Marketing Management: Lecture 2 – Consumer Behaviour

- Recency effect – need messages coming out when consumers make the decision to
buy
- Coursework: Not part one part 2 – environment and consumer behaviour – answers
are in the analysis

- Expensive, risky, infrequent purchase – eg a car – cost of failure here is high – so you
are inclined to make more informed decision
- High value vs low value
- Car: extensive though – borrowing the money, efficiency , borrowing money – needs
more help
- Company that does dietary supplements – low risk routine stuff – has different
behaviour to like healthcare and well bring – risky decision – insurance, surgery- high
value decisions here
- Spine of the model – the Blackwell et al
- NEED RECOGNITION

- Model to use in the coursework

- Different types of needs to satisfy
- HE SAYS YOU DO THINGS IN ORDER BUT MCGUIRE SAYS NO YOU DON’T, YOU DO
SIMILAR THINGS BUT YOU DON’T HAVE TO DO THEM IN ORDER – DISPARITY IN
OPINIONS
- McGuire's Psychological Motivations is a classification system that organizes
theories of motives into 16 categories.
- At the core of inoculation theory (McGuire, 1961a,b) is a biological metaphor.
McGuire (1964) suggested that attitudes could be inoculated against persuasive
attacks in much the same way that one's immune system can be inoculated against
viral attacks. – smart point
- HE STARTS TO THROW IN COGNITIVE – WHY AM I DOING THIS – WHAT IS MY
PLACE IN THE WORLD – AM I DOING THE THINGS I NEED TO DO TO GET
WHERE I WANT TO BE IN LIFE
- People are now becoming cognitively aware – do you associate yourself with really
unhealthy or really boring people – this sense making – ‘who wants to be loved’
- In exam – DO NOT REGURITATE THE MODEL COMPARE THEM AND
FUNDAMENTAL DIFFERENCES
- Macguire puts cognitive in sense making and maslof thinks we are social beings and
do this in order

Buyers Buy BENEFITS not THINGS:

- Listen to recording

- Video in lecture:
- Search for information – internal info so comes from a combo of experience –
advertisements seen before - Products used before and products we have seen other people
used before
- Externally, find reviews and get feedback
- What info do you gather when making an unfamiliar purchase ? brainstorm
- You are more likely to pick a brand you are more familiar with
- When you seek to create a new familiarity – you see how much exposure you have to info,
…… etc then follow the model
- ‘bottleneck effect’ you can only process so much information but your near cortex does
more sophisticated thigs – reason – it communicates
- Si you have so much info coming at you, how does this company ensure they standout ??
called bottleneck effect
- When we look to programme something and programme a customer, we try to draw
attention to a product or service for a customer, we expose them to info
- Look at log, sounds, pics in a way people can access and consume
- In lecture – he exposes us to info but quite how we programme it not brain is not easy – gets
our attention by engaging us in tasks, calling us out, letting us discuss, have a break, videos,
kahoot