Management and Organizational Studies 1021A/B Study Guide - Psychographic, Middle Age, Viral Marketing

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

Document Summary

Consumer behaviour ii: psychology helps marketers understand why and how consumers behave as they do. Physiological needs basic to survival, must be satisfied first and can only move up once satisfied i. e. bk and gatorade advertising products as vital to food and drink. Safety needs self-preservation and physical well-being smoke detectors, alarms enhance personal safety. Social needs concerned with love and friendship, belonging, affiliation, association: match. com advertises matching people with similar interests belong together. Esteem needs need for achievement, status, prestige, self-respect: esteem needs come before social in some cultures i. e. mercedes associated with class/status. Trip around the world = cultural learning experience. Personality a person"s character traits that influence behavioural responses (assertiveness, extraversion, compliance, dominance, aggression, etc. ) i. e. more compliant people prefer name brands, aggressive people use razors over electric shave. Ideal self-concept how people would want to recognize themselves. Actual self-concept how people actually see themselves i. e. self-grooming target ones ideal self-concept.