MK 210 Chapter Notes - Chapter 1: Consumer Behaviour, Christian Right, Global Marketing
Document Summary
Consumer (identifies a want or need, makes a purchase, and disposes of the product during the consumption process). How are they divided: age, gender, family structure, social class and income, race and ethnicity, geography, and lifestyles. Popular culture (music, movies, sports, books, celebs entertainment; mass market produces and consumes). Role theory (consumer behavior mirrors that of actions in a play). Self-concept attachment (product helps to establish user"s identity). Nostalgic attachment (product serves as a link to the user"s past self). Interdependence (product is part of the user"s daily routine). Global consumer culture (unites consumers based on devotion to brand-names, celebs, and leisure activities). Global marketing -> small businesses look to expand overseas. User generated content (biggest marketing phenomenon; everyday people voice opinions about products, brands, and companies through the use of social media). Social media enables culture of participation (ability to freely interact with other people and companies; open access to venues that allow users to share content).
