KIC000076 - • Frequently purchased low cost goods • May...

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:l~ oi~Postpurchase I Behavior Consumers canreduce dissonance by: Seeking information that reinforces positive ideas about the purchase Avoiding information that contradicts the purchase decision Revoking the original decision by retuming the product Chapter 5 Consumer Decision Making ooF'ConsumerBuying Decisions ;;~andConsumer Involv-;.m.,:,u.t Less '" ;)<,,,_,"".'" Involvement "-~ 1;) More Involvement Continuum of Consumer Buying Decisions <-~ ---------,--:> Limited Decision Making Low levels of involvement Low to moderate cost goods Evaluation of a few alternative brands Short to moderate time to decide i Five Factors ,Influencing Decisions , IEritBffi~iiJ _Routine Response Behavior Little involvement in selection
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Unformatted text preview: • Frequently purchased low cost goods • May stick with one brand ttw ),;2 • Buy firstlevaluate later • Quick decision 3 ,Extensive Decision Making • High levels of involvement • High cost goods • Evaluation of many brands • Long time to decide • May experience cognitive dissonance Marketing Implications .of Involvement r . ~'7%''P Low-involvement purchases require: In-store promotion, eye-catching packaqe ..... design, and good displays. Coupons, cents-off, 2-for-1offers Chapter 5 Consumer Decision Making • • • 4 ! Factors Determining the Level of Consumer Involvement 3 .1Ji'Nti~i\ Situation...
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