What makes people buy the things they do? This audio cassette offers marketers insight into the buying behavior of American consumers. It reveals the hidden needs, motivations, and physical and psychological influences behind their buying habits. Presents invaluable information that can be applied to product design, packaging, marketing, and advertising. Describes how consumers learn about products and develop attitudes toward products and brands, stores and services.
|Product dimensions:||5.79(w) x 9.06(h) x 1.02(d)|
Table of Contents
NEEDS: The Constant Quest for Satisfaction.
MOTIVES: Silent, Invisible Engines of Desire.
PERSONALITY: Concepts of I, Me, and Mine.
PERCEPTION: What you see is what you taste.
LEARNING: Painless Injections of Information.
ATTITUDES: The Pictures in the Mind's Eye.
SOCIAL ROLES: Playing Out the Drama of Life.
AFFILIATIONS: The Dynamics of Belonging.
FAMILY: A Consumer Collective Buying Unit.
SOCIAL CLASS: A Place on the Public Ladder.
CULTURE: The Dictatorship of Normality.
LIFE STAGES: Steps on the Stairway of Life.
PSYCHOGRAPHICS: It's All a Matter of Sytle.
DEMOGRAPHICS: It's Just the Way We Are.
CHOICE: Picking at the Material Landscape Conclusion.