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

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Arsenio( Archie) Bonifacio

Document Summary

Consumer behaviour: the actions that a person takes in purchasing and using products and services (mental and social) Purchase decision process: the stages that a buyer passes through in marketing choices about which products/services to buy 5 stages: problem recognition. Evaluative criteria: factors that represent both the objective attributes of a brand and subjective ones you use to compare different brands. Cognitive dissonance: feeling of post-purchase psychological tension or anxiety. Involvement: the personal, social, and economic significance of the purchase to the consumer. 3 characteristics: expensive, serious personal consequences, could reflect social image. Extended problem solving: all five stages of the consumer purchase decision process is used in the purchase (cars) Limited problem solving: seek some info or rely on a friend, limited amount of criteria (toaster) Routine problem solving: little effort seeking external information and evaluating alternatives (milk) Situational influences: have an impact on your purchase decision process: the purchase task, social surroundings, physical surroundings, temporal effects, antecedent states.