Mar-3023 Chapter Notes - Chapter 7: Impulse Purchase
Document Summary
Includes five stages: problem recognition, occurs when a buyer becomes aware of a difference between a desired state and an actual condition. Internal search- buyers search their memories for information about products that might solve their problem. This group of brands is sometimes called a consideration set: to assess the products in a consideration set, the buyer uses evaluative criteria: objective characteristics and subjective characteristics, purchase. In this stage, the consumer chooses to buy the product or brand yielded by the evaluation of alternatives: postpurchase evaluation, cognitive dissonance- dou(cid:271)ts i(cid:374) the (cid:271)uyer"s (cid:373)i(cid:374)d a(cid:271)out (cid:449)hether purchasing the product was the right decision. Impulse buying involves no conscious planning and stems from a powerful urge to buy something immediately. Psychological influences on the buying decision process: primary psychological influences on consumer behavior are perception, motives, learning, attitudes, personality and self-concept, and lifestyles, perception, the process of selecting, organizing, and interpreting information inputs to produce meaning.
