Management and Organizational Studies 1021A/B Lecture 7: MOS Lecture #7 Text Notes

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

Document Summary

Influences on the consumer purchase decision process: purchase task: reason for engaging in the decision in the first place. Psychology helps marketers understand why and how consumers behave as they do (motivation, perception, learning, attitudes, lifestyle, beliefs, values, personality) Motivation: the energizing force that stimulates behaviour to satisfy a need. This is a psychology technique that helps marketers understand how consumer behave. Personality: a person"s character traits that influence behavioural responses: basic process, hear or see things and the immediate response, can"t have. Sensation: the immediate response of the sensory receptors in our eyes, ears, nose, mouth, and skin to basic stimuli (e. g. , colour, sound, and light) a lot of influence on this part of the process. Perception: the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world: marketers can influence. But, most have a strong preference for one vs. the other and perceive.