Consumer Behavior and Changing Demographics
Why We Buy What We Buy, Part II
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What motivates consumers is an age-old question that has baffled the scholar and practitioner of Marketing alike. Part two of our two-part series on Consumer Motivations illustrates the model proposed in the previous lecture with a smoking behavior study that was conducted by Dr. Jagdish Sheth. The study considers three different choice situations: whether to smoke or not; which type of cigarette to smoke; and which brand to patronize. The study demonstrated strong validity for our theory.
SLAThis course was originally part of the Sheth Leadership Academy video library — now preserved and made freely available here.
