Chp 4 Flashcards
Why is consumer behaviour important?
-It could alienate the group you’re trying to target
-could create backlash and boycotts
-create a product no one wants
How to get good consumers?
Selecting, securing, using and disposing well
Types of consumer decision relations
Effort vs no
Cognitive vs emotional decisions
Involvement definition
How important is the situation: needs/value/interest
4 types on quadrant
Brand loyalty/problem solving
B laziness/ variety seeking
A caveat?
Non purchase decision
Cognitive Factors of decision making
Product: -utilitarian need
- if a lot of info needed to choose
Some people are more cognitive than others
Emotional Factors of decision making
Meet hedonic need (fashion desert)
Experimental products (movie music)
Some are more emo
Decision Life Cycle
- Need recognition
- Info search -> LT need to asses what might be the best close to want-need gap
- Evaluation of alt
- Choice
- Post choice eval
Influences can be
Enduring involvement or situational involvement
Riskier decisions
Search for more info
Types of risk:
Physical
Social
Psychological
Functional
Choices 2 types of models
Non compensatory model:
———xxx———x——>
Utility
Compensatory model:
^
|O
——->
|o
Decision maker use what models irl
Both
Post purchase eval
Inconvenience -> need recognition
Convenient -> choice
Worse/expectation/better
Sources of influences
Internal external
^ need reco ^choice
