Management and Organizational Studies 1021A/B Lecture Notes - Lecture 7: Consumer Behaviour, Ideal Sc, Marketing Buzz

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

Document Summary

Psychological influences on consumer behavior: motivation and personality, perception, learning, values, beliefs and attitudes, lifestyle. Motivation= energizing force that stimulates behavior to satisfy a need. Abraham maslow"s hierarchy of needs: physiological needs= basic to survival and must be satisfied first, safety needs= self-preservation and physical well-being, social needs= love and friendship, esteem needs= achievement, status, prestige, and self-respect, self-actualization needs= personal fulfillment. Personality= a person"s character traits that influence behavioral responses. Personality characteristics are often revealed in a person"s self-concept= the way ppl see themselves and the way they believe others see them. Actual self-concept= how ppl actually see themselves ideal self-concept= how ppl would like to see themselves. Marketers appeal to these two self-images of customers. The use of attractive models in ads appeals to a person"s ideal sc. = process by which someone selects, organizes, and interprets info to create a meaningful picture of the world.