MKT 3305 Lecture Notes - Lecture 6: Consumer Behaviour, Marketing Communications, Observational Learning
Document Summary
Decision-making behaviors are influenced by a variety of factors. Internal, situation, and social factors influence consumer behavior. Amount of effort expended in decision-making varies according to the following: level of involvement, perceived risk. Consumers use different approaches depending on the amount of effort: habitual problem-solving, limited problem-soling, extended problem-solving. The amount of effort consumers put forth in arriving at a decision varies according to the decision itself. Customers who engage in extended problem-solving follow each of the steps outlined in the consumer-decision making process: problem recognition. Information search: evaluation of alternatives, product choice, post purchase evaluation. If the benefits and experience delivered exceed expectations, customers are satisfied, but when advertising overpromises what the product can do, or consumers form unrealistic expectations through other means, dissatisfaction will occur. Decision-making effort varies based on levels of perceived importance and risk. Marketing can trigger problem recognition and facilitate consumer progression through the decision process.
