TÜKETİCİ DAVRANIŞLARI - Deneme Sınavı - 2

Consuming as integration – using and manipulating consumption objects to express aspects of the self. For example, attending matches in person rather than watching them on TV allows the fan to integrate his or her experience more completely with himself/herself – the feeling of ‘having been there’. Magnets on our fridges are the clues that deliver the meaning of being a traveller.

The term need is the intersection between companies and consumers. A product is anything a consumer acquires or might acquire to meet a perceived need. Consumers generally buy needsatisfaction, not physical product attributes. The head of Revlon once said that “in the factory we make cosmetics, in the store we sell hope.” (Mothersbaugh and Hawkins 2016). Needs are the basic human requirements such as for food, water, clothing, and shelter. People also have needs for love, security, prestige, sense of achievement. Most products satisfy more than one need. The need set is the blend of needs that is expected to be satisfied by consuming a product. For example, a person who buys an object that is designed with evil eye (may it be a necklace, a key holder or a vase) might want to protect himself/herself, his/her property from the hostile gazes of others, to decorate himself/herself or his/her belongings, or to show people that she is a believer of mystic issues. The motivation to buy such an object will be based on his/her need set.

There is a very important key that leads to customer loyalty. In order for a customer to be loyal, he/she needs to be satisfied. Satisfaction is the deviation between customer’s perceived product/service/shop/brand performance and his/her expectations (Barış, 2006). Kotler and Keller (2012) define satisfaction as a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance (or outcome) to their expectations.

Perception starts with an exposure to a stimulus. Exposure happens when a stimulus is in sufficient proximity to the sensory receptors, and the receptors are able to sense it. For example, if you are on the balcony you may not sense the smell of food cooking in the oven. However, in the kitchen the smell will be noticeable. Exposure provides consumers with the opportunity to pay attention to available information even though it does not guarantee it.

Contrast: the state of being strikingly different from something else in juxtaposition or close association attracts attention. A change in the level of stimulation to which we have become habituated will arouse attention. Thus, the deliberate use of contrast can be a useful means of capturing attention.

Novelty: anything that is different from what is expected will attract attention. It may be a differently designed bottle, or a logo. Novelty tends to wear off after two or three exposure when it comes to advertising.

Values: consumer’s priorities and beliefs about the world determines the object of attention. The theory of perceptual defence, which posits that individuals block out perceptions that are repugnant to them, indicates that attention is selective and consumers choose what to pay attention to. For instance, certain people with strong beliefs can block out alcohol or cigarette ads. Value can be defined as a belief about some desirable end-state that transcends specific situations and guides selection of behaviour.

Closure is the tendency for a person to perceive an incomplete picture as complete, either consciously or subconsciously. People like to fill in missing pieces when a puzzle is incomplete. Incomplete messages from marketers beg for completion, thus drawing the perceiver in, and messages where closure is required tend to elicit strong recall (Kardes et al.2011). Remember google doodles and your effort to complete the doodles. The key to use the principle of closure is to provide consumers with an incomplete stimulus. For example, putting a well-known television ad on the radio is an effective way to get consumers to think about a message. The radio version of the ad is an incomplete stimulus, and consumers’ need for closure leads them to picture the visual parts of the ad.

Interpretation of stimuli involves the application of learned associations between perceptual cues, signs, meanings and schemas. When we speak about previously learned associations, some important issues emerge such as stereotyping, halo effect, first impressions and schema.

Exposure is simply the first stage in the process of perception of stimuli.

Customer is the person who regularly buys from a particular shop, brand, restaurant. Consumer is the one who engages in any activities of searching, purchasing, using or disposing of offers.

They are culturally determined

Needs

They are high-quality well-made product

Physiological needs

Social needs

Balance theory

Self-determination theory

Affect

Appraisal theory of emotion

Feeling-as-information theory