Please enable JavaScript.
Coggle requires JavaScript to display documents.
C6: Consumer Markets (Buying decision process (Psychological process…
C6: Consumer Markets
Buying decision process
Psychological process
Freud
Assumed the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own motivations.
Maslow
Sought to explain why people are driven by particular needs at particular times. His answer is that human needs are arranged in a hierarchy from most to least pressing—physiological needs, safety needs, social needs, esteem needs, and self-actualization needs.
Herzberg
Developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction). The absence of dissatisfiers is not enough to motivate a purchase; satisfiers must be present. For
example, a computer that does not come with a warranty would be a dissatisfier. Yet the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of intrinsic satisfaction.
Perception: select, organize and interpret information
-
-
-
-
-
-
Examples: Disney (connect with specific audiences), IKEA (inspirational Swedish model)