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Textbook Notes for MKTG 4150 at York University (YORKU)

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YORKMKTG 4150Peter DarkeFall

MKTG 4150 Chapter Notes - Chapter 2: Trade Dress, Chocolate Chip, Optical Illusion

OC2133869 Page
17 Jul 2016
3
Sensation: the immediate response of our sensory receptors to such basic stimuli as light, color, and sound. Perception: the process by which these sen
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YORKMKTG 4150Peter DarkeFall

MKTG 4150 Chapter Notes - Chapter 1: Pillsbury Doughboy, Consumer Behaviour, Business Ethics

OC2133868 Page
17 Jul 2016
10
Consumer behavior: the study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experie
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YORKMKTG 4150Peter DarkeFall

MKTG 4150 Chapter Notes - Chapter 5: Habbo, Symbolic Interactionism, Stereotype Threat

OC2133866 Page
17 Jul 2016
18
Idea that everyone is unique rather than part of a group developed in medieval times. Emphasis on self is much greater in western societies. Eastern an
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YORKMKTG 4150Peter DarkeFall

MKTG 4150 Chapter Notes - Chapter 3: Reinforcement, Brand Equity, Umbrella Brand

OC21338610 Page
17 Jul 2016
11
Learning: refers to a relatively permanent change in behavior that is caused by experience. Experience does not have to affect learner directly. We can
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YORKMKTG 4150Peter DarkeFall

MKTG 4150 Chapter Notes - Chapter 6: Brand Equity, Michelin Man, Quaker Oats Company

OC2133865 Page
17 Jul 2016
11
Personality: refers to a person"s unique psychological makeup and how it consistently influences that way he or she responds to the environment. Only s
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YORKMKTG 4150Peter DarkeFall

MKTG 4150 Chapter Notes - Chapter 4: Cognitive Dissonance, Drive Theory, Expectancy Theory

OC2133868 Page
17 Jul 2016
5
To understand motivation is to understand why consumers do what they do. To satisfy needs, marketers need to determine what needs are and why they exis
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YORKMKTG 4150allFall

MKTG 4150 Chapter Notes - Chapter 3: Mazda Mx-5, Coca-Cola, Superadditivity

OC3411542 Page
6 Nov 2014
18
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YORKMKTG 4150allFall

CONSUMER INVOLVEMENT Notes - Chapter 4 MKTG 4150 (got 94% in the course)

OC3411545 Page
6 Nov 2014
30
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YORKMKTG 4150Arundhati BhattacharyyaFall

MKTG 4150 Chapter Notes - Chapter 5: Symbolic Interactionism, Social Comparison Theory, We Exist

OC688674 Page
7 Oct 2014
19
We buy products to highlight/hide aspects of the self. Eastern and western cultures see the self as an inner private self and the outer public self. In
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YORKMKTG 4150Arundhati BhattacharyyaFall

Chapter 1.pdf

OC688679 Page
7 Oct 2014
27
Psychographics: includes aspects of a person"s lifestyle, interests, attitudes, values, and personality. Both are important in many marketing applicati
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YORKMKTG 4150Arundhati BhattacharyyaFall

MKTG 4150 Chapter Notes - Chapter 6: Geodemography, Schizophrenia, Psychographic

OC688678 Page
7 Oct 2014
21
Consumer behaviour on the couch: freudian theory. Freudian systems gratification (party animal of the mind) primary desire to maximize pleasure and avo
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YORKMKTG 4150Arundhati BhattacharyyaFall

Chapter 5 - The Self.pdf

OC688675 Page
7 Oct 2014
21
We buy things to highlight or to hide different aspects of the self. The self concept refers to the beliefs a person holds about his/her own. Attribute
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