MKT-3010 Lecture Notes - Lecture 6: Determinant
Document Summary
Low (cid:3) (cid:3) (cid:3) (cid:3: limited problem solving. Impulse (buying candy off the shelf at the checkout) Difference in your current state and where you want to be. Stimuli: internal (already knowing your hungry, external (when someone makes you realize your need) Needs: functional (performance of a product, psychological (based on your experience) Actual or perceived risk (safety risks, physiological risks, etc. ) Attribute sets: universal sets from memory) Retrieval sets (options you know and can bring forth. Inert (brands you know that you neither like nor dislike) Inept (brands you know that you do not like) Evaluative criteria and services: determinant attributes (characteristics/features of products. Attributes of a new apartment=proximity to campus, price, wifi, individual bedrooms/bathrooms, safety, pool, parking, etc. Determinant attributes-features of products that are important to you and differentiate the different options: decision heuristics (focus on one or three common shortcuts of decision making=price, brand, and package) (cid:3) (cid:3)
