MGMT 105 Lecture Notes - Lecture 9: Kobe Bryant, Yelp
Document Summary
Psychological variables inluencing a buyer"s behavior personality and. Lifestyle choices, percepion, perceived risks, learning, aitudes; implicaions of diferences in these psychological variables for markeing strategy; Percepion determines how a consumer uses informaion to create a meaningful picture of the world by. Percepion is important for marketers because people selecively perceive what they want and it afects people"s purchasing behavior. Selecive exposure: consumers seek out and noice only the informaion that interests them. Selecive comprehension: people screen out or modify informaion that conlict with previously learned aitudes and beliefs. Selecive retenion: consumers remember only what they really want to remember. Consumers cannot completely anicipate the total outcome of a purchase. Durable goods: consumers expect to receive a ime stream of services from the product. Experience goods: consumers do not know of the beneits of the product without using it irst. Aitudes: a consumer"s point of view determining how he/she responds to an object or class of objects.
