MKT 100 Lecture Notes - Lecture 4: Canadian Dental Association, Selective Perception, Toronto Star

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Gennadi Gevorgyan

Document Summary

The factors are divided into 3 parts psychological, socio-cultural, situational. A need for esteem cannot be addressed until safety concerns are satisfied. Ex: the canadian dental association endorses certain products. If a person values the environment, they may also believe that everyone has a role to play. This is a positive attitude towards fuel-efficient cars: the goal of every marketing strategy is to influence consumers to develop strong positive attitudes. It is hard to change the attitudes of consumers. Ex: researchers learned that smokers will not be influenced by anti-smoking commercials. Reference groups: a person that you ask advice from (peers, family, friends, ex: sports teams, celebrities, opinion leaders are valuable when we make the purchase of something we believe that they have special knowledge. Ex: young hockey players aspire to be in the nhl and use nhl-endorsed equipment: social media has also played a role in this, where it has a limitless distribution of information and opinion.