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Lecture 14 8 lecture 14 model of consumer behaviour

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Unformatted text preview: vision Revision Problem Representation Preference Formation In the exam: According to problem representation a consumer will take action to – Discuss how you will use the perceptual process to affect consumers’ problem representation. remove the problem. That is: The world that is perceived is the world that is behaviorally important. Preference formation is a response to problem representation: The variables you can affect are: variables you can affect are: The role of preference formation is to determine which product attributes will best satisfy the need state (i.e.: remove the problem). – Exposure (active information search v. random or passive information search) Utility is the measure of a product’s capacity for need reduction. – Attention (capturing, holding, diverting attention) A consumer’s judgment of a product’s utility: judgment – Integration (Gestalt principles) – Information search (affects the type and amount of information) – Interpretation (association of information with what’s already in memory) – Learning & memory (affects amount of information retained) – Evaluation rules (affect information integration) – Discuss how you will use the perceptual process to affect consumers’ preference construction. 9 10 Lecture 14 Lecture 14 Model of Consumer Behaviour Model of Consume...
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