BU352 Chapter Notes - Chapter 5: Second Cup, Starbucks, Elaboration Likelihood Model
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2013. (cid:120) to understand consumer behaviour, we must ask why people buy products/services/specific brands. (cid:120) people buy one product or service instead of another because they perceive it to be the better value. If the (cid:120) regardless of the required search level, there are two key types of info: internal and external. 1 | n a t a s h a p a r k. 2013: perceived benefits vs. perceived costs of search. Is it worth the time and effort to search for info about a product or service? (cid:198) is it an important life-changing expensive item or just eggs: the locus of control. Those with an internal locus of control believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities. With an external locus of control, consumers believe that fate or other external factors control all outcomes so it doesn"t matter how much information they gather.
