Lecture3a - RSM250 Principles of Marketing University of=...

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hx & “ - ± ² ‹ ˙ =± 5/17/11 Factors Affecting Consumer Behavior
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5/17/11 36-3 Factors Influencing Consumer Behaviour
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5/17/11 Psychological Factors Motive Sufficiently strong need to drive a person to seek satisfaction Subconscious/non-conscious need Hierarch of needs Maslow Order of priority
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5/17/11 56-5
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5/17/11 Example What needs this product aims to satisfy?
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5/17/11 Psychological Factors Perception Information-processing process 3 perceptual processes Selective attention Selective distortion Selective retention
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5/17/11 Examples of advertising Attract attention Change perception
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5/17/11 Psychological Factors - Perception
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5/17/11 106-10 Learning Learning occurs through Drives A strong internal stimulus that calls for action Stimuli Objects that move drive to motive Cues Minor stimuli that affect response Reinforcement Feedback on action Psychological Factors
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5/17/11 Psychological Factors Learning Change of belief through accumulated information Results in change of behavior Info acquired from experience, information feedback Learning occurs through Drives
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5/17/11 Psychological Factors
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This note was uploaded on 05/17/2011 for the course RSM 250 taught by Professor Yutecsun during the Spring '11 term at University of Toronto.

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Lecture3a - RSM250 Principles of Marketing University of=...

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