Week 1 - Introduction and Overview Flashcards
(10 cards)
1
Q
What is a consumer and what is consumption?
A
a human being
consumption: interactions of people with the material and virtual world
2
Q
consumer behaviour definition
A
- actions, reactions, and consequences that take place as the consumer goes through a decision-making process, reaches a decision, and then puts the product to use.
- how consumers behave in situations involving goods, services, ideas and experiences.
3
Q
segmentation definition
A
- deciding how to group people together who behave in predictably similar ways
4
Q
the consumer decision process diagram:
A
on slides
problem recognition –> information search –> evaluation and selection –> store choice and purchase –> post-purchase processes
5
Q
basic human needs (4 L’s)
A
Live - e.g., eat, exercise, rest, sleep; clothing, shelter
Love - emotional and social connection
Learn - observe, read, write, speak, listen
Leave a legacy - purpose, contribution to the world
6
Q
Murray’s primary and secondary needs
A
- viscerogenic needs - primay e.g., air, water, food, sex, bodily functions, relaxation, rest, sleep, avoidance of harm
- psychogenic needs - secondary e.g., inanimate objects, ambition, power, desire etc.
7
Q
Maslow’s hierarchy of needs
A
- physiological to self-actualisation
starting at bottom - physiological needs - food, water, shelter, oxygen, sleep
- safety needs - safety and security
- belonging and love needs
- esteem needs - achievement, education, competence, respect
- self-actualisation - realise our fullest potential
8
Q
McGuire’s theory of motives
A
- cognitive-affective motives
- preservation-growth motives
- active-passive motives
- internal-external motives
9
Q
rational advertising appeal
A
- connect w rational brain by emphasising functional needs such as product uniqueness, competitive advantages, price, brand popularity
10
Q
emotional advertising appeals
A
- social/psychological needs such as happiness, sorrow, love, excitement, pleasure, self-esteem, achievement and fear
