psychological influences on consumer behaviour
numerous social and psychological factors influence a consumer's behaviour. the
principal psychological factors include motivation, personality, perception, learning,
values, beliefs and attitudes, and lifestyle.
A. motivation and personality
2. motivation. motivation is the energizing force that causes behaviour that
satisfies a need. psychologists point out that needs are hierarchical; once basic
physiological needs are met, people seek to satisfy learned needs.
3. personality. personality refers to a person’s consistent behaviours or responses
to recurring situations. research suggests that key traits affect brand and
product-type preferences. cross-cultural analysis also suggests that residents of
different countries have a national character, or a distinct set of personality
characteristics common among people of a country or society.
these traits are often revealed in a person’s self-concept, which is the way
people see themselves and the way they believe others see them.
perception is the process by which an individual selects, organizes, and interprets
information to create a meaningful picture of the world. perception is important
because people selectively perceive what they want and it affects how people see
risks in a purchase.
1. selective perception.
a. selective perception is an attempt by the human brain to organize
and interpret information found in a complex environment. the set
of filters used are:
b. selective exposure is the process of attending to messages that are
consistent with one's own attitudes and beliefs and ignoring
messages that are inconsistent.
c. selective attention involves paying attention to messages consistant
with a persons attitudes, and beliefs.
d.. selective comprehension involves interpreting information so that it