MCS 1000 Chapter Notes - Chapter 5: Subculture, Viral Marketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: tba

Document Summary

Consumer behaviour: actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. Purchase decision process: stages a buyer passes through in making choices about which products and services to buy. Evaluation criteria: factors that represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands. Consideration set: group of brands that a consumer would consider acceptable from among all the brands which he or she is aware. Involvement: personal, social, and economic significance of the purchase to the consumer. Motivation: energizing force that causes behaviour that satisfies a need. Personality: persons consistent behaviours or responses to reoccurring situations. National character: distinct set of personality characteristics common among people of a country or society. Self-concept: way people see themselves and the way they believe others see them.