BET430 Chapter Notes - Chapter 3: Selective Exposure Theory
16 Dec 2018
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Black box: the unobservable, internal process taking place within the mind of the prospect as he or she reaches a decision whether or not to buy. Stimulus-response model: a model of behaviour that descri bes the process of applying a stimulus (sales presentation) that results in a response (purchase decision). Mental processes of buying: salespeople seek to understand as much as they can about the mental processes that yield the prospects" responses. People buy for both practical (rational) and psychological (emotional) reasons. Salespeople can use specific methods to help determine the prospects" thoughts during sales presentations. Buyers consider certain factors in making purchase decisions. Influences on buyer behaviour: includes three main categories: Social factors: such as roles, family influence, reference groups, culture, and subculture. Personal factors: such as income, gender, age, and situation. Psychological factors: such as motivation, learning, attitudes, personality, and values. Needs: the basic requirements of human life (food, water, shelter, clothing, security, interaction, and self-fulfillment).
