Marketing lecture 10_27_Notes - 18/02/2009 19:17:00 Marriot...

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18/02/2009 20:17:00 Marriot website – let me book a room immediately.  Sandestin – not focused towards problem solving.  Consumer Buying Decision process: Decision making hierarchies:     High involvement:  beliefs (knowledge)  – attitudes (feelings) – behavior Low involvement : beliefs – behavior – attitudes  Experiential: Affect – behavior – beliefs  o This has to sound cool, interesting, and then they will behave. Beliefs  here means you will get the information afterwards Behavior influence hierarchy: Behavior – beliefs – affect Consumer buying decision process and possible influences on the  Process: Situational Influences: Physical surroundings Social surroundings
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Time Purchase reason Buyer’s mood and condition.  Psychological influences: Perception o The whole is greater than the sum o Consumers like discounts not charges, even if it’s the same price Motives o Dominance, whatever is “in” = success o Conformity Low levels are best Learning Attitudes o Feelings towards a product Personality and Self-concept o Mischel: If personality exists, and I’m not sure it does, then why would  it be useful?  o
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This note was uploaded on 02/20/2009 for the course H ADM 241 taught by Professor Mmccall during the Fall '08 term at Cornell University (Engineering School).

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Marketing lecture 10_27_Notes - 18/02/2009 19:17:00 Marriot...

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