Management and Organizational Studies 1021A/B Lecture Notes - Lecture 6: Classical Conditioning, Selective Perception, Psychographic

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

Document Summary

Internal decisions- why people behave the way they do, think the way they do. Motivation: stimulate needs reason we do things. Happens when needs/wants compel us to take action. Motivation research consumer research based on focus groups, observations. Interpretive consumer research understand the meaning attached to the purchase decision try to understand the psychology behind it. Freud"s theory that suggests all purchases are reflections of the consumer"s psychology. Maslow"s hierarchy of needs- purchase is done by needs satisfaction. Critiques suggest that it doesn"t understand how customers process needs, is geographically and socially contingent, and that some purchases can satisfy one or more needs. Joe cools satisfying physiological needs and social needs. Necessary in order to have meaningful interaction in a stimuli-enhanced world. Selective exposure choose not to be exposed to; or focus on only the ones they are interested in. Selective comprehension choose to understand info in such a way to fit our existing/preconceived notions.