1. Consumer Buying Behavior
The Psychology

2. Six Stages of consumer buying behavior
Problem Recognition(Awareness of Need)
Difference between the desired state and the actual condition. Deficit in assortment of products.
Hunger > Food. Hunger stimulates your need to eat.
Can be stimulated by the marketer through product information
Did not know you were deficient? I.E., See a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes.
Information search
Internal search (memory)
External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc.
A successful information search leaves a buyer with possible alternatives, the evoked set. Hungry, want to go out and eat, evoked set is
Chinese food
Indian food
Burger king
Klondike Kates etc

3. Six Stages of consumer buying behavior
Evaluation of Alternatives
Need to establish criteria for evaluation, features the buyer wants or does not want.
Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian gets highest rank etc.
If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives.
Purchase decision
Choose buying alternative, includes product, package, store, method of purchase etc.
Purchase
May differ from decision due to time or availability of product
Post-Purchase Evaluation: Satisfaction or Dissatisfaction. 
Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc.
After eating an Indian meal, may think that really you wanted a Chinese meal instead.

4. Psychological influence: needs and motives
Suggests a state of deprivation or the absence of something useful
Motives
The conditions that prompt the action necessary to satisfy a need
Often the action stimulated by marketing activities
The Hierarchy of Needs
Physiological Needs: Food, water, air (Basic Survival Needs)
Safety Needs: Security, Protection, Comfort
Social Needs: A sense of belonging: Friends and family
Esteem Needs : Recognition, achievement, status
Self Actualization needs: Fulfillment and realization of full potential

5. The hierarchy of needs explained
Two principals at work in this theory:
When lower level needs are satisfied, a person moves up to higher needs
Satisfied needs do not motivate. Instead, needs yet to be satisfied influence behavior
Understanding a consumers needs is essential for a marketing organization
Example One:
In recent years, the need for “whiter teeth” has grown exponentially
A number of industries such as the gum industry have invaded a market traditionally held by tooth care products
This need for social acceptance has fueled this product innovation
Example Two:
People with lots of money can afford life's necessities and safeties so they move on to “Esteem needs”
In order to do so the buy expensive things such as Jaguars and Porches

6. Self Concept theory
Marketing companies focus on the personalities of its consumers and try to exploit them for profit
In order to get a better understanding it is important they understand the Self Concept Theory
The Self Concept Theory has four components
Real Self: You as you really are. Often distorted by influence of “other selves”
Self Image: How you see yourself. Not the real you but the role you play
Looking Glass Self: How you think others see you. Often different from how they see you
Ideal Self: How you would like to be. What you aspire to be

7. Exploitation of the Self Concept theory
Marketers use this theory to their advantage as they realize most important decisions are based off “Looking Glass” and “Ideal Self” perceptions
Example: Mens Grooming
Men are continually feeling more insecure about their aging
Over the last decade, manicures and skin treatments amongst aging males has grown exponentially
Magazines such as Men’s Health are being heavily advertised in by cosmetic groups that are now beginning to specialize in men’s health products
Companies and marketers feed on insecurities

8. ATTITUDES AND PERCEPTION
Attitudes: An individuals feelings (favorable or unfavorable) to an idea or object
Businesses and marketers present their product or service to consumers in a way that agrees with prevailing attitudes
Marketers have tried, but found it is too much money to change attitudes
Example One: Right Guard
Right Guard Sport sold considerably well with adults but was not selling often to teenagers
By simply adding the word “extreme,” Right Guard Extreme Sport sold increasingly well with teenagers
Example Two: Molson Ultra
With a number of people switching to a more “healthy lifestyle” Molson created a low carb beer called “Molson Ultra”

9. Attitudes and perception
Perception: How and individual receives and interprets messages
While marketers can often change how a consumer feels, it is extremely hard to change their perception of something
Marketers must observe the “Three Levels of Selectivity”
Selective Exposure: Our eyes and minds notice only information of our interest
Selective Perception: We screen out messages and information that are in conflict with previously learned attitudes and beliefs
Selective Retention: We remember only what we want to remember
Example: Vehicles
People may often have a specific brand of truck that they are loyal too, yet they have never even driven a truck