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