MKT 340 Chapter Notes - Chapter 5: Normative Social Influence, Cognitive Dissonance

• School: Iowa State University
• Department: Marketing
• Course: MKT 340
• Professor: Daniel Malliet

Document Summary

Consumer buyer behavior refers to the buying behavior of inal consumers who are individuals and households that buy goods and services for personal consumpion. All of these inal consumers combine to make up the consumer market. All the individuals and households that buy or acquire goods and services for personal consumpion. This igure shows that markeing and other simuli enter the consumer"s black box and produce certain responses. Marketers must igure out what is in the buyer"s black box. The what, where, and when of consumer buying behavior can be measured. But it"s very diicult to igure out the whys of buying behavior (that"s why it"s called the black box). Marketers spend a lot of ime and money trying to igure out what makes customers ick. Consumer purchases are inluenced strongly by cultural, social, personal, and psychological characterisics, as shown in this igure. This igure shows that the buyer decision process consists of ive stages.