Management and Organizational Studies 1021A/B Lecture Notes - Lecture 7: Luxury Vehicle, Store Brand, Cognitive Dissonance

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Hayden Woodley

Document Summary

Mos lecture 7 consumer behaviour part 2. Psychology helps marketers understand why and how consumers behave as they do. Motivation: energizing force that stimulates behavior to satisfy a need. Maslow"s hierarchy of needs (bottom to top) Gatorade surveillance camera dating websites luxury vehicle (symbol of success) trip around the world to understand self. Personality: a person"s character traits that influence behavioural responses. Self-concept: the way people see themselves and the way they believe others see them: ideal self: how people would like to see themselves. Sensation: the immediate response of the sensory receptors in our eyes, ears, nose, mouth, and skin to basic stimuli (ex. We can"t have much influence on this. Perception: the process by which an selects, organizes, and interprets info to create a meaningful picture of the world. Selective perception: filter information so only some is understood, remembered, or available. Selective comprehension: interpret info so it is consistent with your attitudes/beliefs.