HTH 102 Chapter Notes - Chapter 2: Role Theory, Artisan Entertainment, Dental Surgery

• School: Ryerson University
• Department: Hospitality and Tourism Management
• Course: HTH 102
• Professor: Christopher Gibbs

Document Summary

Triggered by an underlying need or need arousal: unconscious minds (e. g. personal identity and aspirations, physical conditions (e. g. hunger, external sources (e. g. marketing activities) Narrow it down to a few alternatives to seriously consider. Search attributes are easy to evaluate, experience attributes and credence attributes are hard to evaluate. Search attributes tangible characteristics consumers can evaluate before purchase: restau(cid:396)a(cid:374)ts: t(cid:455)pe of food, lo(cid:272)atio(cid:374), p(cid:396)i(cid:272)e, t(cid:455)pe of (cid:396)estau(cid:396)a(cid:374)t , help costumers to better understand and evaluate a service reduce the sense of uncertainty or risk associated with purchase. In order to increase sales from customers, services need reduce the risks with decision making. Expectations can be very firm if they are related to attributes that were important to the choice process. Expectations are formed during the search and decision making process. Expectations are heavily shaped by information searches and evaluations of alternatives. Expectation based on: previous experience with a service;