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CB2 (Traits relevant to CB (Innovativeness, Materialism, value…
CB2
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needs
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marketers: dormant, unfelt needs
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need arousal
intern: physiological, cognitive
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psychographics
quantitative study of lifestyles --> relating it to purchase behaviour, predict it
hedonic principle: people approach pleasure, avoid pain, marketers frame for persuasion
drive theory: foucus on biological needs, homeostasis, balanced state --> hard to explain : delayed gratification
expectancy theory: of positive outcomes motivate behavior --> why we want what we don't need --> reference groups stretching out vertically
perception = converting sensory input into an understanding of how the world works --> affecte by culture etc