FILM 340 Lecture Notes - Lecture 3: Institute For Operations Research And The Management Sciences, Activity Tracker, George Clooney
18 Feb 2015
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Document Summary
Marketers seeking to have their brands make it into a buyers consideration must understand the complicated evaluative frameworks, belief systems, and need states that buyers have. This explains why it is so hard for brands to intervene in our lives -> must convince consumers to think and act differently. These brands will need a persuasive and creative strategy if they want to be welcomed into consumers existing consumption patterns/practices. Sometimes consumers make purchases based on boredom -> want to try something new (often occurs when consumers crave a new/fresh sensory experience such as taste or smell) Sometimes we make purchases in order to participate in cultural rituals (i. e. , birthday/ christmas gift shopping, back to school shopping etc) -> consumption becomes a custom/ traditional process. Though our consumption may be spurred by deep seeded needs and desires, consumers often nd it hard to articulate what exactly inspires our purchases, behaviours, and brand beliefs.
