MKT 100 Lecture Notes - Lecture 11: Cognitive Dissonance, Leon Festinger, Coffeemaker

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Mary Foster

Document Summary

Problem or need identification: consumers recognize they have an unmet need -> need can come from a new for performance (ex. Coat is not warm enough), or a psychosocial need (ex. Marketers remind consumers that they have needs in 2 ways: reminder advertisement for current products. Stores can also change the layout of stores (positioning) to remind patrons of their needs (plan-o-grams) Search for alternatives: starts with internal search (brands consumer knows leading to repeat purchases) then to an external search (seeking advice of friends, family, or the internet) Search depends on: cost of product, perceived risk of purchase, type of product. Marketers try to make their brand easily accessible on all platforms so that consumers on the search can locate and learn about their brand. Evaluate alternatives: consumers develop a set of criteria to assess the brands on the shortlist of potential loyalty. Goose jacket has passed with: warmth, style, price, a hood, and appealing colour.