Chapter 5 - Chapter 5: Understanding consumer behavior....

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Chapter 5: Understanding consumer behavior. Consumer behavior: the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. L01: The consumer purchase decision process consists of five stages. They are problem recognition, information search, alternative evaluation, purchase decision, and postpurchase behavior. Problem recognition (Perceiving a Need ) is perceiving a difference between a person’s ideal and actual situation big enough to trigger a decision. - Realizing what is missing, or not up to date. Information search (seeking value) involves remembering previous purchase experiences (internal search) and external search behavior such as seeking information from other sources. - External search is used when there are insufficient amount of information from the internal search. External information comes from personal sources, such as relative and friends; public sources, including various product-rating org; and marketer- dominated sources, such as information from sellers including ad, company web… Alternative evaluation (Assessing value) clarifies the problem for the consumer by (a) suggesting the evaluative criteria (represents both the objective attributes of a brand and the subjective ones you use to compare different products and brands.) to use for the purchase, (b) yielding brand names that might meet the criteria, and (c) developing consumer value perceptions. - Consideration set- group of brands that a consumer would consider acceptable from the other brands that he or she is aware of. The purchase decision (Buying value) involves the choice of an alternative, including from whom to buy and when to buy. Postpurchase behavior (Value in consumption or use) involves the comparison of the chosen alternative with a consumer’s expectations, which lead to satisfaction or dissatisfaction and subsequent purchase behavior. - Cognitive dissonance: post-purchase psychological tension or anxiety. To alleviate it, consumers often attempt to applaud themselves for making the right choice. Also they would try to degrade the comparable item they did not buy to make themselves feel better.
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L02: Consumers don’t always engage in the five-state purchase decision process. Instead, they skip or minimize one or more stages depending on the level of involvement- the personal, social and economic significance of the purchase. For low-involvement purchase occasions(toothpaste and soap), consumers engage in routine problem solving. They recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternative. For high-involvement purchase occasions (expensive, can have serious personal
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This note was uploaded on 10/21/2009 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).

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Chapter 5 - Chapter 5: Understanding consumer behavior....

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