COMM 223 Chapter Notes - Chapter 6: Cognitive Dissonance, Theory Of Reasoned Action, Reinforcement
12 Dec 2016
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Document Summary
It tends to be more important when the product is visible to others whom the buyer respects: word-of-mouth influence can have a powerful impact on consumer buying behaviour. This phenomenon usually happens naturally: marketers of brands subjected to strong group influence must figure out how to skills, knowledge, personality, exert social influence on others. Assumes that people are largely unaware of the real psychological forces motives that even the buyer may not fully understand. Suggests that a person"s buying decisions are affected by subconscious: motivation research refers to qualitative research designed to probe consumers". Consumer screens out most of the information to which they are exposed. Consumer interprets information in a way that will support what they already believe. It becomes a motive when it is directed toward a particular stimulus object: cues are minor stimuli that determine when, where, and how the person responses.
