MARK320 Lecture Notes - Lecture 4: Chocolate Cake, Cognitive Dissonance, Mouthwash

• School: University of Alberta
• Department: Marketing
• Course: MARK320
• Professor: utku atkok

Document Summary

Motivational process motivation - process that leads people to behave as they do also, the forces that drive us to buy/use products drive - degree of consumer arousal want - manifestation of consumer need goal - consumer"s desired end-state. Speci c needs and buying behaviour needs for uniqueness - to assert one"s individual identity. Motivation and goal ful llment goal setting that is smart can help consumers to reach their goals. Product involvement product involvement - consumer"s level of interest in a product many sales promotions attempt to increase product involvement mass customization - enhances product involvement: e. g. m&m"s (can personalize), levi"s custom t jeans. Cult products command erce consumer loyalty, devotion, and worship highest brand involvement in a brand: e. g. apple computers, harley-davidson, sports teams, music groups can also be a person - favourite singer, actor, group. Purchase situation involvement purchase situation involvement - differences that occur when buying the same object for different contexts example - wedding gift.