MKTG 3104 Chapter Notes - Chapter 6: Conversion Marketing, Weighted Arithmetic Mean, Personal Knowledge Base
Document Summary
Need recognition -> information search -> alternative evaluation -> purchase -> Need recognition the beginning of the consumer decision process; occurs when consumers recognize they have an unsatisfied need and want to go from their actual, needy state to a different, desired state. Functional needs pertain to the performance of a product or service. Psychological needs pertain to the personal gratification consumers associate with a product or service. Internal search for information occurs when the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences. External search for information occurs when the buyer seeks information outside of his or her personal knowledge base to help make the buying decision. Internal locus of control refers to when consumers believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities.
