24108 Lecture Notes - Lecture 3: Decision-Making, Individualism, Scientific American
Document Summary
Learning objectives: i(cid:373)porta(cid:374)(cid:272)e of u(cid:374)dersta(cid:374)di(cid:374)g (cid:272)o(cid:374)su(cid:373)ers(cid:859) (cid:271)ehaviours, major group factors that influence consumer behaviour, major individual factors that influence consumer behaviour, explain the general steps in the consumer decision making process. Why they behave in a certain way. Why they have preference for particular brands: the central question is: Questions to ask about cb: when consumers express interest in buying a product there are a number of questions we might ask: What need is he or she trying to satisfy: a person has many needs at any given time. Situational influences: the circumstances consumers find themselves in when making purchasing decisions. Power distance: degree of acceptable inequality within a culture. Uncertainty avoidance: extent to which people feel threatened by uncertainty and seek to reduce it. Individualism: extent to which people focus on their own goals over those of the group (collectivism). Masculinity: extent to which assertiveness and status are valued over solidarity and life quality.
