Lernkarten

• consumers in the marketplace
• consumers as individuals
• consumers as decision makers
• consumers and subcultures
• consumers and culture

immediate respnse of the sensory receptors (eyes, nose) to stimuli (light, colour)

process by whichpeople select, organize, interpret these sensations

• need for achieveness
• need for affiliation
• need for power
• need for uniqueness

self-actualisation

ego needs

belongingness

safty

physiological

• sense of playfulness
• feeling of being in control
• concentration and highly focused attention
• mental enjoyment of activit for itw own sake
• distorted sense of time
• truly involved with product

1. problem recognition
2. information search
3. evaluation of alternatives
4. product choice
5. outcomes

• monetary risk
• functional risk
• physical risk
• social risk
• psychological risk