ARE 3222 Lecture Notes - Lecture 3: Consumer Behaviour, Cognitive Dissonance
29 Jan 2020
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Document Summary
Consumer behavior is affected by a number of internal, personal factors also. Need- imbalance between a consumer"s actual and desired states. Motive- inner state that directs a person toward the goal of satisfying a need. Physiological needs- needs concerning essential requirements for survival, such as food, water, shelter, and clothing. Safety needs- financial or lifestyle security, protection from physical harm, and avoidance of the unexpected. Social/belongingness needs- the desire to be accepted by people and groups important to that individual. Esteem needs- a universal desire for a sense of accomplishment and achievement. Actualization needs- desire to realize potential and find fulfillment by expressing their unique talents and capabilities. Meaning that a person attributes to incoming stimuli gathered through the five senses. Results from the interaction of two types of factors. The mental filtering processes through which all inputs must pass. Techniques that marketers use to elicit a positive response from consumers.
