COMM 3451 Study Guide - Midterm Guide: High There, Consumer Behaviour, The Item
30 Apr 2019
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Document Summary
Chapter 5: advertising, integrated brand promotion, and consumer behavior. Consumer behavior: a wide spectrum of things that affect, derive from, or from the context of human consumption. Evaluative criteria (different criteria to compare the brands in the consideration set: purchase, post-purchase use and evaluation. Cognitive dissonance: the feelings of doubt and concern after a purchase is made. The item purchased lasts a long time. Extended problem solving: deliberate, careful search (high involvement, low experience) Limited problem solving: common products, limited search (low involvement, low experience) Variety seeking: switch brands at random (low involvement, high experience) Brand loyalty: conscious commitment to find same brand each time purchase is made (high involvement, high experience) Brand attitude: summary evaluations that reflect preferences for various products and services (overall attitude towards something) Five to nine salient beliefs typically form the critical determinants of attitude (why you feel the way you do, specific reasons you like something) Obstacles advertisers must overcome to reach the consumer:
