CB Session 3 - MKT 613 Consumer Behavior Prof Carolyn Yoon...

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MKT 613- Consumer Behavior Prof. Carolyn Yoon Session 3 (Jan. 19) Notes IN CLASS EXERCISES: from Maslow’s Hierarchy of Needs slide : Show ads and ask which need does it satisfy—ex. 1)Quaker Oat Bran- health, hunger, 2) All State Insurance- safety and protection, 3) X-Box- social, 4) American Express- status, 5) L’oreal- self esteem (product satisfies multiple needs, but usually there is a main need), 6)skydiving- self-actualization and social, 7) Volvo- safety and status from How to Generate Consumer Insights: Using Traditional Research Methods slide: Rank these values from most important to least important. Problem with rank ordering- assuming there is equal distance among these items. Rating scale on a scale from 1 to 10, how important is this to you? [Sinem’s Note to Self]— from LOV Survey Results Slide : which segment is small business owners and which one is top executives. Averages are problematic! It could be that 50% 1 and 50% 9 or 100 5, so need to look at the distribution. May show these graphically. INTRODUCTION What I want to do today is continue along with theme and talk about … through observation a little bit, but before we do that, the idea is that you are using all these methods to try to uncover deeper meanings that people hold, values, beliefs, and so on. It is probably instructive to at least go through some of the definitions and a lot of this is straight out of your book but I think that in terms of getting us all on the same page, it is useful. Slide: Motivation, Goals, and Emotion Let’s talk about motivations, goals, and emotions and all the related constructs. So if you did the readings for today, these could be somewhat familiar. Of course these words all have clear meanings to us in our real life, but when we talk about consumer behavior, you basically have to converse… and we are trying to peel away the layers of the onions to try to get to the core of what drives consumers. In order to do that, you need to understand the motivations and values of consumers. And motivations, the way you think about it is basically a driving force to get people to do something, so it can get you to act, but it doesn’t necessarily have to be a physical behavior. It could also motivate someone to think. The idea is that this focus issue on some goal, with the goal being a particular end state to which one wants to achieve, so these goals vary in terms of whether they are concrete or abstract. What is an example of a very concrete vs. abstract goal? Generally when we talk about goals, there is sort of an action orientation, so winning the Superbowl is fairly concrete, but it is also pretty removed. I would say that is not entirely abstract, but it also is not entirely concrete either. You can think about goals varying along this continuum, and it is not either concrete or abstract, but it lies somewhere along this line. What would be a concrete goal for you right now? Get a job . What about the abstract goal? Be
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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CB Session 3 - MKT 613 Consumer Behavior Prof Carolyn Yoon...

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