Class Intro 5
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| Other Social influences: Reference groups; Opinion leaders; Culture | Other Social influences: Reference groups; Opinion leaders; Culture | ||
| - | Tiger Woods | + | Tiger Woods: [http://adage.com/article/news/nike-tiger-woods-brand-big-fail/143221/ For Nike, the Tiger Woods Brand Was Too Big to Fail] |
| WSJ: ''Ban on Shark Fin Soup Advances Through Asia'' ([http://en.wikipedia.org/wiki/Shark_fin_soup Shark Fin Soup]) | WSJ: ''Ban on Shark Fin Soup Advances Through Asia'' ([http://en.wikipedia.org/wiki/Shark_fin_soup Shark Fin Soup]) | ||
Revision as of 17:52, 28 February 2012
Consumer Behavior (Old Notes)
Economic needs: > Economy of Purchase; Convenience and Efficiency of Use; Dependability; Income
Pschological variables: > Motivation; Perception; Learning; Attitude; Trust; Lifestyle
Social influence: > Family; Social Class; Reference Groups; Culture; Ethnic Groups
Purchase situation: > Purchase reason; Time; Surroundings
Discretionary income versus disposable income.
Impact on rising gas prices
WSJ: Detroit Is Feeling Less Pain at the Pump
WSJ: Gas Prices Annoy Consumers but Don't Dim Outlook Yet
Psychological influences within an individual: > Needs; Wants; Drives
Heirarchy of Needs, 4 levels: Physiological Needs > Safety Needs > Social Needs > Personal Needs
Perception: Selective exposure; Selective perception; Selective retention
Horse racing: perception, a marketing problem ? Protecting the Brand - by Eric Mitchell
The learning process: Drive > Cues > Response (Reinforcement: Response to Cues)
Attitudes related to buying, Key Issues: Attitude; Belief; "Green" Attitudes and Beliefs; Changing Negative Attitudes; Ethical Issues; Meeting Expectations; Trust
Political Advertisements: tuning out those advertisements that disagree with your philosophy.
WSJ: MsDonald's Asks Farmers for a Kinder McRib
Horse slaughter debate: changing attitudes
Psychographics: > Activities (work, hobbies, social events); Interests (family, home, job); Opinions (themselves, social issues, politics)
(VALS Survey) (wikipedia: VALS)
Demographics (income, age, family lifecycle)
Social Class: Occupation; Education; Housing; Location
Other Social influences: Reference groups; Opinion leaders; Culture
Tiger Woods: For Nike, the Tiger Woods Brand Was Too Big to Fail
WSJ: Ban on Shark Fin Soup Advances Through Asia (Shark Fin Soup)
Purchase situation: > reason; time available; physical surroundings
Low involvement, versus high involvement, purchase decisions. Routinized response behavior, limited problem solving; Extensive problem solving
Adoption Process: Awareness > Interest > Evaluation > Trial > Decision > Confirmation (Dissonance)
