MKT 400 Lecture Notes - Lecture 5: Candy Crush Saga, Electrodermal Activity, Starbucks
1 Mar 2018
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Chapter 5: motivation and emotion: driving consumer behaviour. Needs: during wartime consumers may risk their lives to buy basic necessities, utilitarian value, find esteem through performing well on a job and owning a large house. Exhibit 5. 2: utilitarian: a drive to acquire products that consumers can use to accomplish things, run out of toothpaste, you have to buy more, hedonic: a drive to experience something personally gratifying. If anyone is experiencing situational involvement due to a large purchase. Enduring: reps a continuous interest in some product or activity (hedonic value personally gratifying) Emotional: reps how emotional a consumer gets during a specific consumption activity, sports fans. Product: has personal relevance, product enthusiasts are highly involved. Shopping: personal relevance of shopping activities = enhances personal shopping value. Customers are more likely to react to deals. Situational: temporary involvement associated with an imminent purchase, relatively low involvement and high price, air conditioner, household appliances.
