Management and Organizational Studies 1021A/B Lecture Notes - Lecture 6: Sheena Iyengar, Cognitive Dissonance, Consumer Reports

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Hayden Woodley

Document Summary

Purchase decision process: stages that a buyer passes through when making choices about which products or services to buy. Has five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Online and mobile technology has allowed consumers to make faster and more informed decisions: problem recognition: perceiving the a need. Occurs when a person realizes that the difference between what he or she has and what he or she would like to have is beg enough to actually do something. What i have is different from what i want to have. After recognizing the problem, consumers begin to search for information about what product or service might satisfy the newly discovered need. What can i do to solve this problem . Information can be deliberate or passive and even accidental . Internal search: they may scanning memory for knowledge of or previous experiences with products or brands.