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February 11 - • Opinions Other Social Influences •...

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February 11, 2008 Perception Determines What Consumers See & Feel Selective exposure – consumers seek out & notice only the info that interests you Selective perception – people weed out or modify ideas that conflict with previously learned attitudes Selective retention – consumers really only remember what they want to remember Perception – how people gather & interpret info from the world around them Learning Determines What Response is Likely Drive Cues – stimuli in the environment that trigger a response Response – an effort to satisfy a drive Reinforcement Attitudes Relate to Buying Attitude – a person’s point of view about something; tend to be learned Belief – an opinion Need to understand attitudes & beliefs Work with existing attitudes Ethical issues may arise Meeting expectations is important Personality & Lifestyle Personality – how people see things Activities Interests
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Unformatted text preview: • Opinions Other Social Influences • Reference groups • Opinion leaders • Culture Adoption Process • Awareness • Interest • Evaluation • Trial • Decision • Confirmation Film: Vermont Teddy Bear • Only major American manufacturer of teddy bears • Resides just south of Burlington, VT • “We are not in the teddy bear business. We’re in the bear business.” • Everyone gets a personal message, dress according to purpose, holiday, vacation, etc., & personalization • What motivates consumers to buy VT Teddy Bears? o Want to be appreciated for buying that “special gift” • Peak demand occurs during predictable times • Advertise over radio • Consumer steps: o Problem recognition o Information search o Evaluation of alternatives o Purchase decision o Post-purchase behavior Negative: no bear arrival, wrong message, delivered late, damage in delivery...
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