Management and Organizational Studies 1021A/B Study Guide - Final Guide: Store Brand, Selective Perception, Cognitive Dissonance

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Sarah Ross

Document Summary

Psychology helps marketers understand why and how consumers behave as they do personality > a person"s character traits that influence behavioural responses. Personality characteristics often revealed in a person"s self-concept, which is the way people see themselves and the way they believe others see them motivation > the energizing force that stimulates behaviour to satisfy a need. No measure of where someone is for meeting their needs. No clear indicator of when we have satisfied a level and when we are going up to the next level. Chemical composition are very similar, and blind taste tests show that most people don"t have the sensory ability to discriminate between the two. But, most have a strong preference for one vs. the other and perceive differences to exist. A neuromarketing study was conducted on this topic. Blind tasting showed that people liked what they were drinking regardless and could not tell which one was which.