BU432 Lecture Notes - Lecture 9: Content Format, High-Context And Low-Context Cultures, Decision Rule
Document Summary
Ppl acquire certain needs in the process of becoming a member of a culture need for status, power, affiliation etc. these needs are called: psychogenic needs. Perceived relevance of an o(cid:271)je(cid:272)t (cid:271)ased o(cid:374) o(cid:374)e(cid:859)s (cid:374)eeds, (cid:448)alues a(cid:374)d i(cid:374)te(cid:396)ests: the motivation to process information. Spend a lot of time looking at features, details etc: more motivated product processing, passionate intensity. Purchases that ppl have a genuine interest for. Likely to exhibit passionate intensity when you are processing, you enjoy doing the study, looking at the features etc. If time is going by very quickly while processing. Tv vs. print tv is more effective. Purchase situations: differences that may occur when buying the same object for different contexts. Pleasure value of product category: affective involvement. For experiential products using the gain for your emotional benefits can derive pleasure from this product. Spend more time high level of involvement.
