Individual Determinants

Motivation, Perception, Involvement,

Personality

Motivation
Motivation
Psychological driving force that
determines
direction of a persons behaviour
level of effort
level of persistence in the face of obstacles

Different motivations for different

products
Utilitarian, Hedonic, Positive, Negative

Motivation: Maslows
Pyramid

Perception
The process by which an individual
selects, organizes and interprets
stimuli into a meaningful and
coherent picture of the world
(Schiffman & Kaunk)
Human beings perceive things
differently

Perceptual Selection Concepts

1.
2.
3.
4.

Selective exposure
Selective attention
Perceptual defense
Perceptual blocking

Perceptual Selection
1.Selective exposure

Consumers seek out messages

which:
Are pleasant
They can sympathize
Reassure them of good purchases

Will a vegetarian be
interested?

Perceptual Selection
2.Selective attention
People are attentive to those stimuli
that match their needs and avoid
those that are irrelevant
If you plan to buy a refrigerator in
the coming 2-3 months, you would
be very receptive to any input that
relates to refrigerators

Perceptual Selection
3.Perceptual Defence
Screening out of stimuli that are
threatening

Perceptual Selection
4.Perceptual blocking

Consumers avoid being bombarded

by too many stimuli
Tuning out
mute the TV

Perceptual Organization
1. Figure and Ground
2. Grouping
3. Closure

Organization
1.Figure and Ground
People tend to organize perceptions
into figure-and-ground relationships
Marketers usually design so the
figure is the noticed stimuli

Organization
2.Grouping
People group stimuli to form a unified
impression or concept.
Grouping helps memory and recall.

Organization
3.Closure
People have a need for closure and
organize perceptions to form a
complete picture.
Incomplete messages remembered
more than complete.

Perceptual Interpretation
Perceptual distortion
1. Physical appearances
2. Stereotypes
3. Halo effect

Interpretation
1.Physical Appearances
Important for model selection
Doves campaign stresses everyday
woman

Interpretation
2.Stereotypes
Used to categorized people.
Stereotypes influences how stimuli
are perceived

Interpretation
3.Halo Effect
Consumers perceive and evaluate
multiple objects based on just one
dimension.
The halo effect helps Adidas break
into new product categories.

Involvement
Intensity of interest with which
consumers make buying decisions
High to low involvement
Depends on degree of personal
relevance and risk

Critical in determining
which route to persuasion going to be
effective
Level of involvement can be changed

Consumer Personality
The inner psychological characteristics
that both determine and reflect how a
person responds to his or her
environment. (Schiffman & Kaunk)
Reflects individual differences
Personality is consistent and enduring
Personality can change
Life events

Brand personality

A Brand Personality
Framework

Brand Personality