Attitudes perception learning and motivation are all

Perception, attitude and motivation

Perception, attitude and motivation

In this contribution I will focus on one of the most fascinating and messy areas of applied linguistic inquiry, namely the perceptions that people have of their own language(s) and foreign languages, the attitudes that they develop towards different languages and their motivation to acquire foreign languages. The 'messiness' arises from the fact that this area of research is highly interdisciplinary: it has attracted the interest of ethnographers, psychologists from different areas, second language acquisition (SLA) researchers and second language (SL) teachers, sociolinguists, psycholinguists, conversation analysts, etc. These researchers have applied their own distinctive epistemologies and methodologies or have created their own unique blends by importing concepts and approaches of neighbouring disciplines. It is therefore appropriate to start this introduction with a quick presentation of the two major epistemological approaches available to SLA researchers interested in...

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Brief Notes on Consumer Perception-Motivation-Attitude-Learning

Brief Notes on Consumer Perception-Motivation-Attitude-Learning

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1. 1. UNIT-II 1. Consumer Perception – Concept and Process 2. Factors influencing Perception 3. Consumer Motivation – Meaning & Concept 4. Motivational Approaches to Persuasion 5. Consumer Personality – Nature 6. Theories of Personality – Freudian, Neo – Freudian 7. Trait Theory of Personality 8. Consumer Attitude Formation and Change 9. Consumer Learning 10. Consumer Involvement 11. Reference Groups 12. Opinion Leadership 13. Communication Process 14. Social Influences 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 1
2. 2. PERCEPTION: is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world. It can be described as “how we see the world around us.” Two individuals may be exposed to the same stimuli under the same apparent conditions, but how each person recognizes, selects, organizes, and interprets these stimuli is a highly individual process based on each person’s own needs, values and expectations. For example, thanda matlab Coca-Cola (punchline of the branded soft-drink) may be perceived differently by different consumers, one may prefer it as thirst quenching product, and another may perceive it as substitute of any other cold beverage available in the market, still some other may perceive it as ultimate substitute of soda or water. The persuading lines of Coca-Cola may be given different meanings at different times. Sensation refers to the immediate response of our sensory receptors (eyes, ears, nose, tongue, fingers) to basic stimuli such as light, color, sound, odor, and texture; also termed as raw sensation. Perception is the process by which these sensations are selected, organized, and interpreted. Perception Process work as follows: Sensation Source Exposure Attention Interpretation One researcher pointed out that 83 percent of all communications today appeal to sight; also that smell is the second most important sensory input. A STIMULUS: is any unit of input to any of these senses. Examples of stimuli (i.e. sensory input) include products, packages, brand names, advertisements and commercials. Sensory receptors are the human organs (the eyes, ears, nose, mouth and skin) that receives sensory inputs. All of these functions are called into play, either singly or in combination, in the purchase, use, and evaluation of consumer products. Human sensitivity refers to the experience of sensation. Sensitivity to stimuli varies with the quality of an individual’s sensory receptors and the amount (intensity) of the stimuli to which he or she is exposed. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 2
3. 3. EXPOSURE could be identified at different levels; 1) the absolute threshold 2) the differential threshold and 3) subliminal perception: 1) ABSOLUTE THRESHOLD: The lowest level at which an individual can experience a sensation is called the absolute threshold. The point at which a person can detect a difference between ‘something’ and ‘nothing’ is that person’s absolute threshold for that stimulus. For example, the distance at which a driver can note a specific billboard on a highway is that individual’s absolute threshold. As our exposure to the stimulus increases, we notice it less, and this is termed as ‘sensory adaptation’. Sensory adaptation is a problem that concerns many national advertisers, which is why they try to change their advertising campaign regularly. 2) THE DIFFERENTIAL THRESHOLD: The minimal difference that can be detected between two similar stimuli is called the differential threshold or the just noticeable difference (j.n.d.). Webers’ Law, as it has come to be known, states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. For example an increase of Rs. 10 is more noticeable than an increase of Rs. 2 on any retail price of any product. 3) SUBLIMINAL PERCEPTION: People are also motivated/stimulated below their level of conscious awareness: that is, they can perceive stimuli without being consciously aware that they are doing so. Stimuli that are too weak or too brief to be consciously seen or heard may nevertheless be strong enough to be perceived by one or more receptor cells. This process is called subliminal perception, because the stimuli is beneath the threshold or ‘limen’ of conscious awareness, though obviously not beneath the absolute threshold of the receptors involved. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 3
4. 4. ATTENTION refers to the extent to which processing activity is devoted to a particular stimulus. consumers have limits of attention; they attend to a very small fraction of the marketing communications to which they are exposed and that is available in the marketplace. Exactly how much information can people handle? According to Harvard psychologist George Miller (1956), people can attend to seven (plus or minus two) units, or pieces, of information at one time (attention intensity). A unit of information can be very small – such as a single number, letter, word, or idea – or very large – such as a string of numbers, letters, words, or ideas. The size of a unit depends on a person’s level of knowledge or expertise: as knowledge increases, the size of a unit also increases. Selective Attention; according to Kahneman (1973), allocation of attention is influenced by both voluntary and involuntary factors. People voluntarily attend to information that is relevant to current plans, intentions, and goals. For example, when consumer plans to buy a new sound system, a new pair of shoes, or a new car, they selectively attend to information relevant to sound systems, shoes or cars, respectively. However, involuntary influences on attention also exist. Some marketing stimuli are so attention-drawing that they are difficult to tune out, even when we try to ignore them. Selective attention is also influenced by factors like vividness, personal interest, concreteness, and proximity. Some products, packages, and ads “stick out” because they are different and interesting. THE INTERPRETATION (perceptual) of stimuli is also uniquely individual, because it is based on what individuals expect to see in light of their previous experiences on the number of plausible explanations they can envision, and on their motives and interests at the time of perception. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 4
5. 5. FACTORS INFLUENCING PERCEPTION: 1. Intensity and Size: The brighter the sound (intensity) or more louder the sound, more likely that the person’s attention is drawn to it. For instance, advertisers use this characteristics to draw the attention of the readers or viewers. Large sized advertisement in a newspaper or magazine will be noticed and also read more often than a small insertion given although the increase in size may not be linear. 2. Position: An advertisement placed next to a compatible editorial column of magazines, and newspaper is thought to attract more readership response. The even number pages in the newspaper or magazine is assumed to be likely to attract more readers than the odd number pages. In magazines more readership is obtained when advertisements are put on the cover pages or within the first 10% of the pages. Similarly, positioning of point-of-purchase, placement of the products (or brands) at prominent places on the shelves at the retail outlet, rotating bill-boards, hoardings at certain important points is more easily perceived by consumers and people. 3. Contrast: Human beings have the ability to adapt to sounds, odours, pain, bright lights, neon signs and movements. That is, human beings are able to use sensory organs to adapt themselves to various stimuli. This is where contrast will help in the perception process. For instance, Advertisers consider colour ads to be more effective than B&W ads. Sometimes showing an object or product out of its normal setting will also attract attention, such as a luxury car shown against the backdrop of a beach. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 5
6. 6. 4. Novelty: It has been observed by marketers that anything which is different from what are normally expected tent to attract attention like an unusual bottle shape or a perfume strip in a magazine and so on. For instance, Frooti, was the first to introduce the novel idea of soft drink being offered tin a tetra pack or when Coca Cola or Pepsi were launched in small ‘cans’ during the World Cup. 5. Repetition: Advertisements are repeated more often to enable consumers for brand recall as well as stimulate them and create a strong desire for interest in the purchase of the product. For instance in the tooth paste category some of the leading brands such as ‘Colgate’ or ‘Close-Up’ or ‘Dabur’ 6. Movement: Advertisers have also started using billboards or hoardings with movement, mobile vans etc., so as to inject a feeling of movement into it. Many marketers are finding out smarter ways to reach out to the consumer by organizing some movementful activities like holding free trials, demonstrations, exhibitions, mobile vans etc. Such exercises could also result in creating excitement and reinforce top of mind recall. Honda City had also taken its car through the city, answered queries, allowed prospective customers to test ride the car and so on. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 6
7. 7. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 7
8. 8. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 8
9. 9. CONSUMER MOTIVAITON 1. Meaning of Motivation & its Process: The word ‘motivation’ is derived from the Latin word ‘movere’ meaning to move. ‘Motive’ give direction to human behavior. A motive is an inner state that energizes, activates, or moves and directs or channels behavior towards the goal. Motives could be ‘whys’ of behavior. Sometimes motives are referred to as needs, wants, drives or impulses within an individual and they work towards achieving the goals. So we can say that motivation is concerned with needs (the most basic human requirements), drives (tells how these needs translate into behavior) and goals (what these behaviors aims to achieve). Motivation refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. This need may be utilitarian (a desire to achieve some functional or practical benefit, as when a person loads up on green vegetables for nutritional reasons) or it may be hedonic (i.e. an experiential need, involving emotional responses or fantasies). The desired end is consumer’s goal. Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce this tension. Whether the need is utilitarian or hedonic, a discrepancy exists between the consumer’s present state and some ideal state. This gulf creates a state of tension. The magnitude of this tension determines the urgency the consumer feels to reduce the tension. This degree of arousal is called a drive. Once the goal is attained, tension is reduced and the motivation recedes (for the time being). Following figure indicates the motivational process and shows that all behavior is goal oriented: 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 9
10. 10. Motivation can be described in terms of its strength, or the pull it exerts on the consumer, and its direction, or the particular way the consumer attempts to reduce motivational tension. In marketing context, motives can be rational or emotional. Consumers who are ‘rational’ will select the goals after ascertaining various objective criteria such as size, weight, price etc. And consumers with ‘emotional motive’ will select the goals on the basis of personal or subjective criteria such as desire for recognition of status, fear, pride, esteem, love etc. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 10
11. 11. Motivation can be positive or negative. If an individual experiences a driving force towards an object or person or situation, it is called ‘positive motivation’. Whereas a driving force compelling the person to move away from someone or something will be known as ‘negative motivation’. Say, a young executive male gets promoted and is transferred to a new place. This man (executive) will join the ‘local club’ (a positive goal) so as to gain social recognition and make new friends. The executive’s wife may join the kitty parties held by the other executive’s, wives to avoid a negative goal – ridiculed by others as an unsociable person. 2. Maslow’s Need Hierarchy Theory of Motivation: Maslow formulated a hierarchy of biogenic and psychogenic needs that specifies certain levels of motives – a certain level must be attained before the next, higher one is activated. Physiological: “I like to work in the soil.” Safety: “I feel safe in the garden.” Social: “I can share my produce with others.” Esteem: “I can create something of beauty.” Self-actualization: “My garden gives me a sense of peace.” Note: Students should be able to associate various products and services in the above hierarchical needs of a consumer. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 11
12. 12. 3. Motivational Approaches to Persuasion (influences) or Motivational Conflicts: Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Generally three types of motivational conflicts occur: i. Approach – Approach Conflict: a person must choose between two desirable alternatives. Or one might have to choose between two musical CDs at the store. The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. Conflict raised due to two desirable alternatives could be resolved through a process of cognitive dissonance reduction. People tend to convince themselves, after the fact, that the choice they made was the smart one by finding additional reasons to support the alternative they choose, or perhaps by “discovering” flaws with the option they did not choose. A marketer can resolve an approach-approach conflict by bundling several benefits together. ii. Approach – Avoidance Conflict: Many of the products and services we desire have negative consequences attached to them as well. We may feel guilty or ostentatious when buying a status-laden product such as a fur coat. An approach – avoidance conflicts exists when we desire a goal but wish to avoid it at the same time. Some solutions to these conflicts include the proliferation of fake furs, which eliminate guild about harming animals to make a fashion statement. Many marketers try to overcome guild by convincing consumers that they are deserving of luxuries (e.g., when the model for L’Oreal cosmetics exclaims, “Because I’m worth it!”). 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 12
13. 13. The concept exemplified is convincing only when one is in a state of ethical dilemma. In the context of use of cosmetic / skincare products, sometimes despite of availability of inexpensive alternatives, consumers would prefer to buy an expensive product, for more degree of confidence he/she has in the brand, build due to exposure of repeated advertising in traditional mediums regularly. iii. Avoidance – Avoidance Conflict: Sometimes consumers find themselves “caught between a rock and a hard place”. They may face a choice with two undesirable alternatives, for instance, the option of either throwing more money in to an old car or buying a new one. Marketers frequently address an avoidance-avoidance conflict with messages that stress the unforeseen benefits of choosing one option (e.g. by emphasizing special credit plans to ease the pain of car payments). 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 13
14. 14. MOTIVATION 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 14
15. 15. PERSONALITY: Meaning: As defined by Gordon Allport, personality is, “the dynamic organization within the individual of those psychophysical systems that determine his unique adjustments to his environment”. Personality has been defined as patterns of individual behavior which are consistent and enduring. Understanding of personality characteristics can work as valuable guides for marketers. For example, many popular brands such as Horlicks, Boost, Maltova, Bournvita etc has been developed to specially cater to the nutritional needs of the varying consumer segments. It was observed that these drinks were mainly consumed by children who were strong influencers in the family purchase decisions. An adult’s personality is generally considered to be mad (combination) of both hereditary and environmental factors, moderated by situational conditions. Heredity refers to those factors that were determined at conception. Physical stature, facial attractiveness, gender, temperament, muscle composition and reflexes, energy level and biological rhythms are characteristics that are generally considered to be hereditary elements. Among the factors that exert pressures on our personality formation are the culture (environment) in which we are raised; our early conditioning; the norms among our family, friends, and social groups; and other influences that we experience. A third factor, the situation, influences the effects of heredity and environment on personality. An individuals’ personality, although generally stable and consistent, does change in different situations. The different demands of different situations call forth different aspects of one’s personality. So one shouldn’t look at personality patterns in isolation. The three distinct properties of personality are: 1) Personality will reflect individual differences: No two individuals are alike because their inner characteristics are unique. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 15
16. 16. 2) Personality is consistent and enduring: Individual’s personality will remain almost the same throughout his or her life. Say, something about a person that – he is very quiet often. 3) Personality can change: Certain specific events can bring about a change in the individual’s personality, for example, marriage, birth of a child, death of beloved ones, a significant career promotion etc. In order to understand the concept of personality, following theories would be much helpful: 1. The Trait Theory 2. Freudian Theory or Psychoanalytic Theory 3. Neo-Freudian Theory 1. THE TRAIT THEORY: A trait is defined as, “any distinguishing, relatively enduring way in which one individual differs from another”. Trait theorists are concerned with the construction of personality tests that enable them to pinpoint individual differences in terms of specific traits such as measuring traits like consumer innovativeness (how receptive a person is to new experiences), consumer materialism (the degree of the consumers’ attachment to “worldly possessions”), and consumer ethnocentrism (the consumer’s likelihood to accept or reject foreign-made products). Consumer Innovativeness; Over the years, the trait of consumer innovativeness has been linked to the need for stimulation, novelty seeking, and the need for uniqueness. For example, TV ads portraying alternatives for consumer choice in ice-creams & chocolates, 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 16
17. 17. a music system with multi-functional utility and mobile instruments & services. Consumer Materialism; TV ads stimulating a need to possess a luxurious car or latest bike in the market. Consumer Ethnocentrism; TV ads showing Italian tiles bathroom designs, a car made through German Engineering (Volkwagen). 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 17
18. 18. 2. FREUDIAN THEORY OR PSYCHOANALYTIC THEORY OR FREUDIAN’S STRUCTURAL THEORY: Sigmund Freud’s Psychoanalytic Theory of Personality; was built on the premise that unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and personality. Freud proposed that the human personality consists of three interacting systems; the id, the superego, and the ego. The id was conceptualized as a “warehouse” of primitive and impulsive drives – basic physiological needs such as thirst, hunger and sex – for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction. In contrast to the id, the superego is conceptualized as the individual’s internal expression of society’s moral and ethical codes of conduct. The superego’s role is to see that the individual satisfies needs in a socially acceptable fashion. Finally, the ego is the individual’s conscious control. It functions as an internal monitor that attempts to balance the impulsive demands of the id and the sociocultural constraints of the superego. Freud emphasized that an individual’s personality is formed as he or she passes through a number of distinct stages of infant and childhood development – oral, anal, phallic, latent and genital. Researchers who apply Freud’s theory on consumer personality believe that human drives are largely unconscious and that consumers are primarily unaware of their true reasons for buying what they buy. For example, as portrayed in the TV ad film of AXE deodorant, when boys would use this brand of deo, girls will be automatically attracted towards them; the ad-film is divulging the id component of the Freud’s interactive systems of individual personality. In still another TV ad-film of ‘Slice’ (rasiya…..ras barsa jaa) – a soft drink flavor of ‘Pepsi’ company; advertiser has tried to connect the ‘sensuality’ factor with the soft drink by using a film celebrity ‘Katrina Kaif’ as a source of ‘aamsutra’ – juice of mango. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 18
19. 19. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 19 2. Freudian Theory or Psychoanalytic Theory or Freudian’s Structural Theory:
20. 20. 3. NEO-FREUDIAN THEORY: According to Neo-Freudian theory, social relationships paly a vital role in the formation and development of personality. Alfred Adler, for instance, was of the opinion that the basic drive of man is to Strive for Superiority. Eric Fromm, another neo-Freudian speaks on man’s goal to escape from his bonds (loneliness) and seek, love brotherliness and security. Yet another neo-Freudian Harry Stack Sullivan was the one to stress on man’s needs for inter-relationships with other men. He opined that people continuously looked for establishing significant and rewarding relationships with others. He gave a lot of emphasis on the individual’s efforts to reduce tensions, such as anxiety. Another social theorist, Karen Horney also felt that the main drive of a man is to cope with anxiety. Horney had proposed to classify three personality groups of individuals: 1) Compliant (move towards others) 2) Aggressive (move against others) 3) Detached (move away from others) 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 20
21. 21. CONSUMER ATTITUDE – Meaning: Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way – Gordon W Allport. As learned predispositions, attitudes have a motivational quality; that is, they might propel a consumer toward a particular behavior or repel the consumer away from a particular behavior. The word ‘object’ is interpreted to include specific consumption – or marketing – related concepts such as product, product category, brand, service, possessions, product use, causes or issues, people, advertisement, Internet site, price, medium, or retailers. There is general agreement that an attitude “can be conceptualized as a summary evaluation of an object.” An attitude is the way we think, feel and act towards some aspect of our environment such as a retail store, television programme or product – Richard E Petty, D T Wegener and I R Fabriger. Consumer researchers assess attitudes by asking questions or making inferences from behavior. For example, if a researcher determines from questioning a consumer that she consistently buys ‘Secret’ deodorant and even recommends the product to friends, the researcher is likely to infer that the consumer possesses a positive attitude toward this brand of deodorant. The example illustrates that attitudes are not directly observable, but must be inferred from what people say or what they do. It also suggests that a whole universe of consumer behaviors – consistency of purchases, recommendations to others, top rankings, beliefs, evaluations, and intentions are related to attitudes. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 21
22. 22. A TRICOMPONENT ATTIUDE MODEL OR ABC MODEL: The most widely held view of the structure of an attitude is that it is made up of three closely interrelated components: Affect, Behavior and Cognition. A Tricomponent Attiude Model or ABC model was also developed. The first part of the tricomponent attitude model i.e, the cognitive component, consists of a person’s cognitions, that is, the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. A consumer’s emotions or feelings about a particular product or brand constitute the affective component of the attitude. These evaluations are frequently treated by consumer researchers as primarily evaluative in nature; that is, they capture an individual’s direct assessment of the attitude object. Conation, the final component is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. In marketing & consumer research, the conative component is frequently treated as an expression of the consumer’ intention to buy. Viewing attitudes as made up of three components – cognition, affect & behavior – is helpful in understanding their complexity and the potential relationship between attitudes and behavior. But for clarity’s sake, it has to be kept in mind that the term attitude essentially refers to the affect part of the three components. If television commercial of ‘Lakme’ is successful in its attempt to portray its image of high social recognition & status and ‘arouse’ to alter consumer’s attitude favorably toward its product; that attitude may lead a female consumer – to a desirable behavior (for Lakme advertisers) – to purchase the advertised product. 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 22
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24. 24. ATTITUDE FORMATION: It is important to recognize that much of what has been said about attitude formation is also basically true of attitude change. That is, attitude changes are learned; they are influenced by personal experience and other sources of information, and personality affects both the receptivity and the speed with which attitudes are likely to be altered. There is a general agreement that attitudes are learned. This means that attitudes relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the Internet, and various forms of direct marketing (e.g. retailer’s catalog). The formation of attitude is strongly influenced by personal experience and the influence of family and friends, direct marketing, mass media and the internet. Consumers are constantly exposed to new ideas, products, opinions, and advertisements through variety of special-interest magazines, and television channels. These mass media communications provide an important source of information that influences the formation of consumer attitudes. Other studies indicates that for consumers who lack direct experience with a product, exposure to an emotionally appealing advertising message is more likely to create an attitude towards the product than for consumers who have beforehand secured direct experience with the product category. Consumer’s reactions to a product are also influenced by their evaluations of its advertising, over and above their feelings about the product itself. Evaluation of a product can be determined solely by the appraisal of how it is depicted in marketing communications – we don’t hesitate to form attitudes toward products we’ve never even seen in person, much less used. One special type of attitude object, then, is the marketing message itself. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 24
25. 25. A brand communicates with the consumer through a set of communication mix such as advertising – print, broadcast, radio and outdoor, direct or database marketing, personal selling, sales promotions – coupons, sampling, premiums, sweepstakes, low-cost financing deals, rebates etc, trade promotions – slotting allowances, allowances for featuring the product in retail advertising, display and merchandising allowances and the like, point-of-purchase materials placed in stores, electronic billboards in malls & streets, hoardings on the roadside, interactive marketing through internet, communication through mobile services, publicity or PR – contests, cause related marketing, product placements in TV shows and Films, event or sports marketing and many more. According to one of the hypothetical model of attitude formation termed as “Components Model of Consumer Attitude Formation through TVCs of FMCG”, it exhibits the impact of persuasive flow of cues from point A to point B. Here point A refers to the external stimulus i.e. TV Commercial and point B refers the inherent formation of attitude towards the advertised product. It suggests that favorable attitude formation is the result of cumulative effect of four major components – I. Persuasive Cues of the Stimulus (TVC) II. Perceptual Synthesis III. Consumer Comprehension about the Stimulus IV. Storage in Consumer Memory. And the unfavorable attitude formation is the result of absence of any one of the four components. See the following figure: 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 25
26. 26. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 26
27. 27. CONSUMER LEARNING Meaning of Learning: Learning is a relatively permanent change in behavior caused by experience. From a marketing perspective, consumer learning can be thought of as the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. Consumer learning is a process; that is, it continually evolves and changes as a result of newly acquired knowledge (from reading, discussion, observation or thinking) or from actual experience. Knowledge & Experience both serve as feedback to the individual and provide basis for future behavior in similar situations. The role of experience in learning does not mean that all learning is deliberately sought. Though much learning is intentional, a great deal of learning is also incidental, acquired by accident or without much effort. Some ads may induce learning, even though the consumer’s attention is elsewhere, whereas few others are sought out and carefully read by consumers contemplating a major purchase decision. For example if a consumer deliberately search about the product attributes needed, he is into the intentional learning, say buying a new refrigerator; whereas an incidental learning is said to have occurred when the consumer learn about the brand such as Coke or Lakme, even though he may not have consumed the same. The elements included in most learning theories are; 1) Motivation, 2) Cues, 3) Response and 4) Reinforcement. 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 27
28. 28. 1) Motivation is based on needs and goals and acts as a spur to learning. For instance, a young working executive is interested to purchase a fully automatic washing machine, to save time, he will be motivated to get all information related to such a washing machine, like comparing prices and features of brands available in the market, learning its functional utilities etc. 2) Cue stimuli can be any object existing in the environment, as perceived by the individual. Cues are the stimuli that give direction to these motives. For instance, seeing an advertisement for ‘a holiday package to Europe’ may act as a cue for an executive, who may suddenly realize that by going for this tour package, he will be able to cherish his dream of vising Europe with family. 3) How individuals react to a drive or cue – how they behave – constitute their response. The response may be in the physical form or may be in terms of complex phenomena such as attributes, familiarity, perception, etc. For example, Hero Honda’s launch of scooter ‘Pleasure’ customized for women and with a tagline – ‘why should boys have all the fun?’ 4) Reinforcement (or reward – positive or negative) increased the likelihood that a specific response will occur in the future as the result of particular cues or stimuli. Reinforcement is very basic to learning. Without reinforcement, we cannot observe any measurable modification of behavior. For instance, suppose one is going to have a masala dosa at an Udipi restaurant. Assume a new joint has recently opened near to your college. You visit this new joint with certain expectations based on your previous experience (reinforcement) of having a masala dosa at an Udipi restaurant. If your past experience with regard to the taste, size, ambience, service, sitting arrangements etc. had been positive, you may continue to patronize the brand, otherwise not. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 28
29. 29. Pavlov’s Classical theory of Consumer Learning: Early classical conditioning theorists regarded all organisms (both animal and social animal) as relatively passive entities that could be taught certain behaviors through repetition (i.e, conditioning). Ivan Pavlov, a Russian physiologist, was the first to describe conditioning and to propose it as a general model of how learning occurs. According to Pavlov theory, conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone. It is depicted in following figure. Fig. Kylie Minogue starring in the Lexus CT 200 "Quiet Revolution" advert 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 29
30. 30. CONSUMER INVOLVEMENT THEORY: developed from a stream of research called hemi-spheral lateralization, or split- brain theory. The basic premise of split-brain theory is that the right and left hemisphere of the brain “specialize” in the kinds of information they process. The left hemisphere is primarily responsible for cognitive activities such as reading, speaking, and attributional information processing. Unlike the left hemisphere, the right hemisphere of the brain is concerned with nonverbal, timeless, pictorial, and holistic information. Put another way, the left side of the brain is rational, active, and realistic; the right side is emotional, metaphoric, impulsive, and intuitive. Building on the notion of hemi-spheral lateralization, a pioneer consumer researcher theorized that individuals passively process and store right-brain information – that is, without active involvement. Because TV is primarily a pictorial medium, TV viewing was considered a right-brain activity (passive and holistic processing of images viewed on the screen), and TV itself was therefore considered a low-involvement medium. This research concluded that passive learning occurs through repeated exposures to a TV commercial (i.e., low-involvement processing) and produces changes in consumer behavior (e.g., product purchases) prior to changes in the consumer’s attitude toward the product. Many advertisers believe that the level of involvement during message processing plays a crucial role in determining which route of persuasion is likely to be more effective. The degree of involvement will also vary with the product required, say a high involvement of consumers’ mind to buy a car, comparatively to buy a routine product like washing powder. Also shown in the following figure: 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 30
31. 31. 9/22/2018By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 31
32. 32. REFERENCE GROUP REFERENCE GROUPS have certain roles and standards on the code of conduct which will have a direct influence on the individual’s purchasing behavior. For example, the family will influence the child’s eating habits, the peer group will affect the teenager’s television viewing and reading habits and the organizational group can exert influence on what the individual wears to office and his spending pattern. This often is used as a self concept, where reference groups works as the point of comparison. There are three factors based on which the group can exert influence on an individual’s purchasing behavior: 1) The individual’s attitude towards the group: His or her purchasing behavior will get affected if, the group is acknowledged as credible source of information; the person gives due weightage (and values) to the views and reactions of the group members; and accepts the rewards/sanctions or punishment given by the group for appropriate or inappropriate behavior. 2) The nature of the group: The members are more cohesive and have similar norms and values; the members interact frequently; and if the members are highly valued and considered distinctive and exclusive to get attracted. 3) The nature of the product: For example, in case of products such as clothes, cosmetics, furniture or perfumes, they connote status and prestige to interact with group members. 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 32
33. 33. REFERENCE GROUP Reference Group Characteristics influencing CB: Broadly referred as follows: 1. Group Norms: These are undefined or undocumented rules and standards of conduct which the group establishes and the members are required to conform to them. These may relate to the appropriate wearing, eating habits, type of car or mobile, jewellery or cosmetic brands. 2. Values: These refer to the shared beliefs among group members as to which behaviors are desirable and those which are undesirable. Of course, values are largely defined by cultures and sub-cultures but could vary to a great extent depending upon, the family and peer pressure. Say, a conflicting thought between adherence to social status versus individual freedom. 3. Roles: These are functions that the group assigns to individual, so as to attain the group objectives. For example in case of family decision making, one can be influencer, another can be decision maker and yet another can be buyer or user. 4. Status: refers to the position the individual is accorded within the group. The symbolic representation of status is seen in the type of dress, ownership of certain products, membership to certain clubs and so on. 5. Socialization: When an individual learns the group norms and role expectations, socialization is said to take place. A consumer learns the informal rules and expectation among societal members, while consuming certain products. 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 33
34. 34. REFERENCE GROUP 6. Power: The group is able to exert influence on an individual’s behavior through following types of power: a) Expert Power: The consumer will treat the source of information (either friend or relative or sales person) to have expert power only if convinced about the source’s credibility or knowledge or experience with the product. b) Referent Power: As the term indicates it is the individual’s identification with the referent group; more the similarity between the attitudes and beliefs, more will be the referent power. c) Reward Power: This is in reference to the group’s ability to reward a person associated with them. Such reward is through complimenting the member on his or her purchase decision. Types of Reference Groups: 1) Normative Reference Group: Family to a child 2) Comparative Reference Group: Neighbors moving in residential complexes 3) Indirect Reference Group: Fans and the Celebrities 4) Information Reference Group: Considered as credible source of information 5) Aspirational Reference Group: Fashion or Cosmetics 6) Disclaimant Group: Opposite or reverse to the norms of the group; generally in political ideologies 7) Avoidance Group: Disapproving the values of such group, say using nutritional supplements to build body muscles 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 34
35. 35. OPINION LEADERSHIP OPINION LEADERSHIP: is the process by which one person (opinion leader) informally influences the actions or attitudes of others, who may be opinion seekers or merely opinion recipients. This emphasizes on informal influence, also termed as word-of-mouth communication. Characteristics of Opinion Leaders: 1. Opinion Leaders are perceived to be highly credible sources of product related information. 2. Opinion leaders are gregarious and are people with experiences 3. Opinion leaders usually provide unbiased information, that is they provide both favorable and unfavorable information to their opinion seekers 4. Opinion leaders are both sources of information and advice. 5. Opinion leaders have got greater exposure to the media, especially in their area of leadership 6. Opinion leaders tend to be consumer innovators 7. Opinion leaders have go some personal product specific characteristic like personality traits, social status and demographic features 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 35
36. 36. OPINION LEADERSHIP Opinion Leadership and Marketing Strategies: A. Stimulate Positive Word of Mouth Communication B. Stimulate Word of Mouth to induce product trial C. Stimulate Word of Mouth through direct selling D. Stimulate Word of Mouth through Experience and Advertising. 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 36
37. 37. CONSUMER COMMUNICATION PROCESS 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 37
38. 38. CONSUMER COMMUNICATION PROCESS 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 38
39. 39. CONSUMER COMMUNICATION PROCESS 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 39
40. 40. CONSUMER COMMUNICATION PROCESS Marketing Communication Marketers must be excellent communicators. Why? They have to be able to educate, persuade and convince consumers to purchase their products. The basic building block of marketing is effective communication, which is the process by which we exchange or share meanings through a common set of symbols. A local candy company, Sugar Rush, LLC, spends an enormous amount of time developing an effective marketing promotional communications plan. They have to make sure that they are reaching their core target market with effective product messaging through mass communication. This involves the communication of a concept or message to a large audience. Sugar Rush also has a large sales force in which they rely upon interpersonal communication methods in order to increase their sales distribution. The sales force uses direct, face-to-face communication between two or more people. There is a specific consumer communication process that occurs with a promotional message. 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 40
41. 41. CONSUMER COMMUNICATION PROCESS The Sender and Encoding: Sugar Rush's new television commercial focuses on their new candy called Jolt. Jolt is flavored sugar packets with fun names such as wacky watermelon, cool cotton candy and pep pumpkin. There is a specific process that a marketing manager must ensure happens to get their promotional message to the consumer. The first part of the process revolves around the sender. The sender is usually a marketing manager, advertising manager or advertising agency who is the creator of the communication message. In Sugar Rush's example, the sender would be the advertising agency that developed the new television commercial for Jolt. The second part of the process incorporates the encoding of the message. The encoding is a process where the sender's message or ideas are put into some type of words or signs. The end result of the encoding is what the receiver hears. Sugar Rush's television ad is how their message is encoded to be communicated to the consumer. Other types of encoding are coupons, displays or outdoor ads. 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 41
42. 42. CONSUMER COMMUNICATION PROCESS Communication Channel: Marketing communications (MC, marcom(s), marcomm(s)) uses different marketing channels and tools in combination. Marketing communication channels focuses on any way a business communicates a message to its desired market, or the market in general. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, promotion and public relations. The process allows the public businesses use to know or understand a brand. Successful branding involves targeting audiences who appreciate the organization's marketing program. The marketing plan identifies key opportunities and threats, set objectives and develops an action plan to achieve marketing goals. Each section of the 4P's sets its own object; for instance, the pricing objective might be to increase sales in a certain geographical market by pricing their own product or service lower than their competitors. This creates a significant change in the market because more people of the target market would aim to do business with your organization than your competitors, because pricing is one of the most significant aspects of marketing that can change the whole market positively and or negatively. 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 42
43. 43. SOCIAL INFLUENCES SOCIAL STRATIFICATION: is the division of members of a society into a hierarchy of distinct status classes, so that members of each class have relatively the same status and members of all other classes have either more or less status. It is the ranking of people in a society by other members into higher and lower positions so as to produce a hierarchy of respect or prestige. When we talk of the Indian society, it implies that the certain members of the society are ranked higher than others on the basis of income, education, profession (or occupation) and other intangibles like lifestyles, one’s influence and connections, political power and social service. All the people do not have the same power, prestige, similar possessions, share the same value system and also act discriminately with individuals of the low social class having lesser power, prestige and status. SOCIAL CLASS: is the relative standing of the members of the society so that a higher position implies a higher status than those in the lower class. The determinants of a social class is decided by the income, occupation, place of residence etc. of the individual members of the society. The members of a particular social class will enjoy more or less the same status and prestige in the community. Although income is an important factor in deciding a person’s social class, even one’s education and profession can be used for determining one’s social class. For instance, social class depends considerably on one’s education. 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 43
44. 44. SOCIAL INFLUENCES SYMBOLIC IDENTIFICATION OF STATUS: 1) Insignia – Mark of qualitative differentiating people of different status. 2) Titles and Designations – People are identified based on the various titles and designations they carry with them. A person who falls into the high-class society will adorn herself with a RADO watch or GUCCI accessories. 3) Pay and Perquisites – Generally organizations award their employees salary and perquisites based on their job functions. So it is natural that a person occupying a higher grade will enjoy higher status and certain perquisites due to him based on his higher level status as compared to a person occupying a lower grade in the organizations. Thus CEO of a company will prefer to fly business class while the executive may fly economy class or obtain for the frills free airlines. 4) Physical Facilities – Status of people can be distinguished on the basis of various facilities provided to them by a company at work place and at home. Top executives of companies or people who are granted as occupying higher status in the society are provided at place of work exclusive rooms with excellent finishing, exclusive parking places etc. They are also located luxury manors, membership of elite group/clubs etc. to take care of their home needs. Typically, homes, clothes, cars, jewellery etc. are the indicators of the possessions of the particular social class. Indians have always had a penchant for jewellery and buying of diamonds was treated to be the exclusive privilege and status symbol of the rich or higher class. The new consumer is home-maker, whose lifestyle is inspired by fashionably attired ‘bahu-beti television serials. They are looking for trendy, affordable, lightweight jewellery which can be worn on multiple occasions and which they would 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 44
45. 45. SOCIAL INFLUENCES SOCIAL CLASS CHARACTERISTICS: 1. Social class suggests Rank Ordering: (social prestige accorded to particular social class) 2. Social classes are relatively permanent: (particularly in a family form) 3. Social classes have internal homogeneity: (like eating habits, rituals etc.) 4. Social classes have intergenerational class mobility: (acquiring the values & behaviors of the shifting class) 5. Social class considers determinants other than income: (having a political clout or high education) CHARACTERISTIC FEATURES HAVING RELEVANCE TO MARKETING: 1. Persons within a given social class tend to behave more alike (in terms of lifestyle, values, interest and behavior pattern) 2. Social Class is Hierarchical (ranked as inferior or superior, say, designer dress by elite class, silk sarees by middle and cotton garments by lower class) 3. Social class in not measured by single variable but is measured as a weighted function of one’s occupation, income, wealth, education, status, prestige etc. 4. Social class is continuous rather than concrete, with individuals able to move into higher or drop into lower class (ex: Karsanbhai of Nirma and Narayana Murthy of Infosys) 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 45
46. 46. 9/22/2018 By: Dr. Sandeep Solanki, Associate Professor, RNB Global University, Bikaner 46

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