ADV 205 exam 2 - Ch. 5 Influences on the consumer...

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Ch. 5 Influences on the consumer decision-making process128 – There are many.-recognize a problem, search for information, evaluate alternatives, choose a product to buy, evaluate the purchase. Interpersonal influences-family/society/culture. Nonpersonal-factors outside consumers control, environment/time/place. Personal process-perception, learning and persuasion, motivation. Perception 129 -the process by which physical sensations(stimuli) are selected, organized, and interpreted (is everything). Stimuli 129 -physical data. Stimuli>sensory receptors>attention (perceptual screens)>cognition (triggers existing thoughts in our minds), stimulus -physical info we receive through our senses Physical data 129 (stimuli)> physiological screens (sensory- sight/hearing/touch/smell/taste)> psychological screens (emotional/innate factors- personality/needs/learned factors)> cognition (awareness/comprehending the stimulus)> mental files (memory-we rank products in our mind) Habit 134 -the acquired behavior pattern that becomes nearly/completely involuntary Attitude 134-acquired mental position regarding some idea or object(evaluations learn/cling to) Learning and type of learning -we cant lean unless we have accurately perceived information & attached meaning to it. Incidental learning -unintentional acquisition of knowledge (repetition). Classical conditioning -pairing of 2 unrelated stimuli (unconditioned stimulus+conditioned stimulus=conditioned response). Operant conditioning -rewards/punishments. Cognitive learning theory Physiological screens - Psychological screens - selective perception (screening information that doesn’t interest us), selective exposure (screening out harmful/threatening messages that are contrary to our view), selective distortion (perceiving messages the way you want to), selective retention. Elaboration Likelihood Model (ELM) 133 and routes to learning- Central route to persuasion - higher involvement w/product/message>attention (product related information)>comprehension (deeper thoughts/more elaboration)>persuasion (product belief/brand attitude/purchase intention) Peripheral route to persuasion -lower involvement w/product>attention (peripheral/nonproduct information)>comprehension (shallow thoughts/low elaboration)>persuasion (nonproduct beliefs/attitude toward ad). Cognitive theory 132 -views learning as mental process of memory/thinking/rational application of knowledge to practical problems. Conditioning theory 132 -treats learning as trial/error process, stimulus triggers need/want & this creates drive to respond which could reward Brand Loyalty 135 -repurchase of a brand continuously, break consumers current habits>acquire new habits>reinforce habits Evoked set 144 -a list of the different brands that you could choose from/list of alternatives Needs and Wants(136) -learning defines these, needs-basic, often instinctive human forces that
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This note was uploaded on 03/19/2008 for the course ADV 205 taught by Professor Bukovac during the Spring '08 term at Michigan State University.

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ADV 205 exam 2 - Ch. 5 Influences on the consumer...

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