ADM 3321 Chapter Notes - Chapter 4: Sentiment Analysis, Dentures
6 Oct 2017
School
Department
Course
Professor
Document Summary
Approach-avoidance theory suggests we seek positive and avoid negative outcomes. Anticipated emotional outcomes of consumption alternatives shape consumer behaviour. Consumption choices are shaped by what we want to feel and be. Approach-approach: a choice between desirable alternatives (ex. engagement ring options) Approach-avoidance: a choice between desirable and undesirable outcome (ex. eating tasty greasy food, but gaining weight) Avoidance-avoidance: a choice between undesirable alternatives (ex. going to dentist, or dentures) Maslow"s hierarchy of needs: physiological, safety, belongingness, ego, self actualization. Goal fulfilment: most likely to occur when consumers set smart goals. Different drivers for consumers (1) personal values (2) usage benefits (3) product attributes: example: choosing a postal service, several alternatives to choose from, different individuals will have different reasoning"s for choosing a specific postal service. Involvement: the degree of personal relevance of an object, person, or service to a customer. Personal factors (ongoing, enduring involvement: based on past personal involvement, learn how product can satisfy personal goals.
