2007 Pearson Education Canada1 Marketing 11 Chapter 4 Consumer Buying Behaviour Lesson 3: Lesson 3: Influences on Consumer Behaviour: pp psychological and personal pp

2007 Pearson Education Canada2 Consumer Behaviour Influences Consumer Marketing Company (Image) Company (Image) Personal Social Cultural Psychological

2007 Pearson Education Canada3 Psychological Influences: Personality and Self-Concept Personality refers to a person’s distinguishing psychological characteristics. Real Self Real Self Self- Image Self- Image Looking- Glass Self Looking- Glass Self Ideal Self Ideal Self The self has four components. Many important decisions are based on the looking-glass self and the ideal self.

Photoshopping Real Women Into Cover Models 2007 Pearson Education Canada4

5 Psychological Influences: Attitudes “An individual’s feelings, favourable or unfavourable, toward an idea or object.” Gaining acceptance is easier if the product idea “fits” with the attitudes of the target audience.

2007 Pearson Education Canada6 Psychological Influences: Perception Individuals receive and interpret messages differently. Consumers are selective about the messages they receive. Selective Exposure Selective Perception Selective Retention

2007 Pearson Education Canada7 Consumer Behaviour Influences Consumer Marketing Company (Image) Company (Image) Personal Social Cultural Psychological

2007 Pearson Education Canada8 Personal Influences: Lifestyle “A person’s pattern of living as expressed in his or her activities, interests, opinions, and values.”  Protective Providers  Up and comers  Les “Petite Vie”  Mavericks  Contented Traditionalists  Joiner Activists  Passive Malcontents  Disinterested Outsiders  Tie-Dyed Greys See Figure 4.7 pg 93 in the text for details of lifestyle segments.

2007 Pearson Education Canada9 Personal Influences: Age and Life Cycle Tastes and preferences change as we age and pass through life cycle stages.  Single  Married; no children  Married: with children  Married; older children  Married; empty nest Non-traditional family formations are now more common and they pose new challenges for marketers. Traditional Transition

2007 Pearson Education Canada10 Personal Influences: Technological 1.Canadians are a “connected” society. 2.Technology provides convenience to time-pressed individuals. 3.Electronic banking is growing rapidly. 4.E-commerce becoming more popular.

2007 Pearson Education Canada11 Assignment –Read Chapter 4 pages –Complete WSH 4.3