Types of Consumer Decisions
o Purchase involvement is
Triggered by need to consider a particular purchase, and so
The level of concern for, or interest in, the purchase process,
It is a temporary state influenced by the interaction of individual
The totality of the individuals thoughts and feelings having reference to himself or herself as an
Actual Self Concept who I am now
Ideal Self-Concept who I would like to be
Private Self-Concept how I am or would like
The Nature of Situational Influence
Situational influence includes all those factors particular to a time and place that do not follow
from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect
The Nature of Motivation
Motivation is the reason for behavior.
A motive is a construct representing an unobservable inner force that stimulates and compels a
behavioral response and provides specific direction to that response.
Attitudes & Influencing Attitudes
An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive
processes with respect to some aspect of our environment.
Attitude Component Consistency