BUS 347 Lecture Notes - Lecture 9: Symbolic Interactionism, Cognitive Dissonance, Trait Theory
6 Mar 2019
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Normative choice framework, aka stages in consumer decision making. Information search: problem recognition, evaluation of alternatives, product choice, consumption and learning, decisions don"t always go through each step, especially for things we buy everyday, consumer hyper-choice. Still not thinking about the decision in great detail. Freudian systems/ theory id personality: the id vs ego vs superego. Id i want what i want: your innermost desires, ego mediator between id and superego. Finds a balance between your inner desires and morality: how to meet your inner desires in socially acceptable way. Is a set of meaning and/or a bundle of associations. Less vulnerability to competitive marketing actions and crises. Larger margins: greater increase to sales when the price decrease. Self concept: beliefs a person holds about her and her attributes. Self esteem: exposure to ads can trigger a process of social comparison.
