MKC1200 Study Guide - Final Guide: Cognitive Dissonance, Marketing Week, Impulse Purchase

• School: Monash University
• Department: Business - Marketing - MKC
• Course: MKC1200
• Professor: Maureen Griffiths

Document Summary

The consumer decision making process: problem recognition. Sensing a diff bw actual state and desired state. Can be provoked by internal stimuli (hunger) or external stimuli (advertisements: information search. Different sources can provide the consumer with information needed; Types of buying decision behaviour-involvement: habitual decision making = little involvement (purchases are routine, limited decision making = seeking limited info to evaluate options, extended decision making = high involvement (seeks comprehensive info, evaluation of alternatives. Consumer processes the info relating to various solutions to help them make a purchase decision. Depends on the individual consumer and their buying situation. Marketers can influence evaluations by presenting their offerings" benefits in a way that reflects the evaluation criteria: purchase decision. Availability plays a big role at this stage: post-purchase behaviour. After purchase, the consumer continues to evaluate their decision. Cognitive dissonance = when a purchaser has second thoughts about their purchase. Communicate with customers to ensure they had a satisfactory experience.