 To understand personality development.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Learning Objectives (2 of 2)
3.5 To understand how personality traits shape consumer
behavior.
3.6 To understand brand personification.
3.7 To understand the impact of self-image on consumer
behavior.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Learning Objective 3.1
3.1 To understand how motives, needs, and goals shape
consumer behavior.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Motivation
Defined
The driving force within individuals that impels them to act.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
The Motivation Process

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Needs and Goals
• Needs
– Biogenic (physiological)
– Psychogenic (self-esteem, prestige, affection, power)
• Goals
– Generic
– Product-specific
When a consumer states they want a pair of jeans, they have
stated a generic goal. When they announce they really want a
pair of Armani jeans, then they have stated product-specific
goals.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Need Arousal
• Physiological arousal
• Cognitive arousal

Source: The Kraft Heinz Company

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Selecting Goals
• Factors
– personal experiences and knowledge
– physical capacity (age, health, mobility, sensory abilities…)
– cultural norms and values
– goal accessibility
• Approach objects
• Avoidance objects

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Factors That Motivate Shopping
• Seeking specific goods
• Recreational shopping
• Activity-specific shopping (purchases that are directly related to a
particular activity or event. )

• Demand-specific shopping (purchases based on specific needs or

demands that arise in daily life.)

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Frustration and Defense Mechanisms
Defined
Frustration is the feeling that results from failure to
achieve a goal, and defense mechanisms are cognitive
and behavioral ways to handle frustration.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Defense Mechanisms
• Aggression
• Rationalization
• Regression
• Projection
• Daydreaming
• Identification
• Withdrawal

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Which Defense Mechanism is Used?

Source: Rami Hanafi, Viewmasters/Ving - DAYDREAMING

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Learning Objective 3.2
3.2 To understand the systems of classifying needs.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Maslow’s Hierarchy of Needs

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Validity and Applications
• Major problem: cannot be tested empirically
• Societies rank needs differently
• Goods and services might satisfy each need level
• Different appeals for the same product can be based on
different needs

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Murray’s Psychogenic Needs

Murray organized his needs into five groups: ambition, materialistic,

power, affection, and information needs.
Table 3.1 Strategic Applications Of Murray’s List
Need Illustrative Characteristics Promotional Applications
Achievement: Do the best and work hard in any Messages that encourage and illustrate
accomplish tasks, succeed, and undertaking. Be able to do things better success(e.g., advertising education).
overcome obstacles. than others.
Exhibition: Tell amusing jokes at parties. Say things Messages showing attention from others when
shock or thrill others and be the that others regard as witty and clever. they notice one’s possessions (e.g.,expensive
center of attention. cars).
Affiliation: Be loyal to and share things with friends. Messages showing people enjoying themselves
spend time, form strong friendships Help friends in trouble. Be confided in by in large groups (e.g., vacations, shopping
and attachments with others. others and told about their troubles. situations).
Power/Dominance: Seek leadership in groups. Supervise Messages showing actual or symbolic
control, influence, and lead others. and direct the actions of others. dominance (e.g., being a chief executive;
owninga powerful car).
Change: Doing new and different activities, like Messages stressing novelty, uniqueness, and
seek new experiences and avoid eating in new restaurants, going on trips, breaking with routines (e.g., adventure travel
routine. and avoiding conventional situations. and active vacations).
Order: Planning and organizing the details in Promoting devices that save space and keep
keeping things neat and organized. any undertaking. Setting definite times things firmly in place (e.g., dividers and
for activities. organizers for closets, drawers, and garages).

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Appeal to Which Need?

Source: Photo courtesy of The Container Store

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Learning Objective 3.3
3.3 To understand the impact of hidden motives.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Motivational Research
Defined
A “term of art” that refers to qualitative studies which were
designed to uncover consumers’ subconscious or hidden
motivations in the context of buying and consumption.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Projective Techniques
• Projective techniques: the subjects will “reveal” or “project” their
subconscious, hidden motives into/onto the ambiguous stimuli.

• Storytelling
• Sentence Completion: “People who drive convertibles are . . .”
• Thematic Apperception Test
• Picture Drawing
• Photo Sorts

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Learning Objective 3.4
3.4 To understand personality development.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Personality
• Heredity and early childhood experiences vs. Social and
environmental influences?
• Unified whole v s . specific traits?
er us

• Reflects Individual Differences

– No two individuals are exactly alike
– Personality enables marketers to categorize
consumers into different groups
• Consistent and enduring, but can change

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Three Approaches
• Freudian concepts: unconscious needs or drives are at
the heart of human motivation
• Neo-Freudian premises: social relationships are
fundamental to the formation and development of
personality
• Measuring distinct traits: takes a quantitative approach
to personality as a set of psychological traits.
– Example: This Big Five Personality Traits (Openness, Conscientiousness,
Extraversion, Agreeableness, and Neuroticism) can be measured using the NEO
Personality Inventory. Individuals rate themselves on a series of statements
related to each trait, and scores indicate the person's position on them.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Learning Objective 3.5
3.6 To understand how personality traits shape consumer
behavior.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Personality Traits
• Innovators or laggards
• Close-minded vs. Open-minded (measuring the level of Dogmatism)
• Conformity vs. Individuality (Other-directed vs. inner ; Need for uniqueness)

Table 3.3 High Need for Uniqueness

• When I travel, I’m always seeking out unusual gifts for myself.
• I’m happy when other people tell me that my taste is ”different” and
”uncommon.”
• I work at maintaining my own unique persona.
• Some of my acquaintances think I’m somewhat of a weirdo in my seeking to
be different.
• Standing out and being different is important to me.
• I stop buying brands when everyone starts to buy them.
• Being different is my own personal trademark.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Other Personality Factors
Optimum stimulation level (OSL)
• Sensation seeking, Novelty seeking (high OSL)
• Need for Cognition
• Visualizers v s . Verbalizers: Visualizers may be drawn to products
er us

that have visually appealing packaging, vibrant colors, and

aesthetically pleasing designs. Verbalizers, might prioritize product
information, reviews, and descriptions.
• Materialism
• Compulsions and Fixations
• Ethnocentrism

Source: Duralee Fabrics, LTD.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Learning Objective 3.6
3.7 To understand brand personification.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Brand Personification is a form of anthropomorphism that
attributes human characteristics to something that is not human. It occurs
when consumers attribute human traits or characteristics to a brand.

Source: Procter & Gamble Co.

‘Like the products that bear his name, Mr. Clean is strong, tenacious,
competent, durable, and friendly’.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Brand Personality
• Marketers should study the personality traits of their
consumers before personifying their brands.
• Underlying dimensions of brand personality
– Excitement Modern, imaginative, innovative
– Sophistication Associated with social status and
trendy
– Affection Likeable and personable
– Popularity Sought after, in demand
– Competence Reliable, proficient, credible
• Product personality and gender
• Product personality and geography
Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
• Provide examples of brands that have successfully used anthropomorphism to
connect with consumers and explain the psychological mechanisms at play in these
marketing strategies.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Learning Objective 3.7
3.8 To understand the impact of self-image on consumer
behavior.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Consumer behavior researchers identified
four components of self-image:
1. Actual self-image is the way consumers see themselves;
2. Ideal self-image is how consumers would like to see
themselves;
3. Social self-image is how consumers feel others see them; and
4. Ideal social self-image is how consumers would like others to
see them.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
What are the two types of vanity? How does
vanity shape consumption behavior?

Researchers list two types of vanity:

• (1) physical vanity, which is excessive concern with or
inflated view of one’s physical appearance;
• (2) achievement vanity, which is excessive concern
with or inflated view of one’s personal achievements.

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
Discussion Questions (2 of 2)
• How are possessions an extension of the self?
1. Actually, by allowing the person to do things that
otherwise would be very difficult or impossible to
accomplish (e.g., problem solving by using a computer).
2. Symbolically, by symbolizing aspects of our identity (A
wedding ring symbolizes commitment and partnership)
3. Conferring status or rank, for example, among collectors
of rare works of art because of the ownership of a particular
masterpiece.
4. Feelings of immortality because of leaving valuable
bequests after death.
Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved
How do consumers use self-altering
products?

Copyright © 2019, 2015, 2010 Pearson Education, Inc. All Rights Reserved