M1S2: Perspectives On Consumer Behavior 3 Flashcards
- Learned predispositions to respond to an object
- Theoretically summarize consumer’s evaluation of an
object - Represent positive or negative feelings and
behavioral tendencies
Attitudes
- Attributes of product or brand provide basis on which
consumers form attitudes - Consumers attach different levels of importance to
different attributes
Mutliattribute attitude model
● Beliefs concerning specific attributes
● Consequences that are activated
Salient Beliefs:
- Combining product knowledge, meanings, and beliefs
to evaluate alternative
Integration processes
Decision Rules
Heuristics:
Affect referral decision rule:
Selection is
made on basis of overall impression or
summary evaluation evaluation of various
alternatives under considerations.
Affect referral decision rule:
simplified decision rules
customers use for purchase decisions
Heuristics:
Predisposition to buy a certain brand by matching
purchase motives with attributes of brands considered
Purchase Intention
Preference for a particular brand that results in
repeated purchases
Brand Loyalty
Postpurchase Evaluation
Satisfaction or Dissatisfaction
Psychological tension
experienced after a difficult purchase choice.
Cognitive dissonance:
occurs when consumer’s expectations
are met or exceeded.
Satisfaction
occurs when product performance is
below expectations.
Dissatisfaction
- Based on the stimulus–response orientation (S–R).
Behavioral Learning Theory
- Learning occurs as result of responses to external stimuli in the environment.
Learning
