CB2
Traits relevant to CB
Innovativeness
Materialism
value-consciousness (cost / benefit)
need for cognition
frugality
psychographics
quantitative study of lifestyles --> relating it to purchase behaviour, predict it
needs
unfullfilled form motivation
marketers: dormant, unfelt needs
do not change
way the consumers satisfy them changes
forms:
utilitarian (functional / pracitcal benefit)
hedonic
biogenic
psychogenic (experience / culture)
McClellands Trio of needs (TON)
Affiliation (Participation, community, competition --> belonging need)
Power (mastery over surroundings, luxury --> self-actualization ?)
Acheivement (Gamification, celebrities for endorsement
need arousal
intern: physiological, cognitive
extern --> outside environment
hedonic principle: people approach pleasure, avoid pain, marketers frame for persuasion
drive theory: foucus on biological needs, homeostasis, balanced state --> hard to explain : delayed gratification
expectancy theory: of positive outcomes motivate behavior --> why we want what we don't need --> reference groups stretching out vertically
perception = converting sensory input into an understanding of how the world works --> affecte by culture etc
selective perception --> interaction of expectations und motivation mit dem stimulus
selective exposure ( Theory Zillman, prefer messages that support own positions and emotional state, ORS = personalizing content matching needs and preferences , echo chambers = environment only beliefs and opinions so that they are reinforced and no alternatives, filter bubble = caused by algorithms, personalize online experience
Selective attention: concentrating at one part of environment, screen out --> selective attention test (Gorilla)
perceptual defense (subconsciuously screening out threatening stimuli
perceptual blocking: tuning out
perceptual process
exposure
attention
interpretation