MKT 310 Midterm Review PDF

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MKT Midterm Review Definitions of consumer behavior and consumer psychology Consumer Behavior The totality of decisions with respect to the acquisition, consumption and disposition of goods, services, time, and ideas human units (over time). Consumer Psychology The study of psychological factors whi...

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MKTMi dt e r m Re v i e w De fini t i o nso fc o ns ume rbe ha v i o ra ndc ons ume rps y c hol o gy Co n s u me rBe h a v i o r Thet o t a l i t yo fc o ns u me r s ' d e c i s i o n swi t hr e s p e c tt ot h ea c q u i s i t i o n , c o n s u mp t i o na n d d i s p os i t i o no fg o o d s , s e r vi c e s , t i me , a n di d e a sb yh u ma nd e c i s i o n ma ki n gu n i t s( o v e rt i me ) . Co n s u me rPs y c h o l o gy Thes t u d yofp s y c h o l o gi c a lf a c t o r swh i c hu n d e r l i ea n dd e t e r mi n ec o n s u me rb e h a v i o r . . . i tu s e s p s y c h o l o gy ' sc o nc e p t s , t h e o r i e sa n dme t h o d st ou n de r s t a n dc o n s u mp t i o ni nt h ema r k e t p l a c e . * Un d e r s t a n d i n g p r e di c t i o n c on t r o l * ( J ACOBY-f a t h e ro fc o n s u me rp s y c h o l o gy )t h es t u d yo ft h ea c q ui s i t i o n , c o n s u mp t i o n , a n d d i s p o s i t i o no fg o o d s , s e r v i c e s , t i mea n di d e a sb y( h u ma n )d e c i s i o n ma ki n gu n i t s . * Co ns u me rBe h a v i o ri sd y n a mi c , s e q ue nt i a lpr o c e s s …ha sd u r a t i o no v e rt i me  Co  Di n s ump t i o n s p o s i t i on Ac q ui s i t i o n r e c e i v e , u s e / i n t e r a c t i o n , nol o n g e rha su s e Ov e r tp u r c h a s eb e ha v i o u r–v i s i b l e Co v e r tp ur c h a s eb e h a v i ou r–u n a b s or b a b l e( me n t a lp r o c e s s ) Ve bl e n’ sno t i o no fc o ns pi c uousc o ns umpt i o n Sy mbo l i cc o n s u mp t i o n( me a ntt op or t r a ya n di ma g et oot h e r s ) =is the spending of money on and the acquiring of luxury goods and services to publicly display economic power—either the buyer's income or the buyer's accumulated wealth. Var i ousbus i ne s sor i e nt a t i o nsa ndt hemar ke t i ngc o nc e pt Pr o d u c t i onOr i e n t a t i o n( e a r l y1 9 5 0 s ) :Fo c u si so nma ki n gp r o d u c t sa v a i l a b l ea n da ffo r d a b l e . Li t t l ec o n s i d e r a t i o nt oma r k e t i n gr e s e a r c ha ndp r o duc tp l a n ni n g Sa l e sOr i e nt a t i on( mi d19 5 0 s ) :Fo c u si so nv o l u meno to npr o fit . Cu s t ome r swon ’ tb u yu n l e s s t h e r ei sa na g gr e s s i v es a l e se ffo r t . Co n s u me r swa n tp r o d u c tq u a l i t ya ndwi l l i n gt op a ye x t r af o r i t . Gi v ec o n s ume r swh a tt h e ywa n t ,r e g a r d l e s sofc os tt ot h eb u s i n e s s . Ma r k e t i n gOr i e n t a t i o n( mi dt ol a t e19 5 0 s ) : Fo c u so nma r k e t pl a c e( c o n s ume r s , c o mp e t i t o r s , a n dd i s t r i b ut i o n ) . Ch a n g ei si n e v i t a b l eb utma n a g e a b l e . Fo c u so np r o fit ,n o tj u s tv o l u me . Ma r k e t i n gCo n c e p t( l a t e1 9 5 0 sa n d1 9 6 0 s ) :Tos a t i s f yas e to fn e e d sa n dwa n t so fade fin e d g r ou pofc u s t ome r s . On g o i n gr e s e a r c hi sne e d e dt oi de n t i f yt h o s ewa n t s . Sa t i s f a c t i o ng e n e r a t e s l o y a l t y , r e p e a tb u s i n e s s , a n df a v or a b l ewo r d o f mo ut h. Ec o no mi c s ’e a r l yi mpa c to nc ons ume rbe ha v i o r( t hr e ebo l da s s umpt i o ns ) Cl a s s i c a lUt i l i t yTh e o r y :

1. Complete information in the marketplace of alternatives 2. People base their decisions on this information given 3. Persons purchase will not exceed your monetary income Mode l so fbo t hhi g handl o wi nv o l v e me nt( De c i s i o nma ki ngandi nf o r ma t i o npr o c e s s i ng s t ag e s ) *Negative word-of-mouth > Positive word-of-mouth Decision making model: 1. Problem/Need recognition 2. Search for alternative solutions 3. Evaluation of alternative 4. Purchase 5. Post-purchase use and reevaluation of chosen alternative (Cognitions - affects - conations) (beliefs/thoughts - attitude/feelings - intentions/behavior) Need recognition: perceived difference between ideal and actual state affairs Search for alternative solutions: Seek relevant information about potential solutions to the problem from external environment, or active knowledge from memory Evaluation of alternative: evaluate or judge competing alternatives in terms of "evaluative criteria" and combine this knowledge to make choice Purchase: buy the chosen alternative Post-purchase use and reevaluation of chosen alternative: use the chosen alternative and evaluate it again in light of its performance High involvement triggers: extensive problem solving Active search for diligent processing of information Product attributes are carefully evaluated and weighted Beliefs and Attitudes are formed Low involvement: consumers are not rational, evaluate later, low attention, low comprehension (Cognitions - conations - affect) (think - do - feel) Have limited information processing capacity Reduce "costs" of thinking, seek small amounts of information Are susceptible to social influence Multiple store memory models  Sensory store: Capable of storing a small amount of info for brief periods.  Short Term Store: Also of limited capacity, but capable of maintaing information through rehearsal for longer periods than sensory store.  Long Term Store: A large capacity and capable of storing memories for very long periods of time One Store theory of memory: One basic memory with various levels of information processing. Info can be processed at a low sensory level and a deeper semantic level. J o hns o n& Ea g l y ’ sc o nc e pt i onso fi nv o l v e me nt( Va l ue Re l e v a nt ,Out c o me Re l e v a nt , I mpr e s s i o nRe l e v a nt )

1. Value-Relevant involvement 2. Outcome-Relevant involvement 3. Impression-Relevant involvement Va l u e Re l e v a n ti n v o l v e me n t :s o meo b j e c to ri s s u ei sc e n t r a l l yr e l a t e dt oa ni nd i v i d u a l ' sv a l u e s y s t e m( e n v i r o nme n t a lc on c e r n s ) = refers to a psychological state that is created by the activation of attitudes that are linked to important values. (Ie environmental issues) Ou t c o me Re l e v a n ti n v o l v e me n t :o n ei sc on c e r n e dwi t ha t t a i ni n gd e s i r a b l eou t c o me s( h o me a p pl i a n c e s ) =is supposed to lead to message-relevant thinking. The quality of presented arguments moderates the relationship of outcome relevant involvement and attitude change. (ex. want the glue to stick) I mp r e s s i o n Re l e v a n ti n v o l v e me n t :o n ei sc o n c e r n e dwi t ht h ei mpr e s s i o nma d eo no t h e r s , a n t i c i p a t e ss c r u t i n yf r o mo t h e r s( f a s h i o nc o ns c i o u s n e s s ) =can be viewed as a concern with holding a position of what other people think of him/her. (ex fashion) Fr e ud’ sThe o r yo fMot i v a t i o n( no t ehi ss e a r c hf o rhumanma i ns pr i ng s ,ma r ke t i ng ’ s mi s us eo fhi st he o r yvi amo t i v a t i o nr e s e a r c h, i c e be r gmo de lo ft hemi nd, 3e nt i t i e so ft he ps y c he , s y mbo l i s m) Fr e u d ' smot i v a t i o nr e s e a r c h :u s e dt od i s c o v e rt h emo s te ffe c t i v eme a n so fe x p l o i t i n gh i d d e no r i n n e ri mp ul s e so fc o n s u me r , t ot r i g g e rI d d o mi n a t e db e h a v i o r . Ma i n s pr i n g s( Th eEs s e n c eo fMa n ) :I r r a t i o n a lf or c e si nma n ' sl i f ewe r es os t r o n gt ha tr a t i o na l f o r c e sh a dl i t t l ec h a n g eo fs u c c e s s Ma r k e t i n gmi s u s eo fFr e u d:mo s th uma nmo t i v e sa r eun c on s c i o u s , b u tb e h a v ep u r p o s e l y . He n c eo u rs u b c on s c i o u sd i c t a t e sou rb e h a v i o r , a n dou rc o n s c i ou smi ndh a sn oc h a n c ef o r d o mi na n c e . Fr e u d ' sI c e b e r gmo d e lo ft h emi n d :  c o ns c i o us( s ma l l ) :t h i si st h ep a r to ft h emi n dt h a tho l d swh a ty o u' r ea wa r eo f .  pr e c o ns c i ous( s ma l l me d i um) :t h i si so r d i n a r yme mo r y .Soa l t h o u g ht h i n g ss t o r e d he r ea r e n ' ti nt h ec o n s c i o us , t h e yc a nb er e a d i l ybr o u gh ti n t oc on s c i o u s .  unc o ns c i o us( e n o r mou s ) :Fr e u df e l tt h a tt h i sp a r to ft h emi n dwa sn o td i r e c t l y a c c e s s i b l et oa wa r e n e s s . I np a r t ,h es a wi ta sad umpb o xf o ru r g e s ,f e e l i n g sa n di d e a s t h a ta r et i e dt oa n x i e t y , c o n fli c ta n dp a i n . Th e s ef e e l i n g sa n dt h ou g h t sh a v en o t di s a p p e a r e da n da c c o r di n gt oFr e u d , t h e ya r et h e r e ,e x e r t i n gi n flu e nc eono ura c t i o n s a n do u rc o n s c i o u sa wa r e n e s s . Th i si swh e r emo s to ft h ewo r koft h eI d , Eg o , a n d Sup e r e g ot a k ep l a c e . I d:t h ep r i ma r yp r o c e s st h a tr e l e a s e s / d i s c h a r g e sq u a nt i t i e so fe n e r g yo re x c i t a t i o n . Pl e a s u r ep r i n c i p a l :h e d o n i s t i cb yn a t u r e . Ch i l d l i k e ,i mma t u r e , i mp u l s i v e , s e e k si mme d i a t eg r a t i fic a t i o n . Omn i p o t e nt-f u l fil l swi s h e sb yi ma g i n a t i o n ,f a n t a s y , a ndd r e a ms Eg o :as e c o n da r yp r o c e s st h a tma i n t a i n se q u i l i b r i um( ba l a n c e )b e t we e nt h ee n v i r o n me n ta n d t h ei mp u l s i v e n e s so ft hei d . Re a l i t yp r i nc i p l e :d e l a y sd i s c h a r g eo fe n e r gyu nt i la pp r op r i a t e Supe r e g o:mo r a lo rj u di c i a lb r a nc hofp e r s o n a l i t y . Re s ul t sf r o mp a r e n t a l a n ds o c i e t a l s t a nd a r d s .

I te n f o r c e si t smo r a lr u l e sb yr e wa r d sa n dp u n i s h me n t s . I tr e g u l a t e su nc o nt r o l l e di mp ul s e st h a tt hr e a t e ns o c i e t y ;n a me l y ,s e xa n da g gr e s s i o n

Mas l o w’ shi e r a r c hyofne e ds 1. The physiological needs: the need for food, water, shelter, and clothing 2. Security need: the basic need for social security in a family and a society that protects against hunger and violence 3. Love and belonging needs: the need for belonging, to receive and give love, appreciation, friendship 4. Esteem Need: The need to be a unique individual with self-respect and to enjoy general esteem from others 5. The need for self-actualization: experience purpose, meaning, and realizing all inner potentials

Me a s ur i ngmo t i v e si nc o ns ume rbe ha v i o r( No t et heus eo fi ndi r e c to rpr o j e c t i v e t e c hni que sbyDi c ht e r ,Ha i r e ) Me a s u r i n gmo t i v e si nc o n s ume rb e h a v i o r  Ob s e r v a t i o n :i nf e r e nc e sma d ef r o mp a t t e r n so fbe h a vi o u r  Di r e c tVe r b a l Re p o r t s :s e r i e so fq u e s t i o n s I n t e r v i e ws( s t a n d a r d1 o n 1 , f o c u sg r ou p s ) Se l f Ad mi n i s t e r e dQue s t i on n a i r e s  I n d i r e c t( pr o j e c t i v e )Te c h n i q u e s Pr e s e n ta mb i g u o u ss t i mu l u s-ne e d sa n dmo t i v e sp r o j e c t e di nr e s p o n s e Er n e s tDi c ht e r ’ sI n s t i t u t ef o rMo t i v a t i o nRe s e a r c h( i n s t a n tc a k emi xo rc o ffe e ) Ha i r e ' ss t u d y : 1 . wo me nma k eg o o dc offe e=ag o o dh o u s e wi f e 2 . Pe o p l eg i v es o c i a l l yd e s i r a b l ea n s we r st oma k eo n e s e l fl o o kg o o di nr e s e a r c h e r ' se y e sa n d t h e r e f o r eg i v es o c i a l l yd e s i r a b l ea n s we r s( 2s h o pp i n gl i s te x p e r i me n ta n dh o wt h e ywe r e p e r c e i v e db yo t h e r s ) . 3 . Ou rmo t i v e se x i s tb e l o wt h el e v e lo fv e r b a l i z a t i on

4 . Mo t i v e sa r er e l a t e dt opu r c ha s e 5 . I n d i r e c t l yi d e n t i f yt h e s emo t i v e s Di c h t e r ' si n d i r e c tpr o j e c t i v et e c h n i q u e s Ou rp o s s e s s i o nsa r ee x t e n s i o n so fo u ro wnpe r s on a l i t i e s ,wh i c hs e r v ea sa" k i n do fmi r r o r wh i c hr e fle c t so u ro wni ma g e " . Di c h t e r ' sme s s a g et oa d v e r t i s e r swa s :fig u r eo utt h epe r s o n a l i t y o fap r o d u c t , a n dy o uwi l lu n d e r s t a n dh o wt oma r k e ti t . So a p sc o u l db eo l do ry o u n g , fli r t yo r c o n s e r v a t i v e . Pr o j e c t i v et e c h n i q u e s Then a t u r ei st ha tt h et r uep u r p o s eo ft h ei n s t r ume n ti swe l ld i s gu i s e da nd , i nmo s ti n s t a n c e s , t h es u b j e c t sa r en ota wa r eo ft h ep u r p o s eo ft h ee x e r c i s e .( Sh o p pi n gl i s twi t hi n s t a n tc o ffe es y mb ol i s ml a z y ) As s umpt i o nsunde r l y i ngt hee ffe c t sofs ubl i mi nalme s s a g e s( Ke y ’ sc l a i ms , Moo r e ’ sr e vi e w o fe v i de nc e , J ani s z e ws ki ’ spr e c o ns c i o uspr o c e s s i ng) 1. Key's claim 2. Moore's review of evidence 3. Janiszewski's pre-conscious processing Ke y' sc l a i m " Ad v e r t i s e r se mbe dme s s a g e si na dst h a ta r et o os ma l lo rl a c kc l a r i t yt obec on s c i o u s l y p e r c e i v e d .Ye tt he s eme s s a g e sa r er e c e i v e db yt h es u b c o n s c i o u sa n ds t i mul a t ea nde mo t i on a l r e s po n s ea n da ni de n t i fic a t i o nwi t ht h ea d v e r t i s e dbr a n d " Ge n e r a lMo de l :Sub l i mi n a ls t i mu l i-u n c o n s c i o u s-e mot i o na lr e a c t i o n-b e h a v i o r • Mu s tb ep r e s e n t e dt oa nu n c o n s c i o u swi s h • Me s s a g ei t s e l fmu s tb es u b l i mi n a l • Th e r eh a st ob eama t c hb e t we e nt h es u b l i mi n a ls t i mu l u sa n du n c o n s c i ou swi s h • Uni v e r s a l , c ul t u r a l ,ori n d i v i d ua ls y mb o l s Mo o r e ' sr e v i e wo fe v i de n c e " s u b l i mi na la d v e r t i s i n g :wh a ty o us e ei swh a ty oug e t " • Su b-b e l o w • Li me n-t h r e s ho l d • We a kv i e w:s u b l i mi n a lme s s a g e sma yp r o d u c ea ffe c t i v er e a c t i o ns , b utdon ota p p e a rt o i n flu e n c eb e h a v i o ro rc h o i c e . • St r o n gv i e w:e v e ni fc o n s u me r sd i da t t e n dt oas ub l i mi n a ls t i mul u s , i ti sd o u b t f u lt h a t t h es t i mul u si spo we r f u le n o u g ht oi n flu e n c eb e ha v i or . • Affe c tp r e c e d e sc o g n i t i o n J a n i s z e ws ki ' spr e c o n s c i o u sp r o c e s s i n g f u rc oa te x p e r i me n t , t od e mo ns t r a t et h el a c ko fr e l a t i on s h i pbe t we e nc o n s c i o ust h o u g h t sa n d a t t i t u d ec h a n g e * He mi s p he r a ll a t e r a l i z a t i ont he or y :t h eb r a i ni sd i v i d e di nt wohe mi s p he r e se a c hwi t hd i ffe r e n t f u nc t i o n s

Le f th e mi s p h e r eat r a d i t i o n a lc o g ni t i v ea c t i v i t i e s , a na l y t i c a lt h i n k i n g . Ri gh th e mi s ph e r eAr t i s t i co rc r e a t i v ea b i l i t i e s I nf or ma t i o ns e a r c h( di me ns i o ns ;e x t e nto fr e s e a r c hf o rdur a bl e& no ndur a bl eg oo ds ) Se a r c hi n v o l v i n gd ur a b l eg o od s :c o n s u me r se n g a g ei nl i t t l ee x t e r na ls e a r c h , e v e nwh e ni t e x t e n de dp r o b l e ms o l v i n gs i t u a t i on

Se a r c hi n v o l v i n gd ur a b l eg o od s : 1 . Ob j e c ts h op p e r s 2 . Mo d e r a t es h o p p e r s 3 . St or e i n t e n s es ho p p e r s 4 . p e r s o n a la d v i c es e e k e r s No n d u r a bl eg o o d sa r epr o du c t st h a ta r ec o n s u me do ra r eo nl yu s e a b l ef o ras h o r tp e r i odo f t i meb e c a u s et h e ywe a ro u torb e c o meu s e l e s s . Ane x a mp l eofno ndur a bl eg o o dsa r ef r e s h v e g e t a b l e s . ? J a c o bye ta l . i nf o r ma t i o nac qui s i t i o ne xpe r i me nt s( i . e . :i nf o r ma t i o ndi s pl a ybo a r ds )

Pr e s e a r c hde c i s i o nma ki nga nde xt e r nali nf o r ma t i o ns e ar c h( Punj ) Pr e p u r c h a s es e a r c h :h e l pu sma k ea ni n f o r me dde c i s i o n , e n g a g ei nt of a c i l i t a t ede c i s i o n ma ki n gr e g a r d i n gs o meg o a lo b j e c ti nt h ema r k e t pl a c e Pr e s e a r c h :ma k ed e c i s i o nb e f o r es e a r c h Ex t e r na ls e a r c hp r o c e s s e n v i r o n me n ts o u r c e so fi n f o r ma t i o n( f r i e n d s , f a mi l y , r a t i n gs i t e s , e t c . )mo t i v a t i o nt og oo u ta n d g e ti n f o r ma t i o n .De g r e e/ Di r e c t i o n / Se q u e nc eofs e a r c h 1 . Th ea r t o fdi c k e r i n g 2 . Kn o wl e d g e a b l e , c o n fid e n t 3 . Fa mi l i a r i t y , l i ki n g Se a r c hf o ra l t e r na t i v es o l ut i o n s Se e kr e l e v a n ti nf or ma t i o na b o utpo t e nt i a ls o l u t i o n st ot hep r o bl e mf r o me x t e r n a l e n v i r o n me n t , o ra c t i v ekn o wl e d g ef r o mme mo r y I n t e r na lSe a r c hp r o c e s s : 1 .Ne e dr e c o g n i t i o n

2 .I n t e r na ls e a r c h( r e c a l lo fb r a n d s , a t t r i bu t e s , e v a l u a t i o n s , e x p e r i e nc e s ) 3 .I n t e r na ls e a r c hs u c c e s s f ul ?NO:u n d e r t a k ee x t e r na ls e a r c h /YES:p r o c e e dwi t hd e c i s i on Buy e runc e r t a i nt ya ndi nf o r ma t i o ns e ar c h( Kno wl e dg e& Cho i c eUnc e r t a i nt y , Ur bany , Di c ks o n, & Wi l ki e ) Kn o wl e d g eu n c e r t a i n t y :d o n' tkn o wa b o uta t t r i b ut e so rp e r f o r ma nc e( u s e dh e u r i s t i c s ) Ex t e r na ls e a r c hl e s sl i k e l yt oo c c u r Ch o i c eu n c e r t a i n t y :d o n ' tkn o wwh i c ha l t e r n a t i v et oc h o o s e( mo t i v a t e dt oho wt h i n g sd i ffe r ) Ex t e r na ls e a r c hmo r el i k e l yt oo c c u r Sho ppe rpr o fil e s( We s t br oo k& Fo r ne l ) 1 . Ob j e c ts h op p e r s 2 . Mo d e r a t es h o p p e r s 3 . St or e i n t e n s es ho p p e r s 4 . p e r s o n a la d v i c es e e k e r s Ob j e c t i v es h o p p e r s :v i s i tma n ys t o r e s / r e vi e wsb e f o r ep u r c h a s e , n op e r s o n a ls o ur c e s , v e r ywe l l e d uc a t e d Mo d e r a t es ho p p e r s :v i s i tf e we s ts t o r e s , d on o tr e l yh e a v i l yo np e r s o n a ls ou r c e s , o l d e r , o n l yi n t h ema r k e tf o rur g e n c y St o r e i n t e n s es h o pp e r s :vi s i tmo r es t o r e sb u td o n ' tl o o kf o rr e v i e ws , d oc on s ul tpe r s o n a l s o u r c e s , y o u n g Pe r s o n a la d v i c es e e k e r s :v i s i tf e ws t o r e s , l o okf o ra d v i c ef r o mo t h e r s ,l e a s te d u c a t e d I ndi v i dua ldi ffe r e nc e sf a c t or sr e l a t e dt os e a r c h( Dogma t i s m, NFC, NFE, NFU, CVPA, ma r ke tma v e ns , pur c ha s i ngi nv o l v e me nt , f r ug a l i t y) Ne e df o rc o g n i t i on( NFC) :t h o s ewh oe n j o yt h i nki n g ;The extent a person is willing to search and obtain information. A consumer high in need for cognition demonstrates an enjoyment in research and wants to obtain information about a product. Ne e dt oe v a l u a t e( NTE) :j u d g e me n to fo b j e c t s ;If a person is high in NFE he engages in the assessment of the positive and negative qualities of an object. Ne e df o ru n i q ue ne s s( NFU) :wa n tt ob ed i ffe r e n tt h a nt h en or m;A person is high in need to posses unique things, and does not enjoy seeing that someone else has the same things, therefore those thing lose their value if he/she sees them as popular. Ce n t r a l i t yf o rv i s u a lp r o d uc ta e s t he t i c s( CVP A) :a t t r a c t e dt ot h i n g sv i s ua l l ya pp e a l i n g Do g ma t i s m:p o r t r a yi n gab e l i e fa si fi twe r eaf a c t ;Ideas set in stone, personal beliefs, will not listen to others regardless of facts. Consumer enjoys beauty in a product and tends to purchase on looks. Ma r k e tma v e n :g e n e r a lma r k e t p l a c ei n f o r ma t i o n. Kn o wt h ema r k e t pl a c el i k et h eb a c ko ft he i r h a nd , t e n dt oi mp u l s i v e l yb u y ;into shopping and aware what’s happening in the marketplace. Fr u g a l i t y :p e op l ewhos a v es h o r tt i mef o raf u t u r ep u r c ha s e ;Foregoes today's small things for tomorrow's big thing. Purchase Involvement: involvement with various purchase activities, not product per se

Ane x t e nde dvi e wo fc ons ume rs e a r c h( Pr e pur c ha s evs . OnGo i ngSe a r c h, Bl o c h, She r r e l l ,& Ri dg wa y ) Pr e p u r c h a s es e a r c h :i n f o r ma t i ons e e ki n ga n dp r o c e s s i n ga c t i v i t i e so n ee n g a g e si nt of a c i l i t a t e d e c i s i o nma ki n gr e g a r d i n gs o meg o a lo b j e c ti nt h ema r k e t p l a c e . =When a person has a need, ...