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Chapter

COMM 296 Chapter Notes -Elaboration Likelihood Model


Department
Commerce
Course Code
COMM 296
Professor
Tamar Milne

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Comm 296: Chpt 5
Section 202
Class 5
Jan 20, 25, 11
“You eat what you are” Or what you hope to become
What influences consumers behaviour (class generated)
Surrounding individuals (others opinions)
The image of the product associating self with the image
Personal image
Economic situations
Promotions and discounts
Personal interests
Factors Affecting the Consumer Decision Process: (Diagram in textbook)
2. Situational Factors
Override or at least influence the psychological and social issues that induce
one to buy
PURCHASE SITUATION
Ex. A thrifty person needs to buy something expensive for a wedding.
Because it is befitting for the wedding occasion.
SHOPPING SITUATION
The store uses techniques when consumer is shopping to induce
buying
Store Atmosphere
Marketing Mix
PRODUCT, PRICE, PLACEMENT,
PROMOTION
Situational Factors
Purchase situation, shopping
situation, temporal state
Social Factors
Family, reference groups,
culture
Psychological Factors
Needs motives
Attitudes
Perception
Learning
Lifestyle
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Salespeople
Crowding
Cause people to NOT buy
Instore demonstration
Promotions
Packaging
TEMPORTAL STATE
How our state of mind is, which alters preconceived notions
Morning people function better in morning than night, may not think
about purchasing while shopping at night
Person with mood swing may alter consumer behaviour
3. Social Factors
FAMILY
ONE OF THE MOST SIGNIFICANT DETERMINANTS OF BUYING
BEHAVIOUR
Will the entire family consume it?
Children largely shape the buying (gifts, school related things, snacks)
The most important role depends on the product
Best campaigns target all of the five
REFERENCE GROUPS
One of more persons whom a consumer will use as a basis for what
they should buy
Ex. Family, friends, coworkers, famous people, opinion leaders, trend-
setters (LULULEMON AMBASSADOR PROGRAM)
Reference group offers:
Information
Providing rewards for purchasing behaviours
Enhancing consumers self-image
Feeling part of the group (feeling cool in the group)
Can influence consciously or subconsciously
SOCIAL REFERENCE GROUPS
Direct (member)
ex. Class, Sauder students, those in same major
Indirect (non-member)
Aspirational
Would love to be part of that group
Ex. Wanting to be a exchange student
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