BU352 Chapter Notes - Chapter 5: Adidas, Cognitive Dissonance, Personal Knowledge Base
Document Summary
Needs are likely to satisfy both of these needs (buying adidas shoes) Marketers can use reminder advertising (placing eggs near bread) Hair is important, you might go search for the best salon. External search for information buyer seeks out information outside their personal knowledge base to help make buying decision. External locus of control fate or external factors control outcomes: actual or perceived risk; the higher risk, the more consumer is likely to engage in extensive research. Performance risk perceived danger of product/service financial risk cost of the item, and cost of using the item. Social risk fear that consumers worry about what others think about their purchase. Physiological risk fear of an actual harm from the product. Psychological risk way people feel if product or service doesn"t convey the right image (if it looks good: type of product or service.
