MARKETNG 305 Lecture Notes - Lecture 7: Problem Solving
Document Summary
When consumers express how good/bad certain people or things are, they are expressing an attitude. They have a direction (positive/negative) and a strength (weak, moderate, strong) Strong attitudes: best prediction of purchasing intentions, and good predictor of consumer loyalty. The moment a consumer realizes he is contradicting himself, he will try to change something. How you feel when you try the product has a large effect on your opinion of the. When i use the product, i feel product. Use positioning map to see if intended positioning matches actual position. Able to see untapped market segments (unoccupied quadrants in the map) How much personal relevance a product or situation has. Consequential, something you absolutely want to get right, then there is involvement. Has an effect on how much effort is put before making a purchase decision. Normal you don"t care about a certain product, but some situation forces you to care.
