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Chapter 4, 5, 6, 8 Study GuideDefine a needMotivationUtilitarian vs. hedonicHenry Murry/TAT TestSpecific needs and buying behavior: Achievement, affiliation, Power, UniquenessProduct involvement: Low (inertia) and HighCult productsMaslow’s Hierarchy of needs – product tagline examples (chart)Factors of a flow stateCore values and purchase behaviorEnculturationAcculturation Socialization agentsMaterialists/Non-materialistsEmic believers Etic believersUnique self, ideal self, actual self, extended self and impression managementSelf-esteem, self-image, self-concept attributesSymbolic self-completion theoryCommunal goalsAgentic goalsAndrogynous traitsSex-typed traitsGLBT definition and market sizeDefine PersonalityFreud, Id, Superego, EgoMotivational research and consumption motivesTrait Theory and measurements (innovativeness, materialism, self-consciousness, need for cognition, Frugality)Brand personalityBrand equityPsychographicsLifestyle dimensionsAIOsPrizm clusters/VALS2GeodemographyFive ills of consumer behaviorConsumer decision making process4 decision making perspectivesTypes of consumer decisions (habitual/extended)Routine, Limited, Extensive buying decision behavior continuumFive types of perceived riskNeuromarketingCybermediariesConsumer inertia ................
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