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Chapter 4
Buyer information processing
Peggy Simcic Brønn
Figure 4.1 Elements of information processing.
I. Personality
Inner properties of each individual
Two main approaches:
Freudian theory
Trait theory
Peggy Simcic Brønn
Freudian theory
Motivating needs -- 2 primary instincts,
life and death
Personality consists of id, superego and
ego (psychoanalytic theory)
Psychoanalytic theory criticism
too vague, unresponsive to environment, too
reliant on early development of person
verification and substantiation nearly
impossible
Peggy Simcic Brønn
Trait theory
Empirical perspective, measuring and
quantifying personality
Personality tests resulting in labels
Relationships between broad traits and
general styles of behavior
Qualititative + quantitative approach, can
determine psychographic variables
Peggy Simcic Brønn
Psychographics: Lifestyle Analysis
Psychographics: sociological study of
how individuals choose to allocate their
time, energy and money.
Activities
Interests
Opinions
Demographics
Peggy Simcic Brønn
VALS 2 (VALUES AND LIFESTYLES
SYSTEMS) -- Basic Categories
• Principle - oriented: guided by their view
of how the world should be
• Status - oriented: guided by actions and
opinions of others
• Action - oriented: guided by desire for
social or physical activity, variety,
risk-taking Peggy Simcic Brønn
VALS 2: Available Resources
Relevant to Psychographic Profiles
• Education
• Income
• Health
• Energy Level
• Self Confidence
• Degree of Consumerism
Peggy Simcic Brønn
Values and Lifestyles 2 (VALS 2)
(Stanford Research Institute)
Abundant
Resources
Fulfilleds
Believers
Minimal
Resources
PrincipleOriented
Actualizers
Experiencers
Achievers
Makers
Strivers
Strugglers
StatusOriented
ActionOriented
II. Perception
How individual see and make sense of
their environment
Perceptual selection
Perceptual organization
figure-ground
grouping
closure
contour
Perceptual interpretation
Peggy Simcic Brønn
III. Learning
Behavioral learning -- a process that is a
function of a person’s acquisition of
responses -- stimulus-response
Classical conditioning
learning is an associative process that occurs with
an existing relationship between a response and a
stimulus
Operant conditioning
learning occurs as a result of an individual
operating or acting on some part of the
environment Peggy Simcic Brønn
Cognitive learning -- individuals attempt to
control their immediate environments: iconic
rote, modeling, reasoning.
Peggy Simcic Brønn
IV. Attitudes
Predisposition, shaped through
experience, to respond in an anticipated
way to an object of stimulation.
Components
Cognitive (learn)
Affective (feel)
Conative (do)
Peggy Simcic Brønn
Multiattribute Model
The Multiattribute Model measures a
consumers’ overall attitude toward a
brand
1.) The consumer’s evaluation of
individual brand or product
attributes.
2.) The consumer’s ideal for those
attributes.
3.) The importance the consumer assigns
to each attribute.
Peggy Simcic Brønn
V. Environmental influences
Culture
Sub-cultures
Social class
Groups
Situational influences
Usage
Purchase
Communications
Peggy Simcic Brønn