Lernkarten

Karten 91 Karten
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Sprache English
Stufe Grundschule
Erstellt / Aktualisiert 06.12.2012 / 17.03.2015
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Fenster schliessen

Objects of involvement

Product categories

Experiences

Brands

Ads

Medium

Particular show/article

Fenster schliessen

How Can a Firm Measure Consumers’ Involvement in a Product Category?

with scales

Fenster schliessen

External Information Search

Personal sources

Marketer-controlled

Public

Personal experience

Fenster schliessen

What is Perception

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

Fenster schliessen

A conceptual framework of sensory marketing

see slide

Fenster schliessen

The selective perception process

Selective Exposure -> Selective Attention -> Selective Comprehension -> Selective Retention

Fenster schliessen

Brand consideration

Inept set

Inert set

Consideration set

Fenster schliessen

Evaluative Criteria

Attributes

Functional consequences

Psychosocial consequences

Values