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Lecture 3

MARK312 Lecture Notes - Lecture 3: The Human Instinct, Conspicuous Consumption, Human Behaviour


Department
Marketing
Course Code
MARK312
Professor
Jim Swaffield
Lecture
3

This preview shows pages 1-3. to view the full 9 pages of the document.
Mark 320
Lecture 3 - Consumer Behavior: Nurture vs. Nature
Lecture Objecves
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Notes
“People spend money they don’t really have, to buy products they don’t really need, to impress
people they don’t really like.” Why?
Beliefs and behaviours are a product of:
Proximate variables
Forces outside of the human body
Ultimate variables
Forces from within the human body
(biology/instinct/nature)
Proximate/ultimate interactions
Forces created by an environmental/biological interaction
Do we have freedom of choice?
Personal choice
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2. What is "natural selecon?"
Natural selecon$"$

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4. How Does Natural Selecon Work?
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,$(
natural selecon $,
",,-%
&
How we think is part of our biology
Greed = survival value
5. 0,"($2"
3)*)4**

Proximate ,)*$5
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Ulmate Explanaons of Human Behavior
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All human behaviour is a means to an end
The ultimate end is 1) survival and 2) reproduction
This constitutes these socially oriented instinctual traits:
1. Attain status
Competing for status has huge survival and
reproductive value
2. Evade physical harm
The currently active fundamental motive (unmet need
shapes preferences)
Low glucose levels, jealousy, fear of rejection)
3. Avoid disease
4. Making friends
5. Attracting a mate
6. Keeping a mate
7. Caring for family
All female animals do, not all males
There is a gene associated with that type of behaviour
Maslov’s hierarchy inspired these traits
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7. An Evoluonary Perspecve of Consumer Behavior Suggests…
0"AB
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 C;/%
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