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marketing 12.docx

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University of Manitoba
MKT 2210
Subbu Sivaramakrishnan

psychological influences on consumer behaviour numerous social and psychological factors influence a consumer's behaviour. the principal psychological factors include motivation, personality, perception, learning, values, beliefs and attitudes, and lifestyle. A. motivation and personality 2. motivation. motivation is the energizing force that causes behaviour that satisfies a need. psychologists point out that needs are hierarchical; once basic physiological needs are met, people seek to satisfy learned needs.  physiological needs  safety needs  social needs  personal needs  self-actualization needs 3. personality. personality refers to a person’s consistent behaviours or responses to recurring situations. research suggests that key traits affect brand and product-type preferences. cross-cultural analysis also suggests that residents of different countries have a national character, or a distinct set of personality characteristics common among people of a country or society. these traits are often revealed in a person’s self-concept, which is the way people see themselves and the way they believe others see them. perception perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. perception is important because people selectively perceive what they want and it affects how people see risks in a purchase. 1. selective perception. a. selective perception is an attempt by the human brain to organize and interpret information found in a complex environment. the set of filters used are: b. selective exposure is the process of attending to messages that are consistent with one's own attitudes and beliefs and ignoring messages that are inconsistent. c. selective attention involves paying attention to messages consistant with a persons attitudes, and beliefs. d.. selective comprehension involves interpreting information so that it
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