24210 Chapter Notes - Chapter 4: Consumer Behaviour, Selective Perception, Social Class
Document Summary
Consumer behaviour: process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. Internal search = buyers search their memories for information about products that might solve their problem: external search = buyers seek information from outside sources. Internet sources: personal sources friends, family, marketer-controlled advertising, public sources newspapers, personal experience handling, examining, testing the product, extent to which the external source can be used depends on the: Psychological processes - internal influences on consumer behaviour: motivation maslo(cid:449)(cid:859)s hie(cid:396)a(cid:396)(cid:272)h(cid:455) of (cid:374)eeds, consumers satisfy lower needs before moving onto higher ones. I(cid:373)pli(cid:272)atio(cid:374)s of maslo(cid:449)(cid:859)s hierar(cid:272)hy of (cid:374)eeds of (cid:373)arketi(cid:374)g (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374)s. Typical emotions that may be used to portray each motivation. Informational or negative motivations: problem removal = anger relief, problem avoidance = fear relaxation, mixed approach avoidance = guilt peace of mind, normal depletion = mild annoyance convenience.
