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Consumer Buying Behaviour

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Michele Kousoumis

on 8 April 2014

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Transcript of Consumer Buying Behaviour

Consumer Buying Behaviour: Rational or Emotional?
The Psychoanalytic Approach
Consumer Buying Behaviour
The Trait Approach
Buyer behaviour is a system in which the individual consumer is the core.
Each person’s distinct personality influences his or her buying behaviour.
More recently ...

1. Psychoanalytic Approach
2. Trait Theory
3. Self-Concept Approach
Sigmund Freud was an early thinker in a motivation context.
He was responsible for identifying three levels of consciousness:
The conscious
The preconscious
The unconscious

Within these levels of consciousness are mental forces at work attempting to reconcile our instincts with the social world in which we live, and these, are not always in accord, so we experience emotional difficulties. Freud’s term of these is:
Common traits used by marketers to message their brands:
Value consciousness, materialism, innovativeness, need for cognition (analytical) and competitiveness.
Gordon Allport’s 3 levels of traits:
Cardinal Traits,Central Traits and Secondary Traits
‘The big five’
- Extraversion
- Openness
- Conscientiousness
- Neuroticism
- Agreeable
Starbuck’s application of the trait approach


The user of a product, service, or other form of offering.
Consumer Buying Behaviour:

The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants.

Self-Concept Approach
Self-Concept Approach
“Totality of the individual’s thoughts and feelings having reference to himself as an object” (Rosenberg, 1979)

-Self concept
Ideal self
Peter. F. Drucker:“Leadership is the lifting of a man’s visions to higher sights, the raising of man’s performance to a high standard, the building of a man’s personality beyond its normal limitations” (Saxena 2013)
Actual self

- Self giving behaviour (DeMoss, 1990)
Starting from gift giving (Birthday’s, Valentines, Mothers and Fathers day etc.) leading to self giving
Can become compulsive and lead to negative effects (Baines, Fill & Page, 2011)

A consumer has a motive for purchasing a particular product.

Emotional vs rational buying motives

We believe ...

Any Questions?
Group Activity ...
Armstrong; Kotler; Harker; Brennan, G; P; M; R, 2012. Marketing: An Introduction. 2nd ed. Essex: Pearson Education.
Available: http://www.fastcocreate.com/1682962/the-end-of-rational-vs-emotional-how-both-logic-and-feeling-play-key-roles-in-marketing-and-. Last accessed 3rd April 2014.
Baines; Fill; Page, P; C; K, 2011. Marketing . 2nd ed. Oxford: Oxford University Press.
Brecht, R. (2010). When Do You Use Rational Versus Emotional Advertising Appeals?. Available: http://www.dmn3.com/dmn3-blog/when-do-you-use-rational-versus-emotional-advertising-appeals. Last accessed 3rd April 2014.
James F. Engel, 1994. Consumer Behavior (The Dryden Press Series in Marketing). 8th Edition. Dryden Pr.
Jain, A (2010). Principles of Marketing. 2nd ed. New Delhi: V K Enterprises. p154.
Lancaster; Reynolds, G; P, 2004. Marketing . 1st ed. Hampshire: Palgrave Macmillan.
Murray, P. (2013). How Emotions Influence What We Buy. Available: http://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy. Last accessed 3rd April 2014.
Prasad, V (2009). Consumer Behaviour. New Delhi: Gennext Publication. p2.
Rawes, E. (2013). Difference in Rational & Emotional Marketing.Available: http://smallbusiness.chron.com/difference-rational-emotional-marketing-23661.html. Last accessed 3rd April 2014.
Rosenburg, 1979, quoted from: Sirgy, Joseph. ‘Self Concept in Consumer Behaviour: A Critical Review’, Journal of Consumer Research, University of Chicago Press, 9(2), 1982. http://www.jstor.org/discover/10.2307/2488624?uid=3738032&uid=2&uid=4&sid=21103583741421
SANG-HEE, S, & YUN-JUNG, C 2012, 'A model of compulsive buying: Dysfunctional beliefs and self- regulation of compulsive buyers’, Social Behavior & Personality: An International Journal, 40 (10), pp. 1611-1624 EBSCOhost, online http://eds.a.ebscohost.com.ezproxy.bathspa.ac.uk:2048/eds/pdfviewer/pdfviewer?sid=bbc0b9f1-0b59-4490-bba7-4695f4f6b1ca%40sessionmgr4005&vid=3&hid=4103
Saxena, Sangeeta. ‘Importance of leadership in private sector within indian economy’, Global Journals MBR, 10(6) https://globaljournals.org/global-journal-of-management-and-business/gjmbr-volume-10-issue-6/
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