Psychological & Social Dimensions

Psychological & Social Dimensions

1. Psychological

   • Study of individual and interpersonal behavior
   • Motivation
     • A drive directed by a motive formed in relation to a particular goal
       • Classified in
         • Rational
           • price, durability and economy in operation
         • Non rational
           • prestige, comfort, pleasure
   • Learning
     • Change in behaviour that occurs over time related to a given set of external stimulus conditions
   • Personality
     • Individual characteristics that make a person unique
       • Attitudes
       • Motivation
       • Perception
         • Psychographics
           • Quantitative analysis of consumers' lifestyles and activities with the purpose of relating these variables to buying behaviour
   • Perception
     • Process of interpreting nervous impulses or stimuli received that brain organizes through cognitive interpretations
       • Country of origin perception
   • Attitude
     • Learned tendency to respond to an object in a consistently favorable or unfavorable way
     • Cognition
     • Affect
     • Conation

2. Sociology

   • Study of groups and human interactions
   • Reference group
     • Two or more persons that share a set of norms and have certain implicitly or explicitly defined relationships with one another in such a way that their behaviour is interdependent
   • Family
     • Nuclear or conjugal
     • Vertically extended
     • Horizontally extended
   • Social class
     • It provides for and ensures the smooth operation of societies

3. Cultural Anthropology

   • Study of human culture