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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Why Do People Buy? Needs, Motivations and Involvement

Chapter Objectives

After completing this chapter, you should be able to:

I.

Have a basic understanding of why people buy and consume the things that they do and know the meaning of and relationship between consumer needs, wants, and motivations.

II.

Have an appreciation for the diversity of human motivations and an understanding of the relationship between motives and culture.

III.

Understand four classical approached for accounting for human motivation. Be able to derive managerial applications from these theoretical approaches to motivation.

IV.

Be familiar with some research methods for identifying motives.

V.

Understand the concept of involvement and how it is applied in consumer behavior. Know the difference between low-involvement and high-involvement situations.

VI.

Understand some measurement approached for assessing consumer involvement.




McGraw-Hill/Irwin




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