Management and Organizational Studies 1021A/B Final: MOS Final Chapter 7

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Sarah Ross

Document Summary

Mos final consumer behaviour part 2: psychological influences on consumer behaviour. Helps marketers understand why and how consumers behave. Common factors can cause similar behaviours between different consumers. Tools useful for interpreting the buying process: motivation, personality, perception, learning values, beliefs, attitudes, motivation. Motivation: energizing force that stimulates behaviour to satisfy a need. Drives our behaviour to meet specific needs. Critical that marketers understand consumer needs in order to satisfy them. Proposed we have different levels of need and we try to meet them in the order from lowest to highest. We have different levels of needs at different points in our lives. Fast food restaurants try and activate the need for food. Example: gatorade as a thirst quencher satisfies need for food and water. Need for achievement, status, prestige and self-respect. Firms will try and arouse multiple needs to stimulate problem recognition. Tra(cid:448)el pro(cid:448)ides offer spe(cid:272)ial edu(cid:272)atio(cid:374)al a(cid:374)d e(cid:454)oti(cid:272) trips to e(cid:374)ha(cid:374)(cid:272)e (cid:272)o(cid:374)su(cid:373)er"s life experience.