MARKET 1 Lecture Notes - Lecture 12: Vodka
Document Summary
Retrieval: things you can recall without doing any research. Evoked: set of alternatives that you"re going to actually compare: looking for a watch for running, which would be different from what you"re used to. John payne duke university: he is most associated with consumer decision making. We are pretty lazy when it comes to making decisions and we will make shortcuts quite frequently. Ex: subconsciously: correlation inferences, associations (positive or negative) between two attributes, e. g. tall people are . The higher the price the better the quality. In case of price and quality, that"s probably true: athletes- wrong, positive association, negative association. The better the look of a car, the better it"s performance. The higher the cost of a car (negative) the better its performance (positive. We did this study where a mythical brand had 2 advertisements. One ad: this was the best tasting richest flavor.
