MCS 2600 Lecture Notes - Lecture 12: Forced Exposure, Advertising Campaign, Viral Marketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Motivation: is the driving force within individuals that impels them to action. Needs: the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. Types of needs: innate physiological, primary, acquired in response to culture or environmental, secondary. New needs emerge as old needs are satisfied. Once goal is achieved new and higher ones are set. Generic goals fulfill needs (i need jeans) Product specific goals specifically branded that consumers select (i need guess jeans) High involvement product more care about product (car) Low involvement product expectations are lower (soap) Rationality motives implies that consumers select goals based on totally objective criteria, such as size, weight, price, or miles per gallon. Emotional motives imply the selection of goals according to personal or subjective criteria. Elements of conscious thought are to be ignored. Needs and past experiences are reasoned, categorized, and transformed into attitudes and beliefs. Primary (water & oxygen) secondary (nurturing & independence)