MCS 1000 Lecture Notes - Lecture 5: Mouthwash, Cognitive Dissonance, Selective Perception

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Archie Bonifacio

Document Summary

The stages a buyer passes though in making choices about which products and service to buy. Information search: through internal search which is searching your memory for previous experiences w the product or external search which is asking personal (family) or public sources (product rating) how the product is. Purchase decision: whom to buy and when to buy. Cognitive dissonance: feeling of post purchase psychological tension or anxiety e. g. should you have purchased the other product. To alleviate it you ask (cid:862)do you like it? (cid:863) Depending on the level of involvement the purchase decision process does not need to be used. Low involvement purchases include toothpaste and soap and high involvement include electronics. Lots of time is dedicated to an external search and evaluating alternatives. Rely on a friend to help evaluate alternatives. Consumers recognize the problem and make the decision. The purchase situation will affect the decision process. Antecedent states: consumers mood or amount of cash on hand.