MCS 2600 Lecture Notes - Lecture 1: Defence Mechanisms, Rationality, Toothpaste

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

Document Summary

Motivation: is the driving force within individuals that impels them to action. Needs: the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. Acquired needs in response to culture or environment, secondary. Generic goals fulfill needs (i need jeans) Product-specific goals specifically branded that consumers select (i need guess jeans) High product involvement: dressed, tv, champagne, bras, more care into the product. Low product involvement: detergents, facial soap, toothpaste, expectations are lower. Goals accessibility in the physical and social environment. Rationality implies that consumers select goals based on totally objective criteria, such as size, weight, price, or miles per gallon. Emotional motives imply the selection of goals according to personal or subjective criteria. New needs emerge as old needs are satisfied. Once goal is achieved new and higher ones are set. Used when consumer cant have the specific goal they planned. Elements of conscious thoughts are to be ignored.