MKT325 final notes
18:25
Attitudes:
Attitudes from Information Search + alternative/evaluation + Purchase
Information Search to Purchase
Strategy Implications:
Information search through purchase
Ex: any product class example
There is the world out there of all available brands. Consumer out there is
motivated to purchase an item that we sale but there are competitors out
there also selling the same item.
ALL AVAILAVLE BRANDS
Awareness set: Consumer has some awareness of brand (external i/s and congitive
1) Internal Information Search 2)External Information 3) cognitive 4) affective 5)
Behavioral Intention
set: (concerned about battery life)
Some positive recognition about (evoked set) *cognitive/affective
Brand Chosen (behavioral)
Brand Purchased
Some that consumers have negative about (inept set)
Some that I have general awareness of but neutral (inert set)

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- Spring '08
- STAFF
- sports car, 6 seconds, Behavioral Intention, Attitude Models
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