10 modeling succor dominance affiliation belonging

Info icon This preview shows pages 10–23. Sign up to view the full content.

View Full Document Right Arrow Icon
10 Modeling Succor Dominance Affiliation Belonging Achievement Status Self-esteem Play Avoid hunger Safety Order Self-control Independence Novelty Cognitive stimuli Sensory stimuli Variety Functional Symbolic Hedonic Social Non Social Q1-2
Image of page 10

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
11 How do needs  differ from  wants? Food
Image of page 11
12 Search for information 2 From where? How much? Why care?
Image of page 12

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
13 Concept Concept Concept Concept Concept Concept Concept Internal (memory)
Image of page 13
14 Personal Non-personal How  much? Product experience Involvement Risk Benefit/cost (value) Time availability Attitude toward shopping Personal factors Situational factors Q3 & 5 Q4
Image of page 14

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
15 Perception  or reality? Why care?
Image of page 15
16 Stimuli Exposure 1 Attention 2 Comprehension 3 Memory 4 Marketing Mix
Image of page 16

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
17 3 What alternatives? How? Why care? Evaluation of alternatives
Image of page 17
18 Brand B Brand D Brand G Brand B Brand D Brand F Brand E Brand G Brand A Brand C Brand H Universal Set Retrieval Set Evoked Set
Image of page 18

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
19 How evaluate? Affect-based Attribute-based Overall feeling evoked by an alternative Evaluate using determinant attributes Rational
Image of page 19
20 Attribute Importance of  attribute Eval. I x E Eval. I x E Convenient  location 3 7 21 4 12 Affordable  price 2 3 6 5 10 Convenient  hours 2 7 14 5 10 Variety of  classes 1 2 2 5 5 Total 43 37 24 Hour Fitness Crunch Compensatory
Image of page 20

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
21 Determinant Attributes Importance Evaluation Evaluation I x E I x E 1 2 3 4 5 Brand A Brand B Q6-8
Image of page 21
22 Noncompensatory Attribute Importance Crunch 24 Hour Fitness Clarke Convenient  location
Image of page 22

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 23
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern