STUDY TO ENLIGHTEN YOURSELF
DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR One of the major principles of perception is Raw sensory input by itself does not produce or explain the coherent picture of the world that most adults possess. Human beings are constantly bombarded with stimuli during every minute and every hour of every day. The sensory world is made…
PERCEPTUAL ORGANISATION IN CONSUMER BEHAVIOR People do not experience the numerous stimuli they select from the environment as separate and discrete sensations, rather, they tend to organise them into groups and perceive them as unified wholes. Thus, the perceived characteristics of even the simple’s stimulus are viewed as a function of the whole to which…
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PERCEPTUAL SELECTION IN CONSUMER BEHAVIOR PERCEPTUAL SELECTION IN CONSUMER BEHAVIOR: Consumers subconsciously exercise a. great deal of selectivity as to which aspects Of the environment—which stimuli—they perceive, An individual may look at some things, ignore others, and turn away from still others. In total, people actually receive—or perceive—only a small fraction of the stimuli to…
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ELEMENTS OF PERCEPTION IN CONSUMER BEHAVIOR Perception is the process by which individuals select, organize, and interpret their sensory impressions in order to give meaning to their environment. However, what we perceive can be substantially different from objective reality. We often disagree about what is real. Consumers are faced with a wide variety of stimuli…
NEED TO STUDY PERCEPTION IN CONSUMER BEHAVIOR Perception is a process of receiving, selecting, and interpreting environmental stimuli involving the five senses. Through perception, we define the world around us and create meaning from our environment. For example, consumers eat ice cream, and it feels cold and tastes sweet. People look upward, see blue, and…
SELF CONCEPT THEORY IN CONSUMER BEHAVIOR Self concept theory in consumer behavior holds that an individuals have a concept of self-based on who they think they are (the actual self) concept of who they think they would like to be (the ideal self). Self-concept is often described as the totality of an individual’s thoughts and…
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HOW IDENTITY AFFECTS PURCHASE BEHAVIOR Self-concept describes how consumers see themselves and how they think other people see them. So it is an important concept to determinant of consumer behavior. Consumer attempts to support their self-concepts by using those products that communicate particular personal characteristics to themselves. For example, self-concept is the basis for why…
HOW SELF CONCEPT AFFECTS CONSUMER BEHAVIOR By understanding self-concepts and how they affect consumers, one can use the knowledge to position your products in a way that’s attractive to consumers, thereby causing them the desire to purchase. The following list provides to marketer with information on how self-concepts affect consumer behavior: · Individuals perceive themselves…
MEASUREMENT OF MOTIVATION IN CONSUMER BEHAVIOR- MEASURING MOTIVES It is not easy to measure human motives. The attempts made earlier proved to be too complex. Apart from the practical difficulties involved in putting people into an activity wheel. The very idea of measuring human motivation through activity is ridiculous. The main reason is that at…
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McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory McGuire Psychological Motives: Richard H. McGuire proposed a system of psychological motives that individuals have when processing persuasive messages. According to his model, there are six primary motives: Need for Consistency: People seek to be consistent in their attitudes and behaviours. Persuasive messages that align with pre-existing beliefs are…
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