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5 Cards in this Set

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  • Back
Consumer Behavior
totality of consumers decisions with respect to the acquisition, consumption, and disposition of goods, services, tme , and ideas by decision making units over time; aquisition-buying, leasing, gifting, stealing...; decision making units-family, company, organization...; totality...over time-includes pre-, during, and post-purchase; more than just products
A>Need Recognition
need-discrepancy between actual and ideal state, both mentally (Psychologically) and physically (Utilitarian); marketing can influence perception of needs
B>Information Search
1.internal search (think about brands from memory, finite, 3-5 items)
2.external search (research from Internet, friends, shopping around, salesman, etc)
*influenced by motivation: high means more external research and low means more internal research
C>Evaluation of Alternatives
influenced b motivation
Multi-Attribute Model
rate importance of each attribute from 1 to 7: Ii and rate each attribute from -3 to +3: bi