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Information Search
Alternative Evaluation
Purchase Decision
Change in the desired state-Reference Groups, Novelty Seeking Behavior Change in both the states-Change in financial position, Changes in Family
Perceptual Process
Selecting Information -Selective Exposure: Exposed to many but select only a few -Selective Distortion: Distortion (misinterpretation) of the received message -Selective Retention: Retaining the information that is relevant
Perceptual Process
Perceptual Organization: Organize the received information in a meaningful manner. Interpretation: Interpretation as per the expectations and familiarity with the brand
Integration Process
Consumer uses decision rules to evaluate & integrate the options that are under consideration. Decision rules are of two types : -Compensatory Decision Rules: Evaluation of each attribute in terms of its importance. -Non Compensatory Decision Rules: If a brand falls short of the cut off point set by the consumer on a single attribute the brand is rejected.
Impulse buying
Marketing communication campaigns Reference groups
Cognitive Theory
This theory works on the premise that the way a person thinks about or perceives a particular subject will influence his response and behavior.