COMM 299 Lecture Notes - Lecture 6: Cognitive Dissonance, Observability
11 Feb 2017
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Do(cid:374)"t i(cid:373)(cid:373)ediately focus o(cid:374) (cid:373)o(cid:374)ey a(cid:374)d reve(cid:374)ues. Form ideas and vision as early as possible. Consumer decision making journey: problem recognition: discrepancy between their current state and their desired of ideal state. Top-of-mind awareness: first product that comes to mind. External information search: consult family, friends etc. Consideration or evoked set: brands being considered: evaluation of alternatives. Alternative-based evaluation: example -> weight, screen size etc. Attribute-based evaluation: example -> price: selection and purchase. Inertia: not doing anything differently, buying what we always buy unless given the motivation not to (ex: bonus packs, gift with purchase etc. ) Want to reduce cognitive dissonance and the discomfort from it. Expectation and perceived quality -> dis/confirmation of expectation -> Product characteristics that facilitate purchase: complexity in understanding the product, compatibility with customer values, relative advantage over substitutes, observability of the potential benefits of purchase, trialability.
