RSM353H1 Study Guide - Midterm Guide: Anthropomorphism, Pragmatism, Analytical Psychology
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Meaning of consumption people often buy products not for what they do but for what they mean (ex. Segmentation = segmentation states that no brand can appeal to all customers, which implies that we must identify and satisfy one or a few groups of consumers that have relatively homogenous needs. Targeting = required clear understanding of responsiveness of consumer to various marketing stimuli. Positioning = requires an understanding of the effects of specific marketing tactics on consumers perceptions and beliefs. The dark side of cb addictive consumption consumer addiction = physiological or psychological dependency on product or service. Lecture 2&3: cultural & social influences on consumer behaviour. Interactive, cooperative, with researcher being part of the phenomenon under study. Marketing stimuli pervade our environment, and much of what we learn about the world is filtered by marketers symbolic consumption = consumers often buy products not for what they do but for what they mean ex.
