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MKT325 final notes - MKT325finalnotes 18:25 Attitudes...

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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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