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Motivation: Perception, Knowledge, Attitudes

Discovering the ways clever monkeys make purchase decisions
by

Ekaterine Makhatadze

on 25 January 2014

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Transcript of Motivation: Perception, Knowledge, Attitudes

Unfulfilled
Need, Want or Desire

Tension
Drive
Behavior
Goal or Need
Fulfillment

Previous Learnings
Cognitive
Process

Tension Reduction
Need Recognition
Information
Search
Evaluation
of
Alternatives
Purchase
Decision
Postpurchase
Evaluation
(Knowledge)
(Perception)
Attitudes
Attitudes
Needs
Wants
Wish
Desire
Drive
Physiological
Safety
Love and Belonging
Esteem
Self
-actualization
Maslow's Theory
Hygiene Factors
Motivation Factors
Herzberg's Theory
Needs are never fully satisfied;

New needs emerge as old ones are satisfied;
Goals
To satisfy needs
Action
Plan
Motivation Process
Positive vs. Negative
Internal vs. External
Identical behaviors
HAVE
identical Motivation
To reduce Tension
Principle of Cognitive Consistency
We value
harmony
, among our thoughts, feelings and behaviors, and a need to maintain uniformity among these elements motivates us!
Tension
Perception

Selection, organization and interpretation of the
stimuli
;
Stimuli used in marketing
Elements of
Perception
Sensation
Absolute Threshold
Something vs. Nothing
Differential Threshold
Difference between two similar stimuli
Subliminal Perception
Unconsciously noticeable stimuli
Dynamics of perception
Selection
Nature of stimuli
Previous Experience
Motives at a time
Organization
Interpretation
Expectations
Experiences
Motives
Interest at a time
Grouping into
categories
Involvement
Personal relevance a product, brand, object or behavior has for the consumer;
High
Low
Positioning
Knowledge
Cognitive representations of products, brands and other aspects of the environment that are stored in memory;
Experience
(Memory)

Newly acquired knowledge
(Learning)
=
+
Learning Theories
Classical conditioning
Operant conditioning
if
A
occurs
B
will follow
Positive reinforcement
Negative reinforcement
we do
A
in order (not) to get
B
Sensory
Store
Working
Memory
Long Term Store
(Short term store)
Rehearsal
Encoding
Sensory Input
Retrieval
Forgotten
Lost
Forgotten
Lost
Forgotten
Unavailable
Learning Process
Universal Set
Retrieval Set
Evoked set
Set of alternatives:
4 Levels of product Knowledge
Product class
Product form
Brand
Model/Features
Attitude
The mental process by which an individual - based on
past experiences
and
information stored
- organizes his
perceptions
, beliefs and feelings about a particular object and orients his future behavior.
Tri-component Model
Cognitive component
Affective component
Intentional component
Knowledge, Thoughts and Experience towards a subject
Emotions or feelings towards an object
An intention to respond or act in a certain way
Belief
Feeling
Behavior
"Samsung is a very trustworthy brand"
Stimulus
"I would be so happy to have one"
"I will buy it as a birthday gift for myself"
Formation of Attitudes
Personal experiences
+
Observations
+
Classical conditioning
+
Operant conditioning
"I loved my Adidas sneakers I had 2 years ago"
"My fitness trainer is wearing them"
"Messi is wearing them and is damn good, so I will be good in them too"
"According to the ad I will be faster if I wear Adidas"
Attitudes:
- can be positive, negative or neutral;
- can be towards an object, behavior, or ad;
- are long-lasting;
- are learned, but can be unlearned;
- can be changed!
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
belief
Salient Beliefs
(Activated Beliefs)
Attitude Change
Changing Emotions
Changing Behavior
Changing Beliefs
Changing currently held belief
vs.
Changing the importance of the belief
Adding a new salient belief
Organic-Bio-Healthy-Trend
Improving the evaluation of a strongly held belief
Attitudes
Knowledge
Perception
January, 2014
http://heidicohen.com/marketing-definition/
Alina Rieckmann, Franziska Greiser, Ekaterine Makhatadze
Motivation
January, 2014
Questions


What is brand loyalty
from consumer's
perspective?
after this presentation
you will be able to answer
Where do needs
come from?
How do brands end
up in retrieval set?
How do we manage not
to get overwhelmed with
the amount of ads around us?
What do we have in common
with Pavlov's experiment dogs?
How do we (marketers)
change beliefs?

How long is the
Great Wall of China?
Consumer Decision Making Process
8851,8 km
Motivation
Environment
Interpretation Process
Attention, Comprehension

New Knowledge, Meanings & Beliefs
Integration
Process

Attitudes & Intentions of Decision Making
Behavior
Memory
Stored knowledge, meanings, & beliefs
Cognitive Process
Brand Loyalty?!
Sources
A
reason
for acting or behaving
in a particular way;
Motivation
-
Desire to do something
Perception
-
How we see the world
Knowledge
-
What we know about the world
Attitudes
-
What we think about the world
What about
the
Brand Loyalty?
Source: In dependence on: Peter & Olson, 2008, p. 104
Source: Schiffman, Kanuk & Hansen, 2012, p. 99
The
Most Important
Take-away
Agenda / Keywords
Full transcript