4aug16sem1_lesson4_student-文庫吧資料
2025-03-11 23:08本頁面
【正文】 ? Maintain Product Quality ? Avoid Stockouts ? Repetitive reminder advertising ? Low Involvement for Challenger ? Break habit ? Getting brand into consideration set Consumer Involvement ? High Involvement: ? Provide more information through ads, personal selling, social media, PR ? Generate consumer engagement and experience ? Manage post purchase dissonance Consumer Involvement ? What about mobilephones? Mobile Phone Buying Process ? Think carefully about your experiences in the purchase of the mobile or smart phone you are currently using. Try to recall your personal encounters and reconstruct the process you went through and the influences which affected the process. What concepts covered in this lesson are applicable and what are not? Do put in some time to think through and recall your buying experiences carefully. ? What is the buying process you go through in this purchase? What are the steps or phases and what happened at each stage? Draw a flowchart to depict this process and be ready to show the class through the visualizer when called upon by your instructor. 515 Influences on the Consumer 516 Buying Situational Influence ? Purchase Task ? Social Surroundings ? Physical Surroundings ? Temporal Effects ? Antecedent States Question: Explain each and give example. 517 Psychological Influences ? Motivation ? Stimulates consumer to satisfy needs ? Maslow’s Hierarchy of Needs 518 Hierarchy of needs 519 Psychological Influences ? Personality ? Guides and directs behavior ? Personality Traits and National Character ? SelfConcept ? How I see myself ? What I believe others see me ? Actual vs Ideal Personality/Self Concept 521 Psychological Influences ? Perception ? Selective Perception ? Selective Exposure ? Selective Comprehension ? Selective Retention 522 Psychological Influences ? Absolute and Relative Threshold ? Absolute Threshold is the lowest level of intensity at which a stimulus can be detected . size of text and impact of visual ? Relative Threshold is the amount that a stimulus of a standard intensity that must be changed in order for a difference to be detected is a price change big enough to gain noticed and get reacti
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