# What are the importance of psychology in consumer behaviour

1. Emotional Trigger
2. Bond recognisation

# Types of relationship a person can have with the product

1.self concept attachment
2.nostalgic attachment
3.Interdependence
4.Love

# the four types of consumption analysis in consumer behavior are

1. Consumption as Experience
2. Consumption as Integration
3. Consumption as Classification
4. Consumption as Play
# perks or perspectives of consumer behavior.
1. Compulsive Consumption
2. Addictive Consumption
3. Legal Consumption (or Regulated Consumption)
4. Consumed Consumer
# two main categories of needs
1. Innate Needs (also called Biogenic Needs or Primary Needs)
2. Acquired Needs (also called Psychogenic Needs or Secondary Needs)

# Type of motives
Rational Motives – Decisions based on logical, factual reasoning.
Emotional Motives – Decisions based on feelings, desires, and emotional responses.
Manifest Motives – Clear, conscious reasons for a purchase that consumers are aware of.
Latent Motives – Hidden or unconscious reasons for a purchase that consumers may not fully recognize.
# goals are often classified into two types:
1.Generic Goals
2.Product-Specific Goals.
# goal selection in consumer behavior:
1. Personal Experience
2. Physical Capacity
3. Prevailing Cultural Norms and Values
4. Goal Accessibility in the Physical and Social Environment
# dynamic nature of goals
1.needs are never fully satisfied
2.new news emerged as old needs are satisfied
3.a given need may lead totally different goals
4.consumer are more aware of their goals than their needs consumer value
5.consumer values personality and self concept influence consumer goals
6.Prepotent needs (multiple needs )
7.motives are difficult to infer from behaviour past experience influences goal
8.defence mechanism
# the three types of motivational conflict:
1. Approach-Approach Conflict
2. Avoidance-Avoidance Conflict
3. Approach-Avoidance Conflict
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#the four types of motivational arousal:
1. Biogenic Arousal
2. Psychogenic Arousal
3. Cognitive Arousal
4. Emotional Arousal

#here are the 8 defense mechanisms:

1. Aggression – Acting out frustration or anger towards others.
2. Rationalization – Justifying actions with logical but false reasons.
3. Projection – Attributing one's own feelings or flaws to others.
4. Regression – Reverting to childlike behaviors under stress.
5. Repression – Pushing painful thoughts into the unconscious mind.
6. Identification – Adopting traits of someone admired or feared.
7. Withdrawal – Avoiding situations to escape discomfort.
8. Daydreaming – Escaping reality by imagining desired scenarios.
9. Autism – Deep self-absorption and detachment from reality.

philosphy concerened with arousal of motives

# philosophical schools of thought concerned with the arousal of motives in the context of motivation:
1. Behaviorist School
2. Cognitive School

#Egoistic Needs and Maslow's Hierarchy of Needs are related concepts in understanding human
motivation, but they focus on different aspects of psychological needs.
1. Physiological Needs (basic needs like food, water, and shelter)
2. Safety Needs (security, stability, protection)
3. Social Needs (love, belonging, relationships)
4. Esteem Needs (respect, recognition, self-esteem)
5. Self-Actualization Needs (personal growth, self-fulfillment, achieving potential)
# Factors Leading to High Involvement
1. Level of Perceived Risk
2. Level of Personal Interest in Product Category
3. Perceived Likelihood of Making a Mistake or Buying the Wrong Product
4. Extent of Pleasure in Buying and Using the Product
5. Number and Similarity of Competitive Brands Available
Importance of Purchase and Product Involvement
Purchase Involvement – The level of interest and effort a consumer puts into a buying decision.
Product Involvement – The importance and personal relevance of a product to the consumer.
Enduring Involvement – Long-term interest in a product category regardless of purchase intent.
Situational Involvement – Temporary interest in a product due to a specific need or situation.
Involvement Profile – A consumer's overall level of engagement with a product, brand, or purchase process.
Projective Techniques
• Storytelling – Consumers create a story around a product or situation to reveal subconscious thoughts.
• Picture Drawing – Consumers draw images to express their perceptions and emotions about a brand or
product.
• Photo Sorts – Consumers select photos that best represent their feelings or attitudes towards a brand.
• Thematic Apperception Tests – Consumers interpret ambiguous images to uncover hidden motivations.
• Word Association – Consumers respond with the first word that comes to mind when given a stimulus
word.
• Sentence Completion – Consumers complete unfinished sentences to reveal their underlying thoughts and
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Involvement-Related Marketing Strategies
1. Choose Media According to Level of Involvement
2. Print Media for High Involvement
3. Use of Television and Digital Media for Low Involvement
4. Focus on Product Quality and Features for High Involvement
5. Simple, Repetitive Messaging for Low Involvement
6. Personal Selling for High Involvement Products
7. Use of Discounts and Promotions for Low Involvement
8. Providing Product Trials or Samples for High Involvement
9. Social Media Engagement for Low Involvement
10.Creating Emotional Appeal for High Involvement Products
Hedonism in the Context of Consumption and Consumer Behavior
1. Pleasure-Seeking Consumption
2. Emotional and Sensory Appeal
3. Self-Expression
4. Experiential Consumption
McClelland's Trio of Needs
1. Need for Achievement (nAch)
2. Need for Affiliation (nAff)
3. Need for Power (nPow)
MID Theories (Motivation-Involvement-Decision Theories) – Explain how consumer motivation and
involvement influence decision-making.
1. Hedonic Consumption – Consumption driven by pleasure, enjoyment, and sensory experiences.
2. Optimum Stimulation Level (OSL) – Consumers seek a balance between too much and too little
stimulation in their experiences.
Motivation-Based Marketing Strategies
1. Emotional Appeals
2. Fear Appeals
3. Achievement-Oriented Marketing
4. Social Influence and Peer Pressure
Types of Shoppers
1. Apathetic Shoppers – Show little interest in shopping and buy only when necessary.
2. Convenience Shoppers – Prioritize ease, speed, and accessibility while shopping.
3. Economic Shoppers – Focus on price, discounts, and getting the best value for money.
4. Ethical Shoppers – Prefer products that align with their moral and environmental values.
5. Recreational Shoppers – Enjoy shopping as a leisure activity or hobby.
6. Ethnocentric Shoppers – Prefer buying products from their own country or culture.
the three types of buyers are:
1. Unconflicted Buyers – Make balanced purchasing decisions without stress or guilt.
2. Tightwads – Hesitate to spend money and feel discomfort when making purchases.
3. Spendthrifts – Enjoy spending money freely and often make impulsive purchases.
# Personality Theories
1. Freudian Theory – Personality is shaped by unconscious desires and childhood experiences.
• Id – The primal part of personality driven by pleasure and instincts.
• Superego – The moral compass that enforces societal rules and values.
• Ego – The rational part that balances the Id and Superego.
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 2. Neo-Freudian Theory – Expands on Freud’s ideas, emphasizing social relationships and cultural
influences.
3. Karen Horney’s Theory – Focuses on how anxiety and interpersonal relationships shape
personality.
• Neurotic Needs – Psychological needs developed to cope with anxiety and insecurity.
4.
Karen Horney's CAD Theory – Describes three coping strategies people use to deal with anxiety in
relationships.
1. Compliance – Moving toward people by seeking approval and affection.
2. Aggression – Moving against people by being competitive, assertive, or hostile.
3. Detachment – Moving away from people by withdrawing emotionally and maintaining
independence.
Cognitive Theories of Personality: Personality as Difference in Cognitive Processes
1.George Kelly’s Personal Construct Theory: This theory posits that individuals develop personal constructs,
or mental frameworks, to interpret and predict events in their lives, influencing their behavior and
perceptions.
Julian Rotter’s Social Learning Theory: Rotter's theory focuses on how behavior is influenced by
expectations of reinforcement and the individual's locus of control (internal or external), shaping their
actions in different contexts.
Walter Mischel’s Cognitive-Affective Personality System (CAPS): CAPS suggests that behavior is
shaped by the interaction of cognitive and emotional factors within specific situations, rather than by fixed
personality traits, highlighting situational variability.
Albert Bandura’s Social Cognitive Theory: Bandura's theory emphasizes learning through observation,
the influence of self-efficacy, and the reciprocal relationship between behavior, personal factors, and the
environment, which all affect personality development
Need for Cognition
1. High Need for Cognition: Enjoys thinking deeply, analyzing, and engaging in complex problem-
solving.
2. Low Need for Cognition: Prefers simpler tasks, avoids extensive thinking or mental effort.
Different Self-Images
1. Actual Self: How a person currently perceives themselves.
2. Ideal Self: The person they aspire to be.
3. Ought Self: The person they believe they should be, based on societal expectations or obligations.
4. Social Self: How a person is perceived by others.
5. Extended Self: Includes possessions or external aspects that are integral to one’s identity.
### Possessions as Self Extensions – The idea that people see their belongings as part of their identity.
Tangible Possessions – Physical objects like clothes, cars, or homes that represent personal identity.
Symbolic Possessions – Items with emotional or cultural significance, such as heirlooms or trophies.
Lifestyle PossessionsObjects that reflect one’s way of living, such as fitness equipment or travel gear.
Digital Possessions – Virtual assets like social media profiles, digital art, or online game avatars.
## Internet Insight & Virtual Self – How individuals express and manage their identity in the online
world.
Online Identity – The way a person presents themselves on the internet, including their personal details,
interests, and activities.
Digital Persona – A curated version of oneself created through online interactions, posts, and profiles.
Social Media Presence – The visibility and engagement a person has on social media platforms, which
shapes their online identity.
Virtual Representation – An avatar or online image that represents an individual in virtual spaces, such as
games or virtual environments.
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## Fixated Consumer Behavior – When consumers show intense focus or attachment to certain aspects of
products or brands.
Brand Fixation – Strong attachment to a particular brand, often leading to exclusive brand loyalty.
Product Fixation – Over-attachment to a specific product, often with a need to repeatedly purchase or use
it.
Celebrity or Endorsement Fixation – Consumers become fixated on a celebrity or influencer’s
endorsements, influencing their purchasing decisions.
Obsessive Collecting – A strong drive to collect specific products, often to the point of obsession or
compulsiveness.
Consumer Materialism
1. Possessions as a Measure of Success
2. Desire for Wealth and Luxury Goods
3. Focus on Accumulating Goods
4. Emphasis on External Validation and Status
Consumer Ethnocentrism
1. Preference for Domestic Products
2. Resistance to Foreign Products
3. Belief in the Superiority of Local Goods
4. Support for National Economy and Industries
Personality and Marketing Strategy
1. Identify Relevant Personality Traits
2. Target Consumers with Relevant Personality Traits
3. Develop Promotional Messages That Appeal to Consumers with Specific Personality Traits
4. Develop a Personality for the Brand
Visualizers vs Verbalizers
1. Visualizers: Consumers who process information better through images, diagrams, or visual
representations.
2. Verbalizers: Consumers who prefer processing information through words, descriptions, and written
content.
Symptoms and Signs of Personality Disorders (Related to Consumer Behavior)
1. Impulsivity
2. Excessive Need for Approval
3. Lack of Empathy
4. Perfectionism
5. Avoidance of Emotional Engagement
Information Processing
Exposure → Attention→ Comprehension→ Acceptance → Retention
Noticeable Difference Threshold (in terms of product and consumer)
1. Product Modifications
2. Price Changes
3. Brand Differences
4. Quality Perception
Consumer Adoption Process (in terms of Consumer Behavior)
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption
6. Confirmation
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Is Subliminal Advertising Effective?
1. Limited impact on consumer behavior
2. Minimal influence on purchasing decisions
3. Mixed research findings
4. Mostly short-term effects
5. Ethical and legal concerns
6. Generally ineffective for long-term change
# Using the context of child-parent relationships, individuals can be classified into:
•Compliant individuals – Seek approval and affection, often prioritizing others' needs.
.Aggressive individuals – Assertive and competitive, often seeking control or dominance.
.Detached individuals – Withdraw emotionally, preferring independence and solitude.
Theories of Personality – Cont’d Trait Theory
Trait Theory – Focuses on identifying and measuring individual personality traits.
1. Extroversion – Tendency to be outgoing, sociable, and energized by interactions with others.
2. Instability – Tendency to experience emotional fluctuations and mood swings.
3. Agreeableness – Tendency to be compassionate, cooperative, and eager to help others.
4. Openness to Experience – Tendency to be imaginative, curious, and open to new experiences.
5. Conscientiousness – Tendency to be organized, responsible, and detail-oriented.
Symptoms and Signs of Personality Disorders
• Self-identity problems- may manifest as an unstable self-image (eg, people fluctuate between seeing
themselves as kind or cruel) or as inconsistencies in values, goals, and appearance (eg, people are deeply
religious while in church but profane and disrespectful elsewhere).
. Interpersonal functioning problems-typically manifest as failing to develop or sustain close relationships
and/or being insensitive to others (eg, unable to empathize).
3. Narcissists- are addicted to self-esteem and to striving towards self- enhancement. They manifest
exhibitionism, vanity, and a relentless need to validate their overly favorable self-beliefs in the presence of
others.
## Life Style and Psychographics – Focuses on understanding consumer behavior through psychological,
social, and lifestyle factors.
Psychographic Segmentation – Dividing consumers based on their lifestyles, values, and personalities.
Segmenting consumers on the basis of their activities, interests, and opinions – Categorizing consumers
by their actions, hobbies, and perspectives.
Psychographic-demographic profiles – Combining psychological and demographic data to create detailed
consumer profiles.
Geodemographic segmentation – Grouping consumers based on geographic location and shared
demographic characteristics.
Life Styles and Marketing Strategy
• Use life styles for segmentation and positioning
• Develop media campaigns based on consumer life styles
Understand customers-Customer archetypes help businesses understand their customers' motivations,
behaviors, and challenges.
•Develop marketing strategies-Customer archetypes help businesses create marketing messages that resonate
with their customers.
•Guide product development-Customer archetypes help businesses make decisions about product
development.
•Improve customer experience-Customer archetypes help businesses improve their customers' experience.
How are customer archetypes different from customer personas?