Management and Organizational Studies 2320A/B Lecture Notes - Lecture 4: Conversion Marketing, Selective Exposure Theory, Cognitive Dissonance

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Use principles and theories from sociology, psych etc. Cognitive what you think to be true. Behavioural: is how you act on it. If cognitive and affective are conflicting you get cognitive dissonance. Can interpret information that agrees with your current value set. Selection retention: only remember with what you agree already to be true. Perception is the process by which we select, organize, and interpret information to form a meaningful. Pattern of living as expressed in their psychographics. Role: role you see yourself in that affects what you buy. Groups family clubs and organizations that a person belongs to that can define role and social status. Aspirational group: group you are not in but would like to be. Basis for comparison regarding beliefs, feelings and behaviours. Temporal state: how you feel at the time, affects your buying behaviour. If internal its what you already know o o o: and external you look outside for more sources o o.