Management and Organizational Studies 3370A/B Lecture 7: Mos test 3

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3370A/B
• Professor: Maria Ferraro

Document Summary

Psychology helps marketers understand why and how consumers behave as they do! (motivation, personality, values, perception, learning, attitudes, lifestyle, beliefs)! Motivation: the energizing force that stimulates behaviour to satisfy a need! Sensation: the immediate response of the sensory receptors in our eyes, ears, nose, mouth and skin to basic stimuli (colour, sound and light)! Perception: the process by which an individual selects, organizes and interprets information to create a meaningful picture of the world! Chemical compositions are very similar and blind taste tests show that most people dont have the sensory ability to discriminate between the two! But most have a strong preference for one vs the other and perceive differences to exist! A neuromarketing study was conducted ont his topic! Selective perception: lter information so only some is understood, remembered or available! Selective exposure: pay attention to messages consistent with your attitudes/beliefs and ignore inconsistent messages! Selective comprehension: interpret info so it is consistent with ur attitudes/beliefs!