Chapter+Five_shortened

Chapter+Five_shortened - Marketing 350 Fall 2010 Chapter...

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Click to edit Master subtitle style Marketing 350 Fall 2010 Chapter Five: Consumer Behavior
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Chapter 5 Introduction Ø Consumer behavior -- “the mental and emotional processes and ”
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Chapter 5 Introduction (continued) Ø Note : definition includes decision processes
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Influences on Consumer Behavior Ø Please consider Exhibit 5.2 » Depicts an individual consumer’s decision influenced by: 1. 2. 3. 4.
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Why is Understanding of Consumer Behavior Important? Ø Size of Ø Changes Ø Consistent with
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Six Influences on the Persuasion Process Ø Reciprocity » You should purchase from e.g., premiums/gifts
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Six Influences on the Persuasion Process Ø Commitment/Consistency » Purchase is consistent with e.g., Foot-in-the- door--“Even a penny will help”
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Six Influences on the Persuasion Process Ø Authority » Authoritative/expert spokesperson e.g., Christie Brinkley extolling the virtues of exercise equipment
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Six Influences on the Persuasion Process Ø Social Validation » Many others e.g., Milk mustache
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Persuasion Process Ø
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This note was uploaded on 02/14/2011 for the course MKTG 350 taught by Professor Worsham during the Fall '10 term at South Carolina.

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Chapter+Five_shortened - Marketing 350 Fall 2010 Chapter...

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