MAR 4503 Lecture Notes - Lecture 6: Consumer Behaviour
Document Summary
Potential relationships between person and product: self concept attachment, nostalgic, interdependence, love. Motivations utilitarian or hedonic: utilitarian need: buying a product for what it does exactly (nails, hammer), hedonic: is an experational situation (vacations, jewelry). Other important needs: need for affiliation, need for power, need for uniqueness. We have to state which products or services were gonna be talking about. 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. Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
