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CONSUMER BEHAVIOUR: INTERNAL FACTORS

Internal factors

Perception

Learning and Memory

Motivation

Attitudes

Personality

PERCEPTION

Perception means becoming aware of something via the senses and the representation of what is perceived:

1. Exposure stage: consumers receive information through their senses.

2. Attention stage: consumers can initiate the information process.

3. Comprehension stage: Consumer organize the information and extract its means.

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YOUR PERCEPTION TASKS

LEARNING AND MEMORY

The accumulation of knowledge or skill that results from direct participation in events or activities. We are interesting in how memory works and haow consumers adquire, accumulate and keep knowledge. It obvious that marketing actions can "help" consumers.

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YOUR LEARNING AND MEMORY TASKS

MOTIVATION

Motivation is the psychological feature that arouses an organism to action toward a desired goal; the reason for the action; that which gives purpose and direction to behavior. Need recognition occurs when a perceived discrepancy exists between an actual and a desired state that you want to fiil up. In many case, the consumer renunce to fill up this gap. Marketing can´t create new needs; all of us know to invent new needs ourselves. But marketing can help to win the psicological give up mecanism.

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YOUR MOTIVATION TASKS

ATTITUDES

It´s a complex mental state involving beliefs and feelings and values and dispositions to act in certain ways. Beliefs, values and behavioral intentions are important marketing factors. Consumers make inferences about objects, their attributes, and their benefits provided. And this inferences are so stable along the time.

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YOUR ATTITUDES TASKS

PERSONALITY

Personality means the complex of all the attributes--behavioral, temperamental, emotional and mental--that characterize a unique individual. Personality have a great influence in the individual’s adaptation to the life situations.We want identify patterns of behavior variables to distinguish groups of people and segment markets.

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YOUR PERSONALITY TASKS