Consumer Behavior and Changing Demographics
Why We Buy What We Buy, Part I
Video lectureMembers only — sign-in coming soon
Audio version — members only
The full video lecture and audio version for this course are available to logged-in members. Member sign-in is coming soon.
What motivates consumers is an age-old question that has baffled the scholar and practitioner of Marketing alike. In this lecture, the first of a two-part series on Consumer Motivations, an integrative model of the various factors guiding buying patterns is proposed. After considering the various theories in vogue, it proposes a new model based on the idea that consumers’ buying patterns are based on their beliefs about the differential value offered by their choices.
SLAThis course was originally part of the Sheth Leadership Academy video library — now preserved and made freely available here.
