Lesson 6-6: Why People Buy, Part 2
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This lesson explores the diverse factors that influence consumer buying behavior, with a focus on personal psychology, environmental factors, and social dynamics. A core concept is Maslow’s Hierarchy of Needs, which suggests that consumers are motivated to satisfy basic needs first (food, water, shelter) before moving on to higher needs such as esteem or self-actualization. Marketers use this framework to tailor products and messaging to consumers' current priorities. The lesson also discusses atmospherics—elements like store layout, scent, lighting, and music—that subtly guide purchasing behavior by shaping the customer experience.
Personal factors, such as personality traits and self-concept, also play a major role in shaping buying habits. Consumers often purchase products that align with how they see themselves—or how they wish to be seen by others. For example, buying trendy clothing may help a consumer achieve their "ideal self." The lesson also highlights the power of social situations and peer influence in marketing. Whether it’s the persuasive charm of a Girl Scout selling cookies or the impact of attractive salespeople, social dynamics can drive consumer decisions. Marketers use these insights to design campaigns that tap into relationships, trust, and even group conformity (herd behavior).
Lastly, the lesson examines how digital marketing leverages consumer data. Through the use of cookies and targeted advertising, companies track online behavior to deliver personalized marketing messages. This raises ethical considerations but also demonstrates the growing sophistication of modern marketing strategies. Overall, the lesson teaches that buying behavior is far from random; it is the result of a complex interplay of needs, emotions, environment, and social influence.
Personal factors, such as personality traits and self-concept, also play a major role in shaping buying habits. Consumers often purchase products that align with how they see themselves—or how they wish to be seen by others. For example, buying trendy clothing may help a consumer achieve their "ideal self." The lesson also highlights the power of social situations and peer influence in marketing. Whether it’s the persuasive charm of a Girl Scout selling cookies or the impact of attractive salespeople, social dynamics can drive consumer decisions. Marketers use these insights to design campaigns that tap into relationships, trust, and even group conformity (herd behavior).
Lastly, the lesson examines how digital marketing leverages consumer data. Through the use of cookies and targeted advertising, companies track online behavior to deliver personalized marketing messages. This raises ethical considerations but also demonstrates the growing sophistication of modern marketing strategies. Overall, the lesson teaches that buying behavior is far from random; it is the result of a complex interplay of needs, emotions, environment, and social influence.
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Recap Of "Why People Buy" Part 1
Directions: Before moving on to anything else, watch the recap for Part 1.
Note: The article below is referenced in the video.
Do Now
Directions: After you watch the video for the recap of part 1, watch the video (below) for the Do Now. The two commercials that you need to watch to complete the Do Now are in the video below.
This Will Help You With The Do Now
