COMM 296 Chapter Notes -Elaboration Likelihood Model
Document Summary
Or what you hope to become: what influences consumers behaviour (class generated, surrounding individuals (others opinions, the image of the product associating self with the image, personal image, economic situations, promotions and discounts, personal interests. Factors affecting the consumer decision process: (diagram in textbook: marketing mix. Purchase situation, shopping situation, temporal state: social factors. Family, reference groups, culture: psychological factors. Lifestyle: situational factors, override or at least influence the psychological and social issues that induce. A thrifty person needs to buy something expensive for a wedding. Because it is befitting for the wedding occasion. The store uses techniques when consumer is shopping to induce one to buy. Crowding: cause people to not buy. How our state of mind is, which alters preconceived notions. Morning people function better in morning than night, may not think about purchasing while shopping at night. Person with mood swing may alter consumer behaviour: social factors. One of the most significant determinants of buying.
