Feb 5th, 2008 - favorite brand and forget about the bad...

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Principles of Marketing February 5,2008 Personality: Refers to someone consistent behavior and responses to recurring definitions. Self Concept : A way a person sees herself/himself and the way they believe others see them. a) Someone’s actual self concept-how people honestly see themselves. b) Ideal self concept- how people would like to see themselves. Perception : As the process, by which an individual selects, organizes and interprets info to create meaning. a) Selective perception- when consumers filter info so that only some of it is remembered by the conscious mind even only moments after consumers are exposed to info. b) Selective exposure- Occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent with attitudes and beliefs. c) Selective comprehension- Involves introduction to information so that it is consistent with attitudes and beliefs. d) Selective retention- consumers are likely to remember good points about a
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Unformatted text preview: favorite brand and forget about the bad points about a favorite brand however the exact opposite tends to happen with a brand we don’t favor ( consumers are likely to forget about the goods points and remember the bad). Brand loyalty: Favorable towards attitudes and consistent purchases of a single brand over time. Note : A consumers resources include physiological, physical and material capabilities. \ Perceived risk: Represents anxiety felt because consumer cannot anticipate outcomes of purchase but believes there might be negative consequences. Motivation: Energy that stimulates behavior to satisfy a need. Three motivations inspiring consumer behavior: 1) Ideas- standards or principles to which you live by. 2) Achievement- What someone has succeeded in doing with effort. 3) Self expression- conveying one’s own importance, wishes needs or opinions....
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Feb 5th, 2008 - favorite brand and forget about the bad...

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