Notesale: Turn your study into money

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Contemp Consumer Behaviour

Perception
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Perception is the process by which physical sensations such as sights, sounds and
smells are selected, organised and interpreted
Simply put, perception is how we assign meanings and make sense of the world
This process consists of three stages
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Attention
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influence this
• This is also influenced by what we already know; i
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memory
• We do not perceive a single stimulus in isolation
• Our brain will relate a new stimulus to what is stored in our memory

Stimulus Organisation:
• This can be viewed based on the principles of gestalt psychology
• This school of thought argues that we create meaning from the totality of a set of
stimuli, rather than from any individual stimulus
• There are 3 main principles
• Principle of closure
• Principle of similarity
• Principle of figure-ground

The Self
Self Concept:
• Beliefs one holds about their attributes and how these attributes are evaluated
• Some of these evaluations may be positive while others may be neutral or negative
• Understanding the self concept and how people view themselves, their attributes,
rate these attributes, etc
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ideal self would also influence self esteem

Multiple selves:
• Are we the ‘same person’ at all times?
• Our multiple selves are resultant of our social roles
• These role identities come up at different times
• Relationships with others also influence this
• Multiple roles may clash, leading to ‘torn selves’

Looking Glass Self:
• This relates to consumers trying to describe how they appear to others; i
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reflection
• We may be more concerned about how we appear to some people
• This might even make us feel anxious
• This is because we may never truly know how we appear to people

The Male Gaze:
• The projection of fantasy by men onto women
• Objectifies women and sees them as objects
• Women are 3 times more likely to be depicted explicitly than men
• Leads to women entering a ‘gender-performing box’

The Girl Next Door:
• The projection of women who represent the ‘average woman’
• This reduces anxiety
• Makes females see themselves in a more positive light
• Induces more positive reactions towards the brand

Self Consciousness:
• In a class vs
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Approach-Approach Conflict
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Reducing cognitive dissonance plays a big role
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Post-decision dissonance also has an influence
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Avoidance-Avoidance Conflict
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A consumer faces two undesirable options

Understanding Needs:

SelfActualisation

Ego
Belongingness

Safety
Physiological

Lifestyles:
• A lifestyle is a pattern of consumption (behaviour) that reflects a person’s choices
• These choices involve how they spend their time and money
• These choices also reflect their attitudes and values
• A person’s lifestyle is influenced by who they want to be and who they do not want
to be
• Lifestyles are not permanent
Lifestyle Marketing:
• This approach enables marketers to position their brand to show how it would allow
a consumer to pursue their desired lifestyle
• This approach focuses on consumers who use products in desirable social settings
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According to this approach, consumers can be categorised based on:
• What they like to do
• How they like to spend their time and money
This understanding enables effective segmentation (strategies)

Consumption Styles:
• Lifestyle marketing see consumers as using products in desirable social settings
• Furthermore, lifestyle marketing enables consumers to enjoy their lives and express
their social identities by pursuing their preferred ways
• A consumption style is a combination of people, products and settings

Product Complementarity & Co-Branding:
• Product complementarity and co-branding can be seen as outcomes of lifestyle
marketing and the concept of consumption styles
• Product complementarity arises when symbolic meanings of different products
relate to one another
• These could be across product categories
• Identifying such cross-category relationships enable co-branding
Values:
• A value is a belief about some desirable end-state that transcends specific situations
• Values influence our (consumption) behaviour
• These are different from attitudes as they are not situation specific
• Values are underpinned by belief systems
• Some of our behaviours are value-driven
• Two people might have the same behaviour but different underlying values

Core Values & Value Systems:
• Cultures pass on core values to members
• Enculturation versus Acculturation
• Some values are universal
• But, the interpretations of these core values could be different
• The relative importance placed on core values helps identify cultural differences
• Over time, core values could change in a particular culture

Consumer Values:
• Multiple lenses can be used to understand values
• One such lens is the terminal-instrumental values lens (Rokeach)
• The Schwartz Value Survey includes 10 basic human values
• Another is the means-end chain model
• Specific product attributes are linked to terminal values
• Done through a process called laddering to develop hierarchical value maps

The Schwartz Value Survey:
• The Schwartz Value Survey includes 10 basic human values
• These values can be categorised into 4 themes
• Self Transcendence
• Openness to Change
• Conservation
• Self Enhancement

Sustainability:
• The emergence of the ‘conscientious consumer’
• LOHAS: Lifestyles of Health and Sustainability
• Carbon footprint
• Food miles
• Greenwashing

Higher levels of self-transcendence are more likely to care about ethical sustainability



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