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Chapter 6

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


Department
Marketing
Course Code
MARK 3000
Professor
Grantham
Chapter
6

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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?
find more resources at oneclass.com
find more resources at oneclass.com
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