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    Consumer Behavior - Schiffman &kanuk - Outline

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    AHMET NURI KUCUKOSMANOGLU
    The document discusses concepts related to motivation, perception, attitude, personality, learning, and decision making from a psychological perspective. It covers theories of needs, goals, sensation, cognition, models of attitudes and personality, learning processes, decision making models, and traits that influence consumer behavior. Key areas addressed include motivation and goals, perception and sensation, attitude formation and change, personality theories, learning theories, decision making levels and models, and traits that impact consumption.

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    Consumer Behavior - Schiffman &kanuk - Outline

    Uploaded by

    AHMET NURI KUCUKOSMANOGLU
    865 views1 page
    The document discusses concepts related to motivation, perception, attitude, personality, learning, and decision making from a psychological perspective. It covers theories of needs, goals, sensation, cognition, models of attitudes and personality, learning processes, decision making models, and traits that influence consumer behavior. Key areas addressed include motivation and goals, perception and sensation, attitude formation and change, personality theories, learning theories, decision making levels and models, and traits that impact consumption.

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    A Selective Outline of Consumer Behavior - Shiffman & Kanuk

    Original Title

    Consumer Behavior -Schiffman &Kanuk - Outline

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    The document discusses concepts related to motivation, perception, attitude, personality, learning, and decision making from a psychological perspective. It covers theories of needs, goals, sensation, cognition, models of attitudes and personality, learning processes, decision making models, and traits that influence consumer behavior. Key areas addressed include motivation and goals, perception and sensation, attitude formation and change, personality theories, learning theories, decision making levels and models, and traits that impact consumption.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    865 views1 page

    Consumer Behavior - Schiffman &kanuk - Outline

    Uploaded by

    AHMET NURI KUCUKOSMANOGLU
    The document discusses concepts related to motivation, perception, attitude, personality, learning, and decision making from a psychological perspective. It covers theories of needs, goals, sensation, cognition, models of attitudes and personality, learning processes, decision making models, and traits that influence consumer behavior. Key areas addressed include motivation and goals, perception and sensation, attitude formation and change, personality theories, learning theories, decision making levels and models, and traits that impact consumption.

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    MOTIVATION

    PSYCHOLOGICAL FORCE Need, Tension,Drive,Goal Achie Needs Innate-Acquir,Primary-Sec, Biogenic-Psychoge Goals Generic-Prod Specific, Goal Setting-Bagozzi Goal Selection
    Promotion Focused-Prevention Focus Pers Goal Types: Ideals-Oughts

    PERCEPTION
    ELEMENTS
    Sensation (Physic Stimu, Sensory Adapters Absolute Threshold(adaptation) Differential Threshold(JND, Ernst Weber) Subliminal Perception

    ATTITUDE
    MODELS Tricomponent (Aff-Cog-Con) Multiattribute Attitude Toward the Object AttitudeToward the Behavior Theory of Reas. Act. (Subj Norm) Theo of Try to Consume Att Tow the Ad FORMATION Learned Sources of Influence(Dir/Ind Exper) Personality(Need for Cogn) CHANGE Change Motivational Function Associate with Events, Groups Change Beliefs About Competitor Alter Elements of MultAtt Model Change Relative Ratings of Attrib Change Brand Beliefs Change Overall Brand Ratng Add a New Attribute ELM (Elaboration of Likelyhood Model) Central / Periph Routes to Persua POSTBEHAVIOR ATTITUDE Cognitive Dissonance (Leon Fest) Attibution Theory Self Attr(Internal/Ext - Defensive) Foot in the Door Door On the Face Attr Toward Others Attr Toward Things

    Interdepence of Needs & oals Positive & Negative Motivation Emotional vs Rational Motivation DYNAMICS Needs Are Never Satisfied New Needs Emerge as Goals are Achieved Success&Failure Influence Goals Substitute Goals vs Primary goals Frustration & Defense Mechanisms
    Aggress,Rati,Regr,Proj, Withdrw, Daydrea,Ident,Repress

    DYNAMICS Physical Stim+Experience (Expect,Motv,Lea Perceptual Selection Expectation Motivation Selective Perception
    Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking

    Multiplicity of Needs & Variation of Goals Arousal of Motives


    Physical,Emotional,Cognitive, Environm Behaviorist vs Cognitive Schools

    Perceptual Organization Figure&Ground Gestalt Grouping Chunking Closure Missing Info Completed Perceptual Interpretation Perceptual Distortion
    Physical Appearance Stereotypes First Impression Halo Effect Jumping Into Conclusions

    NEED CLASSIFICATION Henry Murray's Psychogenic Ne Maslow's Need Hierar Phys,Secur,Social,Ego,Self Mktg Applic (Segmentation) Trio of Needs (McClelland) Affilia,Pow,Achiev MEASUREMENT Behavioral,Subjective,Qualitative Data Motivational Research (Ernst Dichter)
    Crit: Clinic Purp,Disturbed Pers, Exotic Appe

    Metaphor Analysis (Zaltman's ZMET) Story Telling Word Associat & Sentence Completion Thematic Apperception Drawing Pictures & Photo Sortin

    PERSONALITY
    WHAT IS Reflect Ind Diff, Consistent, Can Change THEORIES Freudian Unconscious needs; mostly Bio&Sex ID, SuperEgo, Ego Product Personality Neo Freudian (Social Relationships are fundemantal) Alfred Adler Style of Life, Inferiority Harry Sullivan Rewarding Relationships Karen Horney Anxiety,
    Complia-Aggres-Detached Pers.

    IMAGERY Positioning Umbrella Positioning Against Competition Finding Unowned Position On Specific Benefit Filling Several Positions Repositioning Perceptual Mapping Positioning of Services Perceived Price
    Internal or Exter Reference Price Acquisition vs Transaction Utility Assimilation & Contrast Theor Plausible Low/High & Implausible

    DECISION MAKING
    LEVELS OF DM Limited Problem Solving Extensive Prob Solving Routinized Response Behv MODELS OF DM Economic Passive Cognitive (Goal Sett Bagozzi, Heuristics) Emotional (Impulsive) (Moods) A MODEL Input (Mktg, SocioCultural) Process Need Recognition Info Search
    (Intern/Ext, Perc Risk(Ltd/Extensive))

    Perceived Quality
    Internal/Ext Cues, Expected vs Perceived Qual

    Price/Quality Relationship Signalling Theor Retail Store Image Manufacturer Image


    Extended Self, Stealth Parentage

    Trait Theory Quantitative, Empirical, Tests Innovativeness Traits


    Innovativen, Dogmatism,Optim Stim Lev OSL, Need for Uniqueness NFU, Sensation Seek SS Variety Novelty Seeking

    Perceived Risk Phys,Psych,Soc,Fin,Func,Time Risk Handling


    Seek Info, Brand Loyal, Brand Img Store Img, Expensiv Mdl, Reassura

    Evaluation of Alternatives
    The List Evoked,Inept,Inert+Overlooked The Criteria Prod Attrib, Brand Cred

    Ethics

    Misuses:Prod Placem,Advertor,Infomerc,JND

    Cognitive Pers Traits


    Need For Cognition Visualizers vs Verbalizers

    LEARNING
    ELEMENTS Motivation, Cues, Response, Reinforcement THEORIES Conditioning Classical Conditioning(Pavlov)
    Repetition Stimulus discrimination Stimulus Generalization

    Decision Rules
    Compensatory Noncompensatory Conjunctive(Min Cutoff) Disjunktive(Target Cutoff) Lexicographic (Single Attrib) Consumer Orientat(Qual,Stat,Econ) Affect-Referral

    Consumption & Possession Traits


    Materialism Fixated consumption Compulsive Consumption

    Consumer Ethnocentricism BRAND PERSONALITY Brand Pers Framework


    Sincer,Excit,Compet,Sophi,Rugged

    Associative Cognitive(NeoPavlovian)
    Relationships and cognitive effort

    Prod Pers & Gender/Geog/Color SELF & SELF IMAGE One or Multiple Selves Self Image Actu,Ideal,Socia,Actu-Ide,Expected,Oughtto ExtendedSelf Possessions are extensions of Self Img
    Actual,Symb,Stat,Immortality,Magical

    Instrumental Conditioning(Skinner)
    Trial&Error to fnd best response

    Modeling or Observational Learning Cognitive Information Processing


    Storing Sensory (2sec) ShortTerm (Rehearsal) 2-10sec LongTerm Retention Retrieval (Encoding) (Chunking) (Interference Effects) (Hemispheral Lateralization Th) (Passive vs Cognitive Learning)

    Altering the Self


    Self-Altering Prod. Personal Vanity: Phys + Achievement

    Illiterate Consumers(Coping) LifeStyles as DM Strategies Incomplete or Noncomparable Info In Apply Rules (Abstraction on Utility) Series of Decisions Output Purchase (Trial,Repeat,LongTermCommit) PostPurch(Pos/Neg Disconformatn or Neutr) GIFTING
    Indiv Indiv Group Group Self

    VIRTUAL PERSONALITY & SELF

    Limited/Extensive Info Processing

    Involvement
    Media Applic

    CONSUMING&POSSESSING Special Meanings&Memories RELATIONSHIP MKTG

    Cons Relevance (Broad vs Narrow Categorizers) Central&Peripheral Routes to Persuasion ELM Measurement Mktg applic Trivial mttr, Brand Inv vs Pro Inv (Relatship rathr than transaction)

    MEASURES Recognition & Recall Cognitive Measures


    Comprehension: Msg Charac.+Ability+Involv

    Attitudinal & Behavioral Measures of Loyalty Brand Equity

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