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SU2- Consumer (Motivation, Personality, Self-image) - Coggle Diagram

- - - - Issues
        
        Accuracy- may not share real
        
        Reluctance- not willing
    - - Unconscious, inherent needs
      - How? Interpret abstract stimuli (that reveals hidden motivation) e.g. storytelling, word association, picture drawing/sorting
  - - - Characteristics
        
        MI- target needs satisfied (including intangible factors) instead of products
        
        Ever-changing resolution ways
        
        Possible scenarios
        
        Same needs- can be satisfied by diff goals
        
        Diff needs- can be satisfied by same goals
        
        Never fully satisfied- fulfil one, another emerges
        
        Cannot create needs- only awareness of them (thru cues)
      - Types
        
        Acquired (psychogenic/psychological)- secondary; learned (from social interactions)
        
        Utilitarian (rational/practical)- tangible, objective features/benefits
        
        Hedonic (experiential)- intangible, subjective product criteria e.g. need for pleasure/thrill/experience
        
        Innate (biogenic/physiological)- primary; essential (for day-to-day functioning)
      - Theories
        
        System of needs- lists 28 psychogenic/non-biological needs
        
        Maslow's hierarchy of needs
        
        Concept- needs satisfied based on levels (lower 1st)
        
        Levels
        
        Safety- security (physical, emotional e.g. order, stability, routine, familiarity, environmental control)
        
        Social- r/s with others e.g. affiliation, affection, acceptance, belonging
        
        Ego
        
        Direction/orientation
        
        Inward e.g. self-acceptance/esteem, independence
        
        Outward e.g. status, recognition, fame, prestige
        
        Self-actualisation- desire to achieve potential; self-fulfilment
        
        Physiological- basic; life-sustaining
        
        MI- needs = segmentation basis/positioning/marketing appeal; what needs (1/+) does a particular product systematically satisfy ?
        
        Trio of (higher-lvl) needs
        
        Power (ego)- environmental control
        
        Affiliation (social)- desire for belonging, acceptance
        
        Achievement (self-actualisation)
    - - Generic- general direction e.g. I want to study marketing
      - Product-specific- involves branded product e.g. I want to study marketing at SUSS
      - Selection factors
        
        Self-perception
        
        Physical capacity
        
        Personal experience
        
        Risk-tolerance
        
        Risk-taking
        
        Risk-averse
        
        Environment
        
        Goal environmental (physical/social) accessibility
        
        Prevailing cultural norms/values
      - Valence
        
        Positive- approach; move towards e.g. (gym to) stay fit
        
        Negative- avoidance; move away from e.g. (gym to) avoid health problems
- - - - Basis- unconscious needs drive motivation; psychoanalytic
      - 3 interactive systems
        
        Id
        
        Demand immediate gratification
        
        Demanding aspect- primitive, impulsive needs
        
        Superego
        
        Constraining/restraining aspect- moral, ethics
        
        Ensures socially acceptable behaviours/code of conduct
        
        Ego
        
        Rational, conscious control
        
        Internal monitor- balances demands (from id), constraints (from superego)
    - - Basis- social r/s forms personality
      - Types- affects brand/product preferences, choices
        
        Compliant
        
        Direction- towards others
        
        Driver- social affiliation, attention; norm follower
        
        Seeks well-known brands
        
        Aggresive
        
        Direction- against others
        
        Driver- success, admiration
        
        Seeks masculine brands/appeals
        
        Detached
        
        Direction- away from others
        
        Driver- self-sufficience, independence, obligation-freedom
        
        Seeks non-conforming brands
    - - What?
        
        Quantitative profiling
        
        MI- communication msg/strategy
      - Consumer
        
        Dogmatism
        
        Low
        
        MI- to provide more info
        
        More open to new ideas
        
        High
        
        MI- use authoritative/expert product endorser, rarely considers unfamiliar brands
        
        Conservative/close-minded- approaches unfamiliar defensively
        
        Rigidity to new/dissenting opinions and products
        
        Ethnocentrism vs Cosmopolitan
        
        Ethnocentric
        
        Marketplace- local (local > foreign goods)
        
        Worries abt unfavourable economical impact otherwise
        
        Cosmopolitan
        
        Marketplace- entire world; attracted to products of diff culture
        
        MI
        
        Cross-cultural adoption
        
        Country of origin
        
        Emphasise if good e.g. French wine
        
        Downplay if bad e.g. Made in China
        
        Innovativeness
        
        Willingness to adopt new products
        
        High- open to/more ready to try new ideas, products
        
        MI- ideal target for brand extensions
      - Others
        
        Optimum stimulation lvl (OSL)
        
        High
        
        Open to experimentation
        
        Willing to purchase novel/unusual/complex products (esp. leisure/recreation-related products e.g. exciting, active programmes)
        
        Low
        
        Prefers quiet, relaxing activities/programmes
        
        Visualisers (pictorial) vs verbalisers (verbal/written)
        
        Materialism
        
        High
        
        Obsess with acquiring/exhibitng possessions
        
        Defined by possessions
        
        MI- ideal target for luxuries/non-essentials
        
        Importance of possesions to one's identity (doesn't give personal satisfaction)- typically reduces with age
        
        Social character
        
        Inner-directed
        
        Evaluate using own values, standards
        
        MI- info-rich msg, feature-focused, highly functional products
        
        Self-confident
        
        Outer-directed
        
        Evaluate by relying on others- refers to others to understand how to act to be accepted
        
        MI- flashy msg, famous endorsers, fad products; shows approving social environment
        
        Affiliation-seeking
      - Need for
        
        Cognition
        
        High
        
        Before purchase- likes exercising thinking, evaluating, decision-making skills
        
        MI- detailed product info
        
        Low
        
        Attracted by celebrity endorsers (disregarding product-related info)
        
        MI- flashy elements, background, celebrities, cartoon characters
        
        Uniqueness
        
        High
        
        Craves to be different; rarely conform to others' expectations/standards e.g. concept shops
      - Seeking
        
        Novelty-seeking
        
        High
        
        Likes variety
        
        MI- ideal target for new products
        
        Behavioural types
        
        Exploratory purchase behaviour e.g. brand switch
        
        Vicarious exploration e.g. collect info/extensive contemplation abt new products regardless purchase intent
        
        Innovativeness- product usage ways
        
        Sensation-seeking
        
        High
        
        Risk-taker (social/physical)
        
        Likes varied, novel, complex sensation; different, extreme
      - Consumption
        
        Compulsive consumption- obsessed/addicted; out of control e.g. buying disorder (shopaholic), gambling, alcoholism; rationality has little effect
        
        Fixated consumption- avid collectors (only of specific product category) e.g. passionate interest, willingness to go to great lengths and dedication (of time, resources) to procure
- - - - Attitude
      - Purchase intent
      - Brand r/s, loyalty- facilitates emotional connection e.g. harley davidson bike seen as a family member
      - Brand selection- if share similar personalities
  - - - Sincerity- honest
      - Excitement- daring
      - Competence- reliable
      - Sophistication- charming
      - Ruggedness- tough
    - - Gender- feminine/masculine brands or products
      - Geography- real (e.g. Katong laksa), fictitious (e.g. Hidden valley)
      - Colour e.g. green (natural), red (excitement, white (expensive)
- - - - R/s btw self-image and possessions
      - Possessions- used to confirm/enable certain self-image; carries personal meanings
- - - - Emotional e.g. fear
      - Cognitive e.g. thought-provoking
      - Environmental e.g. chilly winds causing cold
      - Physiological e.g. hunger
      - Played out as
        
        Changing lifestyle/trends
        
        Environment
        
        Interaction
        
        Experiences
    - - Rational
        
        For utilitarian needs
        
        Objective, quantifiable attributes
      - Emotional
        
        Affect-based criteria- targets heart, shapes emotions
        
        For hedonic needs
  - - - Substitute goals
        
        May eventually replace original goal in long run
        
        Reduces tension by looking elsewhere
      - Defence behaviours (to cope with frustration)- mediated by characteristics, circumstances
        
        Aggression- take it out on others
        
        Rationalisation- logical pacification e.g. "if the weather is bad, what can the airline do?"
        
        Regression- childish behaviour e.g. hiding an impt library book so no one else can find it
        
        Withdrawal- flight response e.g. give up
        
        Projection- blame others; transpose inability on others e.g. accuse lecturer of unfair grading when failed test
        
        Daydreaming- imaginary gratification
        
        Identification (for inspiration) - subconsciously associate with others who resolved similar issues
        
        Repression- switch focus, use diff behaviour to seek satisfaction
    - - Success factor- likelihood of attaining goal
      - Can cater to original / substitute goals
      - Product to correspond to needs/goals