Dimensions of Involvement:Consumer-Generated Content:Values:Consumer Values:Materialism:Discussion:MKTG 305 1st Edition Lecture 10Outline of Last Lecture I. Motivation and ValuesII. The Motivation ProcessIII. Motivational StrengthIV. Types of NeedsV. Motivational ConflictsVI. Specific Needs and Buying BehaviorVII. InvolvementOutline of Current Lecture I. Dimensions of involvementII. Consumer-Generated ContentIII. ValuesIV. Consumer ValuesV. MaterialismVI. DiscussionCurrent LectureDimensions of Involvement:The amount of consumer involvement depends on:- Personal interest in product category- Risk importance- Probability of bad purchase- Pleasure value of product category- Sign value of product category (self-concept relevance)Consumer-Generated Content:Web 2.0- Refers to the changes of communication ways (but it does NOT refer to any technological changes)Rebirth of the internet as a social, interactive medium from one way communication to multipleinteractive communication. e.g., Facebook, YouTube, Twitter, etc.Values:A value: a belief that some condition is preferable to its oppositeSame behaviors but different value system: e.g., vegetarian – animal activism vs. health concernsCore values: values shared within a culture:e.g., Individualism versus collectivismThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Consumer Values:Products/services = help in attaining value-related goalExample:Green consumers. Healthy food is preferable to generic food (e.g., Whole Foods; Wal-Mart organic surge) http://www.businessweek.com/articles/2014-11-06/wal-mart-promises-organic-food-for-everyoneEnvironmentally friendly products/ brands (e.g., Prius)Materialism:Materialism: the importance people attach to worldly possessions“The good life”...“He who dies with the most toys, wins”Materialists: valuing possessions for their own status and appearanceNon-materialists: valuing possessions that connect them to other people or provide them with pleasure in using themDiscussion:What do you think are the core values that best describe Americans today?How are these core values relevant to the following product categories:- Cars?- Clothing?- Higher
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