MKTG 341 Lecture Notes - Lecture 4: Financial Risk, Cognitive Dissonance

• School: Towson University
• Department: Marketing
• Course: MKTG 341
• Professor: Trevor Illes

Document Summary

Stage 1: need recognition: difference: current state vs. ideal state, need recognition: actual state declines, opportunity recognition: ideal state up. Internal information (memory/internal knowledge: external information (everything but memory) Stage 3: alternative evaluation: assessing value: attributes, beliefs, importance weights, multiattribute attitude models. Models assu(cid:373)e that a (cid:272)o(cid:374)su(cid:373)er"s attitude (cid:894)e(cid:448)aluatio(cid:374)(cid:895) of a(cid:374) attitude object will depend on the beliefs he or she has about several or many attributes of the object: de(cid:272)isio(cid:374) (cid:862)fu(cid:374)(cid:374)el(cid:863) Get produ(cid:272)t i(cid:374)to the pu(cid:271)li(cid:272)"s a(cid:449)are(cid:374)ess set, i(cid:374) order for the(cid:373) to consider to buy it. The set of things that the consumer knows something about. Narrowing it down to the few that you would actually consider. *3 is the magic number for this. Stage 4: purchase decision: buying value: from whom to buy depends on. Stage 5: post-purchase behavior: value in consumption or use: post-purchase satisfaction. Close(cid:374)ess (cid:271)et(cid:449)ee(cid:374) e(cid:454)pe(cid:272)tatio(cid:374)s a(cid:374)d the produ(cid:272)t"s per(cid:272)ei(cid:448)ed performance: post-purchase actions.