ADM 3321 Quiz: consumerb.docx

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

People buy products not for what they do but what they mean. Role theory: consumer behaviour resembles actions in a play. Culture jamming: consumer activist aims to disrupt efforts by the corporate world to dominate our cultural landscape. Social marketing: used to take positive attitudes like purchasing alcohol and turn into discouraging young drinking. Negative consumer behaviour results: the behaviour in not done by choice, the gratification is short-lived, the person feels strongly or regrets after. Paradigm: consumer research that makes fundamental assumptions about what is being studied. Hedonic consumption: multisensory, fantasy, and emotional aspects of consumers" interaction with products. Sensory marketing: vision, smell, hear, and touch, taste, exposure, attention. Trade dress: when a company"s colors become so well known its referred to as their trade dress (tiffany"s). Kansei engineering: a philosophy that transfers customers" feelings into design elements. Mazda: young drivers saw the car as an extension to their bodies.