MKTG 181 Study Guide - Midterm Guide: Multichannel Marketing, Reverse Auction, Product Bundling

• School: Santa Clara University
• Department: Marketing
• Course: MKTG 181
• Professor: Kumar Sarangee

Document Summary

Consumer behavior - including the mental and social processes that come before and after these actions. The actions a person takes in purchasing and using products and services, Alternative evaluation - how the consumer assesses value for a product. Are the factors that represent both the objective attributes of a brand and the subjective ones a consumer uses to compare different products and brands. Purchase decision - from whom to buy and when to buy. Cognitive dissonance - when a customer feels anxiety when they are faced with. Involvement - two or more highly attractive alternatives. The higher the involvement, the more time, effort, and research the customer will do between brands. Using repetitive advertizing to reduce cognitive dissonance. Purchase task reason for engaging in decision. Social surroundings presence of others during purchase decision. Antecedent states consumer"s mood or amount of cash on hand.