2 - Buyer Behavior 9/2 Values, goals and needs Values-...

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Buyer Behavior 9/2 Values, goals and needs Values- beliefs that guide what people regard as important or good Goals- a particular end state or outcome that a person would like to achieve Needs- (really more like wants) an internal state of tension caused by disequilibrium from and ideal or desired state Goal setting and pursuit in consumer behavior Needs Can be promotion focused (motivated by the desire to approach something good Or they can be prevention focused (motivated by a desire to stay away from something bad) Maslow’s hierarchy of needs – Disadvantages o The needs vary in intensity and it doesn’t recognize this o Peoples needs vary from person to person o Needs don’t always go in this order Categorizing needs – only need to understand functional vs social vs hedonic Functional needs- solve a problem o Social Functional- Ex. You need to find daycare for your kid o Nonsocial functional need- Ex. Getting airbags for my car Symbolic needs- How we see ourselves
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This note was uploaded on 09/22/2010 for the course MKTG 3250 at Colorado.

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2 - Buyer Behavior 9/2 Values, goals and needs Values-...

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