Lecture ch05

Lecture ch05 - Lecture Chapter 5 1 3/3/08 Lecture Notes...

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Lecture Chapter 5 3/3/08 Lecture Notes Textbook Chapter 5 Consumer Behavior Learning Outcome Objectives Understand how consumer cognitive (thinking) processes and limitations, affect, beliefs, social influences, and other contextual factors influence consumer decision making, choices, and behavior Appreciate how these insights can be used to design and implement effective marketing strategies Appreciate individual and segment differences in process and outcome Consumer Problems and Recognition Consumer problem: Discrepancy between ideal and actua l state--e.g., consumer: has insufficient hair is hungry has run out of ink in his or her inkjet cartridge Problems can be solved in several ways --e.g., stress reduction <----- vacation, movie, hot bath, medication Consumer Decisions: Theory and Reality in Consumer Buying 1
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Lecture Chapter 5 Approaches to Search for Problem Solutions Internal Search Memory Thinking External Search Word of mouth Media Store visits Trial **For low involvement products, efforts aimed at affecting internal search tend to be more effective—the consumer is usually not willing to expend energy on external search. **External search is more likely for higher involvement products. Evaluation Type
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This note was uploaded on 09/07/2008 for the course BUAD 307 taught by Professor Morristowns during the Spring '07 term at USC.

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Lecture ch05 - Lecture Chapter 5 1 3/3/08 Lecture Notes...

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