Chapter Five Outline - Chapter 5 Understanding Buyer...

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Chapter 5 Understanding Buyer Behavior and the Communication Process
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Consumers as Decision Makers Exhibit 5.1 Consumer Decision Making
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Consumers as Decision Makers, Continued Marketers need a keen understanding of their consumers as a basis for effective brand communication. This understanding begins with a view of consumers as systematic decision makers who follow a predictable process in making choices among products and brands. Stage 1 —The process begins when consumers perceive a need (functional or emotional). Stage 2 —It proceeds with a search for information (internal or external) that will help in making an informed choice through alternative evaluation (structured by the consideration set and by applying evaluative criteria). Stage 3 —The search-and-evaluation stage is followed by purchase . Stage 4 —Then, in postpurchase use and evaluation , cognitive dissonance can be encountered and customer satisfaction is ultimately determined.
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Consumers as Decision Makers, Continued
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Modes of Decision Making Some purchases are more important to people than others, a fact that adds complexity to consumer behavior. To accommodate this complexity, marketers think about the level of involvement that attends any given purchase. High or low involvement and experience with a product or service category determine the mode of consumer decision making: Extended problem solving —high involvement, low experience Limited problem solving
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This note was uploaded on 02/29/2012 for the course ADV 300 taught by Professor Hall during the Spring '08 term at University of Illinois, Urbana Champaign.

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Chapter Five Outline - Chapter 5 Understanding Buyer...

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