Management and Organizational Studies 1021A/B Lecture Notes - Lecture 8: Sidney Crosby, Psychographic, Collectivism

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Dave Ross

Document Summary

Psychology helps marketers understand why and how consumers behave how they do: motivation the energizing force that stimulates behaviour to satisfy a need. Often explained through maslow"s hierarchy of needs in which he categorized needs and arranged them into a hierarchy. He believed that people take care of their lower level needs first and then are motivated to satisfy their higher level needs you move through the pyramid by meeting the needs one by one. Because consumer needs are the focus of the marketing concept, marketers try to arouse these needs. For example traveling around the world helps enhance life experience. No measure to access where you are in the hierarchy. No measure or indicator of when you will go to the next level when you are satisfied to go to the next level. Sensation the immediate response of the sensory receptors in our eyes, ears, nose, mouth, and skin to basic stimuli (i. e. colour, sound and light)