MKTG1003 Consumer Behaviour

Protection Motivation theory (relates to the unit topic of needs and motivations

Maslows hierarchy of needs (relates to the unit topic of mindful needs and motivations

Mindful consumption - may also include brand purpose, brand authenticity (relates to the
unit topic of mindful consumption/overconsumption/materialism and consumer values

Unified Theory of Acceptance and Use of Technology or Technology Adoption Model (relates
to the unit topic of digital marketing

Co-creation of value (relates to the unit topic of digital marketing

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