Chapter 2 - o Reference groups o Family • Physical...

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Chapter 2: Consumer Analyis o Three Elements Affect and Cognition Affect: feelings about stimuli and events o Favorable/unfavorable o Emotions o Feeling states o Moods o attitudes Cognition: thinking, thoughts and beliefs o Mental structiures Thinking Understanding Interpreting Consumer Behavior Physical actions of consumers directly observed and measured Overt behavior, not thinking Consumer Environment External stimuli influencing o Thinking, feeling, and doing Social stimuli o Cultures o Sub cultures o Social classes
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Unformatted text preview: o Reference groups o Family • Physical stimuli o Stores o Products o Advertisements o Signs o Relationships Reciprocal system • Any element can be cause or effect of a change at a particular time. o Marketing Strategy Stimuli placed in consumers’ environment designed to ninfluence affect, cognition, and behavior. Wheel of Consumer Analysis o Levels of Consumer Analysis Societies Industiries Market Segments Individual Consumers...
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This note was uploaded on 04/15/2008 for the course MKTG 371 taught by Professor Olson during the Spring '08 term at San Diego State.

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Chapter 2 - o Reference groups o Family • Physical...

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