Chapter 3: Consumer Behavior
Psychological Factors in Consumer Behavior
Psychological factors play a crucial role in shaping consumer behavior. These factors include motivation, perception, learning, beliefs, and attitudes. Understanding these internal processes helps marketers create effective strategies to influence consumer decisions.
Motivation
Motivation is the driving force behind consumer actions. It stems from the needs and desires that push individuals to seek satisfaction through the purchase of goods and services. These needs can be basic, like food and shelter, or more complex, like the need for recognition and self-esteem.
Example: Patagonia's Environmental Commitment
Patagonia, an outdoor clothing brand, motivates consumers by emphasizing its commitment to environmental sustainability. They promote products made from recycled materials and donate a portion of their profits to environmental causes. This appeals to consumers motivated by a desire to support eco-friendly brands and contribute to environmental conservation.
Perception
Perception is how consumers interpret information and form a mental image of a product or brand. Perception is influenced by various factors, including advertising, packaging, and personal experiences. A positive perception can lead to increased trust and preference for a brand.
Example: TOMS Shoes and Social Perception
TOMS Shoes uses the "One for One" model, where they donate a pair of shoes to a child in need for every pair sold. This socially responsible business model creates a positive perception among consumers, who feel they are making a difference with their purchase. The perception of being part of a charitable cause influences consumers to choose TOMS over other shoe brands.
Learning
Learning refers to the changes in consumer behavior that result from experiences. When consumers have positive experiences with a product, they are likely to repeat the purchase. Learning can also come from observing others or through marketing messages.
Example: GoPro and User-Generated Content
GoPro, known for its action cameras, encourages customers to share their adventure videos on social media. These user-generated content campaigns provide real-life examples of how the product can be used, effectively teaching potential customers about its benefits. As people see exciting GoPro videos from other users, they learn about the product’s capabilities and are motivated to purchase one for their own adventures.
Beliefs and Attitudes
Beliefs are the convictions that people hold about specific things, while attitudes are their consistent evaluations, feelings, and tendencies toward an object or idea. Both beliefs and attitudes influence consumer behavior, often guiding decisions based on personal values and opinions.
Example: Lush's Ethical Branding and Consumer Perception
Lush, a cosmetics company, emphasizes ethical practices such as using natural ingredients and fighting against animal testing. This ethical branding appeals to consumers who prioritize these values. Consumers who believe in cruelty-free and environmentally friendly products are likely to choose Lush over competitors, as it aligns with their personal beliefs and attitudes.
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