Personal Determinants of Consumer Behavior


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Needs and Motives
Need: an imbalance between a consumer’s actual and desired states
Motives: inner states that direct a person toward the goal of satisfying a felt need
Perceptions: the meaning that a person attributes to incoming stimuli gathered through the five senses – sight, hearing, touch, taste, and smell.
Perceptual screens: the filtering processes through which all inputs must pass

Subliminal Perception: subconscious receipt of information

Almost 50 years ago, a movie theater tried to boost concession sales by flashing the words Eat Popcorn and Drink Coca-Cola.
Subliminal advertising is aimed at the subconscious level of awareness.
Subliminal advertising has been universally condemned as manipulative, and is exceedingly unlikely that it can induce purchasing.
Research has shown that subliminal messages cannot force receivers to purchase goods that they would not consciously want.
Attitudes
A person’s enduring favorable or unfavorable evaluations, emotional feelings, or action tendencies toward some object or idea
Attitude components:
Cognitive
Affective
Behavioral
Problem or Opportunity Recognition
Consumer becomes aware of a significant discrepancy between the existing situation and the desired situation
Motivates the individual to achieve the desired state of affairs