Management and Organizational Studies 1021A/B Lecture Notes - Lecture 7: High Tech, Psychographic, Brand Loyalty

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

Document Summary

Psychology helps marketers understand why and how consumers behave as they do. Motivation: the energizing force that stimulates behaviour to satisfy a need. Maslow"s hierarchy of needs: physiological needs: basic to survival (gatorade, safety needs: self-preservation and physical well-being (doorbot, social needs: love and friendship (match. com, esteem needs: achievement, status, prestige, self-respect (mercedes, self-actualization needs: personal fulfillment (trip around the world) Criticisms of maslow"s hierarchy of needs: no measure of where you are, not really clear when it"s time to move on to the next level, culture-specific, can"t be applied to all cultures. Personality: a person"s character traits that influence behavioural responses. Often revealed in a person"s self-concept, which is the way people see themselves and they way they believe others see them. Ideal sell-concept: 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 (e. g. , colour, sound, and light)