MKT 100 Lecture Notes - Lecture 11: Selective Perception, Homeostasis, Toothpaste

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Yanina Chevtchouk

Document Summary

Motivation: maslow"s hierarchy of needs: psychological model doesn"t explain purchase behavior, it"s old, there"s a lot of dispute regarding its relevance and applicability. Refers to how a person responds to a situation in light of personality factors: dominance, shyness, assertiveness, compliance o. Self-concept: how individuals think others view them - linked to personality: marketers use this information in positioning products and developing ad themes for certain target markets (e. g. motorcycles - target risky people) Plays a role in how we assess alternatives in decision making process because it focuses on how we organize and interpret info. In situations, we all practice selective perception - we apply filters to info and situations that we don"t think are relevant to us o. Companies provide warranties and guarantees for products to do the same thing: marketers use celebrity endorsement for products to get around selective perception and to reduce percieved risk.