Marketing Communication
Marketing Communication
Marketing Communication
Set of flashcards Details
| Flashcards | 91 |
|---|---|
| Language | English |
| Category | Micro-Economics |
| Level | Primary School |
| Created / Updated | 06.12.2012 / 17.03.2015 |
| Licencing | No Copyright (CC0) |
| Weblink |
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The Process of Consumer Decision Making
Decision Making Process
Problem Recognition -> Information Search -> Alternative Evaluation -> Purchase Decision -> Postpurchase Evaluation
Psychological Mechanisms
Motivation -> Perception -> Attitude Formation -> Integration -> Learning
Sources of Problem Recognition
Out of stock
Dissatisfaction
New need
Related products
New products
Marketer-induced
Maslows Hierachy of Needs
Selfactualization needs (selfdevelopment and realization)
Esteem needs (self-esteem, recognition, status)
Social needs (sense of belonging, love)
Safety needs (security, protection)
Physiological needs (hunger, thirst)
General Need Theory
Functional
Social: Modeling, Support
Nonsocial: Safety, Order, Physical well being
Symbolic
Social: Status, Affiliation, Belonging, Achievement
Nonsocial: Self-determination, Individuality
Hedonic
Social: Reinforcment, Relationship, Sex
Nonsocial: Sensory stimulation, cognitive stimulation, novelty
Cosumer Needs...
..are dynamic
..exist in hierarchy
..internally or externally aroused
..can conflict
Approach-Avoidance
Approach-Approach
Avoidance-Avoidance
What is Motivation ?
..an inner state of arousal that provides energy needed to achieve a goal.
Motivation driven by...
Fundamental Drivers: Affect, Physiological Drivers
Cognitive Process: Goal Orientation, Alternative Actions
Outcomes of Motivation
High effort behavior
High-effort information processing and decision making
Motivated reasoning
Felt involvement
Enduring
Situational
Cognitive
Affective
Response
