Management and Organizational Studies 3321F/G Lecture Notes - Lecture 4: Symbolic Interactionism, Mass Customization, Impression Management

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

If you have to commit to long term: when perceived risk is high, marketers can reduce the perceived consequences of failure, when perceived risk is low, you have to educate people about the risks skiing and helmets. Involvement: a persons perceived relevance of an object-based on inherent needs, values and interest, refers to the importance that consumers attach to the purchase of a particular product, primary determinate of how consumers reach purchase decisions. Product involvement: consumes level of interest in a product, many sales promotions attempt to increase product involvement, mass customization, customization and personalization of products and services for individual customers at a mass production price nike id. Message response involvement: consumes interest on real-time marketing, guerrilla marketing marketers use low cost, unconventional marketing tactics to gain consumers attention and involvement mr clean on the side walk. Purchase situation involvement: differences that occur when buying the same object for different contexts.