Management and Organizational Studies 1021A/B Lecture Notes - Lecture 6: Menlo Park, California, Learning, Rock Music

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Hayden Woodley

Document Summary

Mos lecture 6 consumer behaviour part 1. Definition: stages that a buyer passes through when making choices about which products or services to buy. Problem recognition: perceiving that you have a need a. i. What i currently have what i want to have ii) Information search: find information about what products or services might satisfy the need a. i. Scan memory for knowledge of or previous experiences with products or brands a. ii. Advertising: we can influence this stage by putting the ads right where the consumer will see it, or need it iii) Evaluation of alternatives: evaluative criteria: objective and subjective attributes that one considers to compare different products and brands (ex. When to buy: when to buy may depend on b. i. Finances v: we can influence this by advertising our sales or promotions. Definition: personal, social, and economic significance of a purchase to the customer. Milk and salt may be low involvement, while cares and computers may be high involvement.