MKT 3000 Chapter Notes - Chapter 6: Cognitive Dissonance, Decision Rule, Purch Group
Document Summary
Dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives. Success of wearable technology how consumers perceive it and thus that"s how they behave towards it. To understand consumer behavior, we must ask why people buy goods or service. Consumers recognize unsatisfied need to a different desired state. The greater the discrepancy between these two states the greater the need recognition. Wants are goods or services that are not necessarily needed but are desired. Pertain to performance of a product or service. Pertain to the personal gratification consumers associate with a product and/or service. Successful marketing requires determining the correct balance to appeal to firms target markets. Regardless of required search level, there are two key types of information search. Buyer examines his or her own memory and knowledge about product or service fathered through past experience.
