MARK20100 Lecture Notes - Lecture 7: Conspicuous Consumption, Selective Exposure Theory, Belongingness
Document Summary
Learning model (pavlov): s (stimulus) o (organism) r (response) . Psychoanalytic model (freud): subconscious motivation: freud gave us this idea, motivation research. Ex: real reason men smoke cigars: expression of manhood. Social-psychological model (veblen): group norms: wrote theory of the leisure class, identify influential groups. People tend to conform to cultural or group/social norms. *conspicuous consumption = people"s consumption behaviors are sometimes influenced by other groups; trying to gain prestige through consumer behavior. Sometimes people seek status or prestige through their consumption behaviors because trying to impress people of status. Market our products to influential groups because then we hope and expect that influential groups would draw in people who they influence to buy our product. Depict our products being used by influential group to market who are influenced by these people. Simulating consumption by influential groups: ex: celebrities like beyonc drinking pepsi. Economic model (marshall)/economic man: maximize utility: humans behave rationally to their economic behavior.
