MCS 1000 Chapter Notes - Chapter 5-6: Opinion Leadership, Snow Blower, Liquid Oxygen

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Raffi Sarmazian

Document Summary

Extended: each of the 5 stages are used, time and effort on external info search and identifying and evaluating alternatives is used, used in high-involvement purchases (cars, audio systems) Limited: consumers seek some info/rely on a friend to evaluate alternatives, several brands might be evaluated using different criteria, can be used when choosing a toaster or if you should go out or make lunch at home. Routine: little effort seeking external info and evaluating alternatives, low-involvement for low-priced, frequently purchased products, can be used when buying groceries. Situational influences: have an impact on your purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states. Motivation: energizing force that causes behaviour that satisfies a need, maslo(cid:449)"s hie(cid:396)a(cid:396)(cid:272)h(cid:455) of needs. Personality (cid:396)efe(cid:396)s to a pe(cid:396)so(cid:374)"s (cid:272)o(cid:374)siste(cid:374)t (cid:271)eha(cid:448)iou(cid:396)s o(cid:396) (cid:396)espo(cid:374)ses to (cid:396)e(cid:272)u(cid:396)(cid:396)i(cid:374)g situations. Selective: selective exposure, co(cid:374)su(cid:373)e(cid:396)s a(cid:396)e(cid:374)"t e(cid:454)posed to all i(cid:374)fo/(cid:373)essages i(cid:374) the (cid:373)a(cid:396)ketpla(cid:272)e (cid:894)(cid:449)at(cid:272)hi(cid:374)g.