MKTG 301 Lecture Notes - Lecture 3: Subliminal Stimuli, Cognitive Dissonance, Selective Exposure Theory
Document Summary
Fe brua ry 16, 2016 - ma rke ting note s. Unde rs ta nding cons ume r be ha vior. Cons ume r be ha vior = how cus tome rs ma ke purcha s e de cis ions a nd how cons ume rs us e a nd dis pos e of a product. Cons ume r de cis ion-ma king p roce s s - a five -s te p proce s s us e d by cons ume rs whe n buying goods or s e rvice s. Re s ult of a n imba la nce be twe e n a ctua l a nd de s ire d s ta te s. Ne e d re cognition is the firs t s ta ge in the de cis ion-ma king proce s s. Any unit of input a ffe cting one or more of the five s e ns e s :
