Podcast
Questions and Answers
What does motivation primarily drive consumers to do?
What does motivation primarily drive consumers to do?
- Deceive marketers
- Ignore products
- Satisfy needs and wants (correct)
- Save money
Perception involves a two-stage process of interpreting raw sensory stimuli.
Perception involves a two-stage process of interpreting raw sensory stimuli.
False (B)
What model do marketers often use to understand consumer needs?
What model do marketers often use to understand consumer needs?
Maslow’s hierarchy of needs
The three interrelated components of attitude are affect, behavior, and ______.
The three interrelated components of attitude are affect, behavior, and ______.
Match the following strategies with their purposes:
Match the following strategies with their purposes:
Which of the following is NOT one of the three components of attitude?
Which of the following is NOT one of the three components of attitude?
Increasing consumer involvement in purchasing decisions always leads to more information being needed.
Increasing consumer involvement in purchasing decisions always leads to more information being needed.
Name one method marketers use to change consumer beliefs.
Name one method marketers use to change consumer beliefs.
Flashcards
Motivation
Motivation
The driving force behind consumer behavior, stemming from a need or desire to be fulfilled.
Perception
Perception
The process of interpreting sensory information to make meaning from it.
Attitude
Attitude
A lasting evaluation of a person, object, or idea.
Motive
Motive
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Marketing and Perception
Marketing and Perception
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Changing Consumer Attitudes
Changing Consumer Attitudes
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Maslow's Hierarchy of Needs
Maslow's Hierarchy of Needs
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Influencing Consumer Behavior
Influencing Consumer Behavior
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Study Notes
Internal Influences on Consumer Behavior
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Motives and Motivation: Motives drive individuals to fulfill needs and wants, physiological and psychological, through product and service purchases.
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Motivation is a process triggered when a consumer seeks to satisfy a specific need.
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Understanding consumer motives helps businesses increase purchasing motivation and brand loyalty.
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Motivation is often driven by emotions, influencing marketing strategies, aiming to connect with the customer's mood and create an emotional association with the product or service.
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Marketers employ psychogenic tests and models like Maslow's hierarchy to comprehend and address consumer needs.
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Consumer involvement levels are crucial. A consumer's interest in a product and the amount of research they conduct before a purchase are directly related to their involvement levels.
Perception in Consumer Behavior
- Perception is a three-step process: exposure to stimuli, attention to the stimuli, and interpretation of the stimuli.
- Marketers understand consumer perceptions to better market products and services.
Attitude in Consumer Behavior
- Attitude is a general evaluation of people, objects, or issues.
- Attitude has three interconnected elements: affect (feelings), behavior (intention), and cognition (belief).
- Marketers employ strategies to alter consumer feelings towards brands and products. Strategies include classical conditioning, increasing brand likability, and enhanced exposure.
- Promotional tools such as discounts and improved product visibility can encourage behavioral changes.
- Marketers change consumer beliefs through diverse strategies including modifying existing beliefs, emphasizing the importance of beliefs, introducing new beliefs, using persuasion (central or peripheral), incorporating emotional or rational appeals, or featuring humorous or fear-based messages.
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