MKTG2112 Lecture 2: MKTG2112 WEEK 2

• School: University of Sydney
• Department: Marketing
• Course: MKTG2112
• Professor: Julie Francis

Document Summary

Situational influences: physical, time, social, task and antecedent. Information search: problem, alternative evaluation, outlet selection, purchase, post purchase activities. Illusion of agency and control over our decision making process- instead we are often irrational in our decision making process. Level of concern or interest in the purchase process triggered by the need. Risks associated with making the wrong decision influence the purchase involvement level. Habitual decision making- limited decision making- extended decision making. Limited attention likely to be given to alternatives. Internal information search- make up decision in mind: product location and availability is critical- do(cid:374)"t pro(cid:373)pt (cid:272)o(cid:374)su(cid:373)ers to look at other (cid:271)ra(cid:374)ds, reminder advertising to reinforce wisdom of choice. Post purchase dissonance: regretting decisions post purchase, thinking of wisdom of purchase decision. Extended decision making process: high involvement with extensive information search and complex evaluation of alternatives, anticipate consumers seeing and comparing brands: addresses key features and differences.