Chapters5-9StudyGuide - CHAPTER 5 Of course you want to...

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CHAPTER 5 Of course you want to know definitions for each of the topics here (involvement, types of search, etc.) Consumer Behavior - Actions a person takes in purchasing and using products and services , including the mental and social processes that come before and after these actions Purchase Decision Process- The stages a buyer passes through in making choices about which products and services to buy. Need Recognition- Recognition of an imbalance between actual and desired states. Selective Exposure vs. Selective Retention vs. Selective Distortion (definitions, examples) Examples: Selective Exposure- you are exposed to over 2500 ads a day but only notice 11-20. Internal vs. External Search – when they occur w/ respect to involvement, motivation, decision-making level, info costs Internal Information Search- An internal information search is the process of recalling information in memory. This includes prior experience or prior knowledge about a product. External Information Search- An external information search relies on information in the outside environment. This includes personal and public references, advertisements, and publicity. External information may be obtained from non-marketing controlled sources and/or marketing controlled sources. Non-marketing controlled sources include personal experience, personal sources, and public sources such as Underwriters Laboratories. Market controlled sources is biased toward a specific product because it originates with marketers promoting that product. These sources include mass-media advertising, sales promotion, salespeople, product labels and packaging, and the Internet. Relate the amount of search to the level of consumer involvement. What does this mean for ads? ????? What other factors are linked to involvement? (risk, price, social image, etc.) Previous experience Interest Perceived risk of negative consequences Situation Social visibility Evaluative criteria – what are they? Analyze product attributes Use cutoff criteria Selective Exposure Selective Retention Selective Comprehension Consumer notices certain stimuli and ignores others Consumer changes or distorts information that conflicts with feelings or beliefs Consumer remembers only that information that supports personal beliefs
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Rank attributes by importance. Evoked set – what is it? Evoked Set- Group of brands , resulting from an information search, from which a buyer can choose. Decision-making levels (routine vs. limited vs. extended) – examples of products each would be used for Consumer buying decisions fall along a continuum of three broad categories: routine response behavior, limited decision making, and extensive decision making. Routine Response Behavior-
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This note was uploaded on 04/14/2008 for the course MAR 3203 taught by Professor Benedictus during the Fall '07 term at FSU.

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Chapters5-9StudyGuide - CHAPTER 5 Of course you want to...

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