Académique Documents
Professionnel Documents
Culture Documents
SY 13-14 / week 3
Review:
Exposure physical contact or encounter with a marketing stimulus (advertisement) Attention mental activity consumers devote to a marketing stimulus Perception when a marketing stimulus is
Comprehension extracting higher-order meaning from what we have perceived in the context of what we already know
Learning is a process continually evolves and changes due to newly acquired knowledge
We learn by experience Direct Indirect - incidental learning (casual or unintentional acquisition of knowledge)
Marketers interest on how consumers learn to teach them how to prefer their products and/or services to teach them their brand is the best, so they develop brand loyalty
Learning theories Cognitive function of mental processes Behavioral learning takes place as a result of responses to external events (observable response to stimuli)
Behavioral learning
Classical
Repetiton Stimulus generalization Stimulus discrimination
Instrumental
Use
Cognitive learning
involves problem solving how information are processed by the human mind use of memory
Memory stages
Input (stored)
Storage (retained) Output (retrieved)
Storage units of memory short term (lasts only seconds) long - term (extended period of time)
Recognition samples are shown Recall consumers are asked (from memory)
For learning to occur, certain elements must be present: motivation cues response reinforcement
Motivation
The driving force that moves us to action
Inner drive that reflects goal-oriented excitement
Goal
The sought-after results of motivated behavior the desired end state
Motivation/motives or needs
Motives or needs and goals are interdependent neither exists without
the other
Needs
Any human requirement
Consumer needs
The basis of all modern marketing
Need categories
Innate or primary needs
Physiological / basic to sustain life
Acquired or secondary
Psychological / developed after birth (esteem, love, acceptance ...)
For any given need, there are many different and appropriate goals The goals we select depend on our:
personal experiences
physical capacity prevailing cultural norms and values goals accessibility in the physical and social environment
Understanding the goals consumers are pursuing can provide important insights on the many aspects of their behavior.
As goals are met and needs are satisfied, new and higher order needs and goals emerge
Theories of needs according to: Abraham Maslow Sigmund Freud Carl Jung Henry Murray
Some thoughts
May not hold true for everybody Depends on ones culture or social environment
What is important is that it reminds us that consumers have different need priorities in different consumption situations and at different stages in their lives
Consumer Involvement relationship (attachment) with the products/services perceived relevance of the object based on their inherent needs, values and interests
product involvement often depends on the situation we are in factors can be something about the person, about the object, or about the situation
enduring involvement
Consumer Values values beliefs that some conditions are preferable to the opposite
consumer values:
materialism importance we attach to worldly possessions conscientious consumerism consumers focus on personal health is merging w/ a growing interest in global health
o Consumers Behavior Buying, Having and Being by Solomon (2011) o Consumer Behavior and Marketing Strategy by Peter and Olson (2007) o Consumer Behavior by Schiffman, Bednall, OCass, Paladino and Kanuk (2005) o Consumers by Arnould, Price and Zinkhan (2002)