Consumer Behavior Principles and Marketing Strategies
1. Information Search and Consumer Behavior
Consumers gather information before making decisions in three ways:
- Internal Search: Recalling information from memory (past experiences, brands known).
- External Search: Seeking new information (websites, reviews, friends, ads).
- Ongoing Search: Long-term interest-driven search (e.g., always reading tech news).
2. Evoked, Inert, and Inept Sets
These are subsets of brands in the consumer’s mind:
- Evoked Set: Brands the consumer seriously considers.
- Inert Set: Brands the consumer is aware of but indifferent toward.
- Inept Set: Brands viewed negatively and rejected.
3. Search Engine Optimization (SEO)
A marketing strategy to improve a site’s visibility in search engines by:
- Using keywords customers search
- Improving website structure and speed
- Earning backlinks
Goal: Appear at the top of search results to influence consumer information search.
4. Behavioral Targeting
Tracking consumers’ online behavior (cookies, browsing history) to deliver personalized ads. Example: Ads for shoes after browsing Nike’s website.
5. Psychographics in Marketing
Psychographics help marketers understand consumers’ values, interests, personalities, and lifestyles. They are used to predict buying behavior better than demographics alone.
6. McGuire’s Motives and Needs
A classification of consumer motivations, divided into:
- Cognitive motives: Needs for consistency, attribution, and categorization.
- Affective motives: Needs for tension reduction, expression, and ego defense.
This helps marketers design more persuasive messages.
7. Evaluative Criteria for Products
The attributes consumers use to compare products, such as:
- Price
- Quality
- Features
- Brand reputation
This is important for understanding how consumers choose between alternatives.
8. Ideal Self-Concept
How a person wishes to be perceived. Brands often appeal to this by aligning with aspirational identity (e.g., luxury brands, fitness products).
9. Interdependent Self-Concept
A self-view emphasizing relationships, group belonging, and harmony. This is common in collectivist cultures and influences choices based on social approval.
10. The Extended Self
Consumers incorporate possessions into their identity across several levels:
- Individual: Personal items
- Family: Home and furnishings
- Community: Neighborhood ties
- Group: Clubs and brand communities
11. Brand Personality Dimensions
Human characteristics associated with a brand. According to Aaker, there are five dimensions:
- Sincerity
- Excitement
- Competence
- Sophistication
- Ruggedness
Brand personality shapes emotional connection.
12. Three Dimensions of Emotions
Emotions vary along three primary axes:
- Pleasure (valence): Positive or negative
- Arousal: Level of excitement
- Dominance: Sense of control
These are used to design ads that evoke desired emotional responses.
13. Promotion vs. Prevention Focus
- Promotion-focused: Consumers seek growth, gains, and aspirations; they respond to optimistic messages.
- Prevention-focused: Consumers avoid risks and losses; they respond to safety and security messages.
14. Schemas and Scripts
- Schemas: Mental frameworks used to organize information (e.g., what a “restaurant” is).
- Scripts: Sequences of expected behavior (e.g., how to order at Starbucks).
These help consumers process marketing messages quickly.
15. Memory Interference
Old and new information compete, causing forgetting. Marketers counter this through repetition and distinctive branding.
16. Postpurchase Dissonance
Discomfort after a purchase, often called “buyer’s remorse.” It is more likely when there is:
- High involvement
- Many alternatives
- An expensive purchase
Marketers reduce it with reassurance and excellent customer service.
17. Long-Term Memory (LTM)
Permanent storage of information. Brands aim to build strong associations here.
18. Short-Term Memory (STM)
Temporary and limited storage (about 7 items). Marketers use simple messaging, repetition, and visuals to improve retention.
19. Consumer Attitude Components
A learned predisposition to respond favorably or unfavorably to something. Its components include:
- Cognitive: Beliefs
- Affective: Feelings
- Behavioral: Intentions
20. Lifestyle and AIOs
Patterns of behavior based on activities, interests, and opinions (AIOs). This helps marketers segment markets beyond demographics.
21. The VALS System
A psychographic segmentation system where consumers are grouped by resources and motivations:
- Motivations: Ideals, Achievement, Self-expression
- Segments: Innovators, Thinkers, Believers, Achievers, Experiencers, Makers, Survivors.
22. Consumer Perception Principles
How consumers select, organize, and interpret stimuli. Key principles include:
- Selective exposure
- Selective attention
- Selective interpretation
23. Motivation in Consumer Behavior
The internal force driving consumers to act. It is driven by needs (such as Maslow’s or McGuire’s) and can be emotional or rational.
24. Brand Loyalty and Commitment
A deeply held commitment to repurchase a brand. It includes:
- Behavioral loyalty: Repeat purchase
- Attitudinal loyalty: Emotional connection
25. Reference Groups and Influence
Groups that influence consumers’ attitudes and behaviors:
- Membership groups
- Aspirational groups
- Dissociative groups
These influence norms, product choices, and brand preferences.
26. Consumer Learning Processes
Consumers learn through various methods:
- Classical conditioning: Associations
- Operant conditioning: Rewards
- Cognitive learning: Problem-solving
- Observational learning: Imitating others
27. Market Segmentation Strategies
Dividing the market into groups with similar needs or behaviors. Types include:
- Demographic
- Geographic
- Psychographic
- Behavioral
Goal: Match products and messages to specific consumer groups.