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Chapter 4

SMG MK 469 Chapter Notes - Chapter 4: Novelty Seeking, Self-Actualization, Cognitive Dissonance


Department
Marketing
Course Code
SMG MK 469
Professor
Deborah Utter
Chapter
4

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An Overview of Consumer Behavior
Challenge - how to influence the purchase behavior of consumers in favor of the product
or service they offer
Consumer behavior: process and activities people engage in when searching for,
selecting, purchasing, using, evaluating and disposing of products and services to satisfy
their needs and desires
Purchase decisions can be long, detailed process (extensive info search, brand
comparison, evaluation) or incidental
Consumer decision processes differ among consumers
The Consumer Decision Making Process
Problem recognition
Consumer perceives a need and becomes motivated to solve the problem
Caused by a difference in the consumers ideal state vs. actual state
Sources of problem recognition
Out of stock: replenish their stock, purchase decision is routine
Dissatisfaction: with current state or mood
New needs/wants: changes in consumers life or financial situation
Related products/purchases: purchase of an iphone = need for a case
Marketer induced problem recognition
Marketers actions that encourage consumers not to be content with their current
state
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Ex: ads for hygiene etc.
Novelty seeking behavior
Leads them to try different brands
Consumers will try new brands even if they are satisfied with the current
Encourage brand switch with ads and promotions
New products
Problem recognition when innovative products are introduced
Apps added and become more appealing
Examining Consumer Motivations
The way a consumer perceives a problem and becomes motivated to solve it will
influence rest of decision process
Ex: watch for function or fashion
Examine motives: what compels a consumer to take action
Hierarchy of Needs
1. Physiological - basic needs
2. Safety
3. social/love and belonging
4. Esteem - accomplishment and recognition
5. Self - actualization - need for self fulfillment
Different market segments emphasize different need levels
Psychoanalytic Theory
Believe consumer motivations for purchasing are complex and unclear to casual
observer and to the consumer themselves
Many motives for purchase are driven by deep motives, can only be
determined by probing subconscious
Motivation Research in Marketing
Methods to gain insight
In depth interviews, projective techniques, association tests, focus groups
Problems and Contributions of Psychoanalytic Theory and Motivation Research
Psychoanalytic research
Too vague, unresponsive to the external environment, too reliant on early
development of an individual
Uses small sample to draw conclusion
Can be used as basis for ad messages aimed at buyers feelings and insight into
consumer think
Motivation research
Important in assessing how and why consumers buy
Focus groups and interviews are good for consumers feelings and non social
responses
Information Search
2nd stage in consumer decision making process
First they scan memory and past experience
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