Kaufentscheidungsprozess

Question 1

Buying Process/ Kaufentscheidung

Answer 1

1. Need recognition/ Problemerkennung
2. Search/ Informationssuche
3. Evaluation + Choice/ Bewertung der Alternativen
4. Purchase/ Kaufentscheidung
5. Consumption + Evaluation/ Verhalten nach Kauf

Question 2

Arten von Kaufentscheidung

Answer 2

-Impulsiv
-Habitualisiert
-Extensiv
-Limitiert

Question 3

Search phase - Information processing

Answer 3

-Exposure + attention
-Perception + comprehension
-Opinion formation + opinion change
-Memory

Question 4

Elaboration Likelihood Model

Answer 4

-Central route (rational): high elaboration/ involvement; opinion based on central cues -> important, diagnostic information
-Peripheral route (emotional): low elaboration/ low involvement; opinion based on peripheral cues -> moods, feelings

Question 5

Cognitive dissonances

Answer 5

-Unpleasant state of psychological arousal resulting from inconsistency between attitudes and behavior
-Typically in post-purchase stage