ADMS 2200 Chapter Notes - Chapter 5: Consumer Behaviour, Reference Group, Cognitive Dissonance

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Kim Snow

Document Summary

Consumer behaviour: process through which buyers make purchase decisions. Every buying decision made is influenced by internal and external factors. Three broad categories of interpersonal influences on consumer behaviour are: cultural influences. Values, beliefs, preferences, and tastes handed down from one generation to the next. Is the broadest environmental determinant of consumer behaviour. Marketers need to understand its role in consumer decision making. They must also monitor trends in cultural values as well as recognize the change in these values. Marketing strategies and business practices that work in one country might be offensive or ineffective in another. Strategies may also have to be varied from one area of a country to another. Some cultural values change over time, but basic core values do not. Are underlying motivations that move society forward and are shaped by the people one grows up with. A unique balance between individualism and collectivism. A heightened appreciation for quality of life.