BU352 Chapter Notes - Chapter 4.2: Cognitive Dissonance, Relate, Impulse Purchase
Document Summary
Factors influencing consumer buying decisions: can be influenced by several factors; psychological (influences internal to consumer), social factors (family, etc. Friends, family: 4) esteem needs allow people to satisfy their inner desires; respect, confidence, tec, 5) self-actualization occurs when feel completely satisfied with life and how you live (ex. Ideally, agreement exists among these components, when there is incongruence, cognitive dissonance may occur (ex. Buy one brand b/c of price, but is less safe) Providing rewards for purchasing behaviours, 3) enhancing a consumer"s self-image: ex. In-store demonstrations: promotions, packaging, temporal state state of mind at particular time can alter preconceived notions of what is going to be purchased (ex. Involvement and consumer buying decisions: consumers involve in two types of buying process/decisions depending on level of involvement; extending problem solving for pricey goods, limited problem solving for habitual purchases. Involvement consumer"s degree of interest or concern in the g/s.
