CONSUMER BEHAVIOR – THEORIES

 CONSUMER BEHAVIOR – THEORIES

The consumer funnel progresses from Awareness to Interest, then from Interest to Desire, leading to Action and finally Advocacy. Various consumer behavior theories inform this journey, including the Pavlovian theory, tribe mentality, reasoned action, Hawking Stern’s, motivation-need theory, and diffusion of innovation.

Pavlovian theory:

In the Pavlovian theory:

• Before condition: Salivation is the response to stimulus, and no stimulus is neutral.

• During condition: The neutral stimulus becomes associated with the unconditional stimulus.

• After condition: The conditioned stimulus elicits the response.

The Tribe Mentality:

The tribe mentality reflects the human inclination to connect with like-minded individuals who share beliefs and habits. Identifying one's tribe involves targeting audiences with shared values, interests, and needs. For instance:

• Consumers often align their values with brand identity, such as social consciousness.

• Communities are formed among customers who exchange beauty tips, fostering a sense of belonging.

• Influencers play a crucial role as leaders or role models within a tribe, as seen with Gym shark.

• Exclusive offers, content, deals, and values, like those offered by American Express, strengthen the bond within the tribe.

• Effective communication strategies, such as regular updates, newsletters, blog posts, and social media engagement, as exemplified by NIKE's email campaigns, further solidify the connection with the tribe.

Reasoned Action:

Reasoned action theory posits that attitudes and subjective norms influence behavioral intentions, which in turn shape behaviors. External variables, such as perceived usefulness and ease of use, contribute to attitude and intention, ultimately affecting actual usage.

Hawking Stern’s:

Hawking Stern’s theory emphasizes the role of needs and motivations in driving selling and sales promotion, often leading to impulsive behavior. Strategies such as suggestive selling, reminders, creating prestige, and inducing fear of loss are commonly employed to stimulate consumer action.

Motivation Needs:

Motivation needs theory identifies various levels of human needs:

• Self-fulfilment needs involve realizing one's potential through creative activities.

• Esteem, belonging, and love needs address psychological desires for recognition and social connection.

• Safety and physiological needs pertain to basic requirements for security and well-being.

Diffusion of Innovation:

The diffusion of innovations theory outlines how new ideas, practices, or products spread within a population. It categorizes individuals into innovators, early adopters, early majority, late majority, and laggards based on their willingness to embrace change and adopt new innovations

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