MGMC02H3 Chapter Notes - Chapter 11: Statistical Hypothesis Testing, Controllability, Confirmation Bias
Document Summary
Post-decision regret a feeling that one should have purchased another option: may feel regret even if you have no info about the un-chosen alternatives. Direct control of the company to have consumers acquire knowledge through processes limited due to low credibility skeptical about claims: consumers assume that messages are intended to persuade them to buy . Experiences during acquisition, consumption, or disposition are important sources of consumer knowledge: more motivated to learn under these circumstances. Experiencing an event is more involving and interesting than being told about. Becoming too attached to the alternatives may feel uneasy after making it choice: info acquired from experience is more vivid easier to remember. Info gained is not always accurate biased and erroneous. Info about attributes that must be experienced by 5 senses exert a stronger influence on future behaviour when coming from experience or product trial vs. ads or wom. Repeated exposure to ads can approximate the effect of direct experience.
