ADV 318J Chapter Notes - Chapter 5: Brand Loyalty, Customer Satisfaction, Cognitive Dissonance
Document Summary
Consumer behavior: all things related to how humans operate as consumers. Mindshare brands: simple memory based ones: 5. 1: perspective one: the consumer as decision maker. Consumers will have a straight forward way to make decisions about buying products. Post-purchase use and evaluation: 5. 1a: the consumer decision-making process. Need state: arises when one"s desired state of affairs differs from one"s actual state of affairs: accompanied by mental discomfort or anxiety that motivates action. Need recognition set a motion in process that leads to careful evaluation of a product. Internal search: consumer will base information on their own personal experience and prior knowledge: when consumers have considerable prior experience with the product in question, thoughts and feelings about the alternatives may be well established and determine choice. Evoked set: set a of brands that come to mind when a category is mentioned (tide, apple, chevy)
