Consumer Behavior and Marketing Strategies

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Part 1 It is part of being human that one attributes motives to other people's behavior. This is particularly impactful when dealing with issues on the very positive and very negative (conflict) continuums. Individually, people can choose their behaviors to reconcile with their underlying values and still take into account other people as well empathy, trust, communication and productivity. Motivational conflicts do occur. First, in an approach-approach conflict, a person must choose between two desirable alternatives. Second, in approach-avoidance conflict, many products and services we desire have negative consequences attached to them. Lastly, in avoidance-avoidance conflict, consumers face a choice with two undesirable alternatives. Marketing professionals can uncover the actual psychological needs a consumer would have and market towards that strength or against a pre-determined motivation or conflict. Particularly, combining Maslow's hierarchy with the psychology of the consumer, one finds that if one pushes the consumer's buttons on need for achievement, affiliation, power and uniqueness, one can overcome most objections. Part 2 Attitude can tell marketers a great deal about consumers, their behaviors, habits, and purchasing behaviors. However, in reality, having a positive attitude does not mean that the individual will buy a specific product or engage in a specific purchase behavior. Instead, we need to distinguish between the attitude toward the object and
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