CH 1 Flashcards
Buyer behavior
study of psychological process involved when individuals or groups purchase, select, use, or dispose of products and services to satisfy needs or desires
posityive approach (modern)
cause & effect, reality objective, goal is prediction, reseracher and subject are seperate, researcher is blinded to condition of subject
correlation
more general, one doesn’t cause the other, i.e. advertising to sales- may be something that is a better predictor than ads for sales
causation
has an ind. and dep. varaible and where one is the cause and condition of the other, more specific, wear helmets less accidents
stages of positive approach
- observe 2. form 3. test 4. theory
interpreative approach (post modern approach)
reality is socially constructed, goal is understanding, causlity: multiple, shaping, events
interpreative (role of researcher/world)
interacts, is apart of the study, two people do not see the world in the same way
phases of consumption
- pre purcahse (how to best reach consumer?) 2. purchase issues (what influences choice?) 3. post-purchase (what determines satisfaction w product?)
segmentation
age gender social class ethinicty lifestyle geogrpahy social graphics
self concept attachment
product helps establish users idenity ie apple
nostalgic attachment
coca cola
interdepndence
product part of daily routine i.e starbucks
love
product elictis emotions of warmth
blurred boundaries
how much is product influnencd by media?
who controlls the market?
do markets manipualte consumers?
