personality and lifestyle

personality and lifestyle - Perception Determines What...

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Perception Determines What consumers see and feel Selective Exposure o Customers seek out and notice only the information that interests them Selective Perception o How people gather and interpret information from the world around them o They screen out or modify ideas messages and info that conflict with previously learned attitude Selective Retention o They want only what they really want Learning determines what response is likely Drive Cues o Stimuli in the environment that trigger a response Response o Effort to satisfy a drive Attitudes Relate to Buing Attitude: a point of view about something o Tends to be learned Belief: an opinion Need to understand attitudes and beliefs o They can both affect buying and the decision to buy Work with existing attitudes o Attitudes are difficult to change, especially if they’re negative o One unsatisfied customer will tell 12 people, satisfied customer will tell 3 Ethical issues may arise o If you say something that’s not right it becomes an issue
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This note was uploaded on 04/22/2009 for the course MKT 320F taught by Professor Miller during the Spring '08 term at University of Texas.

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personality and lifestyle - Perception Determines What...

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