MKBU 3225 Lecture Notes - Lecture 5: Blockout, Cognitive Dissonance, Selective Perception
Document Summary
Consumer behavior: actions of a person when purchasing, using & discarding of product/service rendered which includes dmp (decision making process) 2 variables affect dmp: psychological (yourself) and sociological (social grouping you are a member of & interact with) variables. Have to determine what type of purchase routine or extensive problem solving: information search. Research brands & attributes: evaluate alternatives. Perceived risk uneasy of purchase before purchase (financial risk: ex: do i really need it, what if something better comes along, etc, purchase. Companies try to make consumers comfortable w/ purchase by easing the pain after purchase through offers of refund if dissatisfied, letters to customers, etc. Psychological variables: perception: selecting, organizing & interpreting information to create a world around you (very personal & uses all your senses) Subliminal perception is perception below the sensory threshold (theory is subconscious influences the conscious)