MKTG 3104 Chapter Notes - Chapter 6: Customer Satisfaction, Cognitive Dissonance, Impulse Purchase
28 Sep 2016
School
Department
Course
Professor
Document Summary
Internal search for information - buyer examines his/her own memory and. 1. knowledge about the product, gathered through past experiences: external search for information - occurs when the buyer seeks information outside of his/her personal knowledge base to help make the buying decision. Internal locus of control - consumers believe they have some control over the outcome of their actions: external locus of control - consumers believe that fate or other external factors control all outcomes. Universal sets - include all possible choices for a product category. Retrieval set - includes those brands or stores that consumer can readily bring forth from memory. Compensatory decision rule - consumer is evaluating alternatives and trades off one characteristic against another, such as good characteristics compensate for bad ones. Multi-attribute model - compensatory model of customer decision making based on the notion that customers see a product as collection of attributes.
