MCS 1000 Chapter Notes - Chapter 5-6: Consumer Reports, Selective Perception, Reinforcement

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Arsenio Bonifacio

Document Summary

Consumer behaviour: the actions that a person takes in purchasing and using products and services, including the mental and social processes. Purchase decision process: the stages that a buyer passes through in making choices about which products and services to buy: the consumer purchase decision process has 5 stages, problem recognition. The 1st step, is perceiving a difference between a person"s ideal and actual situations that is big enough to trigger a decision. Noting as a first-year university student that your high school clothes are not in style that other students are wearing: information search. After recognizing a problem, the consumer starts the 2nd step. Internal search: when you scan your memory for previous experiences with products or brands. External search: when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low. The 3rd stage of the purchase decision process.