Mar 3503 Lecture Notes - Lecture 4: Action Potential
Document Summary
Decisions require a choice between different behaviors. Marketers are interested in consumers" purchase behaviors. The key process in consumer decision making is the integration process by which knowledge is combined to evaluate two or more alternative behaviors and select one. The outcome of the integration process is a choice, represented cognitively as a behavioral intention (bi). All aspects of affect and cognition are involved in consumer decision making. Consumer decision making is a goal-directed, problem-solving process. Consumer problem solving is a continuous stream of interactions among: Exhibit 7. 2 - a generic model of consumer problem solving. The generic model often provides an imperfect account of actual problem-solving processes. Involve multiple, continuous interactions among consumers" cognitive processes, their behaviors, and aspects of the physical and social environment. Most involve multiple problems and multiple decisions. End goals, which are the basic consequences, needs, or values that consumers want to achieve or satisfy. A set of subgoals organized into a goal hierarchy.
