COMM 296 Chapter : Consumer Behaviour
Document Summary
Evaluation: purchase, postpurchase, needs recognition, recognizing unsatisfied need, need state --. Desired state: greater the discrepancy, greater the need recognition. Need to be able to run (runners) Equipment to be able to do something: psychological needs. High heels not to walk but to look sexier. Length of search depends on the perceival of risk associated with purchasing the product. Memory of how the purchase was: external search for information. The perceived benefits versus perceived costs of search. Is the cost of searching worth it. Internal locus of control: believe they have control of their actions. External locus of control: external factors control actions. I can"t search and find info, i"ll be forced to buy this certain product. Speciality goods/services there is a preference to find the best one (right car, right ring, could be right toothbrush). May take a long time to get the product, but no time in deciding it.
