ADV 344K Study Guide - Final Guide: A.D. Vision, Consumer Behaviour, Kfc
Document Summary
Consumer behaviour- is defined as all things related to how humans operate as consumers. Consumer behavior from two different perspectives: psychological: what happens in the consumer"s head. It portrays consumers as systematic decision making makers who process information, including information from advertisers: social beings: who behave largely as a function of social circumstance and forces. Two different perspectives at looking at the exact same people. Consumers are psychological, social, cultural, and economic and many of the exact same behaviors. beings all at the same time. Why you buy kfc rather than wendy"s is a function of psychological, economic, sociological, anthropological, historical, and other forces: perspective one: the consumer as a decision maker. Many consumption episodes can be conceived as a sequence of four basic stages: need recognition, information searches and alternative evaluation, purchase, postpurchase use and evaluation. A need state arises when one"s desired state of affairs differs from one"s actual state of affairs.
