MCS 2600 Lecture Notes - Lecture 1: Rationality, Biogenic Substance, Customer Relationship Management

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

To understand the dynamics of motives, needs and goals and how they shape consumer behaviour. To understand motivation theories and their applications to consumer behaviour. To understand how to identify and measure motives. To understand the scope of personality and theories of its development. It is the driving force within individuals that compels them to act. This is what marketers capitalize on and attempt to increase motivation to buy their products to fulfill the needs. Physiological (or biogenic) needs that are considered primary needs or motives: acquired needs. Learned in response to our culture or environment are generally psychological and considered secondary needs. The sought after results of motivated behaviour. Generic goals general categories of goals that consumers see as a way to fulfill their needs. Product-specific goals specifically branded products or services that consumers select as their goals. A driving force toward some object or condition: approach goal. A positive goal toward which behaviour is directed.