MGCR 352 Lecture Notes - Lecture 7: Sodium Bicarbonate, Air Filter, Habituation
20 Mar 2016
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Document Summary
The study of the processes involved when consumers purchase use, Detecing a diference between the perceived actual state (dry skin) and a plausible desired state (sot and smooth skin) - diference has to exceed a threshold so that consumers feel the need to purchase something to ill the gap. Markeing research to understand needs: exploratory markeing research to gain insight into consumers needs. E. g. focus groups, ethnographic research (observe customer in daily life) Atenion: thinking about the simulus, the amount of cogniive resources focused towards a simulus. Limits of atenion: limited atenion span, clutered markeing environment (adverising in all possible places, huge frequency of ads, direct mail, telemarkeing, huge number of products) How to grab atenion: promote voluntary atenion (connect with consumer"s needs by making the message relevant to their current plans, intenions, goals, and persuade them to volunteer their atenion in return for some tangible beneits).
