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Lecture 2

ADM 3321 Lecture Notes - Lecture 2: Consumer Protection, Consumerism, Clinical Psychology


Department
Administration
Course Code
ADM 3321
Professor
Michael Mulvey
Lecture
2

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Lecture 2
Introduction to Consumer Behaviour (contd.)
Consumer experience
Imagination is an important aspect of consumer behaviour. (wedding video
in class)
Points of view on the experience:
!User
!Buyer
!Payer
!Influencer
The cake serves as a tone to the wedding
User
!Product or service performs as desired
!Delivery of social and emotional benefits
!Cherished memories
Buyer
!Good service before and after they make their selections
!Convenience, not too time-consuming, and in a time and place that
fits their schedule
Payer
!Low cost
!Ease of making payments
!Maximize buying power
Influencer
!Arbiter of taste, advises
!Holistic thinker who organizes system of individual decisions
!Leverages network of contacts
Consumerism:
!A movement advocating greater protection of the interests of
consumers.
There’s so many feelings implicated in pulling off the wedding
There’s passion, feelings, ego, thinking of others, but on the other hand
there’s a budget.
But its hard to say no
Purchase with weddings its an experience, once it happens its done. Your
memory is all you have afterwards.
Are consumers vulnerable?
What kind of unscrupulous practices do couples encounter?
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