2. Psychological factors Psychological factors includ (1) Motives--A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one If marketers can identify motives then they can better develop a marketing mix (2) Perception-What do you see?? Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. IE we chose what info we pay attention to organize it and interpret it. (3) Ability and Knowledge-Need to understand individuals capacity to learn Learning, changes in a persons behavior caused by information and experience. Therefore to change consumers behavior about your product, need to give them new information re: product.free sample etc (4) Attitudes--Knowledge and positive and negative feelings about an object or activity-maybe tangible or intangible, living or non-living.. Drive perceptions (5) Personality--all the internal traits and behaviors that make a person unique, uniqueness arrives from a persons heredity and personal experience (6) Lifestyles--Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle 3. Social Factors Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family reference groups, social class and culture (1) Opinion leaders--Spokespeople etc. Marketers try to attract opinion leaders. they actually use(pay) spokespeople to market their products. Michael Jordon(Nike, McDonalds Gatorade etc. (2) Roles and Family Influences--Role. things you should do based on the expectations of you from your position within a group (3) Reference Groups--Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members (4) Social Class--an open group of individuals who have similar social rank. US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and (5) Culture and Sub-culture--Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation 6.2 organizational transaction behavior on the Internet 6.2. 1 Differences in organizational markets Organizational markets are different in nature from household consumer markets consum 1) Use goods for further production, operations, or resale. Household, or final, ers purchase products for personal consumption (2) Purchase equipment, raw materials, and semifinished goods. Household purchasers almost always purchase finished goods for personal consumption (3) Demand is derived from that of final consumers. If you own a machine shop that makes bushings that are used in washing machine motors, then the demand for your products (bushings) is derived from final consumer demand for washing machines. If the economy is poor and demand for washing machines is down, then so too will be the demand for washing machine motors and for the bearings that are used in them (4) Multiplier effect /accelerator principle: However, there will probably not be a one to one correspondence between these. If retailers find that demand for washing machines is declining, they might be conservative in placing new orders with wholesalers, perhaps ordering slightly less than what they actually believe demand to be. Wholesalers, in seeing their orders decline, might also be conservative in placing orders to manufacturers, ordering slightly less than what they actrully believe demand to be (5) Can make items themselves. Competition in organizational markets comes not onl2. Psychological factors Psychological factors include: （1） Motives--A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. （2） Perception—What do you see?? Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. IE we chose what info we pay attention to, organize it and interpret it. （3） Ability and Knowledge—Need to understand individuals capacity to learn. Learning, changes in a person's behavior caused by information and experience. Therefore to change consumers' behavior about your product, need to give them new information re: product...free sample etc. （4） Attitudes--Knowledge and positive and negative feelings about an object or activity-maybe tangible or intangible, living or non- living.....Drive perceptions. （5） Personality--all the internal traits and behaviors that make a person unique, uniqueness arrives from a person's heredity and personal experience. （6） Lifestyles--Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle. 3. Social Factors Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture. （1） Opinion leaders--Spokespeople etc. Marketers try to attract opinion leaders...they actually use (pay) spokespeople to market their products. Michael Jordon (Nike, McDonalds, Gatorade etc.) （2） Roles and Family Influences--Role...things you should do based on the expectations of you from your position within a group. （3） Reference Groups--Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. （4） Social Class--an open group of individuals who have similar social rank. US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions. （5） Culture and Sub-culture--Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. 6.2 organizational transaction behavior on the Internet 6.2.1 Differences in organizational markets Organizational markets are different in nature from household consumer markets. （1） Use goods for further production, operations, or resale. Household, or final, consumers purchase products for personal consumption. （2） Purchase equipment, raw materials, and semifinished goods. Household purchasers almost always purchase finished goods for personal consumption. （3） Demand is derived from that of final consumers. If you own a machine shop that makes bushings that are used in washing machine motors, then the demand for your products (bushings) is derived from final consumer demand for washing machines. If the economy is poor, and demand for washing machines is down, then so too will be the demand for washing machine motors and for the bearings that are used in them. （4） Multiplier effect / accelerator principle: However, there will probably not be a one to one correspondence between these. If retailers find that demand for washing machines is declining, they might be conservative in placing new orders with wholesalers, perhaps ordering slightly less than what they actually believe demand to be. Wholesalers, in seeing their orders decline, might also be conservative in placing orders to manufacturers, ordering slightly less than what they actrully believe demand to be. （5） Can make items themselves. Competition in organizational markets comes not only