MKTG 207 Lecture Notes - Lecture 4: Brand Loyalty, Web Banner
Document Summary
As involvement increases, consumers will increase their internal and external search, increase their decision-making criteria and make it more complex, increase alternatives, and increase post purchase evaluation. Nominal decision making, also known as habitual decision making, involves no decision making, but instead it"s when a problem is recognized, and then long-term memory provides a single preferred solution in the form of a brand. This brand is then purchased, and evaluation occurs only if that brand fails to perform as expected. This decision making has a very low involvement. The nominal decision-making process occurs in two different ways, brand loyalty purchases and repeat purchases. Brand loyalty purchases occur when you"ve gone through an extensive decision-making process once and now purchase the same brand without deeply researching it. Repeat purchases occur when a consumer does not see much of difference between brands and buy a product that simply satisfies them.
