38325_15_ama_pA1-A20.qxd 12/4/06 11:42 AM Page A1 APPLICATIONAPPLICATION MODULEMODULE A 0 0 Image courtesy of The Advertising Archives APPLYING SOCIAL PSYCHOLOGY TO Consumer Behavior TRACI Y. CRAIG, University of Idaho Learning, Knowing, and Deciding was a dark day for their team. By destroying the ball, he What to Buy was symbolically destroying this bit of tainted Cubs history. You can name a star for someone for around $26. An acre Why did Mr. DePorter buy something only to “con- of moon land will run you around $30. On Friday, Decem- sume” it by destroying it? What purpose does owning some ber 19, 2003, at 3 A.M., Grant DePorter paid $113,824 for a “moon land” serve? How is it that we part with hard- baseball with the sole purpose of destroying it. earned (or inherited) dollars for a variety of items that we Not only do we purchase things that serve no practi- may or may not consume? cal purpose for us (such as moon land and stars), but we We buy some items because we were taught that every also purchase some items because of what they symbolize. household should have them. You should have a loaf of On October 14, 2003, the Chicago Cubs were playing the bread in the house, so many people buy loaves of bread Florida Marlins at Wrigley Field in the sixth game of the only to let them mold. We apply similar logic to a variety of National League Championship Series baseball playoffs. things such as computers, televisions, chairs, tables, beds, Pitcher Mark Prior was pitching a three-hit shutout when and even cars. That is, we may feel we need something sim- Luis Castillo hit a pop foul fly. Cubs leftfielder Moises ply because we have somehow learned that we need it. Alou was ready to catch the ball for the out when Steve Marketing professionals know they will fare well if they Bartman, a then unknown but now infamous fan, can fulfill a need. If they sell luxury items (things you don’t deflected the ball. Had Moises Alou caught the ball it need), their job is to create the need, and then tell you would have been an out, led to a possible win, and given which product will fulfill that need. Many times this means the Cubs a chance to go to the World Series for the first you are not just buying a product but also intangible emo- time since 1945. Many fans attributed the Cubs’ poor per- tions, values, ideals, and image. In this module we will care- formance and ultimate loss of a Series trip to the Bartman fully examine the consumer behavior process and how this incident. To add insult to injury, Steve Bartman didn’t process is affected by situational and ultimately social psy- actually end up with the ball; rather, a lawyer sitting close chological factors. by, identified only as “Jim,” obtained the ball and then The idea of consumer behavior seems quite straight- eventually auctioned it off. Restaurant managing partner forward at first glance. That is, we’ve all experienced this Grant DePorter paid $113,824 for the foul ball and the process, purchasing food, gum, candy, or shoes. These are publicity the Harry Caray restaurant group received when all simple money–product exchanges, learned as soon as the establishment hosted the blowup blowout on February one is old enough to reach a counter and lay a few dollars 26, 2004. In DePorter’s case, he purchased the baseball on it. However, on closer examination the process of pur- Cengagebecause it symbolized whatNot many Chicago Cubs forfans feltLearningchasing Reprint is much more complex and involves many nuances Technology Tip Teaching Tip The Bartman incident and subsequent destruction of the Have students create a product and design an ad campaign to baseball received extensive media coverage. See, for market it. They should specify the product’s features, its example, MSNBC’s “Cubs’ Truly ‘Foul’ Ball Blowup.” intended market, the need it will fill (using Maslow’s hierar- chy), and the audience for the ad. The ad should demonstrate how the product will fill the need. A1 38325_15_ama_pA1-A20.qxd 12/4/06 11:42 AM Page A2 A2 Application Module A: Applying Social Psychology to Consumer Behavior module will focus on topics at the intersection of consumer behavior and social psychology. In the persuasion and atti- tude chapters, the ways in which we may be persuaded to buy are thoroughly covered. In the next section, decision making will be very briefly discussed. The remaining sec- tions will focus more on the purchase and consumption situation and process rather than on advertising and deci- sion making per se. The primary intersection between con- sumer behavior and social psychology is that both fields are interested in how situational influences may affect con- sumer purchasing, using, and disposing behavior. The actual ball from the controversial 2003 Chicago playoff game What Is for Sale? (left), and the symbolic Let’s turn briefly to a few aspects of consumer behavior destruction of the that reach beyond simple decision-making processes. First, Chicago Cubs’ dark marketers are selling more than a product that meets a AP Photo/Jeff Roberson history. practical need. People tend to be emotionally involved in their purchases. Teenagers worldwide are targeted by adver- tising emphasizing American brands, so much so that the United States and its symbols are used in many global cam- paigns aimed at youth (Frith & Mueller, 2003). If all one AP Photo/Jeff Roberson that the average consumer may not consider. For example, where did you make the purchase? Why did you choose that store instead of the one down the street? Is it some- thing you could have purchased online? Did you send someone to make the purchase for you (such as your mom, spouse, or roommate)? Did you open the purchase right away and begin consuming the product, or is it a gift for someone else? Did you buy just what you needed for today, or did you stock up for future needs you may encounter? What did you do with the packaging? Recycle it? Toss it out? How did you feel about the product? Did you tell someone else about your consumption experience? Did someone infer something about you because of your choice? What needs does the product fulfill? All of these things are encompassed by consumer behavior. The field of consumer behavior encompasses much Image courtesy of The Advertising Archives moreCengage than what is covered in thisNot module. However, thisfor ReadyLearning for a committedReprint relationship with your car? Discussion Tip Technology Tip Ask students to identify a service or product they purchased The film What Women Want includes scenes of advertising recently and then to identify the need it filled. Work with sev- professionals brainstorming and presenting ad campaigns to eral examples on the board so students can understand the target particular audiences. A short clip from this film can links between purchase and need. help students understand issues of concern to advertisers and product manufacturers. 38325_15_ama_pA1-A20.qxd 12/4/06 11:42 AM Page A3 Learning, Knowing, and Deciding What to Buy A3 needed was clothes to avoid exposure, then certainly any needs are satiated, we move up the pyramid to the need for pants and shirts would do. However, the clothes you wear safety and security. If we are fed, warm, and secure, then we matter not only because others form impressions about the proceed to fulfill our social needs by affiliating with others. way you look (e.g., neat, pressed, well put together) but One of the central themes of this book is that humans have because we also form impressions based on the products a a strong need to relate to others. At the topmost tiers of the person chooses. Car manufacturers are not selling trans- hierarchy are self-esteem and self-actualization. Our focus portation machines; they are selling relationships with cars. shifts among these needs, with the ones closer to the bot- The commercials do not emphasize that the car rarely tom receiving attention and monitoring to ensure we don’t breaks down, but rather how much you will love your car slip back down to starvation levels. and how much your car will love the road. Advertisers sell Marketing professionals are clearly aware of Maslow’s relationships and ideals to us by increasing our associations ideas. When selling products to populations that are trying between products and those feelings or needs (Kilbourne, to meet higher-order needs, they emphasize how their 1990). The market is burgeoning with a variety of products product might meet more than one need (food and social to meet our basic needs for food, drink, and protection interaction). One option when selling something a person from the elements. It is not enough to sell sandwiches, doesn’t really need is to create the need. The other option is orange juice, and umbrellas. Successful marketing strategies to convince the consumer that the product will fulfill an must make the case that a particular sandwich will not only existing need. Are you lonely? Buy a car, wear this perfume, satiate hunger but will also improve your character, health, or try this online dating service. Although the dating ser- and even your social standing. vice might help a lonely person, the other products proba- Maslow (1964) proposed a need hierarchy that figura- bly will not. tively demonstrates that we have different levels of needs and If a consumer doesn’t want to purchase a candy bar to we slowly move up the need hierarchy (see ● Figure A.1).