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Oct 9 - Consumer Behaviour, Part II

Oct 9 - Consumer Behaviour, Part II - Consumer Behaviour...

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Consumer Behaviour, Part 2 October 9, 2009 Instructor: Tamar Milne
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Agenda Influences on consumer behaviour Psychological factors For next class... Midterm exam details and study tips 2
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What Influences Consumer Behaviour? 3 Consumer Behaviour Psychological Factors Social Factors Cultural Factors Situational Factors Marketing Mix
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Attitudes Three components: Cognitive: information or knowledge; beliefs Affective: feelings or emotional reactions Behavioural: tendencies to act in a certain way Change in response to inconsistencies Marketers can: Provide evidence of benefits; correct misconceptions Spark emotional connections Engage buyers in new behaviour (e.g. with free trial) 4
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Changing Attitudes 5
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Perception The meaning we apply to stimuli we receive Depends as much on what people want or expect to perceive as on actual stimuli Selective exposure Selective attention Selective comprehension Selective retention Marketers must find ways to break through perceptual screens 6
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