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    Consumer Behavior

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    Nigar Gaziyeva
    This document provides an overview of key concepts from Chapter 5 of the book Consumer Behavior by Solomon. It discusses topics like nostalgia, motivations that drive consumer behavior, different classifications of needs, theories of motivational strength, types of motivational conflicts consumers face, and the different forms of consumer involvement including product, message, and situational involvement. Strategies are presented that companies can use to increase different types of consumer involvement.

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    Consumer Behavior

    Uploaded by

    Nigar Gaziyeva
    10 views18 pages
    This document provides an overview of key concepts from Chapter 5 of the book Consumer Behavior by Solomon. It discusses topics like nostalgia, motivations that drive consumer behavior, different classifications of needs, theories of motivational strength, types of motivational conflicts consumers face, and the different forms of consumer involvement including product, message, and situational involvement. Strategies are presented that companies can use to increase different types of consumer involvement.

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    This document provides an overview of key concepts from Chapter 5 of the book Consumer Behavior by Solomon. It discusses topics like nostalgia, motivations that drive consumer behavior, different classifications of needs, theories of motivational strength, types of motivational conflicts consumers face, and the different forms of consumer involvement including product, message, and situational involvement. Strategies are presented that companies can use to increase different types of consumer involvement.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    10 views18 pages

    Consumer Behavior

    Uploaded by

    Nigar Gaziyeva
    This document provides an overview of key concepts from Chapter 5 of the book Consumer Behavior by Solomon. It discusses topics like nostalgia, motivations that drive consumer behavior, different classifications of needs, theories of motivational strength, types of motivational conflicts consumers face, and the different forms of consumer involvement including product, message, and situational involvement. Strategies are presented that companies can use to increase different types of consumer involvement.

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    Consumer Behavior

    MAN-432

    CHAPTER 5, SOLOMON
    Change in
    schedule for
    two classes
    Work
    • Project
    • Topics
    • Random allocation to groups 1 and 13

    • Format
    • Data Collection

    • Grading
    • Application of learnings from the class
    • Using data than just expressing your opinions

    • Mid-term
    NOSTALGIA
     The bittersweet emotion that arises when we view the past with both sadness

    and longing

     Stranger Things

     A retro brand is an updated version of a brand from a prior historical period

     Michael Keaton

     Air Jordan Retro

     Products and brand serve as ‘memory markers’ that bind us to the stable past

     Spontaneous recovery – When a stimulus evokes a weakened response even

    years after we first perceived it, e.g., a song or a fragrance


    RETRIEVING THE INFORMATION

     Forgetting

     Decay – of structural changes produced by learning

     Interference

     Retroactive

     Proactive

     Loss of links and nodes in the associative network


    Motivation
    • Why do consumer do what they do

    • Definition
    • The processes that lead people to behave as they do

    • The inner reasons or driving forces behind human actions that drive consumers to address real needs

    • Need and want…again


    • Need: State of tension = Problem

    • Want: Seeking desired state = Resolution

    • Intrinsic vs Extrinsic (not in book)


    • Fight for Dumpling
    Needs Classification
    • Murray’s psychogenic needs
    • Non-biological or secondary needs

    • Everyone has the same basic set of needs but that individuals differ in their priority
    rankings of these needs
    • Need for affiliation

    • Need for power

    • Need for uniqueness


    Needs Classification

    • Maslow’s Hierarchy

    • Peak Experience
    Needs Classification

    • Nike 1982

    • Nike 1988
    Motivational Strength
    DRIVE THEORY EXPECTANCY THEORY

    • Drive: Degree of arousal to solve the • Drive: Degree of arousal to solve


    need α The magnitude of tension
    the need α The magnitude of
    • Biological
    tension
    • Homeostasis

    • Retail Therapy
    • Physical and Cognitive

    • Delayed Gratification? • Placebo Effect


    Motivational Conflicts
    • Approach – Approach Conflict
    • Two desirable alternatives

    • Cognitive Dissonance and post-decision dissonance

    • Approach – Avoidance Conflict


    • Desirable as well as repelling

    • Avoidance – Avoidance Conflict


    • Rock and hard place GoT – 8th season; Twilight Saga
    • Unforeseen benefits
    Consumer Involvement
    • A person’s perceived relevance of the
    object based on their inherent needs,
    values, and interests
    • Utilitarian Motivation

    • Hedonic Motivation

    • Apple Store Crowd

    • Bruce Wayne
    Consumer Involvement
    • An indicator of how much information
    we are ready to process in resolving
    the need

    • Inertia: Extremely low involvement.


    We make decisions out of habit
    L.I. H.I.
    because we lack the motivation to
    U
    consider alternatives. H
    Consumer Involvement

    • Product Involvement
    • Higher the perceived risk, higher the involvement

    • Risk Capital: Ability to sustain the risk


    The Components of Perceived Risk | ACR (acrwebsite.org)

    Consumer Involvement
    Consumer Involvement
    • Product Involvement
    • Brand Loyalty

    • Brand Switching

    • Strategies to increase product involvement


    • Mass Customization

    • DIY

    • Co-creation

    • Gamification
    Consumer Involvement
    • Message Involvement
    • TV vs Print… Which is high involvement?

    • Narrative Transportation -- Coke 2023

    • Strategies to increase message involvement


    • Use novel stimuli, such as unusual cinematography, sudden silences, or unexpected movements, in commercials

    • Use prominent stimuli, such as loud music and fast action, to capture attention

    • Include celebrity endorsers

    • Provide value that customers appreciate

    • Invent new media platforms to grab attention

    • Encourage viewers to think about actually using the product

    • Create spectacles where the message is itself a form of entertainment


    Consumer Involvement

    • Situational Involvement
    • Engagement with a store, website, or a location where people
    consume a product or service

    • Strategies to increase situational involvement


    • Personalization

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