CB_Session_8&9 .pdf - MKT 3605 Consumer Behavior...

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1 MKT 3605: Consumer Behavior SESSION 8&9: CONSUMER DECISION MAKING PROCESS NEED RECOGNITION & SEARCH PROFESSOR MATHUR
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2 The Consumer Decision Process Stages of the Consumer Decision Process Need Recognition Search Information Processing Evaluation & Choice Purchase Consumption Post-Purchase Evaluation Divestment Influences on the Decision Process Types of Decision Processes
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3 The Consumer Decision Process Need Recognition Consumption & Evaluation Purchase Evaluation & Choice Information Processing Search External Divestment Internal Exposure Attention Comprehension Opinion Formation Storage Dissatisfaction Satisfaction
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4 Exposure Exposure: to what & when? Selective exposure Overexposure Attention Limits of attention How to grab consumers’ attention? When attention is not sufficient Comprehension How do consumers believe? Miscomprehension Exposure – Attention – Comprehension
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5 The Consumer Decision Process Need Recognition Consumption & Evaluation Purchase Evaluation & Choice Information Processing Search External Divestment Internal Exposure Attention Comprehension Opinion Formation Storage Dissatisfaction Satisfaction
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6 Exposure: To What? Consumers are exposed to: Firsthand Experience Secondhand Information Advertising Word-of-Mouth – Social Media and the ECHO CHAMBER Reviews Experience seems more diagnostic How can you increase firsthand experience? Is it really more diagnostic?
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7 Click-to-Mortar Online only retailers Lured back to brick Resurgence of Urban Spaces Exposure Trialability - Innovation Advertising, Visibility NYC and SF Pop-Up Stores successful First step in larger expansion
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8 Click-to-Mortar: Amazon??? AMAZON BOOKSTORE Locations AMAZON POP-UP STORE Locations
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9 Firsthand Experience: Lickable Ads The Wall Street Journal, February 13, 2008
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10 Exposure: When Do Consumers Detect Stimuli?
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  • Spring '16
  • luca petruzzellis

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