Chapter 4 - Advertising & Promotion

Front 1

Problem recognition

Back 1

Stage (1) of the consumer decision-making process:

Occurs when the consumer perceives a need and becomes motivated to solve the problem

Front 2

Information search

Back 2

Stage (2) of the consumer decision-making process:

Begin to search for information needed to make a purchase decision

Internal search: scan of information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives

External search: Internet sources, personal choices, public sources

Front 3

Alternative Evaluation

Back 3

Stage (3) of the consumer decision-making process:

Consumer compares the various brands or products and services he or she has identified as being capable of solving the consumption problem

*Evoked set: various brands identified as purchase options to be considered during the evaluation process

Front 4

Functional consequences

Back 4

Concrete outcomes of product or service usage that are tangible and directly experienced by consumers

Front 5

Psychosocial consequences

Back 5

Abstract outcomes that are more intangible, subjective, and personal

Front 6

Purchase decision

Back 6

Stage (4) of the consumer decision-making process:

Consumer must stop searching for and evaluating information about alternative brands in the evoked set and make a decision.

*purchase intention: predisposition to buy a certain brand

*brand loyalty: a preference for a particular brand

Front 7

Post-purchase evaluation

Back 7

Stage (5) of the consumer decision-making process:

The consumer compares the level of performance with expectations and is either satisfied or not

* cognitive dissonance: a feeling of psychosocial tension or post purchase doubt that a consumer experiences after making a difficult purchase choice