PerceptionPerception in marketing is described as a process by which a consumer identifies, organizes, and interprets information to create meaning. Show
Learning Objectives Describe the characteristics of perception as a part of the consumer buying decision process Key TakeawaysKey Points
Key Terms
PerceptionPerception can have various meanings but in marketing, it is often described as a process by which a consumer identifies, organizes, and interprets information to create meaning. A consumer will selectively perceive what they will ultimately classify as their needs and wants. Necker Cube and Rubin Vase: These are two optical illusions that illustrate how perception may differ from reality. On the left, we see a cube when in fact it is a flat image on our screen. On the right, the vase actually resembles two faces looking at each other. Perception is a psychological variable involved in the purchase decision process that is known to influence consumer behavior. Other variables included in this consumer process include: motivation, learning, attitude,
personality, and lifestyle. All of these concepts are crucial in interpreting the consumer buying process and can also help guide marketing efforts. MotivationMotivation is a psychological incentive or reason for doing something. Learning Objectives
Review the methodology of motivation as it applies to the consumer buying decision process Key TakeawaysKey Points
Key Terms
Consumer behavior is strongly influenced by many internal and external factors, including:
An individual's motivation, perception, attitude, and beliefs are considered psychological factors. Other factors such as income level, personality, occupation, and lifestyle are categorized as personal factors. Motivation is versatile enough that it spans multiple areas, including
physiological, behavioral, cognitive, and social. Intrinsic and Extrinsic MotivationMotivation can originate from oneself (intrinsic) or from other people (extrinsic).
Widely Recognized Motivational Theories
Drive-Reduction Theory: Clark Hull was the behaviorist who developed the drive-reduction theory of motivation.
LearningLearning in marketing is known as a psychological variable that can significantly affect the purchase decision process for consumers. Learning Objectives Review the characteristics of learning as it relates to the consumer buying decision process Key TakeawaysKey Points
Key Terms
In consumer marketing, learning is known as a psychological variable that can significantly affect the purchase decision process for consumers. Learning is the process of acquiring new, or modifying existing, knowledge, behaviors, skills, values, or preferences. This process may involve synthesizing different
types of information. The ability to learn is possessed by humans, animals, and some machines.
There are three main categories of learning theory: behaviorism, cognitivism, and constructivism. Behaviorism focuses only on the objectively observable aspects of learning. Cognitive theories look beyond behavior to explain brain-based learning. Constructivism views learning as a process in which the learner
actively constructs or builds new ideas or concepts. David Kolb's modelDavid Kolb's model: The David A. Kolb styles model is based on the experiential learning theory. The David A. Kolb styles model is based on the experiential learning theory,
which was explained in his book Experiential Learning: Experience as the Source of Learning and Development (1984). The ELT model outlines two related approaches toward grasping experience: concrete experience and abstract conceptualization, as well as two related approaches toward transforming experience: reflective observation and active experimentation.
Convergers are characterized by abstract conceptualization and active experimentation. They
are good at making practical applications of ideas and using deductive reasoning to solve problems. AttitudeAttitude is a psychological variable that is known to affect the purchase decision process of consumers. Learning Objectives Illustrate how attitude impacts the consume buying decision Key TakeawaysKey Points
Key Terms
Attitude is a psychological variable that is known to affect the purchase decision process of consumers. Other variables are perception, learning, personality, and lifestyle. Carl Jung: Carl Jung developed a definition of attitude as it relates to the field of Psychology. Attitudes can be difficult to measure because attitudes are a hypothetical construct that cannot be observed directly. Attempted measures may
include the use of physiological cues like facial expressions, vocal changes, and other body rate measures. For instance, fear is associated with raised eyebrows, increased heart rate and increase body tension.
LifestyleIn consumer marketing, lifestyle is considered a psychological variable known to influence the buyer decision process for consumers. Learning Objectives Indicate how lifestyle or personality influences buying decisions Key TakeawaysKey Points
Key Terms
Lifestyle can be broadly defined as the way a person lives. In sociology, a lifestyle typically reflects an individual's attitudes, values, or world view. A lifestyle is a means of forging a sense of self and to create cultural symbols that resonate with personal identity. Television and Obesity: Lifestyle choices, like increasing sedentary behaviors, can lead to obesity. Not all aspects of a lifestyle are voluntary. However, in consumer marketing, lifestyle is considered a psychological variable known to influence the buyer decision process of consumers. Shaping Public Policy and Educating ConsumersCompanies can use marketing to educate consumers on a particular issue in an effort to help shape public policy. Learning Objectives Discuss the elements of public policy and the education of customers Key TakeawaysKey Points
Key Terms
The study of consumer behavior can be applied to improving marketing strategies, shaping public policies, influencing society, and improving consumer knowledge. Anti-Smoking Campaign : The purpose of an anti-smoking campaign is to educate consumers about health risks associated with smoking. Health promotion is
broadly defined as the process of enabling people to increase control over and improve their health. It occurs through developing healthy public policy that addresses the prerequisites of health such as income, housing, food security, employment, and quality working conditions. There is a tendency among public health officials and governments—and this is especially the case in liberal nations such as Canada and the USA—to reduce health promotion to health education and social marketing focused
on changing behavioral risk factors. Licenses and AttributionsCC licensed content, Shared previously
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What are the three types of consumer buying situations?There are three major categories of consumer decisions - nominal, limited, and extended - all with different levels of purchase involvement, ranging from high involvement to low involvement.
At which stage in the typical buying process is the customer aware of a need?In the awareness stage of the Buyer's Journey, a potential buyer is just realizing a want or need for a product and/or service. They are most likely entering search terms in Google to understand more about what they are looking for.
Which type of consumer buying situation requires very little consumer involvement and brand difference are usually insignificant?Habitual buying behavior
Habitual purchases are characterized by the fact that the consumer has very little involvement in the product or brand category.
What are the three prescriptions for developing a customer strategy?The presentation strategy is a well-conceived plan that includes three prescriptions: (1) establishing objectives for the sales presentation, (2) developing the presale presentation plan needed to meet these objectives, and (3) renewing one's commitment to providing outstanding customer service (Figure 10.1).
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