Lecture 3: Perspectives on CB

Problem recognition -> alternative -> purchase decision -> information search -> post purchase

Information search -> problem recognition -> alternative -> purchase decision -> post purchase

Information search -> problem recognition -> purchase decision -> alternative -> post purchase

problem recognition -> information search -> alternative -> purchase decision -> post purchase

motivation, perception, learning, knowledge, attitude formation

motivation, perception, integration, internal search, external search

motivation, perception, self-actualisation, culture, consumer learning

motivation, perception, attitude formation, integration, learning

physiological, social, safety, esteem, self-actualisation

physiological, safety, social, esteem, self-actualisation

physiologoical, safety, esteem, social, self-actualisation

self-actualisation, social, esteem, safety, physiological

consumers choose to focus on certain stimuli while excluding others.

a filtering or screening occurs throughout the perceptual process because internal and external factors influence what is received and how it is processed.

consumers do not remember all information they see, hear or read.

consumers interpret information on the basis of their own attitudes, beliefs, motives and experiences.

assumes that learning is essentially an associative process whereby the relationship between an unconditioned stimulus and conditioned stimulus developed through repetition and contiguity

view consumer as an active participate for learning to occur

perception, formation of beliefs about brands, attitude development and change and integration are important to understand decision-making regarding brand/product purchases

culture, social class, religion, household income, status

social class, reference group, subculture, culture

gender, social class, reference group, situational

social class, culture, demographic, income

identifying needs with unfulfilled needs -> determining market segmentation -> selecting a market to target -> positioning through marketing strategies

identifying needs with unfulfilled needs -> selecting a market to target -> determining market segmentation -> positioning through marketing strategies

identifying needs with unfulfilled needs -> determining market segmentation -> positioning through marketing strategies -> selecting a market to target

identifying needs with unfulfilled needs -> positioning through marketing strategies -> determining market segmentation -> selecting a market to target

NCU BL OBL OBU

BL OBL BS BN

NCU OBL BS BL

OBL NCB BU BS

introduction -> growth -> maturity -> decline/expand

introduction -> mature -> growth -> decline

introduction -> growth -> decline -> mature

Informational motivation is bad, transformational is good.

informational means elated, transformational means problem removal

informational and transformational does not relate to emotions

none of the above

Consumers choose whether or not to make themselves available to information.

A filtering or screening occurs throughout the perceptual process because internal and external factors influence what is received and how it is processed.

The process by which an individual receives, selects, organises, interprets information to create a meaningful picture of the world.

To study their stimuli and see what evoked set and other considerations are available.

When the buyer becomes aware of a difference between actual state and desired state.

To get more information from outside sources that can affect their decision making process.

Framing the alternatives.

disappointment of a product.

product performance is below expectations.

a buyer’s doubts shortly after a purchase about whether the decision was the right one.