BU352 Lecture Notes - Lecture 4: Impulse Purchase, Reinforcement, Belongingness
Document Summary
Function needs: functions the product provides you with. E. g. looking for a car transportation requirements. E. g. buying a ferrari because you want to. As marketers, try to change the psychological feeling of consumers. Internal locus of control: some control over outcomes = engage in more search activities. External locus of control: fate, external factors control all outcomes = why bother searching. Social risk: what people around me think of it. Psychological risk: will it make you more happy having it vs. not having it. Dissonance: sometimes product is just okay but not full satisfaction. Some people have more dissonance buy it and don"t think twice. Marketers must have relationship with customers contact them and ask them about product. Negative word of mouth and rumours can be very damaging. The internet is an effective way to spread negativity. If customers aren"t happy, your future won"t be that good. Different levels of needs must satisfy each level before moving up.
