Chapter 7 - Relevant product knowledge Set of simple rules...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 7: Consumer Decision Making o Integration process knowledge is combined to evaluate two or more alternative behaviors and choose one Consumer Problem Solving o Problem recognition o Search for alternatives o Evaluations o Purchase o Post purchase Problem Solving Elements o Problem Representation End goals Basic consequences, needs, values wanted to achieve or satisfy Set of sub-goals organized into a goal hierarchy
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Relevant product knowledge Set of simple rules or heuristics by which consumers Search for Evaluate Integrate knowledge o Choice Criteria Specific consequences used to evaluate and choose among coice alternatives Dicriminant consequences Consequences are perceived to differ across alternatives...
View Full Document

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.

Ask a homework question - tutors are online