MKTG1501 Lecture Notes - Lecture 4: Classical Conditioning, Selective Exposure Theory, Operant Conditioning
MKTG1501 – Lecture 4 Notes
*Who can be the consumer?
- Consumer: Individual, household
- Organisation: Business, government or institution
-it lacks psychology part of the buyers’ box
- when the marketers are doing their research, they must know the 5W1H in
their mind and the central question will be: how do consumers respond to the
various marketing stimuli which the marketing organisation is using
1) Internal characteristics: psychological and personal
a) Psychological:
i) Motivation
- it is usually addressed a question, why? Why the consumer wants it?
- Motivation is defined as the internal energising force that directs a person’s
behaviour towards satisfying needs or achieving the goals
- it is usually based on the Maslow’s Hierarchy of Needs (Physiological=
motivation, safety, belongingness, self-esteem and self-actualisation- the real
self and ideal self)
ii) Perception
- perception is the process by which people select, organise and interpret
information to form a meaningful picture of the world they perceive
- the process will be:
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Document Summary
It lacks psychology part of the buyers" box. Motivation is defined as the internal energising force that directs a person"s behaviour towards satisfying needs or achieving the goals. It is usually based on the maslow"s hierarchy of needs (physiological= motivation, safety, belongingness, self-esteem and self-actualisation- the real self and ideal self) ii) perception. Perception is the process by which people select, organise and interpret information to form a meaningful picture of the world they perceive. -selective exposure (when people first receive the information which stimulus them and it is the time which marketers will try to attract the consumers" focus) -selective distortion (the tendency that people adapt the information to personal meanings) -selective retention (what image is retained at the end of their mind and the thing they can recall immediately. It is what marketers are trying to maintain in their consumers) iii) learning. Learning refers to the changes in an individual"s behaviour based on the past experience.
