MKT-410 Study Guide - Final Guide: Cognitive Dissonance, Planned Obsolescence, Test Market
Document Summary
The consumer decision making process: a 5 step process used by consumers when buying goods or services. Internal information search: the process of recalling past information stored in the memory. What is the relationship between them? (remember the book says evoked and consideration set are the same but we discussed differently). Awareness sets: includes both evoked set and consideration set, as well as brands not recalled and brands not considered. Evoked sets: a group of brands resulting from an information search from which a buyer can choose. These include the brands that a customer does not like and/or has had a bad experience with. Consideration sets: this is brands from the evoked set which the customer would actually consider. The disliked brands will not be in this set. Cognitive dissonance: inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.
