Management and Organizational Studies 1021A/B Lecture Notes - Lecture 7: Mount Everest, Neuromarketing, Marketing Mix

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

Document Summary

83 - (ethics of word of mouth association) Psychology helps marketers understand why and how consumers behave as do. Motivation = the energizing force that stimulates behaviours to satisfy a need. Seek to meet our needs from lowest to highest. Self actualization needs (fulfilment of ambitions and hopes): Backpacking and going on trips, climbing mount everest. We seek to fulfil these needs in this order. No tool to assess these needs (no survey, questionnaire) We do(cid:374)"t k(cid:374)o(cid:449) (cid:449)he(cid:374) the perso(cid:374) is satisfied e(cid:374)ough to (cid:373)o(cid:448)e to the (cid:374)e(cid:454)t le(cid:448)el. Makes the most sense in western culture a. Research suggests that asian culture may have a different needs (social needs may be flipped with esteem needs) Perception: the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. Sensation: the immediate response of the sensory receptors in our eyes, ears, nose, mouth, and skin to basic stimuli (e. g. , colour, sound, and light)