Internal variables (переменные) of consumer behavior

THE CONSUMER

Consumer motivation

Modern marketing begins with the consumer. A consumer's decision to buy a product is an attempt to solve a problem or satisfy a need. In a competitive marketing economy, each manufacturer wants to inform consumers about its product and motivate them to buy it. Therefore, marketing communicators need to understand some basic theories of consumer motivation.

One is that purchasing motivesmay be conscious (сознательные) or unconscious (бессознательные). Brands in the same category are often very similar. Sometimes there is a considerable difference in price. Many consumers will buy the more expensive brand. If they are asked why, they might say, "Because this one tastes better." That is conscious motivation for the choice. But there is often an unconscious motivation, too. It might be that they want to impress their friends, or that it is the product their parents used. They may not want people to think they can't afford the more expensive brand. It is likely that unconscious motives are even more important and powerful than conscious ones. For effective advertising, it is desirable to try to determine both kinds of motive.

Another distinction is often made between rational and emotional motives. The advertiser might appeal to either or both. In its advertising, Sears appeals to reason: "You can count on Sears service to follow you when you move." "You can count on Sears for credit when you need it." Coca-Cola appeals to emotion, with its slogan, "Have a Coke and a smile."

In 1954, A.H. Maslow first wrote about his theory of human needs. He said that they form a hierarchy, or pyramid. At the bottom of the pyramid are physical needs. Above them are social needs; then the needs for safety and esteem; and, at the top, the need for self-actualization. The urge to meet needs provides motivation. According to Maslow, the basic physical needs, such as food and drink, must be met before needs at the next level can emerge. Furthermore, when one set of needs is satisfied, another must emerge; man's needs can never be fully satisfied.

Maslow's theory applies to the marketing concept. A population whose needs are physical will not require luxury automobiles, for example. Knowing the level of need of a target population helps the advertiser in planning a motivational appeal.

Internal variables (переменные) of consumer behavior

According to psychological theory, consumer behavior is influenced by internal and external variables. Knowledge of these variables can help marketing communicators to create successful advertising.

Internal variables include perception, attitude, and learning. Perception is an individual's way of interpreting what he sees, hears, touches, smells, or tastes. Perception is subjective, entirely (всецело) within one person's mind. Two people may look at the same car. One sees its color and style. The other sees its capacity and construction. One buys and the other doesn't, although both may have similar transportation requirements and ability to pay. Perception is also selective. One task of advertising is to communicate (сообщать) product image, that is, to have consumers perceive the product, subjectively, in a certain way. Another is to get their attention, to have them select the desired stimuli.

Attitudes have three components: feelings toward an object (such as a product), knowledge about the object, and readiness to behave toward the object in a certain way. The three components are generally consistent with each other. Someone who has favorable feelings toward a product is more likely to learn about it and to buy it. Advertising that affects all three components increases the probability of changing attitudes. Therefore, most advertisers combine all three approaches in their appeals. They try to create favorable feelings, give information, and promote purchasing at the same time.

A knowledge of learning theory can also be applied effectively in advertising and merchandising. Four principles are of particular importance: meaning, contiguity (ассоциация идей), reward, and repetition. The principle of meaning is used to relate something in an advertisement to the consumer in a personal way. The principle of c ontiguity is used when, in an advertisement, the product is pictured in a particular situation. The situation illustrates a mood or quality which the producer wants the consumer to associate with the product. An example is someone smoking a cigarette in a beautiful mountain setting. The reward principle is employed in an advertisement promising favorable results from using the product. Of the four learning principles, repetition is perhaps the most used. The brand name might be repeated frequently in the advertisement, the same advertisement might appear on television several-times in one evening.

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