MKF2111 Chapter Notes - Chapter wk 7 : Impulse Purchase, Confirmation Bias, Operant Conditioning
22 Aug 2018
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: perceived difference between actual state (current) and potential state (desired) Where does actual and ideal states comes from: actual states are likely coming from subjective analysis (i have no clothes), rather than objective (hunger). Thus, they can be easily influenced: ideal states come from, internal factors: personal goals or aspirations, external factors: culture/environment, friends, marketers (advertising). Marketer goals is to: create a problem in consumer mind, create a new ideal state, create dissatisfaction with actual state, positioned their product as the solution to that problem. Information search: internal search: recalling info from memory. Depend on their mao (high mao, extensive internal search) More knowledge (expertise), the more customer rely on their internal search. What kind of info they could recall: factors influencing brands recall. Immediate environment: at home, remember places went with family. Diagnostic info: attributes that distinguish brand from another. : one hotel includes breakfast and another hotel don"t. Then free breakfast becomes diagnostic info to me.
