Professional Documents
Culture Documents
Chapter 6
Chapter 6
Consumer Markets
– Culture
– Subcultures
– Social classes
Reference groups
Cliques
Family
• Membership groups
– Primary vs. secondary
• Aspirational groups
• Dissociative groups
• Opinion leader
Motivation
Memory Perception
Emotions Learning
Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory
Selective attention
Selective distortion
Selective retention
Subliminal perception
– Many different
kinds of emotions
can be linked to
brands
Personal sources
Commercial sources
Public sources
Experiential sources
Functional
Physical risk
risk
Financial
Time risk risk
Psychological
Social risk
risk
– Postpurchase actions
– Postpurchase uses
and disposal