BUS 343 Lecture Notes - Lecture 5: Sigmund Freud, Selective Exposure Theory, Marketing Buzz

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Consumer buyer behaviour: what, where, how, when and why (hardest) Culture: values, perceptions, wants, behaviours from family institutions. Subculture: shared value on life exp, situations (religions) Cross-cultural marketing: ethnic and cross-cultural perspective, appealing to consumer similarities across subculture. Social class: permanent and ordered divisions share values, interests, behaviours (occupation, income, education) Membership groups: direct influence reference groups: direct (face-to-face interactions)/indirect influenxe. Opinion leader/influentials/leading adopter: people special skills, knowledge. Buzz marketing: opinion leaders = brand ambassadors spread word. Personal: age and life-cycle, occupation, economic, lifestyle: aio, personality and self- concept: psychological characteristics distinguish person/ group. Sigmund freud: unconscious force => motivation research: unconscious, hidden motivation (hypnosis, therapy) Maslow"s hierarchy of needs: physiological, safety, social, esteem, self actualization=> sometimes not follow order. Selective retention: remember good points, forget good points about competing brands subliminal advertising: too much affect buying behaviour unconsciously. Stimuli: drive = motive when directed toward stimulus object. Cues: minor stimuli when, where, how responds.

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