COMM 296 Study Guide - Comprehensive Midterm Guide: Personal Knowledge Base, Impulse Purchase, Root Mean Square
Document Summary
The consumer recognizes they have a need to be ful lled. Functional need: pertains to performance of a product or service. Needs vs wants (not necessarily needed, but desired) Psychological needs - personal grati cation consumers associate with a product or service: search for information. Search for info about the various options that exist to satisfy the needs. When the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences. Occurs when the buyer seeks information outside his or her personal knowledge base to help make the buying decision. Perceived bene ts vs costs: is it worth the time and effort to search for info about a product or service. Internal locus of control: refers to when consumers believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities.
