AC 114 Chapter 6: Consumer Behavior

• School: FIT
• Department: Advertising and Marketing Communications
• Course: AC 114
• Professor: Suparna Pultinas

Document Summary

The process begins when consumers recognize they have an unsatisfied need, and they would like to go from their actual, needy state to a different desired state. The greater the discrepancy between these two states, the greater the need recognition will be. Wants are goods or services that are not necessarily needed but are desired. Consumer needs can be classified as functional, psychological, or both. Pertain to the performance of a product or service. Length and intensity of the search are based on the degree of associate with a product or service perceived risk associated with purchasing the product or service. Buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences. Buyer seeks information outside his or her perceived knowledge base to help make the buying decision. They might fill in their [personal] knowledge gaps by talking with friends, family or a salesperson.