MKT 100 Chapter Notes - Chapter 04: Self-Actualization, Root Mean Square, Elaboration Likelihood Model

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: All

Document Summary

The consumer decision process model represents the steps that consumers go through before/during/after making purchases. Markets often nd it dif cult to determine how consumers make purchasing decision, it is useful for us to break down the process into a series of steps and to examine each step individually. The consumer decision process begins when consumers recognize they have an unsatis ed need/want to go from their needy state to a different, desired state. The greater the discrepancy between these 2 states, the greater the need recognition will be. Consumer needs like these can be classi ed as functional, psychological, or both. Pertain to the performance of a product or service. Materials (gore-tex, polartec, and thinsulate) have been viewed as functionally superior to others that might be used in rugged, high performance outerwear. Knowing that consumers seek out these materials, high end outdoor manufacturers prominently display the material content on each piece of clothing and equipment they offer (eg.