Management and Organizational Studies 1021A/B Lecture Notes - Lecture 6: Sheena Iyengar, Meta-Analysis, Menlo Park, California

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Michael Aloisio

Document Summary

Consumer behavior: actions a person takes in purchasing and using products and services. Purchase decision process: stages that a buyer passes through when making choices about which products or services to buy. Is not one single action, is a series of actions. Five stages: problem recognition: perceiving a need. A person realizes that the difference between what he or she has and what he or she would like to have is big enough to actually do something about it. When actual state moves away from ideal state: need recognition. Customer gathers data in order to make an informed choice about how to solve their problem. Internal search: scan memory for knowledge of or previous experience with products. External search: personal source (relatives and friends); public source (product-rating organizations); market-dominated source (advertising, company website, salespeople, displays), commercial sources, experiential sources (try yourself). Accidental: have answers shows up (results of advertising)