BUS 359 Chapter Notes - Chapter 5: Cognitive Dissonance, Retail Therapy, Drive Theory
13 Oct 2018
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Document Summary
Product can satisfy a range of consumer needs. Consumers experience different kinds of motivational conflicts that can impact their purchase decisions. Consumers experience a range of affective responses to products and marketing messages. The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase situation. Vegetarianism - refers only to a diet that excludes meat. Veganism - links to a set of ethical beliefs about use of and cruelty of animals. Motivation - refers to the processes that lead people to behave as they do. Occurs when a need is aroused that the consumer wishes to satisfy. Need creates a state of tension that drives the consumer to attempt to reduce or eliminate it. Need may be utilitarian - a desire to achieve some functional or practical benefit, as when a person loads up on green vegetables for nutritional reasons.
