MKT 4350 Lecture Notes - Lecture 16: Cognitive Dissonance, Customer Satisfaction
9 Sep 2016
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Document Summary
The feelings of doubt and concern after a purchase is made. Dissonance increase when: the purchase price is high, there are many close alternatives, the item is intangible, the purchase is important, the item purchased lasts a long time. Key psychological processes in advertising: attitude, overall evaluation of an object person or issue on continuum=like/dislike; positive/negative, brand attitude, summary evaluations that reflect preferences for various products and services, salient beliefs, small number of key beliefs. Five to nine salient beliefs typically form the critical determinants of attitudes: multi-attribute attitude models (maams, 1. Attributes consumers use to compare brands: 2. Group of brands that are focal point of decision effort: 4. Knowledge and feelings consumer has about various brands: information processing and perceptual defense, cognitive consistency impetus. Strongly-held beliefs to make efficient decisions: advertising clutter. Large volume of ads causes overload: selective attention. Most ads are ignored because they do not fit consumer"s need state.
