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Consumer Behavior in a digital age (7 P's (Place, Price, Promotion,…
Consumer Behavior in a digital age
7 P's
Place, Price, Promotion, Physical Environment, Process, People, Product
Product = Cognitiv --> features und benefits, appealing aspects = affective und conative
Price: functional, operational, financial, personal benefits
Promotion; ambient, viral --> appropriate perception in mind
people: social interaction = quality --> AI
Whorfian Hypothesis (Linguistics)
structural features = properties of grammar
phonological features = related to writing systems
Sociology = self image hier, self concept bei psychology
socially responsible marketing
transformative consumer research (TCR)
Pressing social problems in Market Place
helping people, social change
marketing strategy --> encourage positive behavior, while meeting business objectives
Looking Glass perception =
focus on responses from other people
how we think others perceive us / how they look at me
Self-Perception Theory
Self perception = perceiving others
my behavior tells me who i am
observing own behavior
Gender identity --> für self concept
agentic roles
communal roles
bridging selves
fantasies
discrepancies
global self-esteem --> narrower selfevaluations to particular domains
measuring self-esteem
rosenberg self-esteem scale
implicit attitude test
impression management --> interpersonal self
self-consciousness
public: degree of sensitivity of the image communicated to others
self monitors: influence what others think for choice of products
self image congruence = products atrtributes match self image
cmc
play with different identities
absence of gender cues
vary space and time
freudian analytical psychology ( collective unconscious --> collection of memories)