MKTG2004 Lecture Notes - Lecture 4: American Marketing Association, Dan Ariely, Reference Group
Document Summary
Consumer decision making, consumer research, about consumer behaviour. Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods and services. A dis(cid:272)ipli(cid:374)e deali(cid:374)g (cid:449)ith ho(cid:449) a(cid:374)d (cid:449)h(cid:455) (cid:272)o(cid:374)su(cid:373)e(cid:396)s do o(cid:396) do not purchase goods and services (quester et al, 2014) Processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires (solomon, 2017) Dynamic interaction of affect, cognition, behaviour, & environment by which human beings conduct the exchange aspects of their lives (american marketing association) We (cid:272)a(cid:396)e, it(cid:859)s diffi(cid:272)ult, it(cid:859)s (cid:272)o(cid:373)ple(cid:454); it(cid:859)s so (cid:272)o(cid:373)ple(cid:454) that (cid:449)e do(cid:374)(cid:859)t k(cid:374)o(cid:449) (cid:449)hat to do so (cid:449)e go (cid:449)ith the choice that was made for us (ariely, 2009) We do(cid:374)(cid:859)t a(cid:272)tuall(cid:455) k(cid:374)o(cid:449) ou(cid:396) p(cid:396)efe(cid:396)e(cid:374)(cid:272)es that (cid:449)ell & (cid:271)e(cid:272)ause (cid:449)e do(cid:374)(cid:859)t k(cid:374)o(cid:449) ou(cid:396) p(cid:396)efe(cid:396)e(cid:374)(cid:272)es that (cid:449)ell we are susceptible to influences from external forces (ariely, 2009) Decision illusion useless option can force people to pay more.
