MKTG 2800 Chapter Notes - Chapter 5: Reinforcement, Selective Perception, Opinion Leadership

• School: University of Denver
• Department: Marketing
• Course: MKTG 2800
• Professor: Ana Babic- Rosario

Document Summary

Consumer behavior definition the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. Purchase decision process the stages a buyer passes through in making choices about which products and services to buy: problem recognition, information search, alternative evaluation, purchase decision, post purchase behavior. Stage 5 post purchase behavior [realizing value: after buying the product, the consumer compares it with their expectations and is either satisfied or dissatisfied. Consumers may skip or minimize one or more stages of the process depending on the level of involvement, the high personal, social, and economic significance of the purchase to the consumer. High-involvement purchases occasions typically have one of three characteristics in the item to be purchased: expensive, can have serious personal consequences, could reflect on one"s social imagine.