Positive mood increases giving encourages consumers to seek variety and their

Positive mood increases giving encourages consumers

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Positive mood increases giving, encourages consumers to seek variety and their willingness to try new things Inducing Positive Moods circle6 In service encounters circle6 Transaction mechanics circle6 Service personnel circle6 Physical setting circle6 In marketing communications circle6 Media placement – medium is part of the message circle6 Message aspects – claims, emotional music, pictures, etc.
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6 Involvement circle6 A heightened state of awareness based on importance that motivates consumers to seek out, attend to, and think about product information prior to purchase. circle6 Two types of involvement circle6 Situational – tied to a particular situation/circumstance and specific product circle6 Enduring – tied to a product category; persistent over time and across different situations Causes of Consumer Involvement circle6 Personal factors circle6 Product’s image and needs it serves are congruent with a consumer’s self-image, values and needs barb2right high involvement circle6 Product factors circle6 The greater the perceived risk the greater consumer involvement circle6 The more alternatives there are to choose from, the greater the involvement circle6 The higher the hedonic value of goods, the greater the involvement circle6 The more socially visible a product is, the greater the involvement Causes (continued) circle6 Situational factors circle6 Social pressure can significantly increase involvement circle6 The imminence of the decision heightens involvement circle6 Irrevocable purchase decisions heighten involvement Values circle6 “A value is a belief that some condition is preferable to its opposite.” circle6 General core values tend to define a Culture. circle6 Cultures can be differentiated by the relative differences they place in their core values. circle6 The different arrays of rankings comprise a culture’s value system.
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7 Motivational Conflicts circle6 Approach-Approach Conflict circle6 The consumer must choose between two desirable outcomes (eg., new car versus 12 month trip around the world).
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