MKT 220 Lecture Notes - Lecture 4: Selective Exposure Theory, Cognitive Dissonance, Consumer Behaviour
Document Summary
Cognitive dissonance- buyer doubts the purchase was the right one- looks for reassurance. Physical surroundings, social, time, reason for purchase, mood. Routinized- buying frequently purchased, low cost items w little search effort (bread, milk) Limited purchase products occasionally or when info is needed about unfamiliar brand (clothes) Extended- unfamiliar, expensive, or infrequently bought products (cars, phones, houses) Psychological- determine by general behavior- perception, motives, attitudes, personality. Social- forces other people exert on buying behavior- roles, family, ref group, social class, culture. Problem recognition: become aware that a problem exists (discrepancy) Information search: internal (memory) and external (ask friends) Evaluation of alternatives: use a consideration set; group of brands as alternative for purchase. Purchase: choosing the product to be bought based on evaluation- availability and choice of seller. Consumer behavior- people who buy for personal use, gifting, and household use. Selective exposure- process of selecting inputs to be exposed to and ignoring others.
