MKTG 471 Chapter Notes - Chapter 3: Selective Exposure Theory
19 May 2018
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Chapter 3 Summary terms
Buyers obtain information from independent sources such as government
reports, news presentations, and reports from product-testing organizations.
Consideration Set
(Evaluation of Alternatives)
A group of brands within a product category that a buyer views as alternatives for
possible purchase.
Evaluation Criteria
(Evaluation of Alternatives)
Objective and subjective product characteristics that are important to a buyer.
Marketers can influence customers by framing the alternatives in a certain way.
Framing probably influences the decision processes of inexperienced buyers more
than those of experienced ones.
Purchase Stage
THE BUYER:
Chooses the product or brand to be bought.
Product availability may influence the decision.
Chooses the seller.
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Document Summary
Buyers obtain information from independent sources such as government reports, news presentations, and reports from product-testing organizations. A group of brands within a product category that a buyer views as alternatives for possible purchase. Objective and subjective product characteristics that are important to a buyer. Marketers can influence customers by framing the alternatives in a certain way. Framing probably influences the decision processes of inexperienced buyers more than those of experienced ones. Chooses the product or brand to be bought. Makes the actual purchase or terminates the process. A buyer"s doubts shortly after a purchase about whether the decision was the right one. Products that are visible to other and/or are expensive. Products that tend to be less expensive and have less associated social risk. Ongoing and long-term involvement with a product or product category. Temporary or dynamic involvement resulting from a particular set of circumstances.
