COMM 296 Chapter Notes - Chapter 5: Personal Knowledge Base, Supercut, Decision Rule
Document Summary
Consumer decision process: need recognition: when consumers recognize they have an unsatisfied need and want to go from their actual, needy state to a different, desired state (greater difference = greater the need) Functional needs: pertain to the performance of a product or service. Psychological needs: pertain to the personal gratification consumers associate with a product or service (ie. supercut vs upscale salon) Successful marketing is finding correct balance between both needs: information search: length and degree of search based on degree of perceived risk associated with purchasing the product/service. Internal search for information: when buyer examines his/her own memory and knowledge about the product or service, gathered through past experiences. External search for information: when buyer seeks information outside personal knowledge base to help making decision. Perceived benefit vs perceived cost of search: is the time spent researching worth it. Internal vs external locus of control: more research if believe in internal locus of control.
