Quiz 3 Flashcards
What are the main factors that affect the customer decision-making (CDM) process
Marketing mix
Situational factors
Social factors
Psychological factors
Situational factors
Who are you buying for & how does this store influence consumers
Social factors
How do brand ambassadors influence
What are psychological influences
The influence of the environment on the way you think, feel, and act
What do psychological influences include
Perception, learning, motivation, and attitude
Perception
Process by which people select, organize, and interpret stimuli into a meaningful and coherent picture. (Understanding your environment)
What is a stimulus
Any unit of input that affects our senses
Describe the process of perception
Sensation –> when a stimulus makes contact with your body
Pattern recognition –> where you match stimuli with long term memory
Perception (understanding) –> not always reality
Five barriers to perception
Selective exposure Selective attention Selective comprehension Selective distortion Selective retention
Selective exposure
Consumer notice certain stimuli and ignores others
Selective attention
Just noticeable difference - just the amount a stimulus has to change to get you to notice it
Subliminal perception - When you notice the ad, but do not perceive it
Selective comprehension
Don’t interpret the stimuli correctly
Selective distortion
Consumer changes or distorts information that conflicts with feelings or beliefs
Selective retention
Consumer remembers only that information that supports personal beliefs
What accurately describes perception
The process of understanding stimuli in the environment
