COM 250 Lecture Notes - Lecture 7: Selective Exposure Theory, Cognitive Dissonance

• School: University of Victoria
• Department: Commerce
• Course: COM 250
• Professor: Saeed Rahman

Document Summary

The result of an imbalance between and actual and desire state. Internal stimuli: things you experience, ie. hungry or thirst: external stimuli: things that influence you based on outside sources, ie. your friends, an ad. Marketing aims to create wants on the part of the customer, a want is a particular product or service that the consumer believes could satisfy an unfilled need. A group of the most preferred alternatives resulting from an information search which a buyer can further evaluate to make a final choice. Decision confirmation: reaffirming the wisdom of a decision a consumer has made (ie. after-sales follow-up and service/ongoing brand support) . Cognitive dissonance: the tension that a consumer experiences after recognizing an inconsistency between behaviour and values or opinions. Interest: previous experience, perceived risk of negative consequences, situation, social visibility. Clothes for school versus for your first job interview. Factors that affect the consumer decision making process.