MARK 201 Lecture Notes - Lecture 4: Selective Exposure Theory, Cognitive Dissonance, Cognitive Psychology

• School: Concordia University
• Department: Marketing
• Course: MARK 201
• Professor: Ralph Nobel

Document Summary

Note: figures 6. 2 through 6. 6 inclusive from the text show important concepts. Buyer decision process (5 stages) text fig 6. 5. Problem or need recognition discrepancy between actual & desired states internal & external triggers. Sources of information: personal, commercial, public & experiential. Influenced by level of involvement (interest) in the decision. External search: personal, commercial, public, experiential sources of information. Evaluation procedure depends on the consumer & the buying situation. Attributes & importance weights are chosen as criteria. Alternatives compared against the criteria individualistic nature of decision making. Two factors intercede between purchase intentions & the actual decision: Satisfaction: relationship between consumer expectation & perceived performance. Influences on consumer behaviour: 4 categories psychological, personal, social & cultural. Note: students should note all of the influences in the text as only select areas will be covered. 5 levels of needs ranging from the most basic ones (physiological) to the most complex (self-actualization)