PHYS 2102 : Phys6 In Class Quizzes
Document Summary
Understand consumer behavior: consumer behavior = how, consumers make purchase decisions, consumers use and dispose of product. Chapter 6 notes: avoiding information that contradicts the purchase decision, revoking the original decision by returning the product, marketing can minimize dissonance through effective communication with purchasers. Consumer buying decisions and consumer involvement: routine response behavior (least involved, limited decision making (moderately involved, extensive decision making (most involved) What is involvement: the amount of time and effort a buyer invest in the search, evaluation, and decision processes of consumer behavior. Routine response behavior: little involvement in selection process, frequently purchased low cost goods, may stick with one brand, buy first/evaluate later, quick decision. Limited decision making: low levels of involvement, low to moderate cost goods, evaluation of a few alternative brands, short to moderate time to decide. Extensive decision making: high levels of involvement, high cost goods, evaluation of many brands, long time to decide, may experience cognitive dissonance.
