MAR 4503 Lecture Notes - Lecture 6: Consumer Behaviour

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9 Jun 2016
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Consumer Behavior
How do we make sense of complexity?
Find patterns
Ask questions
What we find out
Demographic variables
Potential relationships between person and product
oSelf concept attachment
oNostalgic
oInterdependence
oLove
Need vs. wants
Motivations – utilitarian or hedonic
oUtilitarian need: buying a product for what it does exactly (nails, hammer).
oHedonic: is an experational situation (vacations, jewelry).
Utilitarian vs hedonic needs
Other important needs
oNeed for affiliation
oNeed for power
oNeed for uniqueness
How do we define consumer behavior
We have to state which products or services were gonna be talking about
There are needs and wants
Purchase process
Framing
Alpha and beta (modes of processing)
Who's making the decision
The supermarket experience
36 hrs a year, consumers think they are in control
When there's no limit they barely paid attention, but with a limit they bought it more
(framing, how we present)
We look for shape, color, and danger
When we shop we go in subconscious behavior
We can process only 7 things at a time
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