Management and Organizational Studies 3321F/G Lecture Notes - Lecture 3: Cheeseburger, Mass Customization, Materialism

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

Consumer behaviour lecture 3 + textbook notes (from. Is a process that leads people to behave as they do: the drives, urges, wishes, or desires that initiate the sequence of events leading to a behavior, goal: consumer"s desired end-state, want: manifestation of consumer need. Biological needs, such as for air, water, food: psychogenic. Need for tangible attributes of a product, such as miles per gallon in a car or calories in a cheeseburger: hedonic. Needs for excitement, self-confidence, fantasy: maslow"s hierarchy of needs. Ego needs: inward related to self esteem (ex: buying environmentally friendly products cause you want to save the environment, outward- buying a bmw to show others how good i am. Internally and externally aroused (ex: hungry internally aroused, if you"ve already ate and then you see a restaurant and now you want to eat externally aroused: motivational conflicting. Positive and negative motives often conflict with one another. Two desirable alternatives; cognitive dissonance (ex: burger vs. pizza)