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Chapter Slides - 2010 Carmen Maye 1 A wide spectrum of...

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9/26/10 1 © 2010 Carmen Maye
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9/26/10 2 A wide spectrum of things that affect, derive from, or form the context of human consumption. Two Perspectives: 1. Consumers as “Systematic Decision Makers.” 2. Consumers as “Social Beings.”
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9/26/10 3 Logical Purposeful Act in “sequential” manner in making decisions. 1. Need Recognition Functional or Emotional Benefits 2. Information Search, Evaluation Internal and External Search Consideration Set Evaluative Criteria 3. Purchase 4. Post-Purchase Use, Evaluation Satisfaction Cognitive Dissonance
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4 Feelings of doubt and concern after a purchase is made. (“Buyer’s Remorse”) Increases when: 1. Purchase price is high 2. Are many close alternatives 3. Item is intangible 4. Purchase is important 5. Item purchases lasts a long time Can influence “mode” of decision making. 1. Involvement Interests and avocations Risk: high price or long-term commitment Purchase has high symbolic meaning Deep emotion attached to purchase 2. Experience
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Chapter Slides - 2010 Carmen Maye 1 A wide spectrum of...

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