Читать книгу NEUROMARKETING - Branislav R. Tanasic - Страница 11

Unlike the sociological interpretation that sees the influence of society - social groups and interpersonal relationships, psychology explains the behavior of an individual. Including psychology in consumer behavior analysis has raised the level of their understanding, which many marketers have adopted and promotions created in agreement with new findings. In recent years, the development of neuromarketing has given a new contribution to understanding consumer behavior and decision making, giving meaningful, psychological explanations for some seemingly irrational decisions.

Consumer Behavior can influence the following psychological factors:

 Motivation

 Perception

 Learning process

 Characteristics of personality

 Confessions and Attitudes

Rot motivation is defined as: "The process of launching activities to achieve certain goals, targeting activities to particular objects, and regulating how it will be dealt with" (Rot, 1987: 192). Maslow has shaped the theory of human needs, based on motives and goals in the process of meeting needs. He taught that human needs are developing sequentially, in a certain order. The hierarchy of factors determining the consumer profile is based on basic physiological needs, then on security, social needs, respect, while at the top of list self-creation (Maslow, 2004: 27).

Perception is a process by which an organism detects and interprets sensory information from the environment (Gazzaninga, Heatherton, Halpern & Heine, 2010: 188). Perception is a complex process by which the brain stores data received from various receptors and interprets them into a meaningful and comprehensible whole. It is an unconscious, automatic process of processing sensitive information, but as a consequence, it is most commonly a complete, conscious understanding of the nature of stimuli from the environment. It should be emphasized that besides clear, consciously detected stimuli, there are also stimuli that are extremely weak or very fast (below the threshold of conscious perception), so it is impossible to perceive them spontaneously. These stimuli are perceived at the level of unconscious - subliminal perceptions and are called subliminal stimuli or subliminal. Perception is not only a pure sum of diverse stimuli from the environment, on the contrary, but these stimuli are also actively linked to the experiences seen, compared, categorized, so that creates a unique subjective experience of the stimulating situation. For these reasons, they are identical stimuli conditions produce different perceptions, different experiences of individuals (Freeman, 1991: 78-85).

The learning process usually involves intentional memory of verbal material by repetition. This definition of a complex process of adopting a new content is considered too narrow, so learning is defined as ontogenetic adaptation, i.e., education implies changes in the behavior of organisms that derive from the legitimacy of its environment (De Houwer, Barnes-Holmes, Moors, 2013: 631-642). When deciding on a destination's choice, learning is a process for gathering information about a potential destination. Future tourists are trying to get detailed information, using different methods and sources of information to help resolve the issue of the final destination choice.

Personality represents a complex organization of opinions, emotional responses, and behaviors that give direction and form to the individual's life (Pervin, 1996: 414). Characteristics of personality are reflected in the peculiarities of reactions to the stimuli of the environment, the way of responses to the stimulated perception, namely: "Different people react differently to the same event" (Walter, Yuichi, Ozlem, 2008: 2). Psychological explanation of diversity in response to stimulation helps to understand the diversity of the effects of promotion on consumers of tourist products

Confessions and attitudes are the product of a personality or the learning process in the broader sense. Attitude can be interpreted as an emotional estimate of a subject's object ranging from extremely negative to extremely positive (Wood, 2000: 539-570). There is also readiness for a positive or negative reaction to a specific object or appearance. The relationship between an individual or the social community, or the public opinion of a particular phenomenon, is usually determined through the expressed attitudes. There is a large number of factors influencing the formation of the attitude, primarily the closest family environment, then the education, the working environment, the friends and the personal ambition to acquire new knowledge that can significantly influence the change of perspective. Attitude can change, indeed, quite difficult, and in particular, there are changes in resistance to prejudice.