chapter 3_examining buyer behaviour.ppt - 01/04/22 Note to...

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01/04/22Note to InstructorFigure 5.1Understanding thewhys of buyingbehavior is very difficult. Says one expert,“The mind is a whirling, swirling, jumbled mass of neuronsbouncing around…”It is interesting to talk about the buyer’s black box and one of the largest challenges inmarketing is to understand what happens in this black box. Students will enjoy this videoby Derren Brown. It is unclear how he obtains his results and how scientific this is, but itwill certainly have students realize the mystery of the consumer’s brain.
01/04/22Buyer’s black box -
01/04/22Personality is the dynamic organisation within the individual of those psychologicalsystems that determine an individual’s characteristic behaviour and thought. (Based onAllport, 1961)Personality will affect intra-personal relationships both in the DMU/Buying Centre andwith suppliersComprehensivepersonality measures have been developed to try to predict and explain

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Term
Fall
Professor
N/A
Tags
Psychology, Derren Brown

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