Management and Organizational Studies 1021A/B Chapter Notes - Chapter 7: Cultural Mosaic, Native Tongues, Opinion Leadership

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

Document Summary

Psychological inluences on consumer behavior: psychology helps marketers understand why and how consumers behave as they do. In paricular, concepts such as moivaion, and personality; percepion; learning; values; beliefs; and aitudes; and lifestyle are useful for interpreing buying processes and direcing markeing eforts. Although every consumer is a unique individual, common factors can cause similar behaviors: moivaion and personality. Moivaion and personality are two familiar psychological concepts that have speciic meanings and markeing implicaions. They are both used frequently to describe why people do some things and not others. Moivaion is the energizing force that simulates behavior to saisfy a need. Because consumer needs are the focus of the markeing concept, marketers try to arouse these needs. Maslow developed a theory that characterized needs and arranged them into a hierarchy. He argued that people take care of their lower-level needs irst and then are moivated to saisfy their higher level needs.