Adv 205

Ch. 5

Influences on the consumer decision-making process128– There are many.-recognize a problem, search for information, evaluate alternatives, choose a product to buy, evaluate the purchase. Interpersonal influences-family/society/culture. Nonpersonal-factors outside consumers control, environment/time/place. Personal process-perception, learning and persuasion, motivation.

Perception 129-the process by which physical sensations(stimuli) are selected, organized, and interpreted (is everything).

Stimuli 129-physical data. Stimuli>sensory receptors>attention (perceptual screens)>cognition (triggers existing thoughts in our minds), stimulus-physical info we receive through our senses

Physical data 129 (stimuli)>physiological screens (sensory-sight/hearing/touch/smell/taste)>psychological screens (emotional/innate factors-personality/needs/learned factors)>cognition (awareness/comprehending the stimulus)>mental files (memory-we rank products in our mind)

Habit 134-the acquired behavior pattern that becomes nearly/completely involuntary

Attitude134-acquired mental position regarding some idea or object(evaluations learn/cling to)

Learning and type of learning-we cant lean unless we have accurately perceived information & attached meaning to it. Incidental learning-unintentional acquisition of knowledge (repetition). Classical conditioning-pairing of 2 unrelated stimuli (unconditioned stimulus+conditioned stimulus=conditioned response). Operant conditioning-rewards/punishments. Cognitive learning theory-internal mental processes (problem solving-consciousness & observational learning).

Physiological screens-

Psychological screens- selective perception (screening information that doesn’t interest us), selective exposure (screening out harmful/threatening messages that are contrary to our view), selective distortion (perceiving messages the way you want to), selective retention.

Elaboration Likelihood Model (ELM) 133 and routes to learning-Central route to...