BU352 Chapter Notes - Chapter 5: Personal Knowledge Base, Scale-Invariant Feature Transform, Determinant
Document Summary
Advertising, altering physical layout of store, showing customers how they can enhance their image . The perceived benefit vs perceived cost of search (is it worth time and effort to search for info) The locus of control: internal locus means customers believe they have control over outcomes which means more time is spent searching; external local means customers believe fate controls outcomes which means less time searching. Actual or perceived risk: higher risk = more search. Performance risk: involves the perceived danger inherent in a poorly performing product or service. Financial risk: risk associated with a monetary outlay (includes initial cost and costs associated with use) Social risk: involves the fears that consumers suffer when they worry others might not regard their purchases positively. Physiological/safety risk: risk associated with the fear of actual harm should the product not perform properly. Psychological risk: associated with the way people will feel if the product or service does not convey the right image.
