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    Psychological Factors

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    ChingYan Tan
    This document discusses several key psychological factors that influence consumer choices and behavior: 1. Motives drive consumer actions and purchases by satisfying internal needs. Marketers should identify consumer motives to better develop marketing strategies. 2. Perception, attitudes, personality, knowledge, and lifestyles all shape how consumers select, process, and interpret information to make purchasing decisions. 3. Learning plays a role as well, as consumers may choose products based on prices if they lack knowledge in a certain area. Providing new information can change consumer behavior.

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    Psychological Factors

    Uploaded by

    ChingYan Tan
    80 views2 pages
    This document discusses several key psychological factors that influence consumer choices and behavior: 1. Motives drive consumer actions and purchases by satisfying internal needs. Marketers should identify consumer motives to better develop marketing strategies. 2. Perception, attitudes, personality, knowledge, and lifestyles all shape how consumers select, process, and interpret information to make purchasing decisions. 3. Learning plays a role as well, as consumers may choose products based on prices if they lack knowledge in a certain area. Providing new information can change consumer behavior.

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    This document discusses several key psychological factors that influence consumer choices and behavior: 1. Motives drive consumer actions and purchases by satisfying internal needs. Marketers should identify consumer motives to better develop marketing strategies. 2. Perception, attitudes, personality, knowledge, and lifestyles all shape how consumers select, process, and interpret information to make purchasing decisions. 3. Learning plays a role as well, as consumers may choose products based on prices if they lack knowledge in a certain area. Providing new information can change consumer behavior.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    80 views2 pages

    Psychological Factors

    Uploaded by

    ChingYan Tan
    This document discusses several key psychological factors that influence consumer choices and behavior: 1. Motives drive consumer actions and purchases by satisfying internal needs. Marketers should identify consumer motives to better develop marketing strategies. 2. Perception, attitudes, personality, knowledge, and lifestyles all shape how consumers select, process, and interpret information to make purchasing decisions. 3. Learning plays a role as well, as consumers may choose products based on prices if they lack knowledge in a certain area. Providing new information can change consumer behavior.

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    3/10/2013

    Psychological factors
    Motives
    A motive is an internal energizing force that orients a
    person's activities toward satisfying a need or achieving a
    goal.
    PKK4307 Actions are effected by a set of motives, not just one. If
    marketers can identify motives then they can better
    develop a marketing mix.
    Factors that influence choices of MASLOW hierarchy of needs:
    Safety
    products and health services Love and Belonging
    Esteem
    Self Actualization
    Need to determine what level of the hierarchy the consumers are
    at to determine what motivates their purchases.

    Psychological factors Psychological factors


    Perception Ability and Knowledge
    Perception is the process of selecting, organizing and interpreting Need to understand individuals capacity to learn. Learning,
    information inputs to produce meaning. We chose what info we pay changes in a person's behavior caused by information and
    attention to, organize it and interpret it. experience. Therefore to change consumers' behavior about
    Information inputs are the sensations received through sight, taste, your product, need to give them new information re:
    hearing, smell and touch. product...free sample etc.
    Selective Exposure-select inputs to be exposed to our awareness. More likely if
    it is linked to an event, satisfies current needs, intensity of input changes When making buying decisions, buyers must process
    (sharp price drop). information. Knowledge is the familiarity with the product and
    Selective Distortion-Changing/twisting current received information, expertise.
    inconsistent with beliefs. Advertisers that use comparative advertisements
    (pitching one product against another), have to be very careful that consumers Inexperience buyers often use prices as an indicator of quality
    do not distort the facts and perceive that the advertisement was for the more than those who have knowledge of a product.
    competitor. Non-alcoholic Beer example: consumers chose the most
    Selective Retention-Remember inputs that support beliefs, forgets those that expensive six-pack, because they assume that the greater price
    don't. Average supermarket shopper is exposed to 17,000 products in a
    shopping visit lasting 30 minutes-60% of purchases are unplanned. Exposed to indicates greater quality.
    1,500 advertisement per day. Can't be expected to be aware of all these Learning is the process through which a relatively permanent
    inputs, and certainly will not retain many.
    change in behavior results from the consequences of past
    Interpreting information is based on what is already familiar, on behavior.
    knowledge that is stored in the memory.

    Psychological factors Psychological factors


    Attitudes Personality
    Knowledge and positive and negative feelings about an object or All the internal traits and behaviors that make a person unique, uniqueness
    arrives from a person's heredity and personal experience. Examples include:
    activity-maybe tangible or intangible, living or non-living.....Drive Workaholism
    perceptions Compulsiveness
    Individual learns attitudes through experience and interaction Self confidence
    Friendliness
    with other people. Adaptability
    Consumer attitudes toward a firm and its products greatly Ambitiousness
    influence the success or failure of the firm's marketing strategy. Dogmatism
    Authoritarianism
    Attitudes and attitude change are influenced by consumers Introversion
    personality and lifestyle. Extroversion
    Consumers screen information that conflicts with their Aggressiveness
    attitudes. Distort information to make it consistent and Competitiveness.
    selectively retain information that reinforces our attitudes (i.e Traits effect the way people behave. Marketers try to match the store image to
    the perceived image of their customers.
    brand loyalty). There is a weak association between personality and buying behavior, this may
    There is a difference between attitude and intention to buy be due to unreliable measures. Nike ads. Consumers buy products that are
    (ability to buy). consistent with their self concept.

    1
    3/10/2013

    Psychological factors
    Lifestyles
    Trends in lifestyles are shifting towards personal
    independence and individualism and a preference
    for a healthy, natural lifestyle. Lifestyles are the
    consistent patterns people follow in their lives.
    EXAMPLE healthy foods for a healthy lifestyle. Sun
    tan not considered fashionable in US until 1920's.
    Now an assault by the American Academy of
    Dermatology.

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