Consumer Behavior
K.CUDi
Consumerbehaviorconcepts2redue.pdf
J a
s lin
J a
m e
s , S
a m
a n
th a
S o
to , M
a tth
e w
G ro
n k
a , C
e c
ilia B
la n
c o
, & S
a ra
N ie
ls o
n
Consum er
Behavior Concepts
M otivation &
Attitude
Chapter 5 & 8
Conceptual idea 1 - M
otivation M
otivation → is the process that m
akes people behave a certain w
ay. -
U sually occurs w
hen a consum er w
ants to satisfy a need or w
ant -
The need creates a tension w hich drives the
consum er to try to reduce
The desired end for a consum er is the g
o a l.
O ne question →
w hether a person needs to be aw
are of the m
otivation to achieve the goal
Conceptual idea 1 - M
otivation Th
ere are 3 co m
p o
n en
ts to M
o tiv
a tio
n :
- D
ire c
tio n
– w
h a
t a p
e rs
o n
is try
in g
to d
o .
- E
ffo rt –
h o
w h
a rd
a p
e rs
o n
is try
in g
.
- P
e rs
is te
n c
e –
h o
w lo
n g
a p
e rs
o n
k e
e p
s o
n try
in g
.
T h
e tw
o ty
p e
s o
f m o
tiv a
tio n
a re
:
- in
trin s ic
m o
tiv a
tio n
: s e
lf- g
e n
e ra
te d
fa c
to rs
- e
x trin
s ic
m o
tiv a
tio n
: th in
g s a
re d
o n
e to
o r fo
r p e
o p
le to
m o
tiv a
te th
e m
Conceptual idea 2 - Attitude
D e
fin e
d a
s : a
la s tin
g , g
e n
e ra
l e v
a lu
a tio
n o
f p e
o p
le (in
c lu
d in
g o
n e
s e
lf), o b
je c
ts , a
d v
e rtis
e m
e n
ts , o
r
is s u
e s
● A
n y
th in
g th
a t w
e d
ire c
t o u
r a ttitu
d e
to w
a rd
s is
th e
a ttitu
d e
o b
je c
t.
P s y
c h
o lo
g is
t D a
n ie
l K a
tz : F
u n
c tio
n a
l th e
o ry
o f a
ttitu d
e s
● A
ttitu d
e s s
e rv
e a
s a
p u
rp o
s e
to th
e p
e rs
o n
.
○ U
tilita ria
n fu
n c
tio n
○ V
a lu
e e
x p
re s s iv
e fu
n c
tio n
○ E
g o
- d
e fe
n s iv
e fu
n c
tio n
○ K
n o
w le
d g
e fu
n c
tio n
Conceptual idea 2 - Attitude
T h
e 3
c o
m p
o n
e n
ts o
f a ttitu
d e
: T h
e A
B C
m o
d e
ls o
f a ttitu
d e
s
● A
ffe c
t: h o
w d
o y
o u
fe e
l a b
o u
t th e
o b
je c
t?
● B
e h
a v
io r: h
o w
d o
y o
u a
c t to
w a
rd s th
e o
b je
c t?
● C
o g
n itio
n : w
h a
t d o
y o
u b
e lie
v e
is tru
e a
b o
u t th
e o
b je
c t?
H o
w b
o th
c o
n c e p
ts a
re re
la te
d
M o
tiv a
tio n
is s
im p
ly th
e a
b ility
a n
d e
n e
rg y
re q
u ire
d to
s u
s ta
in a
p o
s itiv
e a
ttitu d
e . If a
p o
s itiv
e
a ttitu
d e
is th
e fire
, th e
n m
o tiv
a tio
n is
w h
a t fa
n s it.
a ttitu
d e
: a s
e ttle
d w
a y
o f th
in k
in g
o r fe
e lin
g a
b o
u t s
o m
e th
in g
.
m o
tiv a
tio n
: a re
a s o
n o
r re a
s o
n s fo
r a c
tin g
o r b
e h
a v
in g
in a
p a
rtic u
la r w
a y
.
a ttitu
d e
a n
d m
o tiv
a tio
n a
re v
e ry
c lo
s e
ly re
la te
d a
n d
h ig
h ly
in te
rd e
p e
n d
e n
t: th e
a ffe
c tiv
e lo
a d
in g
o f a
n a
ttitu d
e is
a fu
n c
tio n
o f th
e in
s tru
m e
n ta
l e ffe
c tiv
e n
e s s o
f th e
o b
je c
t o f th
e a
ttitu d
e in
h e
lp in
g u
s g
a in
o u
r e n
d s ; a
ttitu d
e s a
n d
d iffe
re n
c e
s b
e tw
e e
n a
ttitu d
e s a
re a
c o
m m
o n
b a
s is
o f th
e
d is
p a
rity s
tru c
tu re
(b e
tw e
e n
e x
p e
c ta
tio n
s a
n d
p e
rc e
p tio
n s ) w
h ic
h is
h e
re a
s s u
m e
d to
a c
c o
u n
t
fo r p
e rs
is te
n c
e a
n d
in te
n s ity
o f m
o tiv
a te
d b
e h
a v
io r; a
ttitu d
e s to
w a
rd s a
lte rn
a tiv
e a
c ts
d e
te rm
in e
th e
d ire
c tio
n th
a t a
c tio
n w
ill ta k
e ; a
n d
in fo
rm a
tio n
a b
o u
t th e
c o
n d
itio n
s o
f a ttitu
d e
c h
a n
g e
w ill b
e
h ig
h ly
re le
v a
n t to
th e
p ro
b le
m s o
f c o
n tro
llin g
m o
tiv a
tio n
M arketing strategy-M
otivation ●
C onsum
ers do not buy product, instead they buy problem solutions or m
otive satisfactions.
● The key is to find m
otives for buying and build the product ●
There is m any kind of m
otives so the aim is to find out:
○ The m
otives for buying ○
H ow
to form ulate a strategy to fulfill these m
otives ○
H ow
to reduce conflict betw een m
otives
M arketing strategy-M
otivation
● In
s te
a d
o f s
e llin
g a
p ro
d u
c t, s
e ll s
o lu
tio n
s o
r s e
ll s a
tis fa
c tio
n
M arketing strategy-Attitude
● M
a rk
e te
rs h
a v
e to
a lte
r th e
c o
n s u
m e
rs a
ttitu d
e
● T
h e
y h
a v
e to
c re
a te
a p
o s itiv
e a
ttitu d
e in
th e
c o
n s u
m e
rs m
in d
T y
p e
s o
f a ttitu
d e
c h
a n
g in
g s
tra te
g ie
s
● 1).
C h
a n
g in
g th
e c
o n
s u
m e
r’s b
a s ic
m o
tiv a
tio n
a l
fu n
c tio
n
● 2
). A
s s o
c ia
tin g
th e
p ro
d u
c t
w ith
a n
a d
m ire
d g
ro u
p o
r e
v e
n t,
● 3
). R
e s o
lv in
g tw
o c
o n
flic tin
g a
ttitu d
e s
● 4
). A
lte rin
g c
o m
p o
n e
n ts
o f
th e
m u
lti a
ttrib u
te s
m o
d e
l
● 5
). C
h a
n g
in g
c o
n s u
m e
r b
e lie
fs a
b o
u t
c o
m p
e tito
rs b
ra n
d s
M arketing strategy-Attitude
C h
a n
g in
g th
e c
o n
s u
m e
r’s b
a s ic
m o
tiv a
tio n
a l fu
n c
tio n
(4 s
u b
s id
ia rie
s )
● U tilita
ria n
F u n c tio
n -
u tility
fu n
c tio
n o
f a
p ro
d u
c t
h e
lp s
c o
n s u
m e
r re
m e
m b
e r
p a
s t
m e
m o
rie s
th a
t c
a n
b rin
g u
p o
n a
c e
rta in
a ttitu
d e
● E g o - d e fe
n s iv e fu
n c tio
n -
E v
e ry
o n
e w
a n
ts to
p ro
te c
t th
e ir
im a
g e
, s o
th e
m a
rk e
te rs
m a
k e
a d
v e
rtis e
m e
n ts
th a
t re
a s s u
re th
is fe
e lin
g o
f p
ro te
c tio
n
● V a lu e e x p re
s s iv e fu
n c tio
n -
T h
u s
b y
k n
o w
in g
ta rg
e t
c o
n s u
m e
rs a
ttitu d
e s ,
m a
rk e
te rs
c a
n
b e
tte r
a n
tic ip
a te
th e
ir v
a lu
e s ,
life s ty
le s
o r
o u
tlo o
k a
n d
c a
n re
fle c
t th
e s e
c h
a ra
c te
ris tic
s in
th e
ir a
d v
e rtis
in g
a n
d d
ire c
t m
a rk
e tin
g e
ffo rts
.
● K n o w le d g e F u n c tio
n -
b ra
n d
s p
o s itio
n in
g a
re a
tte m
p t
to s a
tis fy
th e
n e
e d
to k
n o
w a
n d
to
im p
ro v
e c
o n
s u
m e
r’s a
ttitu d
e to
w a
rd th
e b
ra n
d b
y e
m p
h a
s iz
in g
its a
d v
a n
ta g
e s
o v
e r
c o
m p
e titiv
e b
ra n
d s
M arketing strategy-
com bination
