MODULE 3

CONSUMER BEHAVIOUR 12MBAMM313

INDIVIDUAL INFLUENCES ON CONSUMER BEHAVIOUR: (PART I)

A)Motivation: Basics of Motivation, Needs, Goals, Positive &

Negative Motivation, Rational Vs Emotional motives, Motivation

Process, Arousal of motives, Selection of goals. Motivation Theories and Marketing Strategy - Maslows Hierarchy

of Needs, McGuires Psychological Motives (Cognitive Preservation

Motives, Cognitive Growth Motives, Affective Preservation Motives, Affective Growth Motives).

INDIVIDUAL INFLUENCES ON CONSUMER BEHAVIOUR: (PART I)

B)Personality: Basics of Personality, Theories of Personality and Marketing Strategy(Freudian Theory, Neo-Freudian Theory, Trait Theory), Applications of Personality concepts in Marketing, Personality and understanding consumer diversity(Consumer Innovativeness and related personality traits, Cognitive personality Brand factors, Consumer (Brand Materialism, Consumer Gender, Ethnocentrisms), Personality Personification,

Geography, Colour), Self and Self-Image (One or Multiple selves, The

extended self, Altering the self). C) Perception: Basics of Perception & Marketing implications, Elements of

Perception(Sensation,
Perceptual

Absolute

Threshold,

Differential

Threshold,
price,

Subliminal Perception), Dynamics of Perception (Perceptual Selection, Interpretation, Perceptual Organization ,perceived perceived quality, price/quality relationship, Perceived Risk, Types of risk, How consumers handle risk.

NEEDS AS THE BASE OF MOTIVATION

NEEDS/ GOALS AS THE BASE OF MOTIVATION

NEEDS
Innate Acquired

PERCEPTION
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. How we see the world around us.

ELEMENTS OF PERCEPTION
Sensation Absolute threshold

Differential threshold
Subliminal perception

SENSATION
The immediate and direct response of the sensory organs to stimuli.

A stimulus is any unit of input to any of the senses.

ABSOLUTE THRESHOLD
It is the lowest level at which an individual can experience a sensation.

The point at which a person can detect a difference

between something and nothing is that persons absolute threshold for that stimulus.

DIFFERENTIAL THRESHOLD
Minimal difference that can be detected between two similar stimuli. Also known as the just noticeable difference (the j.n.d.)

SUBLIMINAL PERCEPTION
Stimuli that are too weak or too brief to be consciously seen or heard but may be strong enough to be perceived by one or more receptor cells.