Management and Organizational Studies 1021A/B Chapter 7: Lecture 7 - Consumer Behaviour (Part 2)

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

Document Summary

Psychology helps marketers understand why and how consumers behave. Motivation, personality, perception, learning, values, values, beliefs, and attitudes, and lifestyle are useful for interpreting buying processes and directing marketing efforts. Motivation and personality are two familiar psychological concepts that have specific meanings and marketing implications. Both used frequently to describe why people do some things and not others. Motivation: is the energizing force that stimulates behaviour to satisfy a need. Consumer needs are the focus of the marketing concept, marketers try to arouse these needs. Abraham maslow developed a theory that characterized needs and arranged them into a hierarchy. Argued that people take care of their lower-level needs first and then are motivated to satisfy their higher level needs. Basic to survival and need to be satisfied first. Fast food ad for hamburger attempts to activate need for food. Smoke detector and burglar alarm manufactures focus on these needs. Eharmony and fragrance companies try to arouse these needs.