[COMM 336] - Final Exam Guide - Ultimate 28 pages long Study Guide!

• School: Queen's University
• Department: Commerce
• Course: COMM 336
• Professor: Thomas Tandy Dayle

Document Summary

Problem recognition: occurs when consumer sees difference in current and ideal state, co(cid:374)su(cid:373)e(cid:396)s a(cid:396)e(cid:374)"t (cid:894)always(cid:895) (cid:396)atio(cid:374)al. Internal search (memory of information on product: external search (ads, friends, retailers, family, co(cid:374)su(cid:373)e(cid:396)s a(cid:396)e(cid:374)"t always (cid:396)atio(cid:374)al. People do(cid:374)"t wa(cid:374)t to sea(cid:396)(cid:272)h afte(cid:396) a whole day, after a certain amount of time. too much work to search. Do(cid:374)"t seek u(cid:374)(cid:271)iased i(cid:374)fo find adequate but not best info - satisficing: people do(cid:374)"t wa(cid:374)t to sea(cid:396)(cid:272)h afte(cid:396) a whole day, afte(cid:396) a (cid:272)e(cid:396)tai(cid:374) a(cid:373)ou(cid:374)t of ti(cid:373)e. Mis(cid:272)atego(cid:396)ize p(cid:396)odu(cid:272)ts (cid:894)(cid:272)oke is(cid:374)"t wate(cid:396), (cid:271)ut (cid:271)oth (cid:395)ue(cid:374)(cid:272)h thi(cid:396)st(cid:895) Product choice: decision rules (from lowest effort and accuracy to highest) Heuristics (mental rule of thumb, speedy decision) Product signal, market beliefs, country of origin, brand names. A product ca(cid:374)"t (cid:272)o(cid:373)pe(cid:374)sate fo(cid:396) low sta(cid:374)di(cid:374)g o(cid:374) o(cid:374)e a(cid:396)ea (cid:271)y being higher on another. Different ways to evaluate based on attributes: conjunctive rule, disjunctive rule, lexicographic rule, elimination - by aspects rule.