Consumer Behaviour- Smart Bike Helmet analysis

The product you need to analyze is Smart Bike Helmet (A smart bike helmet that monitors users’ heart rate, speed, and distance travelled, and provides turn-by-turn navigation via a built-in display.)

You need to describe it, as basic features, price, where sold, and what kind of customers are purchasing it.

Consider a product extension of the original one, that normally should contain extended features or functionalities of the base one. (As example, if you are choosing a set of play cards as your product, perhaps your product extension will be waterproof play cards that the pool could use.)

You need to focus on the following to make a paragraph:

Ch. 4 – asses what motivates your customers for purchasing and what affects them in the act of purchasing of this product

o Reach out to a small group of people (could be your colleagues in the class, other colleagues, co-workers, family members or friends) and ask them a 10 questions questionnaire as applicable to your product.

? 5 questions with topics for Ch.3

? 5 questions with topics from Ch.4, as applicable to your product which is Smart Bike Helmet.

? Each question should also contain a sub-question about considering for purchase a product extension like the one that you already choose.

(Chapter 3&4 you can check from the files I upload! You need to show the 10 questions and make a list to show which is from chapter 3 and which is from chapter 4!)

o Contrast the results from your questionnaire: how the people that you asked these questions answered, compared with how you have envisioned this product and its extension.

Consumer Behaviour
Eighth Canadian Edition
Chapter 4
Motivation and Affect
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4-1
Chapter Objectives
When you finish reading this chapter, you will understand
why:
4.1 It is important for marketers to understand the motivation
process.
4.2 Various consumer needs influence consumer behaviour.
4.3 Involvement with a product, the marketing message,
and/or the purchase situation are all important
considerations.
4.4 Consumers can experience different types of affective
responses, which can influence consumption behaviours.
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Motivational Process (1 of 2)
Motivation
Process that leads people to behave as they do.
A want is a manifestation of a
need. This ad from NutriGrain reminds us of a way to
satisfy a hunger need. It
shows an acrobat getting their
Nutri-Grain fix during a
London commute as part of
the “morning fuel”
ambassador sampling team.
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Motivational Process (2 of 2)
• Occurs when a need is aroused that the consumer wishes
to satisfy
• Forces that drive us to buy/use products
– Goal: Consumer’s desired end-state
– Want: Manifestation of consumer need
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Motivational Strength (1 of 4)
Motivational Strength
Degree of willingness to expend energy to reach a goal.
• Drive theory: Biological needs that produce unpleasant
states of arousal (e.g., hunger)
• Homeostasis: A balanced state
• Expectancy theory: Behaviour is pulled by expectations of
achieving desirable outcomes
• Needs vs. wants
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Motivational Strength (2 of 4)
There are two basic theoretical categories that account for
motivational strength:
Drive theory
Biological needs that produce unpleasant states of arousal
(e.g., hunger)
• Homeostasis: A balanced state
Expectancy theory
Behaviour is pulled by expectations of achieving desirable
outcomes
• Needs vs. wants
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Motivational Strength (3 of 4)
There are two basic theoretical categories that account for
motivational strength: drive and expectancy theory
Drive theory
Biological needs that produce unpleasant states of arousal
(e.g., hunger)
• Homeostasis: A balanced state
• People often do things that increase a drive state rather
than decrease it.
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Motivational Strength (4 of 4)
Expectancy theory
Behaviour is pulled by expectations of achieving desirable
outcomes
– positive consequences
– positive incentives could include things like money or even
social status
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Motivational Direction (Needs vs. Wants) (1 of 2)
Way to satisfy needs…
• depends on the individual’s unique history and learning
experiences and his or her cultural environment.
• hedonic consumption as an influence on consumers’
choices
• this term refers to the: multisensory, fantasy, and emotional
aspects of consumers’ interactions with products
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Motivational Direction (Needs vs. Wants) (2 of 2)
Types of Needs:
Biogenic
Biological needs, such as for air, water, food
Psychogenic
Need for status, power, affiliation
Utilitarian
Need for tangible attributes of a product, such as miles per
gallon in a car or calories in a cheeseburger
Hedonic
Needs for excitement, self-confidence, fantasy
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Motivational Conflicts
Goal valence:
– Positively valued goal: Approach
– Negatively valued goal: Avoid
▪ Deodorant and mouthwash
• Positive and negative motives often conflict with one
another
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Types of Motivational Conflict (1 of 2)
Two desirable alternatives
Cognitive dissonance
Positive & negative aspects of desired product
Guilt of desire occurs
Facing a choice with two undesirable alternatives
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Types of Motivational Conflict (2 of 2)
FIGURE 4–1 Three Types of Motivational Conflict
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Classifying Consumer Needs (Specific Needs
and Buying Behaviour) (1 of 2)
• Need for achievement: Value personal accomplishment;
place a premium on products that signify success
• Need for Affiliation: Need for relevant products and
services to alleviate loneliness
• Need for Power: Control one’s environment. Focus on
products that have mastery over surroundings
• Need for uniqueness: To assert one’s individual identity.
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Classifying Consumer Needs (Specific Needs
and Buying Behaviour) (2 of 2)
Table 4–1 Types of Needs, as Defined by Murray
Biogenic
Psychogenic
Food
Dominance
Autonomy
Assistance
Water
Superiority
Affiliation
Change
Air
Emotional stability Analysis
Endurance
Sleep
Achievement
Dependence
Aggression
Sex
Compliance
Self-depreciation
Defendence
Shelter
Order
Exhibition
Play
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Levels of Needs in the Maslow Hierarchy
FIGURE 4–2 Levels of Needs in the Maslow Hierarchy
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Motivation and Goal Fulfillment (1 of 2)
• Goal Setting that is SMART can help consumers to reach
their goals: Nike and the Running Room
• Sometimes consumers decrease effort when they get
closer to the goal
• Goals can be unconsciously activated: The Apple brand
name activates the need to be unique and different
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Motivation and Goal Fulfillment (2 of 2)
Incidental brand
exposure, such as
seeing an advertisement
or a product, can
activate consumer goals.
The Apple brand can
activate the motivation to
be unique and different.
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Consumer Involvement
Involvement
Perceived relevance of an object based on one’s needs,
values, and interests
• not everyone is motivated to the same extent…
• involvement is a motivational construct, it can be triggered
by one or more of the different antecedents shown in
Figure 4–3
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Conceptualizing Involvement
FIGURE 4–3 Conceptualizing Involvement
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Levels of Involvement: Inertia and Flow
State (1 of 2)
• Inertia: Consumption at the low end of involvement
– We make decisions out of habit (lack of motivation)
• Flow state: True involvement with a product
– Playfulness
– Being in control
– Concentration/focused attention
– Mental enjoyment of activity for its own sake
– Distorted sense of time
– Match between challenge at hand and one’s skills
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Levels of Involvement: Inertia and Flow
State (2 of 2)
Table 4–2 Foote, Cone, and Belding‘s Involvement and Product Typology
Level of
involvement
High
Low
Cognitive
Affective
• Car
• Jewellery
• New products
• Motorcycles
Media: print online, information
based
Media: TV, video,
image-based
• Ground beef
• Candy
• Household cleansers
• Liquor
Media: 10 sec. IDs, POS
reminder
Media: POS attentiongrabbing
Adapted from Richard Vaughn, “How Advertising Works: A Planning Model,” Journal of Advertising Research 20 (October
1980): 31. See also Judith Lynne Zaichkowsky, “The Emotional Side of Product Involvement,” in Advances in Consumer
Research, eds. Paul Anderson and Melanie Wallendorf (Provo, UT: Association for Consumer Research, 1986), 32–35
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The Many Faces of Involvement (Product
Involvement)
• Product involvement: Consumer’s level of interest in a
product
• Many sales promotions attempt to increase product
involvement
Mass customization
Customization and personalization of products and services
for individual customers at a mass production price
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The Many Faces of Involvement
(Message-Response Involvement)
Guerrilla Marketing
Marketers use low-cost, unconventional marketing tactics to
gain consumers’ attention and involvement.
• Consumer’s interest in real-time events (real-time
marketing)
• Marketers experiment with novel ways to increase
consumers’ involvement, such as games on Web sites
(Integrative Mobile Marketing).
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The Many Faces of Involvement (Purchase
Situation Involvement)
Purchase situation involvement
Differences that occur when buying the same object for
different contexts.
• Example: wedding gift
– For boss: purchase expensive vase to show that you want
to impress boss
– For cousin you don’t like: purchase inexpensive vase to
show you’re indifferent
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Segmenting by Involvement Levels
• Allows consumer researchers to capture the diversity of
the involvement construct, and it also allows for
involvement to be used as a basis for market
segmentation.
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Strategies to Increase Involvement
The marketer can enhance the consumer’s motivation to
process relevant information fairly easily by using one
or more of the following techniques:
• Appeal to consumers’ hedonic needs
• Use novel stimuli
• Use prominent stimuli
• Include celebrity endorsers
• Build a bond with consumers by maintaining an ongoing
relationship
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Types of Affective Responses
Affect
Refers to the experience of emotionally-laden states, which
can range from evaluations, to moods, to full-blown
emotions.
• Evaluations – valenced (i.e., positive or negative)
reactions to events and objects, that are not accompanied
by high levels of arousal.
• Moods – involve temporary positive or negative affective
states accompanied by moderate levels of arousal.
• Emotions – tend to be more intense and are often related
to a specific triggering event.
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Types of Affective States
• Affect as a product benefit
– Viagra
– Coke “Open Happiness”
• Negative state relief
– Helping can relieve
negative moods
• Mood congruency
– Positive moods lead
– to more positive
evaluations
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How Social Media Taps into Our Emotions
Sentiment analysis (aka – Opinion mining)
Is a process that scours the social media universe to collect
and analyze the words people use when they describe a
specific product or company.
Word phrase dictionary
Certain words that tend to relate to the emotion
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Discrete Emotions (Happiness)
Happiness
A mental state of well-being characterized by positive
emotions
– Materialism and happiness
– Materialism vs Experiential purchases
– Spending money on others vs. the self
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Discrete Emotions (Envy)
Envy
A negative emotion associated with the desire to reduce the
gap between oneself and someone who is superior on some
dimension
– Benign vs. malicious envy
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Discrete Emotions (Guilt)
Guilt
An individual’s unpleasant emotional state associated with
possible objections to his or her actions, inaction,
circumstances, or intentions
– Guilt appeals – can backfire if too extreme
– In retail contexts
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Discrete Emotions (Embarrassment)
Embarrassment
Driven by a concern for what others are thinking
– Unwanted events communicate undesired information
about oneself to others
– Sometimes dependent on product category
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Consumer Behaviour
Eighth Canadian Edition
Chapter 3
Learning and Memory
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3-1
Chapter Objectives
When you finish reading this chapter, you will understand
why:
3.1 Different behavioural learning theories help consumers
learn about products.
3.2 Cognitive learning theories influence consumer
behaviour.
3.3 The memory process works to influence consumer
behaviour.
3.4 Marketers use various measures to assess our
memories about brands, products, and ads.
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The Learning Process
Learning
Refers to a relatively permanent change in behaviour that is
caused by experience.
• Learning can take place either
– vicariously
– incidentally
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Behavioural Learning Theories
Behavioural Learning Theories
Assume that learning takes place as the result of responses
to external events, as opposed to internal thought
processes.
Process of Behavioural Learning:
– “Black box”
– Observable behaviour
– Classical conditioning and instrumental conditioning
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Types of Behavioural Learning Theories
Classical Conditioning
A stimulus that elicits a response is paired with another stimulus that
initially does not elicit a response on its own.
FIGURE 3–1 Diagram of the Classical Conditioning Process
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Classical Conditioning
• Ivan Pavlov (Russian Physiologist)
– introduced the concept of classical conditioning
• Pavlov introduced the concepts of:
– Unconditioned stimulus (UCS)
– Conditioned stimulus (CS)
– Conditioned responses (CR)
• Classic Conditioning focuses on visual and olfactory cues
that induce physiological responses related to consumer
needs.
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Associative Learning
Associative Learning
Consumers learn associations between stimuli in a rather
simple fashion without more complex processes.
• Classical conditioning is a form of associative learning
• Associative learning can occur for more complex reactions
to stimuli as well
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Associative Learning: Repetition (1 of 3)
• Repetition increases
learning
• When exposure decreases
extinction results
• More exposure results in
greater brand awareness
• But….too much exposure
leads to advertising wear
out
• Less exposure can result
in decay
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Associative Learning: Repetition (2 of 3)
• most effective repetition strategy seems to be a
combination of spaced exposures that alternate in terms of
media that are more and less involving, (TV advertising
and print media)
• associative learning will not occur or will take longer if the
paired stimuli are only occasionally presented with one
another
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Associative Learning: Repetition (3 of 3)
Many classic advertising campaigns consist of product slogans that have been repeated so many times
that they are etched in consumers’ minds. Sleep Country’s slogan is well known, and consumers can
finish the tune once they hear the beginning of the jingle “Why buy a mattress . . .”
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Stimulus Generalization (1 of 2)
Stimulus Generalization
Tendency for stimuli similar to a conditioned stimulus (keys
jangling resemble bell) to evoke similar, unconditioned
responses.
• Family branding
• Product line extensions
• Licensing
• Look-alike packaging
• Stimulus discrimination: Only buy the brand names
Think about it: Do you buy a less-expensive product because it looks like the brand name
item?
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Stimulus Generalization (2 of 2)
Stimulus Discrimination
Occurs when a stimulus similar to a CS is not followed by a
UCS.
– reactions are thus weakened and will soon disappear
Masked Branding
Deliberately hides a product’s true origin.
– reactions are thus weakened and will soon disappear
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Marketing Applications of Conditioning (1 of 2)
Brand Equity
A brand has strong positive associations in a consumer’s
memory and commands a lot of loyalty as a result.
Repetition
– scheduling more than three exposures is a waste?
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Marketing Applications of Conditioning (2 of 2)
• Transferred meaning can
be conditioned by fairly
simple associations
• Goal is to create brand
equity
• Advertising wear-out
(change media/message)
• Repetition (Telus)
• Product Associations
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Conditioning Product Association
• Advertisements often pair a product with a positive
stimulus to create a desirable association
• Importantly, the order in which the conditioned stimulus
and the unconditioned stimulus are presented can affect
the likelihood that learning will occur
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Applications of Stimulus Generalization
• The process of stimulus generalization is often central to
branding and packaging decisions that attempt to
capitalize on consumers’ positive associations with an
existing brand or company name.
• Strategies based on stimulus generalization include the
following:
– Family branding
– Product-line extensions
– Licensing
– Look-alike
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Instrumental conditioning (1 of 2)
Instrumental conditioning (AKA operant conditioning)
The individual learns to perform behaviours that produce
positive outcomes and to avoid those that yield negative
outcomes.
Under instrumental conditioning, people perform more complex
behaviours and associate these behaviours with:
– shaping
– positive reinforcement
– negative reinforcement
– punishment
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Instrumental conditioning (2 of 2)
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Four Types of Learning Outcomes
FIGURE 3–2 Four Types of Learning Outcomes
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Four Types of Learning Schedules
Reinforcement schedules include…
• Fixed-ratio – frequent flyer programs
• Variable-ratio – slot machines
• Fixed-interval – seasonal sales
• Variable-interval – secret shoppers
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Application of Instrumental Conditioning
Principles (1 of 2)
Frequency Marketing
Reinforces the behaviour of regular purchasers by giving
them prizes with values that increase along with the
amount purchased.
– pioneered by
the airline
industry
The Shoppers Optimum
loyalty program from
Shoppers Drug Mart is an
example of frequency
marketing.
– frequent flyer
programs
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Application of Instrumental Conditioning
Principles (2 of 2)
Gamification
Involves borrowing from basic principles of game mechanics
to motivate consumers across a broad spectrum of
behaviours.
Marketers can use gamification via:
– Store and brand loyalty
– Social marketing
– Employee performance
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Cognitive Learning Theories: Observational
Learning
Cognitive Learning Theory
Stresses the importance of internal mental processes and
views people as problem solvers who actively use
information from the world around them to master their
environment.
• Internal mental processes
• We watch others and note reinforcements they receive for
behaviours
• Vicarious learning
• Socially desirable models/celebrities who use or do not
use their products
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Observational Learning (1 of 2)
Observational learning
People watch the actions of others and note the
reinforcements they receive for their behaviours.
• vicarious learning
• modelling
• violence and children
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Observational Learning (2 of 2)
FIGURE 3–3 Components of Observational Learning
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Role of Memory in Learning
Memory
Acquiring information and storing it over time so that it will be available
when needed
– Information-processing approach
– Mind = computer and data = input/output
FIGURE 3–4 The Memory Process
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Encoding
• We encode information to help us retain it later
– Sensory meaning – colours, shapes
– Semantic meaning – symbolic associations
– Personal relevance
▪ Episodic/flashbulb memories
▪ Product information conveyed as a narrative
▪ Low-involvement products tend to have descriptive, snappy
names
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Memory Systems
FIGURE 3–5 Relationships among Memory Systems
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Relationship among Memory Systems
• Sensory memory
• Short-term memory
• Chucking
• Long-term memory
• Elaborative rehearsal
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Storing Information in Memory
Activity Models of Memory
Depending on the nature of the processing task, different
levels of processing occur that activate some aspects of
memory rather than others.
– STM and LTM are separate systems
– The more effort it takes to process information the more
likely it is that information will be placed in long-term
memory
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Storing Information in Memory
(Associative Network Models)
• propose that an incoming piece of information is stored in
an associative network
• consumer has organized systems of concepts relating to
brands, stores, manufacturers
• assumes that it is the associations that form in consumers’
minds that lead to learning about brands and products
• these storage units, known as knowledge structures, can
be thought of as complex spider webs
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Associative Networks
FIGURE 3–6 An Associative Network for Perfumes
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Spreading Activation
• A meaning can be activated indirectly
• As one node is activated, other nodes associated with it
also begin to be triggered
• Meaning types of associated nodes:
– Brand-specific
– Ad-specific
– Brand identification
– Product category
– Evaluative reactions
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Levels of Knowledge
• Individual nodes = meaning concepts
• Two (or more) connected nodes = proposition (complex
meaning)
• Two or more propositions = schema
– We more readily encode info that is consistent with an
existing schema
– Service scripts
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Analogical Learning
• The marketer wants to inform the consumer about a
product and does so using an analogy
• Base – the existing product
• Target – the new product
• Effective because the consumer can integrate knowledge
about the base into the schema for the target product
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Retrieval for Purchase Decisions (1 of 3)
• Retrieval is the process of accessing information from
long-term memory factors
• Situational factors
• Consumer attention; pioneering brand; descriptive brand
names
• Viewing environment (continuous activity; commercial
order in sequence)
• Post-experience advertising effects
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Retrieval for Purchase Decisions (2 of 3)
• Appropriate factors/cues for retrieval
– State-dependent retrieval/mood congruence effect
– Familiarity
– Salience and Recall effect (mystery ads)
– Visual memory versus verbal memory
– Think about it: Are your vivid memories visual or verbal? Do
you have flashback memories?
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Retrieval for Purchase Decisions (3 of 3)
• Online factors/cues for retrieval
• connection between the online environment and the
physical store that impacts memory and purchase
• referred to as the “cue-of-the-cloud” effect
• increased feelings of confidence – subsequently impacts
choice
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Factors Influencing Forgetting
• Decay
• Interference
• Retroactive versus proactive
• Part-list cueing effect
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Products as Memory Makers
• Furniture, visual art and photos call forth memories of the
past
• Autobiographical memories
• Mnemonic qualities
• Power of nostalgia
• Retro brands
• Nostalgia Index
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Measuring Memory for Marketing Stimuli
• Recognition vs. recall
• Problems with memory measures
– Response biases
– Memory lapses
– Memory or facts vs. feelings
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