Chapter_05-ilearn

Chapter_05-ilearn - Chapter 5 Advertising, Integrated Brand...

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1 Chapter 5 Advertising, Integrated Brand Promotion and Consumer Behavior
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2 Consumer Behavior Perspectives: 1. Consumers are Systematic Decision Makers Maximizing the benefits from purchases defines the purchase—consumers are deliberate 1. Consumers are Active Interpreters Cultural/social membership defines purchases Consumers are “meaning makers” in their consumption Consumer Behavior: a wide spectrum of things that affect, derive from, or form the context of human consumption.
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3 Consumer Decision-Making: The Consumer as a Systematic Decision Maker The Consumer is: Logical Purposeful Acts in a “sequential” manner in making decisions
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4 The Consumer Decision-making Process 1. Need recognition Functional or Emotional benefits 2. Information Search and Evaluation Internal and External search Consideration Set Evaluative Criteria 3. Purchase 4. Post-purchase use and evaluation Customer satisfaction Cognitive dissonance
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5 Cognitive Dissonance 1. The purchase price is high 2. There are many close alternatives 3. The item is intangible (example?) 4. The purchase in important 5. The item purchased lasts a long time The feelings of doubt and concern after a purchase is made. Dissonance increases when
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6 Modes of Consumer Decision-Making: Vary by Involvement and Experience 1. Involvement Interests and avocations Risk—high price or long term commitment High symbolic meaning to purchase Deep emotion attached to purchase 1. Experience More experience, more astute consumer
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Chapter_05-ilearn - Chapter 5 Advertising, Integrated Brand...

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