SMG MK 323 Chapter Notes - Chapter 6,7: Personal Knowledge Base, Cognitive Dissonance, Customer Satisfaction
11 Oct 2016
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Document Summary
Functional needs pertain to the performance of a product or service. Psychological needs pertain to the personal gratifications consumers associate with a product and/or service. Internal locus of control people believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities. External locus of control consumers believe that fate or other external factors control all outcomes. Universal sets include all possible choices for a product category. Retrieval sets brands that can be readily brought forth from memory. Evoked set comprises the alternative brands or stores that the consumer states he or she would consider when making a purchase decision. Evaluative criteria consist of salient, or important, attributes about a particular product. Determinant attributes are products or service features that are important to the buyer and on which competing brands or stores are perceived to be different.
