Individual aspects of

consumer behavior:
Perception,
Learning,
Motivation and Involvement,
Attitudes and Personality
 Factors
Factors Affecting
Affecting
Consumer
Consumer Behavior
Behavior
Cultural
Social

Personal
Psychological

Buyer
Buyer
 Factors
Factors Affecting
Affecting Consumer
Consumer Behavior:
Behavior:
Psychological
Psychological

Personality Motivation
Motivation
Personality

Psychological
Factors PPerception
erception
Beliefs
Beliefs and
and
Attitudes
Attitudes

Learning
Learning
 What is Perception?
Process to recognize, organize, and
make sense of sensations.
 Perception

Perception
Perception isis the
the process
process byby which
which an
an
individual
individual selects,
selects, organizes,
organizes, and
and
interprets
interprets information
information to to create
create aa
meaningful
meaningful picture
picture of
of the
the world.
world.
 Perception
What is Perception
Images
Process
Sensation & Perception
Picturing the Perceptual Process
Psychological influences on
consumer behavior
 Perceptions: the meaning that a
person attributes to incoming stimuli
gathered through the five senses
sight, hearing, touch, taste, and smell.
Perceptual screens: the filtering
processes through which all inputs
must pass
 Learning
Meaning
Psychological Influences on
Consumer Behavior
 What is learning?

any relatively enduring change in

behavior as the result of experience
 Learning

Learning
Learning refers
refers to
to those
those behaviors
behaviors that
that
result
result from
from (1)
(1) repeated
repeated experience
experience and
and
(2)
(2) reasoning.
reasoning.
 Learning

Learning: a relatively permanent

change in behavior caused by
acquiring information or experience.
Consumers must learn how to satisfy
their needs.
Learning can be either deliberate or
vicarious.
 Motivation

Motivation
Motivation is
is the
the energizing
energizing force
force that
that
stimulates
stimulates behavior
behavior to
to satisfy
satisfy aa need.
need.
 PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR

Motivation and Personality

Motivation Personality
Physiological Needs Self-Concept

Safety Needs

Social Needs

Personal Needs

Self-Actualization Needs
Hierarchy of needs
Motivation: an internal state that drives us to satisfy
needs by activating goal-oriented behaviour.

Example:
 Needs and Motives
Need: an imbalance between a
consumers actual and desired states
Motives: inner states that direct a
person toward the goal of satisfying a
felt need
 Personality

Personality
Personality refers
refers to
to aa persons
persons consistent
consistent
behaviors
behaviors oror responses
responses to to recurring
recurring
situations.
situations.
Motivation & Personality
Why do people do the things they
do?
Kinds of Drives
Psychological Influences on
Consumer Behavior
 Beliefs & Attitudes
Beliefs
Attitudes
Psychological Influences on
Consumer Behavior
 Beliefs

Beliefs
Beliefs are
are aa consumers
consumers subjective
subjective
perception
perception of
of how
how aa product
product or
or brand
brand
performs
performs on
on different
different attributes
attributes based
based on
on
personal
personal experience,
experience, advertising,
advertising, and
and
discussions
discussions with
with other
other people.
people.
 Attitude

An
An attitude
attitude is
is aa learned
learned predisposition
predisposition
to
to respond
respond to
to an
an object
object or
or class
class of
of objects
objects
in
in aa consistently
consistently favorable
favorable oror
unfavorable
unfavorable way.
way.
 Attitudes
A persons enduring favorable or
unfavorable evaluations, emotional
feelings, or action tendencies toward
some object or idea
Attitude components:
Cognitive
Affective
Behavioral
 Changing Consumer Attitudes
Attempt to produce consumer attitudes
that will motivate the purchase of a
particular product
Evaluate existing consumer attitudes
and then make the product
characteristics appeal to them

Modifying the Components of

Attitude
Attitudes change in response to
inconsistencies among the three
components
Marketers can work to modify attitudes
by providing evidence of product
 PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR

Values, Beliefs, and Attitudes

Attitude Formation
Attitude

Beliefs

Attitude Change
Change Beliefs About a Brands Attributes

Change Perceived Importance of Attributes

Add New Attributes to the Product