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Chapter 6

MARK 3000 Chapter Notes - Chapter 6: Neuromarketing, Conversion Marketing, Determinant

Course Code
MARK 3000

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Chapter 6 Consumer Behavior
Consumer Behavior Concepts
- The process of buying
- Why we make the purchase decisions that we do
What makes us tick?
What makes us purchase what and when we do?
Involvement and Consumer Buying Process
- Purchase decision
High Involvement
o Greater attention (less frequent)
o Deeper processing
Develops strong attitudes and purchase intentions
Low involvement
o Less attention (habit/routine)
o Peripheral processing jingles/endorsements
Generates weak attitudes and increased habit
- Difference between the two is risk level!
Low Involvement Purchases
- Characteristics
Low cost, standardized, not important, low risk
- Type of buying process used
Routine response behavior/ habitual
- How marketers try to influence
In store promotion (shelf liner coupons/packaging)
Link to high-involvement issue (tissue example linking with emotion)
- Peripheral route to persuasion
High Involvement Purchases
- Characteristics
Important to consumer
Risk is present
Consumer spends time and effort purchasing
- Central route to persuasion
For High Involvement items
- Consumers see substantial differences between alternatives
- Process used is extensive
Extended (high involvement) Decision Making Process
1. Need Recognition
How do marketers get
us at each step?
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