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Lecture 4

ADM2320 Lecture 4: Lecture 4-ADM2320

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Ajax Persaud

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Lecture 4 Chapter 4 ADM2320 Step 1: Need Recognition the beginning of the consumer decision process; occurs when consumers recognize they have an unsatised need and want to go from their needy state to a different desired state Functional Needs pertain to the performance of a product or service Psychological Needs pertain to the personal gratication consumers associate with a product or service Step 2: Information Search Factors Affecting Consumers Search Process Internal Locus of Control refers to when consumers believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities External Locus of Control refers to when consumers believe that fate or other external factors control all outcomes
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