Lecture 8 - Information Search

Lecture 8 - Information Search - LECTURE 8 Information...

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9 | 1 Karthik Easwar Consumer Behavior LECTURE 8 Information Search
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9 | 2 Karthik Easwar Consumer Behavior Stages Surrounding Problem Recognition and Purchase Problem Problem Recognition Recognition Information Information Search Search Options Options Assessment Assessment Purchase Purchase Decision Decision Post-Purchase Post-Purchase Evaluation Evaluation Feedback Feedback
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9 | 3 Karthik Easwar Consumer Behavior Key Concepts Consumer problem recognition Internal search External search
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9 | 4 Karthik Easwar Consumer Behavior Chapter Overview: Problem Recognition and Information Search (Exhibit 9.2)
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9 | 5 Karthik Easwar Consumer Behavior Problem Recognition Ideal State: Where we want to be Actual State: Where we are now
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9 | 6 Karthik Easwar Consumer Behavior Problem Recognition Perceiving a difference between an ideal and actual state motivates a person to act http://www.youtube.com/watch_popup?v=42E2
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9 | 7 Karthik Easwar Consumer Behavior Ideal States, Actual States, Problems and Solutions Ideal State Where Does It Come From? Actual State Solution My computer runs smoothly all the time Based on expectations of what should be My computer is freezing on me - Call technical support - Buy a new computer I want to be as thin as Kate Moss Based on goals, needs, or aspirations I am not nearly as thin as Kate Moss - Go on a diet - Get a personal
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Lecture 8 - Information Search - LECTURE 8 Information...

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