Understanding market and consumers - 6 Flashcards
motivation d
driving force within individuals that impels them to action
innate needs d
needs considered primary or needs or motives, known as physiological or biogenic
acquired needs d
learned responses to our culture or environment, are considered as secondary needs, known as psychological or psychogenic
does buying a house fulfil acquired or innate needs
can fulfil both needs
personality d
inner psychological characteristics that both determine and reflect how a person responds to his or her environment
properties of personality
personality reflects individual differences, per is consistent and enduring, per can change
perception d
process by which an individual selects, organises and interprets stimuli into a meaningful and coherent picture of the world
what is perception a result of
physical stimuli (from outside environment), internal stimuli (expectations, motives, learning based on previous experiences)
perceptual selection d
consumers subconsciously exercise selectivity as to the stimuli they perceive
what does which stimuli get selected depend on
consumers’ previous experience as it affects their expectations, their motives at the time (needs, desires, interests)
what is what consumers expect to see based on
familiarity, previous experience or preconditioned set expectations
what happens to stimuli that conflict sharply with expectations
they often receive more attention than those that conform to expectation
the _____ the need, the ______ the tendency to ignore unrelated stimuli in the environment
stronger,
greater
