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Oct 14 - Consumer Behaviour, Part III

Oct 14 - Consumer Behaviour, Part III - Consumer Behaviour...

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Consumer Behaviour, Part 3 October 14, 2009 Instructor: Tamar Milne
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Agenda Consumer decision process Factors affecting search Evoked set model Evaluative criteria Cognitive dissonance Types of buying decisions For next class... 2
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Consumer Decision Process High-involvement decisions: high potential for social or economic consequences Low-involvement decisions: routine; little risk 3 Need Recognition Search Alternative Evaluation Purchase Post-purchase Feedback
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Factors Affecting Search Processes Perceived benefits vs. perceived costs Locus of control internal vs. external Level of risk actual or perceived Type of product Convenience products Shopping products Specialty products 4
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Evoked Set Model All brands Known brands Acceptable brands Purchased brand Rejected brands Unacceptable brands Overlooked brands Unknown brands 5 Evoked Set
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Evaluation of Alternatives Consumer evaluates evoked set based on personal
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