MKTG2113 Lecture Notes - Lecture 3: Mortality Salience, Saving, Antipositivism
18 Jul 2018
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There is one reality and one truth: nomothetic law and generalisability, relationship between two or more thing. Focus on the observable, what is not observable cannot be proven true. Constructionist: qualitative: aim: to understand the belief systems of the subjective individual, and subsequently, larger social processes, deep, investigative: why does x-> y, multiple, subjective realities. Everyone exists in their own reality with their own truth. Value inherent in the product, consumer is acted upon (vargo and lush, 2004) Generalisability suited the industry, maximise sales of a standard product across markets. No value until it has been used by the consumer. Before thinking was that once a product was produced, it had value and the consumer would come to it. Acknowledge the idiosyncrasy, subjective reality and contradictory logic native to human condition. Ersner, herschfield (2011) increasing saving behaviour through age progressed renderings of the future self.
