MKT 100 Chapter Notes - Chapter 5: Viral Marketing
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MKT 100 Full Course Notes
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Consumer behaviour: the actions a person takes in purchasing a product, including the mental and social process. Purchase decision process: stages a buyer goes through when buying a product. Problem recognition: finding a need for the product. Alternative evaluation: brand names being a factor. Purchase decision: where and when t buy. Post purchase behaviour: after buying, either satisfied or not. Evaluation criteria: thing to consider about a product, its availability and its prestige. Consideration act: the popular brands among the rest. Cognitive dissonance: feeling of post purchase psychological tension or anxiety. Involvement: the personal, social, and economics significance of the purchase to the consumer. Situational influences: have an impact on your purchase decision process. Motivation: the energizing force that causes behaviour that satisfied a need. National character: similarities between people in a society. Self concept: the way people see themselves and the way they believe others see them.
